Name: The Heart of Fundraising - Building Genuine Relationships
Uploaded: 2025-02-27T19:15:56.523Z
Duration: 45 min 28 s
Description: The Heart of Fundraising - Building Genuine Relationships

Transcript for "The Heart of Fundraising - Building Genuine Relationships": Okay. Cool. Hi. Welcome, everyone. Thank you so much for joining us today. We are so excited to kick off the first webinar in our Human Side of Fundraising series, The Heart of Fundraising, Building Genuine Relationships with our incredible, contributor, Maureen Walbioff. Before we begin, I just wanna let you know that we do have a Blackbaud representative on the line with us, Patrick Kelly, and he'll be able to answer any questions that you may have about Blackbaud specifically. So please feel free to enter that into the q and a. He'll be on the line. And if, you know, anything is lingering in your head after, I've also linked his calendar so that you can book a time with him directly. So, you know, let's get to the reason you're all here today. Without further ado, I'll go ahead and hand it off to Maureen. Hello. Hello, everyone. I'm so excited that you dedicated a little bit of time in a busy short month in kind of a maybe let's just call it a less than standard less than standard time for us in nonprofit land. It's, it's a little more chaotic than usual right now, but I am so excited to bring this information to you today and for the next few months. We're gonna have one of these webinars every month, building on each, topic and area that we go into. Please chat your questions into the q and a. Abby will keep her eye on those, and, we've got some time at the end to answer your questions. So this is me, NoBrate Today. My name is Maureen Walbeoff. I'm a nonprofit digital strategist and technology coach, and I've been working inside and alongside nonprofit organizations since 1991. So a really long time, this is my passion, is helping nonprofit organizations do a good job of using the technology and their staff to raise more money, grow their programs, and work more efficiently and effectively. And I'm based on Cape Cod in Massachusetts. Here's our agenda for this afternoon or this morning, depending on where you are dialing in from. We're going to spend some time talking about why donors give. Smart relationship strategies. I'm going to give you some tips, to take back to your teams and neuter on a little bit. And then some ideas for combining technology with heart, with the human side of fundraising, the stuff that got us into these jobs in the first place. And again, some time for open Q and A. Understanding why donors give. I think we know why donors give, we think. We know what makes us give to causes and organizations that we support. But, you know, not everything is a straight path from an ask to a gift. So let's take a second. I would love for you to fill out this poll. Abby, if you would launch this one. What's the number one reason someone donates to your organization? There's no wrong answer here at all. I'm just curious to know what all of you think the reason people give is. We'll give it a second for folks to weigh in. We got a couple hundred people live today. Connection to our mission, mhmm. No more reducing tax burden. That's done. Now, I often see that actually, kind of a chunky number. So it's interesting that it's not resonating today. Someone they trust, ask them to give. I support ABC organization. Please won't you support them as well because you're my friend and I'm asking you to. Or, I'm not really sure. So, the lion's share right now is people have a connection to your mission. I love this answer. I love the fact that this came up ranked most highly in our first poll today because it's going to help me drive our conversation to unpack this a little bit. The connection to our mission, What does that really mean, and how can we maximize that? Let's get to the next slide. Abby, can you tell oh, there we go. Great. Let's see. Let's I'm not sharing my screen. Abby, could you pop the slides back up, please, or shall I? There we go. You got it. What really prompts someone to donate to your organization? It's the personal connection to your mission. That's definitely on the list here. But it's some other things as well, and they tend to tip people. The more of these you've got in a supporter, current or prospective, more of these things that exist for them, the likelier it is that they will actually become a donor and hopefully stick around for a while. They've gotta believe in your cause. They need to feel like they wanna be part of the solution. They wanna make an impact. That personal connection to your mission that you all weighed in on a sec ago. Some of them are seeking community in a sense of belonging with like minded individuals. I'm sure you hear the word community a lot in your, reading and researching and learning about fundraising and engagement. And then recognition and appreciation. Our supporters want to know that we know that they made a gift. And so there are definitely opportunities to level up that recognition and appreciation, which is directly related to, people returning or converting from a one time to a sustainer. Sticking around a little bit longer. We're going to get wonky for a second. Even though this is human centered, the human human side of fundraising, what's going on inside our human selves when we wanna take action, when we are presented with an opportunity to make a donation or get connected or support an organization that we, sort of researching or they're in our periphery. These things all happen really quickly, and they don't just happen around donations. They happen anytime we are prompted with a situation that an action might be required. So here's what happens pretty quickly. Emotional trigger. We have a feeling. That's the human heart part. We gotta generate feelings on behalf of our supporters, our subscribers, our contacts to get them to feel something trick kicks this whole cycle off. I gotta get ready for action. I got a feeling leads to action. Very quickly, the front of my brain starts to do some cognitive processing work. What's the context for this emotion? Is it happy, sad, fear based, excitement, whatever that emotion happens to be? What's my physiological response need to be? And it's usually hormones. Hormones kind of drive every action we do, as human beings. So depending on the emotion, that changes what hormones flood our bodies immediately. And those hormones are the things that trigger our nervous system, our hands, our eyes, motor systems to react and take an action. Right? So all of this is happening when someone reads an appeal e mail or gets a piece of direct mail or a text to give SMS message. Getting into the physiological stuff can help us do a better job of reaching human to human. So let's look at this little quick interplay two different ways. And again, milliseconds, feeling to action. So let's imagine that I got an email from an animal rescue organization, and I see this little puppy. I feel empathy. My amygdala starts working in my brain. My brain starts to process. I'm feeling emotional about this puppy. I'm feeling like I want to save or help this puppy. And then I get oxytocin is the hormone that floods my body, and dopamine comes in motivating me to give. So the action from just in a nanosecond seeing this puppy picture, I'm going to donate online. And then immediately after that, I feel really good, and I get a little more dopamine. I'm doing something good. And I'm going to remember that the next time I either see a picture of this particular puppy or I get another message from that animal rescue organization. That's what we want to have happen. Right? One, two, three, four, five. Image or con content or video. Help. You brought me in. But on the other hand, we can have different outcomes. And this is what happens a lot. Right? You may send a lot of appeals out, a lot of direct response, pieces of print mail out. Not everybody gives. A lot of people don't. So let's tell that story a little differently. So same feeling, right? I got an email, animal rescue organization, and I see a puppy. My amygdala starts cranking along. Processing. What should I do with this feeling? Oh, risk. My name is spelled wrong in the email. Or it says dear first name or name not found, which can happen too. So I start to feel like helping this puppy puts me at personal risk within two seconds, like less than two seconds. I now have adrenaline instead of oxytocin in my system and the dopamine and I start to, maybe I shouldn't take an action, I decide I wanna avoid that risk. And I delete the message, and then reinforcement happens on the negative side, which is the experience is stored in my brain. The next time I get an email from this organization, I may not even open it because I'm unaware that this stuff is happening in the back of my mind. It's a lot of science, but I included it because these are the kinds of things that we do with other types of donors. You know, our bequest donors, planned giving donors, major donors. We don't really think about this so much with everybody else. And I think I think to become or re, revisit our human centered fundraising apparatus, and way of thinking and planning our outreach and engagement and campaigns. We need to sort of know what's happening as we are putting different things in front of supporters or prospective supporters. And this helps us do both. Right? I work with so many nonprofit organizations who either can do the tech, and it's fairly robotic and it doesn't change a lot, and this is my campaign, and I'm sending it out year over year without a lot of changes because if it's not broken, don't fix it. That's the software side. But I also need to apply more soft skills, in my opinion, to those bigger, wider audience engagement opportunities that we spend so much time and people power thinking up, testing, and executing. When we can do both, leverage technology with our whole selves as a human, we get the best of both worlds. We get to leverage our digital tools that we all have. We all have them because they're useful, not just because, like, everybody needs a CRM. Everybody needs an email tool. These are really things that can and should be used like you're talking to one person, even when you're talking to 20,000. Building trust, empathy, and connection through those digital outreaches lets us do more, build more relationships that, like I don't know about you, but most development teams do not have, like, a one to one every person on your list, and here's your solicitor or here's your prospect manager. We can't do that. There's too many of them. The combination of high-tech and the humanness that we all have and bring to our jobs is the best way to not only hit your immediate goals, campaign goals, quarterly goals, fiscal year goals, whatever, but it sets you on a path, and I've seen it over and over again, for long term fundraising success. And while the immediate wins, we need them, we need those immediate wins, really, development directors, advancement directors, VPs need to have an eye on the long game. What am I doing today, next month, next quarter to solicit and get people to return, not churn? And all the acquisition work that we do to try to get new donors into our file, giving that one time gift, we want them to stick around. So doing it with both sides of your brain and both sets of tools that you have, the human tools and the technology tools, that's the way that we win. Smart relationship strategies. Let's talk about things you might already be doing that feel super personal that you probably could translate into a broader audience with that human centered, heart centered self. So, Abby, we got our second poll in here. If you are take a half a step back, everybody, and think about how how can I be more human centered with groups that aren't my major donors? What's getting in your way of trying this or expanding it or really going for it at your organization? Resistance from staff or leadership or both? Unsure what our tech can really do, like, I don't know, whether we can be personalized or be heart centered if we're sending an email to people. Our data is problematic, so I can't really do too much personal stuff in my broad appeals or something else. So Abby, would you launch this poll, please? I'm very curious about this one. What's getting in your way? Is it the your your people? Is it your system? Is it your data? Or is it something else? Let's see what we got. Kind of kind of a split. Give it another minute here. Oh, we have some others. Hey. If you answer other, do Abby and Patrick and myself a favor. Would you chat into the q and a or in the chat what your other is? I want to make sure that in these future webinars in this series that I'm, giving scenarios that you're actually dealing with. How can we get past some of these roadblocks? So it looks like right now, 24 votes, about 18% ish, for resistance from staff or thought leadership. Quite a few of you, 45 votes, say, I don't know what my tech can really do. So enlighten me, please. Or I got some data problems, dupes or, data hygiene. Maybe I've got some missing information that could be useful, and then we've got some people with other. This is what I thought I would see, actually. Sometimes it's the chain of command. Sometimes it's, this isn't my system. I'm not an expert, or the expert left the organization, now we don't have an expert. I'm leveraging our tools and that data thing. We will be talking about that in-depth in a future webinar, so please stick around. Abby, you want to close that poll and get us back to the slides, please? Great. Okay. Are we right? We're playing with a new, a new broadcasting tool. So, thanks for your patience. Okay. What are the keys to delivering this heart centered human, too human, powerful personal experience. It's these things. We've got to understand and respond to our donors' given patterns and interests. We've got to take the time, and I know it's a very precious resource, to deliver a bit of customization, a bit of you like this aspect of our work. I'm going to make sure that I ask you to support this aspect of our work. Acknowledging their contributions in meaningful ways. If your autoresponders, your donation confirmation pages are transactional. Dear Abby, thank you for giving a $50 donation to animal org ABC. That's not what those are for. Yes. You wanna include the tax receipt in case they are, you know, using it for their end of year tax planning or whatnot. But they want to be recognized and sort of celebrated for the fact that they gave you that gift. And I think all of us are, have opportunities to level that up. And our appeals are planned using the right timing, an appropriate ask amount, compelling case for support. That's the trickiest one in my experience simply because, we're missing some data or we've got a ton of data and don't really know how to analyze it, help inform some of these things. And that compelling case for support in an email that people will skim. You know, 200 words, maybe sixth grade reading level, maybe a video, maybe an image. How do you make that compelling case for support when you're playing beat the clock, I got three seconds to get this person's attention in a full inbox? We already do this, though, with our major donors. All these things on the previous slide. Right? We understand our major donor prospects and donor major donors' giving patterns and interests. We deliver customized engagement opportunities that make them feel special. We acknowledge their contributions in meaningful ways, and we plan when we're gonna ask them and what we're gonna ask them for and how we're gonna make that ask. And I'm here to tell you that you can do all that with everybody else in your file. So this, the, one chart, the speedometer here is about weak our time. We generally give 80% of our time to major donors and 20% of our brainpower our time on everybody else. And if your file is like everybody's file, you got this many major donors, this many everybody else's. And I understand why we've done it. It makes perfect sense that major donors get more of us, more of our brain, our time, our love, our human one to one, because we can do that. We can say, Abby, you're assigned to Patrick. Go get go raise some money. Go learn about them, build a relationship, and then we'll put together a proposal to put in front of Patrick. Because we're doing one on one, it's easier to learn about their interests and motivations. And, you know, the payoff is bigger. It's more likely that that little bit of our major donor file is going to actually give more than everybody else does. But that doesn't mean that it's the right thing to do to just drive by. And I I if you I'm not being pejorative. I hope you're not experiencing me that way. I just know we have negative five hours in a given day. All of us are wearing multiple hats. There's a billion things that we've got to get done the end of a given day, week, or month, and we're gonna we'll get to that. We'll zhoosh it up. We'll level up our broadcast, and we'll try to be more human and try to start personalizing and customizing stuff. It takes time to do that, and time is one of the resources that nonprofits do not have a lot of. So through this series, you're gonna get a lot of tips and tricks and ideas that hopefully you will bring back to your team and start to move on. Take little little baby steps towards the everybody else, the non major donors, the email subscribers, the people who follow you on social media to the extent that you've got their contact information, that you're giving them, to the extent you can, the same kind of one to one experience that you're giving to your major donors. And it is possible to do it, and when you do it, you are successful. Technology can do these things. These are things that, I think we think tech is, again, just there. I got my email tool. We need a donation form. I need maybe to send text messages. Maybe I'm doing direct response stuff. And it's fairly pro form a audience, maybe giving levels for different segments. Here's the donation form. Everybody sees the same one. Everybody has the same experience, regardless of what they saw, what link they clicked. They're all going through the same journey. We need to be able to make people feel things, as I've said at the start, but a whole bunch of people feel things at the same time. And that's by making them have belief in our cause. Saying, I see you. I may be the organization, but there are little things you can do to make it feel like it's a one on one connection, that they are part of your team that's making a difference. I know your major donors feel like they're part of your team. And then, again, you're gonna hear me beat this drum, appreciation and recognition. That final emotional feeling of, I'm glad I did that. I'm glad I made that gift. I'm glad I, replied to that survey. I'm glad I registered for that event, whatever the action happens to be. And and I really think this is where, as fundraisers, a quarter of the way through the twenty first century. They're pretty old. You know? I was born in 1962. That was a long time ago. So here we are in 2025, and we have adopted some of these technology tools, some of these good practices, but not enough. We still have, ways to go. And I think organizations that are able to leverage the volume, the automation, the personalization and customization options that modern technology in 2025 for nonprofits should and will deliver. That's how you're gonna be around for the next twenty five years, is by slow shifts and not seeing the great divide between personal stuff I do with major donors or other important groups or partners, and then everybody else. Stop thinking about it that way. It helps us internally. One of the sessions in this webinar series is going to be all about your team, all about taking care of your staff. So if you give people the right tools or the right training and they're using modern systems, they're not only gonna build emotional connections at scale, but your staff's gonna stick around longer. Don't make me use a janky tool. You know? It also creates a more effective and impactful fundraising approach. Right? You might take some of your ideas for outreach with major donors. How can we turn this into a digital engagement campaign? What works really well with major donors that we might wanna test on smaller groups of less known supporters? That's where the exciting thing is because you're gonna get some wins and you're gonna learn some things. And it also gives you a return on the investment of the stuff that you're using. All the data that you're collecting and cleaning up, all the gift processing work that your teen is doing, and all the little bells and whistles that most modern software can do for you that you're paying for, that you might be sitting on or sleeping on. Like, that's to me, the supporter wins, and we win. And that makes the world a better place at the end of the day. Final section here is combining technology with heart. So I'm gonna give you some lenses to look through this with, and some action plans here. So final call of the day is how's this resonating with you guys? Are you ready to start improving your relationships with supporters, like all of them and not just little groups of them? Is this possible for you? Are you ready to jump in? Are you ready to try to jump in, test a couple things, go slowly and carefully? Are you not sure what to do or something else is going on inside your organization and now is not the right time, which could certainly be the case. So let's give this a second. So far, I'm loving it. People are ready to jump in. The other thing while we're waiting for the poll to finish rendering is that baby steps are just as effective as big leaps. I've worked I've worked inside nonprofit organizations that were doing the same thing for years, five years, same plans, same schedule, same stuff. And a new leader came in and was like, we're shaking it all up. If you've lived through that, you know the disruption that that causes. So that is not what I'm advocating here. I'm really advocating thinking about another way to take stuff that's successful already, that's proven inside your organization to be, something that resonates and apply it to every to everybody else, the people in your database or on your email list. So lots of you wanna jump in. A bunch of you are willing to try. Some people aren't too sure. We got a couple of others. I totally understand that. Abby, I'm gonna hit the slides button. Let's see what happens. I don't know. I think you're gonna have to do it. Thank you. If you could pull up the slides, Abby. Great. Okay. Now before I switch slides, I just did with you what I'm encouraging you to do with your supporters. These polls, these three polls were designed for me to understand you a little better. Who's here with me? No. Big shop, little shop, new, seasoned. Got a whole bunch of people in here today. So these polls were easy, non objectionable ways for me to find out a little bit more about you so that future webinars hit more marks for you. And you can do the same thing with your supporters. Quick little polls. They were presented in an easy way. You liked giving your opinion. The tech worked. It was easy. There were no bitches. And so I say this to help you know that you can use all of this stuff that I'll be sharing with you and that we'll be walking through together. Little baby bites. So I think this poll thing is fascinating because surveys, you know, who's gonna who's gonna mind that? Just record the answers on people's records in your database. So here's four tips, and we're gonna look at these four tips through three lenses, the tech lens, the human centered strategy behind why increasing personalization in your content is a winner, and the impact. So increasing personalization in your content is a win beyond a little beyond first name. Okay. So, like, first names have been around for, I don't know, twenty something years. What else do you know about your supporters that would let you insert a little merge field? We do this in direct response all the time. What can you put in your email that makes people feel like you're speaking to them just like a major donor one on one. You're collecting a lot of data. I know you are. I know you are. We collect it, and we don't do a ton with it. So this would be the first thing I would explore. What do we know about our supporters that we can put in an email appeal that will help them feel like we're speaking just to them? Cat person, dog person, food scarcity, our education programs. And if you don't know this stuff, ask. Send out a quick little survey. Add it to your monthly e newsletters. Put it on social. Start to get a little deeper into what people are interested in, what they like. The human centered strategy here is if you combine the personalization with good storytelling and some tailored outreach, donors feel valued and more connected, and they're more likely to give. Like, we do a lot of sign and die in and reediting of our email content. Generally, it's gotta be shorter. Generally, you gotta have somebody be able to click on a link or a picture. Some people click on a link, and some people click on a picture. But it's the personalization that will make it worth all the time I know you're spending on crafting and testing and sending out email messages to your supporters. Building strong relationships with supporters. This seems like a no brainer, but let's look at this through these three lenses of tech, strategy, and impact. So building strong relationships. What tools do we have? We've got social media. We've got email automation. Somebody comes in having done a thing. What happens after that? Usually, not much. Your tools should be able to take people on a journey. In other words, I sign up for your email list, and I get put into some marketing automation automatically that welcomes me, that maybe sends me a little survey, that maybe shares some resources. And then at the end, I ask them to give. Or a new donor, one time donor, same thing. I make my first gift. I get walked through a series of non offensive, non, like, spammy emails, and at the end, you ask me to become a sustainer. We should be able to do this in 2025. Trust and loyalty grow when your donors feel like you're caring for them at every stage of their relationship with you, and you're not waiting for them to create their own experience. You're actually curating that. And think about those two groups that I just mentioned. Right? Email subscribers. Lots of those. We sort of hope once you're on our list. You're gonna give at some point. But why not bring them there with the tools that we have and the data that we've got? Third thing we can do, increase efficiency while we maintain connection. You know, I can always tell when marketing people turn over inside organizations because I'm signed up for a billion different e newsletters. So So it's like monthly, monthly, monthly, nothing, nothing, nothing, weekly, weekly, weekly, weekly. So, you know, sometimes that maintaining connection means just keeping up a cadence even through turnover. But technology, like automating things like good gift acknowledgments or event registration automation or donor segmentation, leveraging the tools and the info you got to help things happen automatically so that you're not doing the version of every month, Mary processes our sustainers. That's still happening in 2025. And if that's you, I I would like to talk to you and another driver would give you a free console because that's a silly use of staff time, in my opinion, in 2025. With a human centered strategy, if we can automate high touch stuff with a big group of people in your file, then you can free people up on your team to be able to do more major donor prospecting, more planned giving stuff, right, while not sacrificing the high touch personal experience for everybody else. So balancing automation, stuff tools can do for us with personal touch for other audiences really helps that emotional connection sweep around the room, and, we don't need to hire new FTEs, new full time equivalents. Final tip here, data driven decision making. I'm gonna get a tattoo of this at some point, I swear, because we collect so much data, but we don't do much with it other than, like, average gift size and, you know, who's a live on, who's a sci bond. You should be using data to build relationships with people. So technology. Right? Donor behavior, giving trends, etcetera. Leaders are interpreting this data in a good in a perfect world. Staying attuned to emotional, relational aspects of fundraising and not just letting the data do all the talking. So it's a little bit of both. So it aligns with your values and expectations of the supporter, and they're effective at the same time. So I think one of you could pick any one of these things between now and the next webinar in a month and either noodle on it, discuss it with your team, make some provisional plans, things like that. This should all be actionable, and the best time to start is now. I had an exclamation point in the slide, and it just seemed obnoxious, so I took it out. But I really do think the fact that, you know, we've got a couple hundred people in here, more than 500 people registered and will watch the recording, means you're all hungry for this stuff, and it's so exciting because it's taking the promise of the technology and not losing ourselves and all the things that we know work when it comes to cultivating relationships, raising money, and keeping our donors with us year over year. So with that, Abby, I wonder if we wanna go to questions in a second. I'm going to go to the last slide. We don't need to look at the Q and A slides. So two call outs before we, jump into a couple questions. Second webinar in the series is on donor retention from the first gift to lifelong support. It is Thursday the twentieth at the same time. So, we hope to see you there. And please don't forget that we've got Patrick hanging out in case you've got any technology related questions or are interested in learning more about what's out there. So, Abby, I'm gonna take a drink, and you can ping some questions my way if we've got them. Great. Thank you, Maureen, and thank you, everyone. I know this, this content is really resonating. We've had such amazing engagement in the chat here. So thank you, everyone, for participating. Love your comments and just the encouragement. I saw Rachel answered a question that I'll hand over to you, Maureen, and just helping out a fellow, fundraiser. So without further ado, Dakota asked, my org has found that people don't click on survey links in our emails. Would love to hear any tips for this. Mhmm. Yeah. I would look at what you're what's around that survey link. You know? It what's the language that you're using? Is it, we wanna learn about you. Click here. You know? Or, is it sort of effusively per we want to get more information about what you're interested in so we can give you ABC. And sometimes even just the sentence, help us give you a better experience. And I often say, like, three questions, three. Three. Three. That's all we have patience and tolerance for. I've also seen the last, tip I'll give, depending on the systems that you're using, some systems let you embed the survey in the email. That way, if it's a real short survey, I'm not pre fatigued, and I'm not gonna click that link. So I can see, like, one, two, three questions. Alright. I got two minutes. I'll fill that out. So that would be my advice for you. Amazing. We also have Kaye asking, what is the donor database everyone is using? Any recommendations? There are so many, so many. One of the things I do when I'm not doing webinars is help organizations assess what they need and evaluate and select software. So I deal with this all the time. You could go to software advice or Capterra or g two or trust radius, and just type in the search nonprofit CRM or nonprofit database. You might get a list. BlackRock definitely is one of those providers. Been around for a long time, stable, enhancing your software, literally every month. There are new things, happening in Raiser's Edge NXT, and, lots of organizations are happy with it, but your mileage may vary. Abby, that might be a good question to bring to Patrick. Right? Like, what's out there? Absolutely. Absolutely. Yeah. Paul, Patrick, we'll go ahead and follow-up with you directly. But appreciate you putting that in. Great. Okay. And we'll go ahead and move on. Monica asked, where can we see good examples of automated communication balanced with personalized donor connections? Mhmm. That's the trick, isn't it? What here's what I do is I sign up for everything. So I sign up for email. I make little micro donations, and I watch what happens. Not all of those things are, models, but I would say. I think you can also if you work with, nonprofit, the, let's see, AFP or any local peer groups, nonprofit peer groups, If you don't have one in your area, but you put a call out for one, I bet a bunch of people would love to chat with you and share, especially if your missions are different enough that there isn't a lot of competition. Abby, got any suggestions? You're in the marketing world. You know? What do you love? That is a good question. I I need to take a little brainstorming, but I will get back to you for sure. We're gonna have examples coming up in a future webinar, so you will see a lot of more meat on the bone of that, marketing automation stuff. Yes. And everyone just, someone asked in the chat, but I did put the link to all of Maureen's amazing future webinars. So do you go ahead and register? One thing that's amazing is she's really built out this series to build each session on top of the other. So you're getting it's, you know, you're getting all pieces of the puzzle. So I definitely recommend attending. And if you can't make it, you'll always get the recording. So go ahead and register anyway. And I'm just looking at the chat, like, Valerie and Susan. Like, I had nine leadership changes in seven years in an organization. Like, I I feel I really do feel for you. I haven't had that many, but I have been on that roller coaster. It's not fun. Makes it hard to execute on anything. Absolutely. Maureen, I think we have time for one more question here. Great. We have Ray asking, I would love to hear about what donor behavior or categories you find effective for sorting and personalizing communications with one time small gift donors. Mhmm. It depends on a little bit on your mission. If there are things in particular that knowing them knowing a thing about a supporter would allow you to take them on a different journey or make a different ask of them, that's what I would be collecting. If you are not part of your major donor or, major donor prospecting team, you might wanna check with them to see what kinds of information they collect from prospects or, you know, returning major donors to find out what information tends to help them build those relationships. I always find, you know, a couple of interest areas related to your organization can be really good, and things like, programmatically if you want to dig in. Sometimes even knowing what social media channels they follow, you know, where they hang out, especially with all the changes in new social media platforms we've had over the past six months or so. Just saying where do you hang out so that you know that you can spend more time in that space. Absolutely. Alright. Well, we are at our time here. So thank you so much, Maureen. It was such a pleasure, and thank you everyone for taking the time to join today. And we hope to see you March 20. Yeah. Come on back. Alright, Abby. Thanks for having me. Everybody have a good rest of your day, a wonderful rest of your week, and we'll see you soon. Awesome. Thanks, y'all. Bye.