One rich kit per priority audience. Each kit is the internal working document for the room — the case-for-support, ask ladders, talking points, FAQ, email nurture, meeting deck outline, and stewardship cadence. Used by the Board, by Carla, and by any staff, volunteer, or consultant authorised to represent Life Without Debt in that room.
Every kit on this page is authored under the CMO Position Brief. The Brief defines the authoring frame, the four content pillars, the seven-room taxonomy, the three labelled composite case studies, the Story · Trust · Data payload weightings, the voice rules, the compliance envelope, and the editorial reconciliation memo. If you are new to LWD marketing, read the Brief before opening any individual kit.
Open the CMO Position Brief →Four kits are complete and cleared for internal use. Each covers a Y1 revenue-priority room in the fundraising portfolio.
Governance-focused case-for-support, three-tier ask ladder ($100K / $200K featured / $500K), talking points, eight-question FAQ, six-touch email nurture, ten-slide meeting deck, and stewardship playbook. Target funders mapped by mission fit — Paul Ramsay, Ian Potter, Perpetual, Sidney Myer.
Open Room A kit"The Bank Paradox" anchor case-for-support, three-tier ladder ($5K / $20K featured / $50K), sector-mapped prospect list, ESG data pack with sample paragraph drop-in, employer-matched giving toolkit with seven-step setup, six-touch sales-cycle email, ten-slide meeting deck, and stewardship playbook.
Open Room B kit$19.25/week anchor case-for-support, three gift ladders (regular · one-off · in-memoriam), the Margaret composite story in three lengths (450w / 180w / 55w — all labelled), ten-question donor FAQ, five-email welcome sequence, six-email EOFY playbook, upgrade ladder, monthly newsletter template, and stewardship cadence with 48% → 56% → 64% retention targets.
Open Room C kitClinical rationale case-for-referral, four-touchpoint pathway (referral · 24h intake · advocacy · closure), eligibility discipline (do/don't), six referrer talking points, ten-question clinical FAQ, ten-clause MOU template outline, cultivation notes for Palliative Care Australia + MND Australia + condition charities + PHNs, five-touch six-week referrer nurture, and stewardship playbook.
Open Room F kitThree rooms are lower-priority in Y1 and were previously carried as five-section scaffolds. In Session 8I they were upgraded to full eight-section production kits — case-for-support, ask ladder, talking points or conversation playbook, FAQ, cultivation cadence, deck or executor briefing or evidence pack, stewardship, and the activation trigger with priority prospect map. The kits are built so the operator can respond to an early aligned opportunity or a first trigger event without waiting on authoring time. Activation timing is unchanged: Room D activates Y2 on first formal proposal conversation; Room E activates Y1+ on the first major-donor or bequest disclosure; Room G activates Y3+ on multi-year Australian outcomes cohort or first aligned inbound.
Cost-per-outcome case-for-support with must-not-overreach discipline, three-tier ask ladder (pilot $100K–$250K / programme $500K–$1M / systems-integration $1M+) with commissioner-facing includes lists, six talking points and phrase discipline for commissioner conversations, eight-question FAQ (procurement, safeguarding, evaluation), six-touch proposal-cycle nurture, ten-slide proposal deck skeleton, post-award stewardship cadence, and priority prospect map (PHNs, state palliative-care commissioning, DSS grants, NACCHO) with activation trigger.
Open Room D kitNarrative-alignment case-for-support with governance transparency table and voice-discipline callout, three-tier ladder (major annual $10K–$25K/yr · named case-fund $50K–$250K · bequest any amount) with includes lists, in-person conversation playbook (six talking points + phrase discipline), eight-question FAQ for donor + professional adviser, six-touch cultivation cadence over 12–24 months, one-page executor briefing with clause wording for unrestricted and named-fund bequests, seven-phase stewardship-through-working-life-of-gift table, and prospect archetypes + activation trigger.
Open Room E kitCross-jurisdictional case-for-support in the international register with RG 96 boundary callout, three-tier ask ladder (comparability grant AUD $50K–$150K · programme co-funding AUD $250K–$500K · cross-jurisdictional evidence AUD $500K+) with includes lists, six comparability talking points and phrase discipline, eight-question programme-officer FAQ, six-touch 12–36-month cultivation cadence, ten-section evidence-pack outline, seven-phase stewardship framework with cross-jurisdictional visibility, and priority funder map + activation trigger with warm-introduction discipline enforced.
Open Room G kitDocuments that thread across multiple kits and are used in more than one room.
The sixteen-section governing document. Authoring frame, four pillars, seven-room taxonomy, three labelled composites, Story · Trust · Data payload weightings, voice rules, compliance envelope, editorial reconciliation memo, evidence base, production plan, glossary, sources.
Open the BriefThe consolidated seven-room story for the general audience. Answers "what is LWD about?" in one place — the problem, the mechanism, the seven rooms, the numbers, and the invitation. First stop for anyone arriving cold, before they reach a specific room page.
Open the hubThe public seven-room map. Room A through Room G with one-paragraph descriptions and links into the live room pages. Useful in every kit as a "where does this room fit" reference.
Open the hubSeven room-specific case-for-support one-pagers — one per room A through G. Each is on-brand, compliance-cleared, PDF-downloadable, and print-optimised for A4 leave-behinds. Use in the first meeting with a Foundation officer, corporate ESG lead, health-sector referrer, bequest solicitor, or major-gift prospect.
Open the 7 one-pagersThe rule-of-law layer every marketing asset passes through before publish. Five gates — Constitutional (§4 charitable purposes), Compliance (41 rules), Brand & Editorial (voice, sentence discipline, forbidden phrases), Funnel (Story·Trust·Data weights per stage × audience), and Industry Best-Practice (FIA, WCAG 2.2 AA, M+R, Blackbaud). Human-readable dashboard for the Board and Carla; machine-readable JSON the AI CMO consumes on every build.
Open the governance envelopeThe full funnel-by-audience matrix, gap analysis against what's live today, and the sequenced sprint plan (45 through 52) that gets LWD from strategy-heavy to activation-live. Each of the 32 backlog items is tagged with funnel stage, room, effort, sprint, and priority. Supersedes marketing-backlog-8n-8q.html and marketing-mix-backlog.html.
Open Backlog v2.0The 12-section document a Board member can hand to any first meeting — foundation officer, corporate ESG lead, MP staffer, major-donor solicitor — and answer “what is LWD and why does it deserve funding?” in one artefact. Executive summary, Constitution §4, theory of change, seven rooms, Y1 pilot evidence, governance, financials, ask ladder, RG 96 comparison, risk register. HTML + print-ready PDF.
Open the ProspectusThe 16-week sprint sequence around the actual launch calendar: 1 Oct 2026 charity-live, 25 Oct donate-flow deadline, 2 Dec Giving Tuesday Christmas Appeal. Supersedes Backlog v2.0's funnel-order sequencing for the pre-launch and launch window. Room activation matrix (who fires when), 5 dated sprints (46→50), and the honest lesson from the Turn 23 re-scope. Recalibrated Sprint 55.5: charity-live moved from 1 Sep to 1 Oct 2026 per founder ratification; downstream referrer/foundation ship-by dates shifted +30 days; 25 Oct and 2 Dec preserved.
Open the Launch-Window PlanThe operational document Room A uses from 1 Oct 2026. 15-foundation target list with priority match, ask tier, warm-intro path, and personalised angle. Three cover-email variants (cold, warm-intro, warm-follow-up). 15-minute discovery-call script in 4 stages. Follow-up cadence (T+2, T+7, T+21, T+45). 8-question objections playbook with Board-endorsed language. Attachment discipline. CRM notes protocol.
Open the Foundations Outreach PackThe operational document Room F uses from 1 Oct 2026. 5-referrer target list (Palliative Care Australia, MND Australia, 3 named PHNs) with priority tiering. Three cover-email variants tuned to National peak bodies, PHNs, and pilot-era warm referrers. 7-clause MOU template outline (purpose, four-touchpoint pathway, scope limits, regulatory boundary, consent/privacy, co-branding, review/term). Referrer-facing 4-touchpoint pathway diagram. Single-page referral form field-spec (90-second complete). Closure-letter template. 8-question referrer FAQ with Board-endorsed clinical-voice language. T+0 → T+90 cultivation cadence targeting first 5 MOU signatures by 26 Nov 2026.
Open the Health Referrer MOU PackThe top-of-funnel conversion surface that accepts paid-media traffic from 25 Oct 2026. Single question — “How would you like to give?” — five paths (weekly featured · one-off · corporate · in-memoriam · bequest). Every CTA UTM-decorated with the 5-parameter controlled vocabulary. Trust panel, calculator link, and inline compliance envelope (ABN, ACN, complaints, privacy) on every path. Schema.org DonateAction JSON-LD for AEO/GEO. Replaces the legacy /give → /donate redirect.
Open the /give hubInteractive $/week → annual impact translator, anchored to the $19.25 promise ($19.25/wk = 1 hour licensed advocacy = $1,001/yr = 52 hours = 54% of $1,840 case). Slider (5–100, step 0.25) + number input + 5 presets. Live-updating impact panel with ARIA-live. Threshold logic: shows “% of case” below $1,840/yr, “×” full cases above. Methodology table with formula-by-formula source citations to Y1 audited numbers. WCAG 2.2 AA, keyboard-accessible, prefers-reduced-motion respected. Maths verified against Y1 audit (Python).
Open the Weekly-Giving CalculatorDev-ready sister document to the strategy-level Attribution Framework. 9 sections: non-negotiables, 5-parameter UTM taxonomy with controlled vocabulary, 12-event dictionary with donate_success JSON schema, first-party lwd_session cookie + D1 marketing_sessions table (PII-free by design), Meta CAPI + Google Enhanced Conversions + LinkedIn CAPI wiring with env var names, two-tier consent (marketing_consent vs ad_platform_consent) + RG 96 discipline, 24-test QA matrix, 3 operator dashboards with SQL, week-by-week cut-over plan from 22 Sep (T-33) to 25 Oct (T-0).
Open the Attribution Implementation SpecThe brief that ties the /give bundle together for Carla and the ops team. 7 sections: 5 deliverables with status badges, 25 Oct 2026 hard-deadline definition (why missing it blocks Room C Nov ad launch and 2 Dec Giving Tuesday), 4-hour SLA operational discipline, in-memoriam gift path spec (3 optional fields · card-to-family flow), 12-criterion acceptance matrix, hand-off to Sprint 49 (Christmas Appeal), risk register with recovery plan. Read this first before opening the other three artefacts.
Open the Sprint 48 Operator BriefThe strategic map for the 2 Dec 2026 Giving Tuesday campaign. Single-ask discipline ($19.25/wk recurring). 30-day launch calendar — build 1–25 Nov · tease 28 Nov · launch 2 Dec · sustain 3–24 Dec · dark 25–31 Dec. Hero landing page structure. Meta ad pack (3 video · 3 still · 1 carousel) with cold/warm/lookalike audiences. Google Search pack (3 ad groups × 15 RSAs). 22-day organic calendar. PR pack for metro morning-news. 4-hour auto-stewardship. UTM taxonomy for Sprint 48 attribution rails. RG 96 + Privacy Act + FIA compliance envelope. Sunset choreography at 24 Dec 5pm.
Open the Christmas Appeal campaign briefEvery field the ESP operator needs to schedule the 4 Christmas Appeal emails. Sender = Carla, real name, real inbox, on all four. T-3 tease (Fri 28 Nov 8am) · Giving Tuesday launch (Tue 2 Dec 6am) · T+14 evidence (Tue 16 Dec 10am) · T+21 last-chance (Tue 23 Dec 9am). Subject lines ≤ 42 chars. Preview text ≤ 90. Plain-text-first with HTML fall-forward. Full plain-text bodies, HTML operator notes, compliance envelopes. 6-column segmentation and suppression rules. 11-item pre-send testing checklist. Post-send analytics with unsubscribe and spam-complaint red-lines.
Open the 4-email sequenceThe launch-day operational script. 11-item day-before checklist (must all be green by 6pm Mon 1 Dec). 9 launch-day checkpoints from 05:00 wake-up systems check to 22:00 overnight sweep. 5 red-line triggers that stop the campaign (compliance, attribution, unsubscribe spike, spam-complaint spike, SLA breach). First-hour three-number metric (page views · donate intents · donate successes). Creative rotation and CPA guardrails (24h no-touch, 48h > 2× average pause rule, day-10 mid-campaign rotation). Lisa’s 2 Dec organic day plan across LinkedIn/Instagram/Facebook. Escalation ladder. Daily retro template + campaign-close retro contract.
Open the Giving Tuesday playbookThe ledger. 7 deliverables with status badges (4 shipped pages + 3 build-1-Nov artefacts). 5-condition definition of what “launched at 6am 2 Dec” means. 16-criterion acceptance matrix, gate-mapped, all must pass before Carla’s 30 Nov EOD G4 sign-off. 4-hour SLA discipline for stewardship. Compliance envelope table across RG 96, Privacy Act, Spam Act, FIA, Meta policy, Google policy, GARM, WCAG 2.2 AA. 6-item risk register with named likelihood and recovery plan for every risk. Hand-off contract to Sprint 51 (retention infrastructure).
Open the Sprint 49 Operator BriefThe strategy document for the October 2026 LinkedIn thought-leadership series. 10 sections: why LinkedIn/why now, the single strategic bet (warm-up, not pitch), voice discipline (Laurence, Lisa, co-authored), the 8-post publishing calendar week-by-week, compliance envelope (RG 96 · ACL 387398 · no-ask discipline), engagement policy, measurement framework without a conversion metric, 16-criterion acceptance, risk-shorts, hand-off to Feb 2027 corporate pitch cycle. Protect-date: 31 Oct 2026 — first post live by then at latest.
Open the LinkedIn Pack briefEight complete LinkedIn post copy-blocks, ready to paste into LinkedIn’s native composer at the scheduled Tuesday or Thursday morning slot. Two Laurence solo (RG 96 wording; the 23-day mediation timeline). Two Lisa solo (K10 52% reduction; nothing that identifies a beneficiary). Four co-authored (Bank Paradox · sustainability report causal claims · 87c-per-dollar ratio · $1,840 per case · what we didn’t measure in Y1). Every post carries a metadata block, verbatim copy, and two-eyes review sign-off notes. Six-step publish runbook at end.
Open the 8 send-ready postsForty CSR/ESG role-slots across 18 named Australian financial institutions: 12 at the big-four banks (CBA, Westpac, NAB, ANZ), 10 at top-tier insurers (IAG, Suncorp, Allianz, QBE, Zurich), 10 at industry super funds (AustralianSuper, ART, Aware Super, HESTA, Cbus), and 8 at adjacent authorities (ABA, ASFA, FSC, ACOSS, FCA, AFCA, Consumer Action Law Centre, ACNC). Institutions named and verifiable; individual names captured by Laurence and Lisa into an internal tracker on engagement morning (defamation and privacy discipline). Weekly rhythm, connect-request script, four comment archetypes, three red-line escalation triggers.
Open the target list & playbookThe ledger for the last sprint in the Aug–Dec 2026 launch window. 4 deliverables with status. 16-criterion acceptance matrix, gate-mapped — all must pass for Carla’s Fri 31 Oct EOD G4 sign-off. Weekly Monday measurement tracker (6 metrics with baselines, Week-2 red-lines, end-of-sprint targets). Compliance envelope across 7 frameworks (RG 96 · ACL 387398 · ACNC · Privacy Act · LinkedIn Policies · GRI 413 · Defamation Act). 6-item risk register. Hand-off contract to Sprint 54 (Feb 2027 corporate pitch cycle). SLA discipline and 3-red-line escalation.
Open the Sprint 50 Operator BriefFirst post-launch sprint. Master document for keeping the donors the Aug–Dec 2026 launch built. 9 sections: why retention/why now, retention target math (Blackbaud 40·30·30 → Room C 48·56·64 Y1→Y3), five donor lifecycle stages (New/Active/Loyal/At-risk/Lapsed), six stewardship touchpoints (T1 Welcome · T2 Q-Impact · T3 Anniversary · T4 Upgrade · T5 Save-flow · T6 Annual report), voice discipline for retention writing, 7-framework compliance envelope, what stewardship is not (six negative-space rules), hand-off to Sprint 52.
Open the stewardship planThe operational playbook. 8 sections: the churn model (voluntary vs involuntary — ~half of recurring cancellations are involuntary, not decisions), payment-failure taxonomy (expired-card / insufficient-funds / card-replaced / account-closed / do-not-honor / processor-timeout), four honest reasons for voluntary churn, save-flow decision tree, three send-ready email templates (A/B/C by gateway reason), T4 upgrade-prompt copy specimen, downgrade-honour policy (no interstitials, no counter-offers), seven dark patterns disallowed.
Open the retention playbookEvery touchpoint plotted against Jan–Dec 2027 with load indicator (LOW/MEDIUM/HIGH). Cross-check against 7 compliance obligations (Privacy Act annual-notice refresh, Spam Act unsubscribe, ATO EOFY receipting by 14 July, ACNC AIS lodgement, ASIC RG 96 language check, FIA Code, PCI-DSS on save-flow links). Four rhythm rules (14-day gap between touchpoints, silence 25–31 Dec, silence 24–26 Apr Anzac weekend, no Monday sends before 08:30 AEDT). Reverse-index quick-lookup by donor status.
Open the 12-month calendarThe weekly scoreboard. 8 metrics: Y1→Y2 retention, involuntary decline recovery, voluntary cancellation, stewardship open rate, unsubscribe rate, complaints, Q-Impact CTR, downgrade rate. Every metric names source, baseline (Blackbaud/M+R median), red-line, end-of-Y1 target, and pull cadence. Includes the retention forecast model (48→56→64 curve fitted to Christmas Appeal cohort with expected Q1 drop and Q4 stabilisation). Three escalation tiers (P0 trust breach / P1 systemic underperformance / P2 trend drift) with named SLAs. Weekly Monday pull template. Five data-hygiene rules.
Open the metrics trackerThe ledger for the first post-launch sprint. 5 deliverables with status. 16-criterion acceptance matrix, gate-mapped (G1×2 · G2×3 · G3×2 · G4×6 · G5×3). Compliance envelope across 7 frameworks (Privacy Act · Spam Act · FIA Code · ASIC RG 96 · ACNC · Blackbaud · M+R). 6-item risk register (silent underperformance H · save-flow-as-pressure M · CAU-unavailable M · tag-fails L · cohort-too-small M · dark-pattern-creep M). Hand-off contract to Sprint 52 (Media & PR pack). 8-item SLA table.
Open the Sprint 51 Operator BriefWhen a journalist calls, LWD has 30 minutes to respond. This template is the load-bearing part of that response. Three modular slots (NEWS · QUOTE · BOILERPLATE), eight pre-approved topic boilerplates (general / DGR-milestone / Y1-outcomes / health-partnership / palliative-week / corporate / policy / beneficiary-story), copy-paste release skeleton, contact block, embargo & distribution discipline, voice discipline (adjective-string proscribed), 16-cell acceptance matrix, worked example (DGR-granted announcement). Every boilerplate variant carries ABN, ACN, ACL 387398, and the mediation disclosure.
Open the press release templateNot marketing copy. Interview scaffolding. Rehearsal document for the three questions a well-prepared journalist will ask: (Q1) the ASIC/ACL boundary question — the single most important question a spokesperson will face · (Q2) the efficacy / no-outcome-guarantee question · (Q3) the beneficiary-selection challenge. Plus five approved lines (verbatim usable as press-release quotes), five bridges (redirect without evasion), and one seven-item “we do not comment on…” list. Format-specific notes for print / radio / TV / podcast. 16-criterion rehearsal sign-off.
Open the spokesperson briefFive bios (co-founder / Board Chair / Treasurer / Health Director / CMS MD) each in three lengths (short 30w / medium 75w / long 150w). Three general boilerplate variants (short 25w / medium 60w / long 130w) plus the eight topic-specific from the press-release template. Logo pack: primary SVG + PNG @ 3 sizes / reverse / mono / wordmark / style guide. Y1 audited factsheet (31 hh, $1.82M, 23d, 52% K10, $1,840, 87c/$). Imagery pack (headshots + context + infographics + b-roll — beneficiary imagery explicitly excluded). 8-row interview-request routing with SLAs. Change-control table: what stays, changes, leaves.
Open the media kit refreshThe read-this-first operator layer for Sprint 52. Four deliverables with shipped status. 16-criterion acceptance matrix gate-mapped (G1×2 · G2×6 · G3×3 · G4×4 · G5×4). 7-framework compliance envelope (ASIC RG 96, ACNC, Privacy Act, defamation, NCCP consumer credit, FIA Code, WCAG 2.2 AA). 6-item risk register (R1 spokesperson deviation H · R2 beneficiary quote request H · R3 registration status change M · R4 placeholder bio sent M · R5 Boilerplate 8 misuse M · R6 public/internal media-kit divergence L). 8-item SLA (30-minute first-response, 24-hour rehearsal, 4-hour compliance/CMO sight-check, 90-day reconciliation).
Open the Sprint 52 Operator BriefThe operating layer for LWD's marketing. Org chart (Carla → AI CMO → 5 specialist agents), decision-rights matrix (below-the-line specialist authority, on-the-line CMO authority, above-the-line Carla authority), weekly / monthly / quarterly rhythms, escalation triangle, session-launch paste-pattern, shared context every agent inherits (LWD constitution + Y1 audited numbers + seven rooms + dignity floor + 5-gate envelope), 16-criterion acceptance matrix, 6-item risk register, SLAs, change control. Read this first; the six charters live under it.
Open the Agency hubThe orchestrator. Paste the four blocks (Identity / Context / CMO Knowledge / Triggers & Outputs) into a Claude/Genspark session and it becomes the LWD AI CMO. Holds LWD constitution + Y1 audited numbers + seven rooms + dignity floor. Weekly rhythm (Mon plan · Wed mid-week check · Fri close to Carla). Six-field specialist-brief template. Eight-point pre-publication quality bar. Known failure modes and guards. Never does specialist execution — only orchestration artefacts (weekly plan, specialist briefs, mid-week note, Fri summary, ad-hoc triggered briefs).
Open the AI CMO CharterMeta / Google Search & Display / LinkedIn charity-sector paid media specialist. Channel-by-channel playbook (pre-DGR & post-DGR posture). Australian charity-sector CPM/CPC/CPA benchmark ranges. Creative discipline — stock imagery with faces IS allowed; real LWD beneficiary imagery requires written consent + Carla approval. Kill/scale triggers. DGR-gated behaviours (Google Ad Grants $10k/mo, Meta Fundraising Tools, LinkedIn charity discount, tax-deductible copy). Known failure modes and guards.
Open the Paid-Ads CharterSEO across the 134-page corpus. Keyword strategy for a health-adjacent charity (four pillars: mediation-under-ACL, financial hardship + serious illness, K10 psychological distress, consumer credit distress education). Intent-fit discipline — do NOT target queries LWD cannot serve at scale. Google Ad Grants full playbook (DGR-gated) — $10k/mo, 5% CTR floor, keyword restrictions, structural minimums. On-page optimisation SEO-brief template (never edits pages directly; briefs Website). SERP monitoring + content-calendar cadence.
Open the Search CharterSole publish point for the 134-page corpus. Rooms A–G ownership. CRO discipline (what LWD does + what LWD never does). Funnel-stage tagging on every page (Awareness → Interest → Consideration → Action). A/B protocol (one variable, 95% significance, never on legally-material copy). Page taxonomy + retirement/consolidation rules (301 redirect, never delete). Weekly page-health check (200 status, short URLs, compliance markers, broken links, Core Web Vitals, sha256 hard constraint, audit run).
Open the Website CharterLinkedIn-primary organic cadence (2–3 posts/week + monthly longer-form). Instagram/Facebook secondary. TikTok/X not active at launch. Voice inherited from Sprint 50 corporate-linkedin-pack. Approved post topics + topics requiring CMO/Carla approval. Imagery rules — stock with faces allowed, real LWD beneficiaries never without consent + Carla approval. Community management patterns with SLAs (positive / factual question / fair critical / abusive / journalist DM / foundation DM / complaint DM / beneficiary-story request). Journalist DM = 30-minute route to PR-Media.
Open the Socials CharterOperationalises Sprint 52's Media & PR pack (/press-release-template + /spokesperson-brief + /media-kit-refresh + /media-pack-brief). Always-on inbox monitoring (3×/business day + Fri afternoon; 30-minute journalist first-response SLA). Journalist relationship map (Tier 1 national → Tier 5 podcasts). Media-list segmentation. Monthly proactive pitch cadence. Coverage tracking + accuracy check. Reactive posture on breaking sector stories. Never publishes a live quote outside /spokesperson-brief approved lines without Carla approval.
Open the PR-Media CharterThe operating layer above the Sprint 53 AI agency. Four humans share one HA5 gate through a WhatsApp group: Laurence (Co-founder/CEO — Evidence & Brand) · Lisa (Co-founder/Head of Philanthropy — Philanthropic) · Carla (PMO/CFO, COSAI external — Financial & Regulatory) · Corrina (CMO, Your Digital Team external — Marketing-Craft). AI CMO runs a 7-check pre-check on every artefact and emits CLEAN / FIX-INLINE / RETURN-TO-SPECIALIST / CLEAN+FLAG (never APPROVE / BLOCK / ESCALATE — those are human verbs). Corrina couriers the review pack into the WhatsApp group; short artefacts pasted, long artefacts link-dropped. Quorum: routine (1 sign-off) · domain-touching (owner + second-eye) · multi-domain (all owners) · constitutional (all 4). ~3.5 hrs/week total across 4 humans, inside the 4-hour budget.
Open the Operators ManualThe single card the AI CMO runs automatically over every artefact as a pre-check — humans see the result inside the review pack, they do not run the card themselves. Seven checkboxes: (1) 4 compliance markers + complaints + privacy · (2) Y1 numbers verbatim + outcome caveat · (3) no "debt wipe" language · (4) no tax-deductible/DGR/PBI (pre-DGR) · (5) no real LWD beneficiary imagery/quote/naming (stock imagery with faces IS fine) · (6) complaints and privacy links present · (7) voice: qualified, quiet, evidence-led. Verdict is one of CLEAN / FIX-INLINE / RETURN-TO-SPECIALIST / CLEAN+FLAG — the AI CMO never votes; humans sign the domain lines. Print styling retained — the card still prints cleanly on one A4 page for reference.
Open the Review ChecklistThe shared-gate assignment table: for every category of artefact, which of the four domain sign-off lines get triggered and at which quorum level. Category-based (not judgement-based) so routing is unambiguous. Routine rows sign with one Marketing-Craft sign-off (Corrina). Domain-touching rows need the owning human + one second-eye (guards against diffusion of responsibility). Multi-domain rows need every owning human to sign their line. Constitutional rows (dignity floor, real beneficiary imagery, hard-constraint items) need all 4 humans. Includes the 6-item review-pack spec, quorum-completion SLAs, tie-break rules, and the WhatsApp courier protocol.
Open the Escalation MapThe seven short questions Lisa (Co-founder / Head of Philanthropy) answers by WhatsApp voice-note or text in about fifteen minutes. Answers thread Lisa's actual voice through the seven donor-room artefacts already on the site. Not a scripted charity voice — Lisa's actual register: warm but non-appeal, evidence-led, qualified rather than certain, quiet rather than urgent. Each question has: context (why we're asking), body (the ask), an example register (tuning fork, not script), and the "answers into" line naming which pages the answer feeds. Anti-patterns section names the seven things not to say. Session-launch paste for the AI CMO included. Compliance: no beneficiaries are named or identified in any answer or resulting copy.
Open the Voice-Capture BriefThe substitution index the AI CMO uses to fold Lisa's seven answers into the seven donor-room artefacts. Each answer maps to specific paragraphs on specific pages. Sprint 55 changes ~30 paragraphs, not 120 kB of donor copy. Master 7×7 matrix (which Q feeds which page). Per-page substitution plans for donor-one-pager, donor-stewardship-plan, foundations-grant-briefing, foundations-outreach-pack, founding-donor-deck, give, and give-sprint48-brief. Compliance guardrails (Y1 numbers verbatim, outcome caveat, dignity floor, pre-DGR discipline, voice register). Quorum forecast: ~7 domain-touching, ~23 multi-domain, 0 constitutional by design. Unwind mechanic named so no substitution is a one-way door.
Open the Voice MapThe side-by-side companion to /voice-brief. AI-drafted answers to the seven questions sit on the left (as a scaffold in Lisa's expected register); the right-hand column is left open for Lisa's inline corrections, deletions, and voice-shifts. One row per question. Register-warning flags name the drift risks per row (identifier / figure / register / compliance) so Lisa knows what to watch as she reads. Print-friendly — one question per A4 page, pen-and-paper markup ready. The AI CMO consumes Lisa's corrections directly via the structured paste-block at the bottom. Discipline: the AI draft is a scaffold Lisa reacts to, never a substitute for her real voice; nothing ships to donor pages until Lisa signs the Philanthropic line. Compliance: no beneficiaries are named or identified in this sheet or in the resulting donor copy.
Open the Edit SheetThe Sprint 56 master document. Every week of the 1 Oct 2026 → 31 Dec 2026 launch window: scheduled actions, owners, three hard dates (25 Oct donate-flow deadline, 2 Dec Giving Tuesday, 25–31 Dec dark period). Founding-donor stewardship cadence woven in. Christmas Appeal peak-window operations mapped. The single page that answers “what happens next” for the launch year.
Open the launch calendarDaily and weekly cadence 1 Oct → 31 Dec 2026. Twelve weeks × eight channels. Week-strip cards with phase variants (launch / build / peak / steward). Three hard-dates table with escalation triggers. The Corrina-owned scheduling surface companion to the launch calendar.
Open the content calendarThe seven-touch launch-week email sequence, 1–9 Oct 2026. Each touch has header, meta block (audience, from-line, owner, gate, dependencies), subject line, and full body scaffold with voice-placeholder markers pending Lisa voice-fill. Send-day discipline table. Nothing ships without Lisa signing the Philanthropic line.
Open the email sequenceSix-touch stewardship cadence for the founding-donor cohort across 1 Oct → 30 Dec 2026: launch, 30-day, mid-quarter warmth, 60-day, Christmas warmth, and 90-day Q1 impact snapshot. Lisa-signs discipline. No generic-scaffold fallback — if voice-fill isn't in hand, the touch delays. Founding-donor cohort is the north-star metric for the 90 days.
Open the founding-donor cadencePer-target brief for PCA. Structure: target block (organisation, named recipient, relationship state, the ask, why specifically), Y1 data-to-remit table, practitioner-voice framing with voice-placeholder, objection risk, cover letter template, follow-up cadence (T+0 / T+8 / T+21 / T+40).
Open the PCA briefPer-target brief for MND Australia. Same structural pattern as the PCA brief: target block, Y1 data pack, practitioner-voice framing, objection risk, cover letter, follow-up cadence.
Open the MND briefThree per-target briefs for Primary Health Network North, South, and Metro catchments. Structure inherited from the PCA/MND briefs; catchment-specific target blocks, practitioner-voice framing per region, cover letters keyed to each PHN's programme mix. Follow-up cadence: T+0 / T+8 / T+21 / T+40.
Open the PHN briefsMetrics surface for the 90-day launch. Seven daily metrics (Corrina 9am AEDT read), twelve weekly metrics (Monday triad pack), eight monthly metrics (board reputation surface). Named owners, escalation thresholds, dark-period discipline (25–31 Dec). North-star metric: founding-donor cohort integrity. Voice-fill status metric flagged as the largest Sprint 56 constraint.
Open the dashboardEight named scenarios that could unsettle the launch: donation-take softness, new-donor decline, list-quality event, privacy incident, beneficiary-naming breach, founder unavailable, external narrative attack, portal outage during send. Each scenario: trigger, owner, decision tree with wall-clock times, compliance discipline, retrospective. Every response preserves the envelope.
Open the playbookThe review-pack index. Everything Sprint 56 shipped, in one page. Two shelf families explained; 10 governance-shelf pieces indexed; 5+2 output-shelf pieces indexed; compliance envelope confirmed; hard-constraint SHA256 on /cosai-proposal.html preserved. For Carla’s close-out signature. Points at Sprint 57 sprint boundary.
Open the review packThe 10 locked sentences carrying the December Christmas Appeal across all 7 channel surfaces (web hero, four-email sequence, Meta pack, Google Search, LinkedIn org, Lisa & Laurence founder posts, embargoed-January press release). Composite case Ellen labelled in-line; three-tier ask ladder anchored to $1,840 Y1 audited cost/case; 10 verboten items (A–J) named; 5-gate signing sequence terminating at Carla’s Fri 20 Nov EOD go/no-go. Downstream artefacts express a subset of these 10 sentences and say nothing outside them. Mid-appeal, the frame does not change — only peripheral operations adjust.
Open the frame lockThe WEB surface: where the appeal actually happens for the public. Renders the 10 locked frame sentences (from Sprint 57) in canonical order — nothing said outside them. Ask ladder: $50 entry / $1,840 featured (= Y1 audited cost/case) / $5,000 founder / Custom. Compliance envelope: ABN, ACN, ACL 387398, mediation disclosure, complaints, privacy, DGR pending. No beneficiary photos; typography-only visual language (Verboten D). Voice-fill dependencies on Sprint 55.2 (hero closing sentence).
Open the hero page/donate now speaks two dialects. Default (no ?appeal param): year-round giving flow, unchanged. Christmas Appeal mode (?appeal=xmas2026): swaps the ask-preset row to the frame-lock 3-tier ladder ($50/$1,840/$5,000/Custom), replaces year-round impact copy with Y1 audited numbers verbatim, tags gifts with appeal_code=xmas2026 so appeal take is reportable separately, adds a crimson ribbon banner linking back to the hero. Verboten E cleared: “Client” citation replaced with “Composite beneficiary”. Compliance band retained.
Seven Meta assets sized for Facebook + Instagram: feed square (M1), feed portrait (M2), 3-card carousel (M3), story 9:16 (M4), reel 15s script (M5), retargeting single (M6), closing-window urgency (M7). Every asset draws copy from the 10 locked frame lines and cites Y1 audited numbers verbatim. Ask ladder mirrors hero: $50/$1,840/$5,000/Custom. Rules of engagement + verboten A–J checklist + 5-gate approval registry + scope edges included. No beneficiary photos (Verboten D) — typography-only visual language.
Open the Meta packFour-email arc: E1 warm-up (26 Nov), E2 mid-arc story (held, voice-gap block S55.2-EMAIL2-VOICE-CAPTURE), E3 mid-appeal (12 Dec), E4 close (22 Dec). Each with subject, preheader, frame-line citation tags, and ask block pointing at /donate?appeal=xmas2026&amount=…. E1/E3/E4 authored under frame-lock; E2 documented as gap awaiting founder voice capture — never drafted in imitation.
Five LWD-page organic posts L1/L4/L5/L6/L7 with LinkedIn-shaped mocks, each citing Y1 audited numbers and driving traffic to the hero. Two founder posts held: L2 Lisa (2 Dec) and L3 Laurence (3 Dec) — documented as voice-gap blocks (S55.2-FOUNDER-LI-CAPTURE), awaiting first-person voice capture. Never ghostwritten. Composite-beneficiary discipline enforced throughout.
Client-side JS polls /api/appeal-metrics/xmas2026 every 60s. Reads live D1 donation_attributions filtered on the promoted appeal_code column (migration 9353 promotes it from notes fallback to first-class indexed column). Renders: top-line totals ($ raised, gift count, average gift), progress bar toward the frame-lock 30-case target ($55,200 = 30 × $1,840), tier breakdown (buckets $50/$1,840/$5,000/Custom), source breakdown (top 25 UTM sources), and discipline callouts. No PII surfaced.
Daily cadence 09:00 + 17:00 AEDT for the appeal window. Six escalation thresholds: T1 SILENT (48h no gift), T2 SPIKE (unusual velocity), T3 COMMENT (public criticism), T4 PRESS (media inbound), T5 TIER-DRIFT (ask-ladder collapsing to $50-only), T6 VERBOTEN (any A–J item slips into live copy). Each threshold names an owner, a first-hour response, and a stand-down criterion. Five-gate sign-off registry + dashboards map + scope edges.
Open the monitoring rubricChannel-by-channel PAUSED / MONITORED / LIVE table for 25–31 Dec. Meta paid PAUSED. LinkedIn organic PAUSED. Email PAUSED (except transactional receipts). Hero page LIVE (accepting gifts). Dashboard LIVE (monitored). Six "actively-not-do" cards documenting what the dark period is for. Escalation table for "if something happens in dark period" — owner + first-hour response + stand-down criterion. Distinct from year-round comms cadence.
Open the dark-period planSix numbers under governance: 31 cases, $1.82M debt resolved, 23-day resolution, 52% K10 drop, $1,840 cost/case, 87c direct-service ratio. Four refresh triggers: A (Y2 audit lands), B (any single Y1 number materially restated), C (regulator query), D (annual report cycle). Seven-step sweep S1–S7 with named owners (Laurence, Carla, Corrina, Lisa) — never-do list — expected cadence. The one true-north for numeric discipline across every kit.
Open the refresh protocol