Employee Spotlight: Meet Tom Eisenman

Employee Spotlight is a new CauseMatch blog series meant to surface stories of the amazing individuals behind our platform.

We’ll interview people who are developers, graphic designers, coaches, marketers, customer success representatives, and all those in between… THESE are the people who make CauseMatch GO. These are the people who guide fundraisers through the invigorating process of online campaigns.

Today, let’s get to know Tom Eisenman, Director of Business Development. 

Tom is one of the nicest guys you’ll meet. What makes him so good at his job is that he always has the best interest of the customer at heart. He understands what it takes to run a successful campaign and helps clients like you achieve their fundraising goals. Oh, and he’s a volunteer medic, too. 

  1. You have to sing karaoke, what song do you pick? 

I stick to stuff that I’m good at. You won’t find me on a Karaoke stage.

  1. What is the oldest thing in your refrigerator? 

A bottle of prune juice – and even as I answer these questions, I’m wondering why I still have it. Mentally, I’m committing to throwing it out. Realistically, I’m just not ready to take that step yet. 

  1. If you woke up tomorrow as an animal, which animal would you choose to be and why? 

For sure a monkey. I mean, wouldn’t it be the coolest thing to hang out with a pack of monkeys all day? Plus they have a lot of energy, which is great. 

  1. What is one detail that all great crowdfunding campaigns have in common? 

They all work hard – from the most senior person at the organization all the way to the bottom. One of the greatest assets of a crowdfunding campaign is that everything is fully transparent. So when the higher ups are working hard, the rest of the organization sees that and are inspired to work hard as well. It creates an incredible ripple effect. 

  1. If you could host a talk show, who would be your first guest? 

My grandmother. I think when we’re younger we don’t always appreciate the wisdom of our elders, but as I’ve gotten older, even with such a technologically advanced world that they didn’t have – there’s so much core insight to be gained from this generation. 

  1. What advice do you have for prospective CauseMatch clients? 

Get ready to work hard. Don’t forget, as important as the campaign itself is, the post-campaign follow up is just as important.

  1. What has been your proudest moment at CauseMatch? 

When a Yeshiva in Jerusalem that has been around for many years told me that if it wasn’t for our campaign, they would have had to close their doors last year. 

Additionally, while at a conference recently, I bumped into the principal of a large NY day school and he told me that thanks to our campaign, they were able to give each teacher a $10,000 bonus. I was like, wow, during the Covid pandemic, we were still able to pull off such a successful fundraising year. 

  1. What do you buy way more of than most people? 

Funky socks and Jameson

  1. If you had to delete all but 3 apps from your smartphone, which ones would you keep?

Without a doubt, WhatsApp, Gmail, Waze. 

Setting a fundraising goal is part art and part science

When you’re launching a crowdfunding campaign for your organization, the first question that your colleagues and supporters will ask is “what’s your goal?” You want your answer to be both ambitious and achievable.

The good news is that we’re here to help you utilize your own data so you can formulate a smart fundraising goal.

In order to do that, you’re going to answer several key questions. 

Internal Inputs

It’s important to look at the forest before you look at the trees. Take some time to understand your own organization. 

  • Where are the various sources of your organization’s annual income? 
  • What percentage comes from donations vs government grants vs foundation grants vs corporate sponsorship? 
  • What other sources of income do you have? Perhaps you have a revenue-generating service, for instance.

Once you have that information, you can begin to zero in on your donorbase, i.e., individuals who have given you (or can give you) a donation. For the purposes of this exercise, we’re going to solely focus on donors and not on government/foundation grants or other sources of income. 

Segment your donorbase into different categories. You may choose to categorize your donors into: alumni, personal friends, event attendees, parents, donors from past crowdfunding campaigns, and miscellaneous.

Export that list so you have a comprehensive breakdown of each segment that includes

a) the total number of donors within each segment

b) the total amount that each segment gave last year. Once you have that data, calculate the percentage of each number, too. 

Finally, add a column for the total number of people in your database (donors PLUS non-donors) with each segment. 

Number of Donors% of DonorsDollar Amount% of DollarsAverage Gift SizeTotal # in Database

The value of this list cannot be overstated. This list contains the data you need to make an informed decision about your campaign goal. This list provides the light so you are not shooting in the dark. 

Now let’s look at external inputs. 

External Inputs

Thinking about the factors outside of your donorbase, the first of two key questions you have to answer is: What is the sense of urgency around raising a certain amount of money? 

In other words, let’s say that if you fail to make an upcoming $100,000 payment in three months, your organization will be evicted from the premises. In that unfortunate scenario, external factors will influence the goal. 

Hopefully you are not in such a dire situation. So ask yourself, “How much money do we need to function as a healthy organization?”

The second question you should answer is: Where does this campaign fit into the rest of the annual fundraising strategy? 

For some organizations, their CauseMatch campaign is IT, their only major fundraiser of the year. For these organizations, an ambitious goal is crucial since their yearly budget relies on it.

For others, their campaign is one piece of a larger ecosystem. If they don’t set an ambitious goal, they can find the sources of income from other streams of income. 

Decisions like setting your crowdfunding are never made in a vacuum; other details matter.

Campaign Personalities

Each of your donors can fit into one of seven personalities for the purpose of this campaign. 

Donor – anyone who gives anything (not just money!) to your organization. These folks may have donated their time or social capital to support your cause. 

Crowd – this group will be the largest in terms of numbers of people but smallest in terms of dollar amount. These folks will be called on the day of the campaign to contribute a modest donation.

Matcher – these are your largest financial supporters. They want to help and are willing to incentivize others to donate by doubling every dollar that comes in on the day of the campaign. 

Pro tip: not all matchers are current donors to your organization. You may find someone outside of your current donorbase who wants to amplify donations. 

Accelerator – people who want to ignite your campaign with a large gift on the day of the campaign. This group can add a spark when your campaign needs rocket fuel. They differ from the crowd in that you want to solicit them in advance of the campaign. They differ from matchers in that their gift won’t amplify other donations but will help your campaign progress.

Ambassador these folks take on personal fundraising goals so you can reach an even wider audience. They will open up their contact books. They will post on social media on your behalf. Ambassadors are critical pieces of your volunteer army.

Influencer – someone who can mobilize the masses. These people generally have a platform to speak, and people listen. They are generally mini-celebrities in their own communities

Pro tip: Don’t just ask your influencers to tell their audience to give; ask them to recruit ambassadors! If an influencer recruits five ambassadors, and if those ambassadors each bring in 10 new donors to your campaign, then you’ve just successfully recruited 50 new donors with ONE ask.

Team Captain – a group, often volunteers, who each take on the responsibility of ‘holding the ambassadors accountable’ for the goals that they have set.

Time For Math

Let’s say you think you can get $100,000 in matching money from your major donors. And you want to do the math to see if you can raise another $100,000 from the crowd. 

Here’s how you could break it down.

Could you recruit 20 ambassadors to commit to raising $2,000 from their family and friends?

Could you find five accelerators who could add in $5,000 gifts in the middle of the campaign?

If so, you have just accounted for $45,000 of the remaining $100,000. 

Now is when you ask yourself, “where does the remaining $55,000 come from?”

Potential sources could be: 

  1. Recruit another 10 ambassadors to raise money for you
  2. Go back to your original segments and find non-donors whom you have cultivated… it’s time to make the ask!
  3. Go back to your original segments to see where there is potential for increased gifts. In the example above, parents had the largest average gift amount so it would make sense to start from there.
  4. Ask your ambassadors to raise their commitment another $1,000
  5. Think about different people you have inspired over the years; exercise the leadership capabilities that got you here in the first place!
  6. Utilize your influencers! Ask them if they have ideas to mobilize their audiences and generate support

Hedge Your Bet

Once you have your goal, you may want to reduce it by 20%. There is often at least one “whoops” on the day of the campaign. 

Maybe one of your Accelerators gets sick. Maybe one of your Ambassadors fails to reach his goal. Maybe the ball just doesn’t bounce your way on the day of the campaign. 

Factor in some swings and misses. 

Putting It All Together

You’ve studied the data on your donorbase. You’ve accounted for the external factors driving you to fundraise. You have a sense as to how many prospects you may be able to turn into donors and how many donors you can ask for an increased gift. You’ve even used conservative numbers to ensure that you don’t overestimate your Ambassadors.

Now, it’s time to name your goal. 

One of the many advantages to working with CauseMatch is that you never have to feel alone in your campaign. We’re here to help. Tell us how much you think you can raise and why! Our team has run THOUSANDS of campaigns, and we put that experience to use. 

We’ll provide feedback and ask pointed questions so that you can qualify your campaign goal, positioning your organization for maximum success.

Fundraising help is just a phone call away. Contact us today and let’s get to work. 

Employee Spotlight: Meet Jeremy Stern

Employee Spotlight is a new CauseMatch blog series meant to surface stories of the amazing individuals behind our platform. 

We’ll interview people who are developers, graphic designers, coaches, marketers, customer success representatives, and all those in between… THESE are the people who make CauseMatch GO. These are the people who guide fundraisers through the invigorating process of online campaigns.

Today, let’s get to know Jeremy Stern. Jeremy is one of the newest members of the CauseMatch team. He joined as the Director of Partnerships and Engagement after a decade-and-a-half of nonprofit leadership and fundraising experience. Check out the CauseMatch Partners Network that he is building.

Where did you grow up? Los Angeles, California

What is your favorite place that you have visited and why? The Lincoln Memorial during the Super Bowl. I couldn’t care less for football, and the place was empty. I just stood there, me and Old Abe, reading his Second Inaugural. It was breathtaking.

What’s the strangest talent you have? I can clap really REALLY loudly. I’m the guy who starts the applause in a big event. It makes up for the fact that I can’t snap or whistle!

What’s your typical day at CauseMatch look like? Lots and lots of meetings with staff and CauseMatch partners, and an occasional email here or there. I usually get into the office around 10am and I leave around 5 or 6. Then I block off two hours for family time (my wife and I are blessed with 6 kids, thank God!), and back to meetings on Zoom for the evening.

When you look for potential CauseMatch partners, what qualities do you look for? A great people-person who is passionate about this new era of digital fundraising.

What three words would you use to describe the CauseMatch work culture? Collaborative, trusting, and fast-paced

What is one detail that all great crowdfunding campaigns have in common that you have seen? The final hour of the campaign, when a well-run campaign blasts into the stratosphere of fundraising success and the donations come in fast and furious.

You’ve only been here for a month.  Do you have a proudest moment at CauseMatch so far? Being a part of incredible campaigns like World Mizrachi and Renewal.

What is the funniest thing you did as a kid that you still get reminded of to this day? Sing a song that I made up about baby artichokes. (They’re so yummy!)

You’re going sailing around the world. What do you name your boat? Where do you come up with these questions?! My answer: Aquaholic.

Case Study: Women Wage Peace Campaign

Women Wage Peace Surpasses Fundraising Goal, Expands Donorbase Through Strategic Crowdfunding Campaign. Women Wage Peace is a grassroots activist movement with tens of thousands of members from across the political spectrum.

WWP smashed their goal of $291,000 by raising $340,300 from 2,511 donors. They utilize 156 ambassadors to reach out to friends and family to support this life-transforming cause.

My advice to nonprofits who want to improve their fundraising is simple: call CauseMatch

Yael Braudo-Bahat Co-director, Woman Wage Peace

Read the Case Study to learn more about the Woman Wage Peace Campaign

Check the Campaign page: https://www.causematch.com/en/projects/women-wage-peace/

New Donors To Your Organization Need Some Love

After you run a CauseMatch campaign, you can expect a host of new donors to your organization. 

New donors will find you through any number of ways, like peer-to-peer efforts, social medial channels, PR from a local newspaper, or emails to past program participants.

Congratulations are in order for each and every new donor your organization picks up. It means that you inspired another person to give to your important cause. It means that you were able to convey how much impact a donor will have when he or she gives. 

Nicely done! 

You’ve finished the hard part. But now comes the hard part.

It’s time to turn these new donors into recurring supporters. The old sales axiom holds true: It’s significantly cheaper to retain your current donors than it is to acquire new ones. Treat your new donors well, and they’ll respond in kind. 

There is one sure-fire way to drastically increase your chances of collecting subsequent donations from your first-time givers: All that you need to do is communicate with them. 

If you communicate with your new donors, you will show them that their gifts have made a difference. You will demonstrate that you appreciate them and their generosity.  

Before your campaign launches, you should plan to send these types of communication pieces to your new donors after the campaign. 

  1. A prompt and genuine thank you. 

This thank you can be an email, phone call, or both. A phone call works especially great for new donors who have given a significant amount.

  1. A second, more personal thank you. 

If your first thank you was a mass email, then send a second thank you. This can be a hand-writen card or just a personal email that demonstrates your gratitude.

  1. At least one update (if not more!) in the months following the campaign. Donors need to be reminded over and over again that their donations made a difference. Don’t be shy

As a general strategy, there are three very key principles that you should employ for new donors.

  1. Make a commitment to communicate with them. The absolute worst thing you can do to new donors is to go silent. Don’t do it!
  1. Make a plan for new donors. Sit with your executive team and brainstorm ways to welcome every single new donor to your organization. 
    • Record a thank you video that goes out to all new donors. 
    • Send them a welcome email that shows them they now are part of a special community. 
    • Ask them to join your Facebook page and then all new donors a special shout out once they do. 

There are endless ideas to make new donors feel ecstatic about joining your cause. All it takes is a little preparation and a strategy. 

  1. Don’t be afraid to ask them to donate again soon. 

The human brain loves to double down on investments. Once you inspire donors to give once, show them some love and ask them to donate again. All research shows that their second gift is more likely to come the sooner you ask for it. 

All of these tactics are part of a larger strategy to build relationships with your donors. The stronger those relationships, the more support your donors will offer!

Want to brainstorm ways to convert your new donors into brand enthusiasts? Contact CauseMatch today! 

Employee Spotlight: Meeting with Geva Or, Technical support specialist

Employee Spotlight is a new CauseMatch blog series meant to surface stories of the amazing individuals behind our platform. 

We’ll interview people who are developers, graphic designers, coaches, marketers, customer success representatives, and all those in between… THESE are the people who make CauseMatch GO. These are the people who guide fundraisers through the invigorating process of online campaigns.

Today, let’s get to know Geva Or, a member of the Technical Customer Solutions team. 

  1. Where did you grow up?

I was born and raised in Jerusalem, and I still live here today.

  1. What is your favorite place that you have visited and why?

I visited central Japan last year for a pretty long trip (about a month and a half). It was the experience of a lifetime!

The culture, the views, the cities… it was incredible. Plus, I’m a big food enthusiast, and Japanese food is one of my favorites.

If I have to choose one place in Japan that was truly my favourite, it would be Lake Kawaguchiko, which overlooks Mount Fuji. It’s a magical place.

  1. What’s something you’d like to do in the next year that you’ve never done before?

I’m planning on starting a degree in Computer Science next year, so that’s very new to me!

  1. What’s your typical day at CauseMatch look like?

After a good cup of coffee, I log in to our system and start helping our clients with the technical side of their campaign.

Between chats and emails I work on expanding the CauseMatch Knowledge Base with helpful information for our clients.

Since I dabble in web development, I also help with the continuous design process of our Knowledge Base.

  1. If you were to tell one person “Thank You” for helping me become the person I am today, who would it be and what did they do?

That person must be my long-time girlfriend, whom I’ve known since we were teenagers.

She knows how to motivate me to achieve my goals and how to bring me up when I’m down. She has a very objective point of view and I always come to her when I have doubts about certain things.

  1. What is one detail that all great crowdfunding campaigns have in common that you have seen?

Passionate people. Passionate and positive people “infect” other people on the team to carry the campaign forward and help the cause.

  1. What is your biggest challenge at work?

Finding the simplest and most efficient way to help clients and donors with any tech-related issue or request.

  1. What advice do you have for prospective CauseMatch clients?

Find the best way to convey how important your cause is, and let us help you run the best campaign possible.Our team has ample experience in running successful campaigns. Be sure to use it!

  1. What has been your proudest moment at CauseMatch?

We recently launched a big project that required cooperation between us in the Technical Customer Support team and all the other departments. For me, it is always amazing to see the amount of dedication and hard work that is being done by my colleagues and by the organizations. It all translates to successful campaigns

  1. What is the first thing you would buy if you won the lottery?
    I’d probably book a long vacation in Japan or somewhere in Europe, and after that, a house in the middle of the woods.

Peer-To-Peer Fundraising: Why You Will Love It

(And The Secret To Its Success That No One Else Is Talking About)

The concept of peer-to-peer fundraising is simple. You ask your supporters to take on personal fundraising goals during a campaign. They reach out to their friends and family and ask for donations to a cause that’s important to them. You track their individual and collective progress toward an ambitious-but-realistic goal. 

The end result? You raise more money and reach more people than you ever would have otherwise. 

The beauty of this strategy is that you will organically welcome a host of new donors to your organization. Then, it’s your job to thank them genuinely for their donations and report back to them what an amazing impact their donations had. If you do, you will transform them from one-time donors who responded to a friend’s request into consistent, recurring donors.

Peer-to-peer fundraising taps into basic human psychology. 

1) People give to people, not to organizations. When your ambassadors reach out to their social networks, they are creating points of human contact, which will always inspire more gifts. If this cause is important to your friends, it becomes important to you. 

2) You gamify fundraising. Once you get ambassadors to commit to a goal, they will work hard to achieve it. If you create competition among your ambassadors or simply track significant fundraising milestones, they will work even harder. 

3) Work smarter, not harder. By tasking your ambassadors to raise money, you account for the fact that you have limited resources and time. Once you set up your campaign and provide your ambassadors the tools they need, the campaign is off and running. You are now free to focus on your own fundraising goal and managing the campaign itself. 

4) Your ambassadors will feel even more invested in your organization after this campaign. You are asking them to expend their social capital. You are asking them to get excited. You are asking them to become a true insider to your organization. After this campaign, they will feel closer to your cause than ever before. 

At CauseMatch, we have seen peer-to-peer fundraising work for organizations of all sizes, big and small, old and new. It is by far the most efficient way to amplify your efforts. 

There are several ways to make sure your peer-to-peer fundraising campaign is successful. 

1) Organization: You should create a list of all the people you want to take on personal goals. Make sure you have their email addresses and phone numbers because you’re going to be in touch with them throughout the campaign. 

You should ask them at least a month before the campaign. Tell them that you are planning on launching an online fundraiser, that you would like them to commit to a specific fundraising goal, and that you will provide them with a resource kit they can use throughout the process. 

Create a commitment form online. Once they sign up, their word will be their bond!

2) Goals: You are going to provide resources to your ambassadors. Two critical documents that they should receive early on include a) a memory jogger that helps them brainstorm various people they could solicit and b) a blank chart for them to fill in with potential donor names and amounts. 

The amounts will stem from educated guesses, but it’s important to forecast as strategically as possible. In other words, if someone commits to raising $5,000 for you, but their prospects only add up to $1,000, you have a red flag situation on your hands. 

Math is your friend. Make sure the numbers add up. 

3) The toolkit: Make soliciting as easy as possible for your ambassadors. The easier it is, the more likely they are to do it. Give them templates of emails and text messages they can customize when reaching out. Give them a call script they can use on the phone. 

Make sure they have forms to track details like call attempts and payment information. Ambassadors should know the “story” of the campaign, i.e., what the money will be used for and how it will make an impact. 

 Everything should be readily accessible so they feel prepared and empowered to ask for donations. 

4) Encouragement/Tracking: One of your main responsibilities once the campaign launches is to encourage your ambassadors. (For larger campaigns with dozens of ambassadors, we recommend you to appoint Team Leaders to play this role.)

Before and during the campaign, reach out to your ambassadors. Ask them how they are doing. Make sure they have everything they need. Tell them they are doing an amazing job. 

Remember, these folks are your core team. Success relies on them!

These are the keys to accomplishing your fundraising goals. But there is a secret fifth step that will position your organization for long term success. 

If you are able to execute a campaign and complete this final step, you will raise more money year after year. Guaranteed.

Here’s what you need to do. 

5) Start thanking people. Thank your recurring donors. Thank your new donors. And the most important group to thank? Your ambassadors. 

This is a celebration. Make sure your team feels the love. 

Yes, displaying gratitude is the “right” thing to do. But beyond that, it significantly increases the likelihood that donors will donate again and fundraisers will fundraise for you again, not just next year but year after and year after year. 

But wait, there’s more! Give your ambassadors the tools to reach out to their donors throughout the year. 

Picture this. One of your most loyal supporters, Brian, raised $5,000 from 25 of his friends and family members. A couple days after the campaign, you call him to thank him for his efforts. You tell him that because of his hard work, more service recipients will receive the help they need. 

A week later, you email Brian and you give him a template that he can send to his 25 donors that thanks them for their generosity. The same gratitude that you expressed to Brian will be expressed to Brian’s donors from Brian himself.

Three months later, you can do the same thing. Call Brian and tell him how much your organization has accomplished since the campaign ended. Thank him for the fruits of his labor, which continue to pay off. Then, put that in writing and send it to him so he can send it to his 25 contacts. 

Do this one more time next quarter. 

Now, a year later, when it’s time to run the campaign campaign, who wouldn’t want to participate? Brian definitely will feel valued. And donors will know that even though they gave simply to be nice to Brian, their donations did a world of good. 

Peer-to-peer fundraising works. And when done right, it’s not a splash in the pan, but a long term strategy for consistent growth. 

Interested in learning more? Reach out to CauseMatch today to find out how your organization can utilize strategies like peer-to-peer to raise your bottom line. 

Employee Spotlight: Meeting with Varun Anil, Developer

Employee Spotlight is a new CauseMatch blog series meant to surface stories of the amazing individuals behind our platform. 

We’ll interview people who are developers, graphic designers, coaches, marketers, customer success representatives, and all those in between… THESE are the people who make CauseMatch GO. These are the people who guide fundraisers through the invigorating process of online campaigns.

Today, let’s get to know Varun Anil, a CauseMatch developer. 

  1. Where did you grow up?

    I grew up in Kerala, India. I spent some early years in Mahe and later in Kannur, where I live now.
  1. What is your favorite place that you have visited and why?

    Of the very few places that I have travelled to outside Kerala, I think Goa beckons me the most. More than the beaches, it’s the sense of celebration and calm that draws me there. It’s the perfect getaway. But I wouldn’t call it my favourite place because that will always be back home in Kannur.
  1. What is your favorite band now? What was your favourite band 10 years ago?

    Agam and Motherjane come to mind, although there are quite a lot of them. Both these bands are progressive rock, centered around and mostly derived from contemporary carnatic elements. Good music is all around.

    I guess I was really young 10 years ago, but I remember listening to a lot of Backstreet Boys, Avial, Nickelback to name a few. Also Eminem (not a band tho)
  1. What’s your typical day at CauseMatch look like?

    I start off reviewing tasks and updates, getting up to speed with the team.
    Then I get to work on what’s usually a new feature or an update, bugfixes or performance optimizations, or sometimes operational and server administration tasks as they come up. 

    We are a close knit unit and almost everything revolves around the product and platform, maintaining the edge.

    Given the current situation and with us working remotely, team meetings and discussions over Zoom has become the mainstay and we usually have at least one call with the team everyday mostly to review work and plot ahead.
  1. Read any good books lately?

    Now that’s one thing I wish I did more. I enjoy fiction more than anything, but lately I haven’t been able to find the right setting to read, and it’s been long since I read a good book. 

    As for the ones that I have had the pleasure to read some time ago, favorites would be Amitav Ghosh’s “Hungry Tide,” James Hilton’s “The Lost Horizon,” Orhan Pamuk’s “Snow,” and Ruskin Bond’s collection.
  1. What part about being a developer do you find most meaningful?

    To be able to turn ideas into practical experiences and being able to cater to genuine needs in the process. To provide an elevated experience of something that already exists. I think these are most meaningful to me as a developer. 
  1. What is the most important thing you have learned about operating a crowdfunding site?

    Sometimes the crowd can be overwhelming in a really good way 😉.
    Sometimes we get campaigns that bring in an incredible number of donations and activity on the platform. This has taught us not only to design scalable solutions but also how much it matters to be effective in working alongside your teammates from other departments of the company. These insights have always enabled better product decisions. 
  1. What advice do you have for prospective CauseMatch clients?

    To not worry about a thing and to be completely focused on the cause. We have the right set of tools and people to make it happen. Be open to suggestions and best practices we have garnered over multitudes of successful campaigns.
  1. What has been your proudest moment at CauseMatch?

    lt’s every one of those moments when you realize you are part of something great.
    Be it a successful campaign, delivering on tough sprints, accounts of personal sacrifices and excellence, etc. We have had countless such moments at CauseMatch along the way and they were always the result of incredible commitment, professionalism, and the collective will to offer the best service possible.
  2. What is the first thing you would buy if you won the lottery?

    Stocks and become more rich. Just kidding. I’d probably buy this patch of land next door, that has this beautiful pair of jasmine trees that are older than me and which I have grown so fond of. I don’t want anyone to ever cut them down.