The Branding + Messaging Series continues as we dive into messaging for different audience groups with different values and needs. One thing we learned from our research: rarely will any one message drive everyone to act on behalf of kids. That's why we have before-and-after messaging guides, based on real quantitative research, for three key audiences CACs and Chapters want to reach. We'll talk about messaging to community partners and those who refer kids to CACs today, and later in the series we'll look at messages to caregivers and to potential donors and activists.