Christmas Appeal Peak & Sustain — the second HERO month.
| Room | Name | Angle | % spend |
|---|---|---|---|
| C | Regular giving | Christmas peak + BCNY window + retention promise | 75% |
| A | Foundations | End-of-year foundation reporting; Q1 site visits scheduled | 0% |
| B | Corporate | Matched-giving reconciliation + Q1 pipeline warming | 15% |
| F | Referrers | Quiet — light "we're still here" partner note only | 10% |
December giving-week build. Christmas Eve sustain assets locked.
Christmas week — sustain (not amplify) spend. Emotional cadence.
Between-Christmas-and-New-Year (BCNY) — cultural giving window.
NYE reflection + January nurture setup.
Warm Australian summer Christmas — beach walks at dusk, family dinners on the verandah, gum trees. Sustain wave uses quieter, warmer imagery. NO snow, NO reindeer, NO glossy US holiday tropes.
Christmas Eve message emphasises "we are with you, still" — no aggressive asks. BCNY switches to "one final act before the year closes" — still gentle, but with a concrete regular-giver ask.