it's a really important time in the evolution of fundraising. And we consider you know, this time moving into social media as a third wave of giving, you know, was personal in person, you know, the index cards, then the advent of email, and you know, event websites really kind of changed the game because it created a new way to communicate and a new way to share information. But it was really kind of one way it was static, you were talking to your constituents, and any kind of reply to many days or hours. And it wasn't really a conversation, it was just an exchange of information over time, it changed, it really changed everything at the time. And now we're in what we call the next shift of giving, because we have the ability through social media, to have real conversations and emotional connections that don't have to take place in person. And that's very different. You know, I think most profit most nonprofits, you know, hire people who have the ability to create relationships. And that's really a sweet spot for many nonprofits, to be able to have the right relationships with your volunteers, with your event participants with your major gift donors, etc. And that was a, you know, an extremely important part of nonprofit fundraising throughout, you know, many, many years. What we're finding now is that people are spending their time in a different place. COVID really shook the world, because then in person, opportunity to actually sit down and talk to someone no longer existed, and nonprofits had to be nimble. And what has evolved is really an understanding of the power of social media. And we really think that this gives it like the highest use of social media is to encourage social giving engagement and good causes. And if you look at the numbers, there's so many people, I mean, it's hard to even document it. But we know there's like 262 million active Facebook users every day. And we know in some of those other channels like on twitch or Tik Tok at any given time, there's more people online and then attend the Super Bowl every year. So there's this huge audiences who are choosing to spend their time, you know, on social media, so how can we connect with them, and create an engagement that used to be done face to face, but now is done where we're not forcing people to get off that channel and to follow a link and open a website, but we're talking to them in channel and this is really kind of changing the game of how we, you know, build strategies to engage with these folks. And you know, the one of the the old adages of fundraising is the number one reason people don't give to your organization. You know what the answer is, they're never asked, and when you have a whole generation of people, young and old, who are now spending all their time on social A media or that is a way they communicate, engage, we have to make that ask there, we can't expect people to, to come to us, you know, to find our website or to find our page, we have to find ways to engage them. And that's what we're learning, we can do very effectively, you know, here good united and using Facebook as a platform, and really finding ways to engage and start communicating conversations with supporters. And they're giving and they're engaging. And, you know, I think they're finding an emotional connection, just like they did it in person events.