How has the analytics above and beyond just like fundraising data and data the some of the metrics that you you might have on donor engagement with emails like how are you thinking about the evolution of data analytics within bgc how where has that started and where has it come and where do you see it going especially with the advent of ai

yeah so i think it all starts with data we have been on a data journey and i give our data analysis brian great credit that's Five years ago, if you asked someone for the same number of revenue, everyone was pulling numbers and none of them matched.

So I think one, having a data analysis to kind of pull that this is our gold standard.

Here's our true number, whether it's web traffic revenue.

I think as we evolve, it is figuring out how we connect all the data that's Our ecosystems in the digital world, we plug in the best solution for the best solution at the best cost into our CRM, which is Salesforce.

So a lot of different components, but none of them are talking to each other.

So I think our challenge for the coming years and building on is trying to figure out how do we get a data warehouse? How do we get a lot of these data points that are connected talking to each other so we have a much larger view of our audience than just kind of a singular, I know what it is in our donation platform, I know what it is in our texting platform, I know what it is in email, but what is truly the donor experience and where Can we make improvements? Where are we not doing well? And I will say, as you build data and get people comfortable, you do get people to come along that it is a process.

As you've gotten more sophisticated, what are some of the other bigger signals that you look at in terms of likelihood to give?