Referrer Activation & Corporate Warm-Up · 2026-10

Rooms firing this month

Room	Name	Angle	% spend
F	Referrers	Referrer network now activating cases + expanding via partner-of-partner	25%
B	Corporate partnerships	Bank Paradox whitepaper + head-of-hardship LinkedIn campaign	35%
A	Foundations	Ongoing grant application work; Q4 site visit slots confirmed	0%
C	Regular giving	Meta consideration ads begin (still no hard donate ask)	40%

Paid spend

$6,000 AUD

Rooms active

Voice mix

Lisa 55% · Laurence 30% (Bank Paradox lead) · Carla 10% · LWD 5%

Hero moves

Bank Paradox whitepaper published — LinkedIn download campaign live
First referred cases arriving from Room F partner network
Meta MOFU consideration testing (3 hook variants)

Weekly cadence

Week 1

Referrer network activation — first referred cases begin arriving.

LinkedIn: hospice partner testimonial (composite, labelled)
Email: referrer monthly update #1
Blog: how a referral works — the two-page pathway
Instagram: Lisa hospice-visit reel

Week 2

Room B corporate warm outreach — banks and insurers under the Bank Paradox thesis.

LinkedIn: Laurence Bank Paradox thought-leadership post
LinkedIn Ads: Bank Paradox whitepaper download campaign to head-of-hardship personas
Email: corporate warm-intro to top-6 major AU banks
Blog: writing to a bank about a terminal debt — the template

Week 3

Meta prospecting broadens; first MOFU consideration ads test.

Meta consideration: "May 2027 EOFY? First learn how debt works" testing 3 hooks
Google Ads: paid keyword campaigns kick in alongside Grants
LinkedIn: Lisa Head-of-Philanthropy monthly digest
Whitepaper: The Bank Paradox — v0.1 published

Week 4

Referrer training webinar #2 + partner-of-partner spread.

Webinar: advanced referrer training (RSVPs open)
Email: partner-of-partner pack (peer-referral)
Blog: What families should ask their palliative care team about debt
LinkedIn: Carla monthly note (Board update)

Measurement — what makes this month a win

Cases in intake: 15+ referred (from Room F)
Whitepaper downloads: 200+
Corporate: 3 head-of-hardship conversations booked
Traffic: 2,500 organic sessions
Paid: $6K spent; CPA on consideration <$8

Dependencies (before 2026-10 starts)

Bank Paradox whitepaper approved by Laurence (RG 96 language pass)
Room B corporate CRM pipeline seeded (top 12 banks / insurers)
Meta pixel + CAPI dedup working (D1 events matching)
Referrer partner pack v1.1 (post-webinar-#1 revisions)

Creative brief

Look

Same warm documentary style. Introduce clinical settings (respectfully) — hospice corridors, community-health rooms — always with human warmth, never sterile. Whitepaper cover: quiet dignity, no melodrama.

Copy tone

Bank Paradox thesis is the anchor: "It costs the bank $X to keep chasing. It costs zero to write it off. LWD makes that case for you."

Hook lines to draft against

“The bank paradox — why writing debt off is usually cheaper than chasing it”
“You should not have to phone a bank yourself. LWD does that. Free.”
“15 years of doing this. Every single case free.”

Governance envelope — Every asset drafted for 2026-10 lands in /production as status=draft and cannot go live until a human reviewer clears all six compliance flags (RG 96 outcome language, composite labelled, no PII, no named case without consent, Australian English, brand consistent) under HAS §8.5. AI drafts at HA1-3; humans decide at HA4-5.

Open 2026-10 assets in /production Master plan CMO brief