Sure thing, so yeah, you start with those those coins Questions? What is our expertise? What do our donors need? And where do these two overlap? And then you think that when you find that area of overlap, the area of opportunity, I like to call, then you say, Okay, what are people searching for? What are our potential donors searching for we've area, we've identified some potential things that we could create to help them. And you start with the the end in mind, which is, you know, a new subscriber or a first time donor. And then you work your way backwards, you know, people who could be our brand new to organization have never heard of you aren't looking for you, they're not on Google or on social media, for that matter, looking for you are looking for to donate to someone, and you just hope you you show up at the top of the results when they're looking for someone to support. If you're an arts nonprofit, I know of one day, they really try to uplift women and give them a chance to to perform and and to grow into to be seen in their theater. You know, they want to both encourage and teach and challenge and give opportunities on the performing side. And then they want to bring in people to watch the shows. And so obviously, they can use Google ads to advertise their shows. But what if they create a resource on a bit like live video series on how to prepare for your next audition, or how to memorize more effectively, or you know how to learn a specific kind of acting. And then they create a guide. And they put the effort into creating a one time one and done evergreen guide that can be used over and over again. And then they put that out there with Google app. And again, there's a lot of different ideas that, you know, different nonprofits could create, like, if you're an animal sanctuary, you could create an ebook on how to deal with pet loss, and how to donate in memory of a pet or encourage that. So take that put it into something digital, because that's it a requires the upfront effort of creating it, and then it's ready. And you can use it over and over again. And meet people where they're at. People go to Google with questions, they go to Google with problems, or maybe they go to Google for entertainment. So I have a bunch of different ideas, like 20 different ideas on a guy that I can we can you guys can put in the show notes or whatever awesome thank you can access and nonprofit stuff be lined up marketing is where you can get it. But before you create a guide, before you create something that you advertise through an ad and get people to opt in, it's really important to to make sure and validate that that's something that people actually want. And so I recommend two things. And the first one is to do a donor survey, send an email to your current donors with a survey and say, Hey, we're thinking about creating this resource, this digital resource to help people with one of these problems, can you just select ones that that really speak to you? Or would it be really helpful to you? And then follow that up with? And if we create this, do you want us to send it to you? That's the real validation piece. Because if you get people saying, Yes, I want that, you know that potential donors will want it too. And then of course, on your first question, leave it leave a box for other to let people give you ideas, you know, you'll get maybe you'll get some better ideas than the ones you came up with. That's the first one. And then the second way to validate is inside Google itself, you can create it if you don't have the Google Ad grant. Or if you don't have a Google Ad account, you can create a free one@ads.google.com. And there's a tool in there called the keyword planner. And you can just type in keywords inside the keyword planner, and look up what past search volume were for those keywords. And so between getting that validation from voice of your donors, and seeing how many people are actually searching for this, you can find, okay, these are these keywords, there's a lot of search volume, and one of these resources address what would be a natural response to that search. With a social media ad, you're coming in and interrupting someone, they're they're doing their own thing. They're not. They're not looking for you at all, and you have to get their attention with a Google ad. It's a lot more like a conversation. If you come in and meet that person where they're at. And the question they asked in Google search, then they're gonna say this is really relevant, like, your ad is going to really speak to them and then depending on what you say, on the on the page that they come to and, and the guide and how you explain what you know, they'll they'll decide whether that's what they're looking for. But that that conversation element is a great way to kind of frame