Christmas Appeal Build & Launch — the first HERO month. Regular giving engine ignites.
| Room | Name | Angle | % spend |
|---|---|---|---|
| C | Regular giving | Christmas + Giving Tuesday + monthly giver upgrade — the whole engine at once | 70% |
| A | Foundations | End-of-year foundation reporting + December deadline submissions | 0% |
| F | Referrers | Referrer partner "how our work funds free casework" content — light touch during Christmas | 10% |
| B | Corporate | Corporate matched-giving activations (Xmas match campaigns) | 20% |
Christmas appeal build week — creative assets locked, first sends test.
Giving Tuesday build. First composite story goes live with full labelling.
Giving Tuesday. Ad meters at full for 72 hours.
Post-Giving Tuesday nurture + Christmas ramp begins.
Warm domestic Australian Christmas — but understated, not saccharine. A grandmother wrapping a small gift with grandchildren; a partner reading a card at bedside. NO snow imagery. Australian summer Christmas.
The appeal ask is direct: "$25/month means a family can spend Christmas together, not on the phone to a bank." Composite story leads with labelling: "This is Margaret. Margaret is a composite of the families we have helped in our first year. Every detail is a real detail — just not a real Margaret."