…. drives the lifetime value of a fundraising database. And of course, actually, we know quite a lot about that now. We know that, you know, what drives that kind of metric is how satisfied our donors are. The extent to which they trust us to be having the impact that we say we’re having on society. And also how committed and passionate we make them feel about achieving the mission of the organisation. And yet, you’ll find very few organisations, not only in this country but around the world, who take the trouble to measure any one of those three drivers of long term value. Instead of which, most organisations harp on about their response rate. Or their internal investment – they’ve gone through another investment this year. And all that short term stuff that matters for diddly squat in terms of the lifetime value of that fundraising database. Now what’s annoying about this is of course in the commercial world they’ve known for a very very long time what it is that drives customer lifetime value. We know it and hold it but it hasn’t fed in to metrics yet and our great fundraising leaders are beginning to feed some of these things into the way in which the organisation rewards and renumerates people.