Cross-cut of /paid-ads by donor room. The main paid-ads brief is organised by platform
(Google · FB · IG · LinkedIn · Email). This one-pager reads it the other way — one card per room,
answering "what runs, on which platforms, with which keywords, at what ask, for whom" for each of
Rooms A through G.
How to read this doc. Each room card is a self-contained one-pager. Sequence is A → G.
The Primary channels line names the platforms that carry the majority of paid spend for that
room. Keyword clusters feeds Google Ads Search. Creative types is what the ad units
look like in-platform. Ask ladder is the size of the ask at each engagement depth. Room-specific
discipline is what stops us from doing something we cannot legally, ethically or strategically do.
ROOM A Philanthropic foundations
Y5 target: A$2.5M · Programme officers, trust managers, grant makers
Brand+Cause single image: "A specific harm you have not heard named" — Margaret composite, LWD logo, one-line RG 96 boundary explainer, "Read the programme officer kit" CTA.
Partnership Exploration document ad: gated one-pager PDF preview → email capture → routes to /kits/room-a.
Thought-leadership sponsored post: LinkedIn long-form ("Why our funding model is boring — and why that's the feature"). Boost highest-organic-performing piece.
Never conflate LWD with the ACL-holder. Every foundation-facing ad or landing surface
must make the RG 96 boundary explicit — "LWD funds; the licensed advocate (ACL 387398) acts". Programme
officers rate governance clarity; sloppiness here loses A3-tier prospects.
Named partnership · integrated storytelling · brand rights.
Room B discipline
No cause-marketing overreach. Corporates want branded association; LWD grants
recognition in line with the brand editorial charter — never
implied endorsement of a corporate product by beneficiary households, and never using composite
case-study identities to endorse a corporate partner.
regular giving Australiamonthly donation charity Australiaterminal illness charity donateweekly donation charity Australia[brand] Life Without Debtdirect debit charity
FB/IG creative types
Cold Story Video (Margaret): composite-labelled, 45-second problem-frame, ends on "Give one hour a week".
Warm Impact carousel (kit-C visitors): the maths of A$19.25/week made visual.
IG Story CTA (retargeting): "Give one hour" · one-tap swipe to /room-c.
FB Feed impact quote: Kwame composite anchor, single line, high aesthetic. No hard sell.
Ask ladder
C1 Entry
A$4.81/wk
15 minutes of licensed advocacy · trial tier.
C2 Anchor
A$19.25/wk
1 hour of licensed advocacy · 1 household per year · default default.
C3 Champion
A$77/wk
4 hours · half a household per month · monthly badge.
Room C discipline
Never claim "resolves debt". Room C copy states what the money buys — "funds one hour of
licensed advocacy" — never what the outcome will be. Outcomes are variable, determined by the
ACL-holder's negotiation with creditors, and LWD does not guarantee them.
ROOM D Government contracts
Y5 target: A$2M · Palliative-care policy advisors, DoH grants managers, state health commissioners
Primary channels
LinkedIn Ads (job-title) · Email account-based · No FB/IG
palliative care policy Australiaterminal illness support programmeDepartment of Health grant charity[ACNC registration pending] PBI palliativeevidence-based charity Australiaoutcome measurement charity
LinkedIn creative types
Sponsored thought-leadership: "The infrastructure gap between palliative care and financial advocacy" — evidence-and-policy framing, no fundraising language.
Document ad — evidence pack: gated download → routes to /kits/room-d for programme brief.
Conversation ad: low-volume, targeted at named policy contacts (audience uploaded lists).
Ask ladder
D1 Pilot contract
A$100K – $250K
State-level pilot · 12-month · evaluation partner accommodated.
No lobbying signalling. Room D ads present LWD as an evidence-based service provider,
not as an advocacy organisation. All Room D creative is reviewed against LWD's
board charter lobbying discipline before publishing.
bequest charity Australiaphilanthropy adviser Australiaestate planning charity giftmajor gift charity Australialegacy giving Australiagift in will charity Australia
LinkedIn creative types
Sponsored article — adviser-facing: "What to say when a client asks about terminal-illness giving" — professional-service voice.
Document ad — bequest one-pager: downloadable, includes appropriate wording.
Conversation ad — high-net-worth: targeted lists, invites 30-minute consult with CFO Advisor.
Never emotional-manipulation copy on bereavement. Room E is served by advisers who
rate emotional restraint. All Room E creative reviewed against
beneficiary depiction guardrails.
ROOM F Health sector partnerships
Y5 target: A$1M · Hospice medical directors, palliative-care clinicians, hospital social work leads
Primary channels
LinkedIn Ads · Email direct · No FB/IG
Secondary
Clinical-audience Google Search (long-tail conditions)
LinkedIn job-title: Palliative Care Consultant · Hospice Medical Director · Hospital Social Work Manager
Google Ads keyword clusters
palliative care financial advocacy referralterminal illness patient financial supporthospice referral pathway financialmedical social work debt referraloncology social worker financial referralpalliative care partner charity
LinkedIn creative types
Sponsored article — clinical-audience: "A safe referral pathway you can use tomorrow" — clinical-safety voice, MedicalWebPage-linked.
Document ad — clinician referral one-pager: quick-reference for referring practitioners.
Conversation ad — hospice/palliative networks: named list-based, invites 30-minute clinical-partnership consult.
Ask ladder
F1 Referral MOU
Non-financial
Signed MOU · referral pathway · quarterly outcome-summary.
F2 Partnership grant
A$25K – $100K
Hospice-network funded pilot · clinical governance oversight.
No clinical claims by LWD. Room F creative describes what LWD funds and what the licensed
advocate does. It never describes clinical outcomes, and never suggests LWD-funded advocacy is a
substitute for palliative care.
ROOM G International philanthropic partners
Y5 target: A$0.5M · UK hospice funders, Canadian palliative philanthropies, US medical-debt philanthropies, global impact-first, Australia-linked family offices
Primary channels
Warm introductions only · Email (list-based) · LinkedIn dark-social (organic)
Secondary
Content marketing content (thought-leadership pieces cross-posted on international platforms)
Warm-intro network map (see kit-G) · never cold-list targeted
Google Ads keyword clusters
— no cold paid search targeting for Room G —
Google Ads Search on international-facing keywords is explicitly out-of-scope for Room G.
Cross-jurisdictional partners are activated by warm introduction, not by cold acquisition.
Creative types (organic + list-based only)
Cross-jurisdictional thought-leadership: LinkedIn long-form and cross-posted to international outlets (Alliance Magazine, Chronicle of Philanthropy, Inside Philanthropy).
Programme-officer letter template: warm-intro-triggered PDF, targeted at named funders in the priority-funder map (kit-G).
Comparability one-pager: audit-standard mapping, tax-equivalency positioning — never sent cold, always in response to a specific introduction thread.
Ask ladder
G1 Comparability
A$50K – $150K
Initial cross-jurisdictional grant · comparability data-share.
Design-conversation · cornerstone international partner.
Room G discipline
Warm-introduction-only. No cold outreach. No cold paid targeting. Every Room G touch
must trace back to a warm introduction thread. The kit-G priority-funder map is a research tool for
introduction pathway design, not an outbound list. Currency and tax positioning is stated in AUD
with cross-jurisdictional callouts, never in a way that implies false tax-equivalency.