Yes, I'm happy to speak to that.
Something our museum has been doing for the past three years, very actively and very carefully, is audience development of the 25-to-35 audience or market, if you like. It has to do with how you develop your programming, what topics you treat, what people who are 30-something really care about right now. There are a lot of things about the economy, about ecology, etc., that really interest people. It then goes to really accessible and interesting programming and then lastly your marketing strategy. How active are you in the digital sphere? How engaged are you in social media? So there's a whole suite of the kinds of decisions that institutions are making to become more and more relevant all the time to that audience group.
I think what's exciting about something like the matching donation program is to introduce something these emerging or young professionals could really care about in an accessible and affordable way. We have a huge new membership of young professionals at our museum that we've gone after very carefully. We've developed a membership in a year and a half of 100 significant individuals in our city who are not 40 yet, but who are our next donors, etc. They want to be participating, they want to be involved in making the decisions. There are a lot of gen Y characteristics about these audiences that we need to be very cognizant of. A matching donation that they can get behind and argue for, as your volunteer or your donor, is exciting. There's lots of opportunity to do that.