5-Minute Interview: Howard Baskin, chairman, Big Cat rescue

We have not ever done anything that caused us to lose money or have any other negative impact that I can recall.

FS: What advice would you give to organizations similar to yours, in size and annual operating budget?

HB: I am not sure our experience and strategy would work universally — it may be heavily dependent on the nature of our mission. I am tempted to say focus on the Web; it is the future. Learn how to appear when people search. Make sure your content is engaging and makes people want to pass on your site to others.