Direct mail and e-mail are dull as dishwater, but they're fascinating to do. You have to have a detail-oriented personality. It’s ultimately about human behavior and analyzing it from a number of different ways. Whether it’s a for-profit enterprise or a nonprofit, it’s all about driving response, trying to get people to become engaged and invest their money. Seeing nonprofits do that is really interesting. You wonder what the thought process was, and why people aren’t aware of what works and what doesn’t work.