3 trends in digital marketing for 2012

Silverpop has a good white paper on where digital marketing is headed in 2012.  Here is my take on three of the key trends that nonprofit marketing folks should watch.

1. MORE PERSONALIZED THAN EVER: The more we know about people and their behavior, the better we are able to target them when and where they’re most likely to be receptive to our message, with a message tailored to their interests.

2. MORE HUMAN THAN EVER: We all know the age of impersonal, broadcast messaging is over, but in 2012 we’ll see ever more “human” marketing: Watch companies - and hopefully nonprofits - move from promotion to conversation, helpful tips/support and messages with personality.

3. MORE MOBILE: How we deliver our marketing messages needs to change - so they work on mobile.  Make sure your digital outreach isn’t just mouse-friendly but finger-friendly on a tiny screen, and that it’s easy to take action from any device.

How are you getting more personal, human and mobile?

5 scary strategy mistakes to avoid in 2012

The Harvard Business Review has an excellent piece by Joan Magretta, who recently finished a two-year project looking at Michael Porter’s most important insights for managers.  She has identified 5 really dangerous strategy mistakes that are absolutely worth sharing.

Mistake #1. Confusing marketing with strategy.

Marketing gives you insights into people’s needs, but it doesn’t tell you how to deliver that value in a distinctive way.  That’s strategy.

Mistake #2. Confusing competitive advantage with “what you’re good at.”

Don’t get too inward-looking.  Just because you do something well doesn’t mean that makes you special. 

Mistake #3: Pursuing size above all else, because if you’re the biggest, you’ll be more profitable.

General Motors was the world’s largest car company for a period of decades, a fact that didn’t prevent its descent into bankruptcy. You don’t need to be big.  Just big enough.  Being the biggest food bank or pet shelter is not a strategy - nor does it mean you’re achieving your mission in a successful or sustainable way.

Mistake #4. Thinking that “growth” or “reaching $1 billion in revenue” is a strategy.

“Don’t confuse strategy with actions (grow, acquire, divest, etc.) or with goals (reach X billion in sales, Y share of market). Porter’s definition: the set of integrated choices that define how you will achieve superior performance in the face of competition,” says Magretta.

Mistake #5. Focusing on high-growth markets, because that’s where the money is.

Growth is no guarantee that the industry will be profitable.  Think this doesn’t apply to us?  It does!  Chasing grants or funders is an example of running after the money.  That’s not strategy - and it can often hurt our core performance and the health of our organization.

What’s your strategy in 2012?  Are you avoiding these pitfalls?

5 Tips for Turning Small Change into Bigger Change

A guest post by Barbara Becker

Last week, I wrote about Habitat for Humanity’s clever holiday coin collection box on Huffington Post (How Not to Keep Up with the Joneses, 12/2/11).  My kids and I had tested out the fundraising project firsthand.  We were excited to fill our little house-shaped donation box to the roof based on our own responses to a series of prompts, including:

• For each room in your home, deposit 10 cents. Talk about what it would be like to live in a one room house.
• For each electrical outlet in your house, deposit 3 cents.
• If you have a pantry to store extra food, be thankful and deposit 25 cents. Many families live day to day for meals.

All was well and good until I started getting several messages from readers asking where they could get their own boxes.  Ours had come from my mother, whose church had received them from a local branch of Habitat.  I tweeted the matter to Habitat and learned that anyone who wanted a box would have to locate their nearest Habitat office and order it through them.  If that local branch didn’t have boxes on hand, then that office would have to order them through Habitat headquarters.  Definitely not instant gratification.

The experience got me wondering about what makes another coin collection box so successful—the iconic orange Trick-or-Treat For UNICEF (TOT) box.  The 61-year-old campaign has raised more than $164 million to aid children around the world.  I did some digging and offer the following five tips for organizations looking for ways to take their small-change fundraisers to scale:

1 - Make it beyond easy for participants to get started.

UNICEF distributes its Trick-or-Treat boxes through schools, local chapters of Key Club International (a youth-led division of Kiwanis International), Crocs stores nationwide, and many other outlets.  But don’t worry if you don’t have a box - you can call 1-800-FOR-KIDS and have 10 sent to you.  Or you can print a colorful label off the Trick-or-Treat for UNICEF website and turn an everyday box or can into a donation vessel. 

The UNICEF website also offers simple fact sheets that help kids explain the project if they’re called on to say more than “Trick-or-Treat for UNICEF!” and ideas for costume parties and other fundraisers if door-to-door solicitation isn’t your thing.

2 - Shout it from the rooftops.

UNICEF makes the most of social media for the TOT campaign (blogs, Facebook, Twitter, Flickr, and YouTube) and it encourages participants to share what they’re doing with their own networks.  New in 2011 is a tool that enables donors to create their own personal or team fundraising page in a few easy steps.  There are even on-line Trick-or-Treat-themed games like the “Halloween Coin Toss” in which kids learn safety tips about trick- or-treating, and jump and run to toss coins into orange boxes while avoiding obstacles.  Media sponsor HGTV highlighted the campaign in a prime time Halloween television special as well.

3- Provide (and capture) great stories and images.

The TOT website is chock-full of fantastic photographs that reinforce the campaign’s branding.  From pictures of the cast of the Brady Bunch posing with their boxes to photos and stories of the children who have been helped around the world, the materials tell the story of both the giver and receiver.  TOT also makes it easy for participants to upload or mail their stories, pictures and drawings to UNICEF, the best of which are posted on the website.

4 - Seal the deal.

Once your participants have collected their donations, it’s important to see that the hard-earned money quickly makes its way to your organization.  UNICEF offers many channels for returning the gifts:  on-line donations, forms for mailing in checks or money orders, and phone lines that will take credit cards.  This year, UNICEF added a postage stamp-sized “Scan to Donate” tag to their boxes and on fundraising materials so that anyone wishing to donate can do so directly through their smart phones.  If you don’t have a smart phone, you can text the word “TOT” to UNICEF (864233) to make a $10 donation. 

5 - Remember to thank your donors!

Even if you and your team aren’t Trick-or-Treat Heroes featured on the UNICEF website, you can still print a Certificate of Appreciation to present to anyone who has helped make your campaign a success.  This is especially great for recognizing the contribution children make to the campaign.

Of course, all of these things take dedicated resources and staff time. The Trick-or-Treat campaign is serious business over at UNICEF.  But with some big dreaming and a little smart planning, you might just be able to turn your grassroots fundraising campaign into a gold mine for your cause too!

Barbara Becker is principal and founder of EqualShot , a strategic planning & communications firm based in New York, and a faculty member at Columbia University’s masters program in strategic communications.  She blogs about her experiences teaching her children to be responsible global citizens & she always appreciates tips for activities they can test drive!  @equalshot

A short film that can end with you

  • Sun, December 11 2011
  • Filed under: Fun stuff

How about a video that stars your organization?  The four-minute film, A Declaration of Interdependence (shown below), features a montage of videos and graphics submitted by people from around the world talking about our connections to each other.  Thanks to a program funded by the Bezos Family Foundation, you can submit your logo, website, and call to action, such as signing a petition, fundraising, or volunteer recruitment.  It will be added to the end and voila - your own film.

Declaration of Interdependence is the first film in new series of shorts directed by Tiffany Shlain with support from the foundation.  Organizations that would like to create a customized video can visit Let It Ripple for more information. You can also email their 80 character call to action, organizational logo (with a transparent or black background) and URL to sawyer (at) moxieinstitute.org

The film is directed by

 

Two tips on strategy to strengthen your organization - and its partnerships

I attended the Chief Strategy Officer Summit this week in New York, and I heard two things over and over again from chief strategy officers from every type of company:

1. You find your strategy in solving the current and future pain points of those your serve
2. A good strategy takes into full account competitive and market contexts - and, increasingly, embraces a higher purpose

Both of these observations are highly relevant to our sector.  First, just as a company can thrive by focusing like a laser on the needs of their consumers, nonprofits do best when they are operating with a keen sense of the best way to serve their beneficiaries.  Second, nonprofits are well served by focusing on where they can add value (rather than in doing what other organizations already do well). 

As for the fact that corporations are waking up to the need to have a higher purpose, that’s great news for us.

Jennifer Scott, the strategy director of Virgin Media, said 90% of people feel companies need to do more good, not just less bad, and she quoted Michael Porter, who has said: “Shared value is not social responsibility, philanthropy or even sustainability but a new way to achieve economic success… the next wave of transformational business thinking.”

She added, if a company’s only goal is to make profit, the only way customers can evaluate you is price and the only way employees can evaluate you is on what you pay them. 

As companies realize they need to do some good in the world in order to make a profit, we have an unprecedented opportunity for deeper partnerships with them.  And so tapping into that interest should be part of our own strategies in 2012.

 

Want change?  Create collective shoes.

If you want to build a movement, help people see themselves within its midst.  There is no more powerful way to compel change than to build a sense of inclusion.  You want people stepping into the stories of those you serve and living the experience as if it was their own. Create collective shoes so we can all walk a mile - or lifetime - together.

Here’s a great example of that principle in action from the Because I am a Girl Campaign.

Try it out if you have a facebook account.  It’s pretty amazing.
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This campaign takes an issue that is initially far removed from you or me—the problem of children not receiving birth certificates - and relates it to our own lives in a very vivid way.

“The aim is to put people in the shoes of the millions of girls around the world whose births are not registered,” says Justin Wylie, Head of Business Development at Plan UK, which started the campaign. “Without a birth certificate, the user sees how key events in their life would change – for example an inability to prove their age could result in being married off whilst they’re still a child, or being denied the right to go to school.”

That’s a great case of creating collective shoes.

Buying the charity message: Holiday fundraising trends in 2012

Today’s New York Times has a story on charity campaigns that seek to convince shoppers to add charity to their lists this holiday.

Exhibit one is the American Red Cross, which has a new ad campaign with the message “Give something that means something.”  A claymation figure named Fred is shown burdened with shopping bags and contemplating a more meaningful gift –  the gift of time, money or a donation in someone’s name.

Exhibit two is Oxfam America’s “Unwrapped” holiday giving campaign with “gifts” such as water pumps for the poor.  It and a plethora of similar campaigns are at least in part inspired by Heifer International, which largely pioneered this approach with its catalog of gifts like cows and chicks for families in need.

Here’s what I like about these campaigns:

1. They are relevant and timely: Everyone is thinking about the holidays and gift giving, so these campaigns connect nicely with top-of-mind consumer concerns and behaviors.
2. They avoid guilt and highlight joy: What the American Red Cross campaign and others do well is not to attack gift giving but rather to celebrate the merits of adding the gift of charity.  I think that’s wise in influencing behavior.
3.    They have an emotional core: This is critical, especially as more and more research - as shown by the Boston Globe this week - shows that making an emotional connection is critical to encouraging giving.
4. They emphasize tangibility to capture both the heart and the head: The Heifer-like approaches highlight on a human scale the very specific ways a gift to charity can change a life.  This is good fundraising practice from two perspectives: it’s emotionally engaging and it makes donors feel their gift is being put to good use. 

In terms of areas of improvement, the Red Cross campaign could use a little more tangibility in my view, and I find it hard to feel emotionally engaged with Fred.  I’m not sure clay tells the best story of their amazing work, but they have the tone right. 

I’m certainly rooting for all of these campaigns.  This December, we need people to be as inspired to give as possible.

Giving expected to stall in 2012 - but you can beat the trend

The economy continues to founder, and the latest proof is a new survey by Fenton and GlobeScan that forecasts giving is stalled into next year: 72% of respondents in the U.K. and 65% of respondents in the U.S. say their 2012 giving will remain the same; and 16% of respondents in the U.K. and 17% of respondents in the U.S. say their 2012 giving will decrease. 

So what do you do?  When asked what would inspire a donation, the two leading answers were “a cause they believed in” (44% in the U.K., 35% in the U.S.) and a personal connection to the organizations (24% in the U.K., 18% in the U.S.).

In other words, it’s what I have said too many times to count: Tell a great story and forge an emotional connection.  You will beat the trend.

Here are the key findings:

•Giving to nonprofits is stalled: Seventy-two percent of U.K. respondents and 65% of U.S. respondents say they expect their giving to remain the same in 2012; only 12% of U.K. respondents and 18% of U.S. respondents say they expect their giving to increase.

•Nonprofits are perceived to be most effective as change makers: Forty-one percent of U.K. respondents and 55% of U.S. respondents say they believe nonprofits and charities are highly effective at bringing about positive social change. Fifty-four percent of U.K. respondents and 56% of U.S. respondents say they highly trust charities and nonprofits.

•Nonprofits and charities can earn greater support by making a personal connection: When asked what is most important in a decision to donate to a nonprofit/charity, people say an organization’s commitment to a cause they feel strongly about (54% U.K.; 44% U.S.) is the most important factor.

•Confusion surrounding nonprofit spending and management: Less than half of respondents say they believe nonprofits/charities do a good job of spending funds and managing operations, and an even smaller percentage say they have a high level of knowledge about how nonprofits perform in these areas. Those who report knowing more about how nonprofits are managed are also more positive about their support.

•Social media is most important for staying current on nonprofit activities and taking action: Respondents give varying reasons for using social media tools in relation to nonprofits, but the majority of responses underscore the value of social media to keep supporters up to date and provide opportunities for engagement. While social media may not be the most effective tool to reach new audiences, it is an effective one to engage existing supporters. 

•Traditional media is still important for breaking through on issues and inspiring engagement: News stories and television commercials rank higher than social media as persuasion tools to bring new people into an effort. Getting stories on the television news is the most effective; 28% of U.K. respondents and 25% of U.S. respondents rank this as the most effective tool.

Donors are looking for a thumb’s up, so give it to them

When fundraising this holiday, remember that the people thinking about donating WANT to give to you—they simply need reassurance their gift is going to the right place. 

Don’t believe me; take it from the research - namely Hope Consulting and GuideStar’s Money for Good research.

In the first phase of its research, the Hope Consulting team found that donors don’t spend a lot of time researching nonprofits before they give.  In fact, only 35% of people did research on ANY donation in 2009.  And those that did research were mainly in search of validation that the charity they wanted to support was acceptable:

The researchers dug into this question further in the second phase of their research, and they found that individual donors mainly just want to avoid a bad donation - in contrast with foundations, which are more focused on real impact:

These are two important findings - as is the fact that when donors do research, they typically do it at the nonprofit’s website.

All of these data points lead to one clear conclusion for you:  Give your donors a thumb’s up that you’re a good charity.  Put testimonials, third-party endorsements and ratings on your website and other materials.  It will help donors know they’re making the right choice.  And at the end of the day, that’s all donors need to make that gift.

Your ad absolutely needs these two ingredients

My friend and award-winning blogger Jono Smith authored today’s guest post.  He shares some thoughts on the two essential ingredients of good ads (creativity and emotion).  For more from Jono, check out his Event Fundraising Blog.

By Jono Smith

Is your advertising engaging or persuasive?

The suggestion that the creative and emotional content of your advertising might materially impact its effectiveness is not new, but until recently there was little data to support this claim. In Katya’s recent blog post, 7 Totally Surprising Brain Tricks to Sell Your Cause, she highlights examples from neuromarketing expert Roger Dooley’s new book Brainfluence on the role of emotion and creativity:

Just 150 milliseconds after seeing an image of a baby, people’s medial orbitofrontal cortex – the part of the brain associated with emotion – becomes abuzz with activity.  Pictures of grown-ups don’t prompt the same effect.  An experiment in Scotland showed babies also make people more altruistic. Wallets were planted all over Edinburgh with one of four photos: a baby, a puppy, a happy family or an elderly couple – or no photo. Nearly 90% of the baby wallets were turned in, followed by 53% of puppies, 48% of families and 25% for the older couple. Only one in seven of the other wallets without photos were turned in by good Samaritans. Does your cause involve babies in any way? Put them front and center on your site and in social media. And just in case you ever lose it, in your wallet, too.

Is it really true: that to achieve disproportionate advertising effectiveness, one must first embrace creativity and emotion?

A recent report from the Institute of Practitioners in Advertising, the UK’s leading trade association for advertising, media and marketing communications, concludes that there is a very strong link between creativity and advertising effectiveness. While creativity cannot be defined or prescribed, creative ads tend to be enjoyable and involving, and different to other advertising. They tend to stimulate an emotional response.

The report finds that creatively focused advertising campaigns grew market share 11 times more efficiently than creatively non-focused campaigns, and the more creative awards a campaign earned, the more effective it was likely to be. Campaigns used in the analysis were from the airline Virgin Atlantic, bread and flour brand Hovis, HSBC bank, the Barclaycard credit card, mobile phone network T-Mobile, confectionary brand Cadbury’s Dairy Milk, and the Australian lamb campaign.

While nonprofit marketers don’t have the advertising budgets of a T-Mobile or Virgin Atlantic, there are some pearls of Robin Hood Marketing wisdom to be gleaned from these findings.

• Advertising that generates a strong emotional response has two benefits. First, it can help the emotions transfer to the brand, shaping the brand perceptions. Second, it can help generate engagement and memorability. While advertising can generate negative emotions to help create drama, for most brand advertising this needs to ultimately result in a positive emotional takeout.
• When your goal is to influence people in a way that has a direct impact on their behavior—for example, to volunteer or donate—there are five key factors which will dictate how successful you will be. To achieve a strongly persuasive effect, your ads need to communicate something new, relevant, believable, differentiating, and emotional.
• According to companion research from Millward Brown, the variety of different emotional responses obtained by effective advertising highlights that there is no one emotion to trigger for successful advertising. Rather, the successful ad triggers the emotion that is relevant for that brand and positioning.

In other words, creativity and emotion are no longer a luxury if campaigns want to achieve financial success. Creativity fuels effectiveness, and ads that engage emotionally are more likely to be rewarded. Of course, direct response isn’t the only role of advertising. People are more inclined to give to causes they know something about, rather than to organizations they have never heard of, so you will still need to do some brand building activity to help maximize your direct response advertising.

The bottom line: communication such as direct mail, direct response advertising, email marketing, search marketing, and social media advertising are designed to create immediate uplifts and are usually judged on this basis. But if communication is to immediately impact revenue, it must have an emotionally powerful, relevant, new, believable, and differentiating message. And none of these factors may have enough weight by itself to compensate for poor performance by the others. Rather, they are conditions which all need to be met if an ad is to generate the motivation necessary to change people’s behavior. It’s like a cake: if just one of the main ingredients is missing, then the final result will not be very appetizing.

What conclusions do you draw from this research?

Jono is Vice President of Marketing & Sales at @Event360. He also writes for the Event Fundraising Blog. He recently won the “Best Blogger Award” given annually by his mother.

 

How to appeal to all six types of donors

This week, Hope Consulting and GuideStar released the second part of the Money for Good research.

In their research, they have identified six common types of donor motivation:

What do all of these have in common?  Two things: Emotion and impact.

If nothing else, remember this: Speak to the heart and show how you make a difference.  You’ll appeal to just about everyone.

3 very simple things that are easy to forget

These 3 things are nonprofit marketing 101.  And I forget them on a daily basis when I’m down in the weeds!

1. We’re not our audience
If an appeal appeals to you, question it.  Is it focused on you or your audience? 

2. Our audience doesn’t think like us
Do you explain what you do as you think (from the inside of your organization out) or as your audiences thinks (from the outside in)?

3. Our audience doesn’t take action without guidance
Don’t assume people know how to help.  Ask clearly and boldly.

The myth of the myth

I’m not a big fan of outreach that states myths vs. realities.  Why waste words repeating what isn’t true?  It could reinforce the falsehood.

A couple of years back, the Centers for Disease Control and Prevention tried to combat myths about the flu vaccine by listing commonly held views and labeling them either “true” or “false.” Examples of myths were, “The side effects are worse than the flu” and “Only older people need flu vaccine.”  University of Michigan social psychologist Norbert Schwarz found that after reading the flier, the target audience incorrectly recalled 28 percent of the false statements as true. And three days later, they remembered 40 percent of the myths as factual.

If you are trying to overcome a falsehood, you’re doing yourself no favors by repeating it—even if only to debunk it.  Repeating myths perpetuates them.

Don’t convey information that’s not key to your single message - or a “myth”.  Keep focused on the single right message and people will be more likely to catch it - and recall it.

New research: How to reach your donors’ heads along with their hearts

Today, Hope Consulting and GuideStar release the second part of the Money for Good research, and it’s packed with fascinating findings.*  Going into giving season, it provides useful insights into influencing donors’ donation decision making.

The goal of this study was to determine if and how it’s possible to direct more charitable dollars to high-performing nonprofits.  The authors of the study believe this is an especially important aim right now.  With giving down overall, we need donations directed to where they will accomplish the most good.

The challenge is that most donors don’t spend much time thinking about nonprofit effectiveness.  They are loyal to their favorite causes, and they are quite satisfied with the work those organizations do.  They give for personal, emotional reasons rather than ratings.  Earlier research by Hope found individuals research only about one-third of their donations, and they almost never do it to find the “best” organization. Advisors and grantmakers do far more research than individuals but are similar in that the relative rating of a nonprofit isn’t usually the determining factor for funding.  Is it possible to change this?  Hope set out to find out with new research on over 5,000 donors and 1,500 advisors and foundation grant-makers.  They determined that moving just 5% of donations will lead to a $15B impact, and they believe that scale of change is possible.

The researchers say donors, advisors and grantmakers do care about what difference their charities make and would like better information on impact, financials, legitimacy, and organizations as a whole.  According to the research, these audiences profess to want a Consumer Reports or Morningstar for nonprofits, with several dimensions to any rating rather than simple seals of approval.  Of course there isn’t a single source of this quality of information on all charities right now, though there are many organizations like GuideStar, Charity Navigator, Great Nonprofits, GiveWell and others who rate some charities on various different dimensions.

Donors specifically state:

—They want a broad range of information on nonprofits’ impact, financials, and legitimacy.

—They want data provided in transparent formats or portals that provide them with several pieces of information. They prefer these formats more than 2:1 to simple seals or ratings.

—They want this information from third-party portals that provide information on nonprofits. Specifically, 53 percent of donors want to use such sites, though few know they exist today; and

—Of all the information they are looking for, impact and effectiveness data are seen as the greatest unmet need for each group – and the most urgent need for the sector.

So what is your highly effective nonprofit to do? 

Here’s my opinion.  When it comes to individual donors - who account for two-thirds of giving—the right brain decides and the left brain justifies.  Donors are compelled by the heart but want approval by the head before giving.  By showing why your nonprofit will do a great job making a difference, you ensure engagement with both sides of the donor mind.

I agree with Greg Ulrich, an author of the study, who says: “We found that donors want a range of information provided very transparently.  Giving is ultimately an emotional and personal decision, and this keeps the power in the donors’ hands.”

Here is some further advice from the authors of the study.

– Donors are pressed for time, so giving them what they need – and not what they don’t – is more critical than ever.  They look to you first for information on your organization.
– Explain your impact clearly and transparently along with how you use money, your legitimacy, and your mission.  You can shift the conversation from overhead to these more important considerations.
–    Make sure your GuideStar report is up to date!  It is another key source of information for donors. 
–    Seek out reviews from organizations like Charity Navigator and Philanthropedia, and then show them off on your homepages and in your solicitations. Place this positive information where donors are looking for it.
–    Donors are all different, so get to know your supporters and connect on what they care about most.

You can review the full study here.

(Full disclosure: I was on the advisory committee for the study but my enthusiasm for the study is independent of that role.)

GuideStar and Hope Consulting - Money For Good II

 

How immigration and the changing fundraising landscape will affect you

Giving USA has released a research spotlight that reflects on how profound demographic shifts are going to alter the fundraising landscape in the coming decades.  According to the report, it is estimated that 82 percent of the total US population increase from 2005 to 2050 will result from 67 million new immigrants and their 50 million U.S.-born children and grandchildren. 

The report recommends several important approaches to fundraising in our increasingly diverse nation:

1. Provide access to volunteering opportunities. Volunteering is a primary way in which immigrants become engaged in philanthropy. Make sure that your organization provides volunteer opportunities that are welcoming to immigrants, and reach out to immigrants so they know that these opportunities exist and feel welcome to participate.

2. Identify philanthropic projects that appeal to immigrants’ interests. Work with your immigrant supporters to create win-win opportunities that help them achieve their philanthropic vision through your organization’s programs.

3. Use social networks to build trust and engagement.  Use the importance of relationships and extended family and social groups to create a critical mass among your immigrant supporters.

4. Invite immigrants into your organization’s leadership. Show how your organization values immigrant constituencies by including them in decision-making groups, such as board committees, task forces, and staff.

5. Ask them to share their philanthropic traditions.  Engage in conversations about philanthropy, giving, and volunteering so that native-born and immigrant supporters can both benefit from a richer understanding
of each other’s heritage of philanthropy.

6. Invite them to give. Let immigrants know they are valued members of your organization by inviting them to give just as you would any other supporter.

The art of fundraising will always be about relationships.  That won’t change.  But more than ever, we have to understand those with whom we will share those relationships - because that will change!

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