I love that so much. And anytime we can talk about MacKenzie Scott is like a good day for me in the house. So Okay, number three is giving is identity. And what do I mean by that? Like the brands we choose to buy, where support, every purchase decision is centered in our identity, and how we view ourselves and how we want to be perceived are intrinsically tied to that. And so philanthropy is absolutely a part of that equation, as the lines kind of between for profit and nonprofit blur. So what I'm really saying is that your cause is trending right now. And people want to align themselves with it boldly. loudly and proudly, I think Nathan Chapelle and Brian Simmons talked about this beautifully in their new book, The generosity crisis, and they talked about radical connection is imperative. Because people want to be a part of something bigger. We've talked about this a lot as we sort of focus in on, what are millennials, specifically Gen Z? What do they care about, because they're really bringing up this notion that everyone can be a philanthropist Gen Z has specifically identified as holding fast to the cause. And not caring about the institution's Julie gave a beautiful example of this, you know, saying that, you know, she cares deeply about childhood cancer, but she may not necessarily be giving solely to St. Jude, even though she loves that organization, she could be looking for it locally. And we also look at like generation alpha, and I hope you guys are keeping your eye on generation alpha, these are this is everyone who was born 2010. And below generation Alpha was born the same year that the iPad kicked off, Instagram made its debut and the word app, you know, became the word of the year. They care a lot. And if they're technology capable, in a heart, wired hearts are awakened early and with an intentionality. They can be lifelong philanthropists. And I'll tell you how I've seen this play out at my house. My daughter is 12. She is a proud environmentalist. And I remember the day she came to me and said, I do not want to wear a Nike sweatshirt, like I would rather you go buy me a sweatshirt from Earth justice. So people understand that that's what I'm about. Because I want them to ask me about my shirt, because I want to tell them why I'm so passionate about the environment. These little philanthropists and I say little because she is little, but I'm also talking about millennials, Gen Z, I can tell you, I definitely want to wear you know, my shoes, the first shirt, because I want people to know that I am here for supporting women. So now is really the time to pour in. So we really believe that giving is identity. And this is such a moment for nonprofit and social impact organizations, philanthropy and psychology research shows that when we align our identities and values with our behavior, we gain not only that sense of belonging, but we secure our sense of self. And you know what, when you do something good, and it comes back to you, we can all attest to the fact that this fuels us to want to do more. So this is an incredible trend we're watching take hold, and we've got tons of examples of who's leveraging it well, and we want you to pour into it.