I think the most important thing is to find the thing that makes you tick. Right? So for me, and for my, my partner, or my family, it's St. Jude, right, my wife and I have been involved for so long now. And it was just a natural extension to bring the company into it. But you know, it's a lot of hard work. And there's a lot of long meetings and long hours trying to figure this stuff out. And if we weren't passionate about it, it would be really hard to see that through. But way more importantly, the audience knows, like, whoever you whoever you are, whoever your audience is, whoever you're trying to reach, they know if you're faking your enthusiasm or not. Because it's really easy to see that, especially over a long period of time, like this campaign runs four to five weeks, we've been doing it for five years, if we weren't super excited about it, people would have caught on by now. And it wouldn't be as successful. Yep. And so we really spend a lot of time and energy just internally making sure that, hey, even though this is really busy, and there's a lot of stuff going on, that we are aligned with the mission, internally, just like in here, so people can see that when we talk about it, in terms of what nonprofits should be doing. I think I go back to what I said a second ago about being sensitive to what the audience is actually telling you. Because they're not always gonna say it loudly. Right? They're not always going to send you an email, say, I want this, this and that. But it's about knowing your people, whoever they are. And it's about knowing where they are, and the tools that they are wanting or needing to make this possible. And so I think, I think some people will get discouraged. And they, Becky, you mentioned, like, Hey, I put this thing on my Facebook page and like, nothing happened. Well, you got to show that you're passionate about it. And then you gotta meet people where they are, right? It's the reason like schools have, you know, book fairs or whatever. It's like, oh, yeah, like, kids like books, we're raising money, we can put these two things together, it makes a lot of sense, right. So really knowing your audience, knowing where they are. I think that's the most important thing. And I think it's easy for people in the nonprofit world. I mean, I've got a lot of nonprofit experience beyond the scope of this conversation. I think it's really easy to kind of get into our own heads and into our own mission so far, that we sort of lose sight of the context that the people we're trying to reach are in. And I think that can be that can be problematic. And so I think really understanding where you fit in where your people are, is just huge.