Well, so many things, if you're if you're putting good data in, you should completely understand your philanthropic landscape. So who is giving? When are they giving? what's inspiring them to give? You know, it's it's interesting, because social media has, has changed how people view their lives, we have this perfectly curated experience, right? We like certain things, and then that's what we see in our feeds. But what I often find is that nonprofits do the opposite, they just blast out these big messages. And they don't, they don't create the this like, you know, really curated experience. For example, if you work at a university, and for the past five years, you know, this donor has been giving to nursing, you don't have to send them communications about your culinary arts degree. You don't have to send them communications about the dean of the engineering program just wrote a book, they don't care, they have voted with their dollars, and they care about nursing. So really looking at where donors are designating their dollars, and create that curated experience based on what they're telling you, that they care about. And they're telling you a lot when they give, they're telling you when they like to give, they're telling you how they like to give, is it stock? Is it cash, Is it monthly, and they're telling you what they care most about, by designating their gifts. So on a on a, on a micro scale, right, like at the donor level, curate everything, when you're when you're sending email blasts out, you know, write five versions, and send them nursing to the people who give to nursing send the engineering to the people that give to engineering, it will make a tremendous difference. And that helps you be I mean really data driven, and you know, donor centric