amelia, usedeam, to call it the secret sauce. tweak e-mails, do all of this message testing to check the drafts and the subject line. we found that people across demographic groups preferred the same messaging, which was cool. but, we could even get more lists by just adding small tweaks for certain behavioral groups. people who donated very recently, we get added extra sentence thanking them for their recent donation, and asking if they could dig deeper and donate again. senses addedhe some risk, but you did not have to write completely different drafts for everybody. get a good message that works, and you can make little tweaks on it. >> we called it buttering. you take the toast of your e- mail, and you butter it differently for every segment. >> tactical question. we are here in silicon valley, so did any of you find any technology to be more compelling? >> what are your favorites, panel? , we found that we saw an whenase in our fundraising we went from the basic contribution form when we went over to add blue. -- would make