 is audience and understanding what that even means. Yes, so when we talk to businesses, right, in the for-profits sector, we talk about a target client. And I think for nonprofits, it may be more of a, what kind of a donor do we want? Who do we want to be serving? Who do we want to tell those stories to? And it's really kind of the same formula. It's about creating value for the audience. So when we talk about telling the stories, for me as a person who supports nonprofits, for example, I want to hear stories about the people that we've helped. Who are we helping? Where are those successes? So if we're building a house for a family, for an organization, tell us about the family. What's their story? The beauty of creating that written content for the blog is that we can really use it in a number of different ways. We can use it for a blog. We can move that blog to a newsletter. We can do a podcast on the topic like we're doing today. We could do a video and really use that same story in a number of different ways. So it's really, I think for nonprofits, it's who are we trying to reach with a particular piece of content or on a particular strategy?