I'm proud that in 2023, our team, we put out a movement, a message, we put out, you know, a thing that became a movement, which is another one of your trends, by the way, and, and this movement for us was quit bad fundraising. And this idea of quit bad fundraising was both self reflective for us as an organization and also looking at the larger sector, and about a mindset shift that we felt was and is needed, so we decided to put a wrapper on it. And, and what we saw was that there was this amazing community of people that came together to self identify the fundraising practices that they felt were outdated, like they personalized it for themselves. And, and the reality is that the data all around us shows that it's time for our sector to make some mindset shifts, right. So the Edelman study, and the findings of of trust, the Fundraising Effectiveness Project, you know, long tail retention challenges, like report after report after report. And so we can choose to look at these as Chicken Little or we can use them as an opportunity to truly make that mindset shift. And so to understand where we want to go, the one of the phrases that we're using a lot is liquid expectations. That's what our donors have now, liquid expectations. And what I mean by that is, with one swipe to the side, either side, on your phone, you go from your banking app, to maybe Kroger app to order your groceries to be delivered to your house, to streaming, your favorite Grateful Dead concert from 1972 might be Europe, I don't know, to, you know, to texting your spouse to sending a snap to your 15 year old son like that is that is liquidity in how I experience life. And its liquidity and how every other donor experiences life. And every brand that they engage with have been able to make the seamless experiences come to life for them to flow into that pattern. And we're not there yet as a philanthropic sector. And so that's the expectation that our donors have, that's what we should aspire to. And so that's, that's where we need to go to now, where we are right now is something like, we decide it's time to do our annual fill in the blank campaign, then we decide the universal message that has passed the test of the development team, and then the marketing team. And thank goodness, the marketing team didn't make too many changes. And then the communications team that agrees with the marketing teams, little changes, and then the executive team signs off on it, we have our universal message that we have for our campaign. And then we choose our channels, and it's probably the same channels that we used for the same campaign last year. And then lastly, we identify segments and selections from our database on who to talk to. And so it's campaign message channel audience, and that is backwards. Like that's so backwards. Thank you