Out of 11 million is as close to zero as you can possibly get. So how do brands win? We have to break through that cognitive spam filter. Brands are no longer a story. People are no longer sitting around complacently listening to your 32nd spot. Brands are a cognitive shortcut. They break through all of the cacophony, all of the noise to help people understand what makes you different and why is what you're offering worthy of their time, their attention, their ratings, their reviews, their dollars, their donation. So how do we do that? And I work full time in marketing, but trust me on this doesn't matter what kind of nonprofit you're running. Everybody is working in marketing, and now it's exciting, because some of you guys are probably running some fairly small organizations, but now, thanks to AI, you can make content in ads that historically would cost millions and millions of dollars, and now we could do it for pennies on the dollar, but we can't use the playbook of yesteryear. We have to understand What content do people want and then deliver it to them, which leads over to the second half of this equation about how brands win. If the first half is create empowering content, the second half is deliver that content in the moments that matter in the consumer journey. So let's say you're looking for donations. Very rarely is somebody going to see your request and instantly make a decision. Often, what you find is in your space, people spend 10 to 20 hours conducting research before they make a donation. Certainly sometimes people say, Oh, 50 bucks, no problem. Oh 200 bucks. That person's need, no problem. But when you're looking for bigger donations, that decision making process, it could take weeks. It could take months. I've certainly seen data that says it can be nine months of decision making, 300 pieces of content that are reviewed, and 10 to 20 hours of actual decision making spread over those months. So what the best brands do, and what you can do as a nonprofit is actually map that consumer journey in marketing. You've probably heard of this, the sales funnel, awareness, interest conversion. The issue with that is, that's how brands look at the world, right? These three key stages, just awareness, interest conversion. But if you look at the world through the lens of your audience, it doesn't have these three big stages. It tends to have many, many very granular stages. They might be dreaming about how they can make an impact. They might be conducting research about how they can make an impact. They might be analyzing all the different nonprofits that are asking for their dollars or their donations, or their ratings and reviews, and that'll keep going all the way, not just to the point of donation, but all the way through to becoming a loyal donator, all the way down to being a Brand Champion, where they're leading ratings reviews, there are bars or restaurants or conferences actually proselytizing for you. So as you map that out, you're probably going to find something like 12 really granular steps in that consumer journey. And this is what all the best CMOs are doing at the biggest and the best brands in the world. They're starting to map out that consumer journey. Look at those granular moments, and then the second thing they're saying is, what are the unmet needs at each of those moments? Very often, what you're going to find is, in the beginning you need some inspirational content, but what you need to do is couple that inspirational content with functional content. What do you stand for? What do you believe in? What makes you different and better than the competition? How exactly are you going to make an impact on the world? How exactly do you help your constituents, right? So once you've got them engaged emotionally, how do you then follow those latter stages in the journey, and ultimately, figure out what are the questions that they have, and how do you answer them from a functional standpoint. And if you could look at that totality of the journey, understand every channel that they're using, from video to social to email, how can we inspire them emotionally? How can we answer their questions functionally? Ultimately, what we're doing is not repeating the same message over and over and over again, but we're creating an empowering journey. We're not interrupting the journey. We're carrying them through the journey with the right information at the right place, at the right time. I.