Marketing Backlog v2.0

1. The instruction taken

Verbatim from Carla, immediately preceding this backlog:

Interpreted as: (a) inventory the current marketing mix truthfully; (b) name the gaps against a funded, discovered, converting funnel; (c) sequence the fill work into logical sprints with clear dependencies; (d) commit that plan to a durable, discoverable page; (e) execute the first sprint immediately so momentum starts inside this turn. This document delivers (a) through (d). The current turn also delivers (e) — Sprint 45.1, the LWD Prospectus — concurrently.

2. Current-state audit — what already exists on the site

A truthful stocktake of the marketing surface as of Sprint 44.1 close (100 public HTML pages, 108-page audit corpus with sub-page assets counted):

Layer	What is live today	Status
Strategy & governance	Constitution, Brand & Editorial Charter, CMO Position Brief, Marketing Plan 12mo, Paid Media Plan 12mo, Marketing Strategy Design, Marketing Governance Envelope (5 gates), Content Calendar 12mo, Attribution Framework, SEO/AEO/GEO Methodology + Audit, Six-Week Campaign Brief	Live · robust
Room kits (private working docs)	Full 8-section kits for all 7 rooms: A Foundations, B Corporate, C Regular Giving, D Government, E Bequests, F Health referrals, G International	Live · complete
Room case-for-support (public leave-behinds, Sprint 43.1)	7 one-pagers + hub + 7 PDFs, on-brand and audit-clean	Live · complete
Public room landing pages	room-a (Foundations), room-b (Corporate), room-c (Regular Giving), room-f (Health Referrals) — 4 of 7 public rooms exist	Partial · 3 rooms missing public pages (D Government, E Bequests, G International)
Awareness top-of-funnel	index.html (home), awareness.html (what LWD is), stories.html, impact.html, how-lwd-can-help.html, who-we-help.html, theory-of-change.html, faq.html	Live · substantial
SEO/AEO pillar pages	foundations-grant-briefing, regular-giving-terminal-illness, clinician-referral-guide (3 intent-specific pages from Sprint 20)	Partial · 3 pillars live, ~5 intent clusters uncovered
Conversion (donation) surface	donate.html (~67 kB — three ask ladders, impact block, story split, pledge, FAQ), donor-one-pager, founding-donor-deck	Partial · live but never A/B tested; no weekly-giving calculator; no thank-you receipt flow; no in-memoriam path
Anchor documents for external audiences	Case-for-support one-pagers exist (Sprint 43.1); no consolidated Prospectus that pulls all 7 rooms into one document a Board member can hand to any first meeting	Gap · no single anchor document
Campaign sequences (email)	Room kits contain 6-touch email sequences per room, but no calendarised, publish-ready EOFY sequence; no welcome sequence for new donors; no lapsed-donor reactivation	Gap · no publish-ready sequences
Paid ads creative	paid-ads.html + paid-ads-per-room.html (strategic layer), media-campaign.html (creative direction) — but no publish-ready ad copy, no image specs, no platform-native variants (Meta, Google, LinkedIn)	Gap · no shippable creative
Media & PR	media-kit.html and media-campaign.html exist as strategic pages	Partial · no press-release template, no spokesperson brief, no reactive-media playbook
Referral partner enablement	clinician-referral-guide.html (public) + Room F kit	Partial · no printable QR-card leave-behind, no CPD-eligible slide pack, no palliative-nurse email cadence
Retention & stewardship	Room kits contain stewardship cadences per room	Gap · no cross-cutting stewardship cadence; no impact micro-report template; no annual supporter report

3. The funnel-by-audience matrix (gap map)

Every marketing asset lives in one cell of the matrix below — four funnel stages by two audiences (funder / beneficiary). The Marketing Governance Envelope Gate 4 (Funnel) assigns Story·Trust·Data weights to each cell. Green = well-covered, amber = partial, red = gap.

Funnel stage	Weights (S·T·D)	Funder audience	Beneficiary audience
Awareness “There is a problem, and it has a name.”	40 · 30 · 30	Partial — awareness.html + 4 rooms + 3 SEO pillars. Missing: owned-media evergreen blog cadence, PR earned-media pack, 3 additional SEO pillar pages	Partial — who-we-help + how-lwd-can-help + stories. Missing: palliative-nurse discovery pathway, GP practice-manager pathway, in-memoriam family pathway
Consideration “This organisation is trustworthy and specific.”	30 · 40 · 30	Live — 7 case-for-support one-pagers, room kits, impact.html, theory-of-change.html, governance-public.html	Partial — FAQ, stories, impact numbers. Missing: beneficiary-eligibility self-assessment; “what happens next” walkthrough with time expectations
Conversion “Do the thing. Give / apply / refer.”	20 · 40 · 40	Partial — donate.html is substantial but untested; no weekly-giving calculator; no in-memoriam gift path; no corporate matched-giving submission form	Partial — apply.html + referrals.html + beneficiary-intake-pack.html exist. Missing: single-page eligibility-to-apply flow with time-to-response promise
Retention “This gift mattered. Here is what it did.”	40 · 30 · 30	Gap — no quarterly impact micro-report; no annual supporter report; no lapsed-donor reactivation sequence	Gap — no beneficiary post-closure care pathway (with strict privacy discipline); no anonymised outcomes-shared-with-referrers loop

4. Backlog — 32 items, prioritised, tagged by gate

Every backlog item carries an ID (BL-nn), a funnel-stage tag, a target audience, a lead room (if room-specific), an effort estimate (S/M/L), the sprint it lands in, and the governance gates it must pass. Priority is P1 (this quarter), P2 (next quarter), or P3 (deferred pending trigger event).

ID	Item	Stage	Audience	Room	Effort	Sprint	P
BL-01	LWD Prospectus (12-page anchor doc, HTML + PDF)	Consideration	Funder	All 7	L	45.1	P1
BL-02	EOFY Appeal landing page + 5-touch email sequence	Conversion	Funder (individual)	C	L	46	P1
BL-03	Weekly Giving calculator + in-memoriam gift path on /donate	Conversion	Funder (individual)	C, E	M	47	P1
BL-04	Give hub page redesign (single-question “how do you want to give?”)	Conversion	Funder (all)	All 7	M	47	P1
BL-05	SEO pillar: “terminal illness debt Australia”	Awareness	Beneficiary + Funder	—	M	48	P1
BL-06	SEO pillar: “family debt after death Australia”	Awareness	Beneficiary (family)	—	M	48	P1
BL-07	SEO pillar: “refer a patient in financial distress”	Awareness	Referrer (clinician)	F	M	48	P1
BL-08	Clinician toolkit — printable QR referral card (A6, double-sided)	Awareness/Consideration	Referrer	F	S	49	P1
BL-09	Palliative-nurse email cadence (4-touch, CPD-eligible slides link)	Consideration	Referrer	F	M	49	P1
BL-10	Meta ad creative pack — Room C, 3 variants (video/still/carousel)	Awareness/Conversion	Funder (individual)	C	M	50	P1
BL-11	Google Search ad copy pack — 3 ad groups, 15 headlines each	Consideration	Funder + Referrer	C, F	M	50	P1
BL-12	LinkedIn ad pack — Room B corporate ESG lead targeting	Awareness/Consideration	Funder (corporate)	B	M	50	P1
BL-13	Quarterly impact micro-report template (~2 pages, HTML + PDF)	Retention	Funder (all)	All 7	M	51	P1
BL-14	Donor stewardship email cadence (welcome + Q1–Q4 impact + annual)	Retention	Funder (individual)	C	M	51	P1
BL-15	Press release template + reactive-media playbook	Awareness	Media / general public	—	M	52	P1
BL-16	Spokesperson brief (Q&A prep, three-hard-questions rehearsal)	Awareness	Media	—	S	52	P1
BL-17	Media kit refresh (bio, boilerplate, logo pack, factsheet, imagery)	Awareness	Media	—	M	52	P1
BL-18	Public room page for Room D Government (matches room-a pattern)	Consideration	Funder (govt)	D	M	53+	P2
BL-19	Public room page for Room E Bequests	Consideration	Funder (donor/adviser)	E	M	53+	P2
BL-20	Public room page for Room G International	Consideration	Funder (int'l)	G	M	53+	P2
BL-21	Beneficiary eligibility self-assessment (5-question wizard)	Consideration	Beneficiary	—	M	53+	P2
BL-22	“What happens next” walkthrough page (post-apply)	Consideration	Beneficiary	—	S	53+	P2
BL-23	Corporate matched-giving submission form (Room B)	Conversion	Funder (corporate)	B	M	53+	P2
BL-24	Bequest solicitor briefing pack (Room E) with clause library	Conversion	Adviser	E	M	53+	P2
BL-25	Lapsed-donor reactivation sequence (4-touch, 90-day trigger)	Retention	Funder (individual)	C	M	53+	P2
BL-26	Annual Supporter Report (long-form HTML + PDF, ~20 pages)	Retention	Funder (all)	All 7	L	Y1-close	P2
BL-27	Owned-media blog cadence — 2 posts/mo evergreen library	Awareness	General public	—	L (recurring)	Ongoing	P2
BL-28	Beneficiary post-closure care pathway (with privacy discipline)	Retention	Beneficiary (family)	—	M	DGR+	P3
BL-29	Anonymised outcomes loop back to referrers (health sector)	Retention	Referrer	F	M	DGR+	P3
BL-30	Video assets — 3 x 60-sec beneficiary composite stories	Awareness/Consideration	Funder + Beneficiary	C	L	DGR+	P3
BL-31	Podcast presence — guest booking pack + 5 pitched conversations	Awareness	Funder + General	—	L	DGR+	P3
BL-32	International comparability evidence pack (Room G activation)	Consideration	Funder (int'l)	G	L	Trigger	P3

17 P1 items land inside Sprints 45–52. 10 P2 items are held for Sprints 53+ (post-DGR-application-lodged). 5 P3 items are trigger-based (DGR granted, or a Y2 activation event).

5. Sprint plan 45→52 — the 8-sprint sequence

Each sprint below has a single clear headline outcome, the specific backlog items delivered, the 5-gate governance stamp it must earn, and the acceptance criteria for close. Sprints run one per turn under delegated authority unless Carla intervenes.

6. Sequencing logic — why this order

The 8-sprint sequence is not chronological convenience — it is dependency-ordered. Each sprint unlocks the next:

• 45.1 Prospectus first — because every other sprint's Trust weight lifts once a single anchor doc exists. The prospectus is the artefact referenced by every ad landing page, every case-for-support conversation, every media kit. Build it once, cite it everywhere.
• 46 EOFY next — because it is calendar-locked. Australian EOFY donation window is May–June. Missing the calendar means missing 12 months of the highest-yield individual-giving window Blackbaud data documents.
• 47 Conversion optimisation — because BL-05 through BL-12 (awareness & ads) all funnel to /donate. Optimising conversion before scaling awareness is the correct order: pouring paid-ad traffic into a leaky funnel is Blackbaud-canonical waste.
• 48 SEO pillars — because organic search takes 4–8 weeks to index and rank. Publishing in Sprint 48 means the pillars are ranking by Sprint 52 close, right as paid ads (50) start pointing to them for supporting organic evidence.
• 49 Referrer enablement — because Room F is our lowest-cost acquisition channel and the highest-trust source of beneficiary referrals. Every clinician equipped is a permanent lever.
• 50 Paid ads creative — only after 47 (conversion is optimised) and 48 (organic pillars supply trust signals) does paid make economic sense. Sprint 50 makes LWD budget-ready, not budget-dependent.
• 51 Retention — because by Sprint 51 we will have a donor base large enough to steward. Retention infrastructure built before donors exist is theatre; built with the first cohort in hand, it is the compounding lever.
• 52 Media & PR — last, because media enquiries follow scale. A press release without a Q1 impact report to cite is a hollow release. Sprint 52 puts the pieces in position for the DGR-granted moment.

7. Risks, dependencies, and stop-rules

Risk	Trigger	Stop-rule / mitigation
DGR not granted before Sprint 46	ATO/ACNC delay	EOFY appeal wording pre-approved for both DGR-live and DGR-pending states; two versions drafted; correct one published on trigger.
RG 96 outcome-language slippage in ad copy	Sprint 50 creative work	Gate 2 rules MUST_NOT-RG96-* fire in audit; no ad ships without 0 findings on that rule family.
Composite-story labelling missed in emails	Sprints 46, 49, 51	Gate 3 checklist item: every composite paragraph inline-labelled “composite” before publish; audit rule MUST-STORY-01 enforces.
Sprint drift: a P1 item deferred to P2	Time pressure	Priority is not negotiable within delegated authority; only Carla or the Board can reclassify P1↔P2. AI CMO must escalate, not silently defer.
Hard constraint file changed	Any sprint	Every build verifies cosai-proposal.html sha256 f6de9b25…. If it moves, deploy is blocked, Carla is notified inside the sprint.
Audit engine finds > 0 findings	Any sprint deploy	Sprint does not close until findings are 0. Prior sprint pattern (43.1 — 23 → 0 findings across 3 audit rounds) is the template for remediation.

8. Governance — how each sprint passes the 5 gates

Every sprint listed above is scoped so it can pass all 5 gates of the Marketing Governance Envelope. The gate-pill row on each sprint card names the specific test each artefact must pass. Concretely:

• G1 Constitutional. Every deliverable is checked against Constitution §4(a)(i)–(v). No sprint proposes an activity outside the charitable purposes.
• G2 Compliance. Every HTML deliverable carries the four inline compliance markers (ABN, ACN, complaints, privacy) rendered server-side, not JS-injected. Every ad, email, and print asset carries ACL 387398 disclosure. The 41-rule audit engine is the automated gate; no sprint closes with findings.
• G3 Brand & Editorial. Sentence discipline (≤ 20 words public, ≤ 25 donor) is a copy-desk pre-check before publish. Forbidden phrases (“debt relief”, “client”, “the terminally ill” as noun) are grep-checked before deploy.
• G4 Funnel. Every deliverable declares its funnel-stage cell and inherits the Story·Trust·Data weight from the matrix. An Awareness page over-weighted on Data (or a Conversion page over-weighted on Story) is a G4 failure and must be re-authored.
• G5 Industry best-practice. Each sprint names the external authority it defers to (FIA for fundraising ethics, WCAG 2.2 AA for accessibility, M+R for EOFY, Blackbaud for retention, IAB/GARM for ad safety, Google CWV for page performance). Non-negotiable floor; documented in the sprint card.