Foundation Launch & Referrer Groundwork · 2026-09

Rooms firing this month

Room	Name	Angle	% spend
A	Philanthropic foundations	Anchor grant application drafts to Paul Ramsay, Ian Potter, Vincent Fairfax, Sidney Myer	0%
F	Health & financial-counsellor referrers	Warm private outreach + partner content pack + webinar training	40%
C	General public regular giving	Google Ad Grants + Meta prospecting-only (no conversion push yet)	60%

Paid spend

$3,000 AUD

Rooms active

Voice mix

Lisa 60% (launch narrative + partner outreach) · Laurence 20% (casework depth) · Carla 10% (CFO note) · LWD 10% (institutional)

Hero moves

Google Ad Grants activated (worth $10K/mo in-kind — 8 initial ad groups)
Referrer warm-intro emails to 40 hospices / palliative care teams / financial counsellors
First 4 foundation grant applications drafted for Nov/Dec deadlines

Weekly cadence

Week 1

Cycle-open. Warm the referrer network privately before any paid activity.

LinkedIn: Lisa launch post (Head of Philanthropy remit)
LinkedIn: Laurence 15-year casework recap
Email: referrer network warm-intro (targeted to 40 hospices/PC teams/financial counsellors)
Blog: launch — how a PBI charity funded by Australians helps Australians facing terminal illness manage debt

Week 2

First hospice/PC partner outreach + Room A anchor grant applications drafted.

LinkedIn: hospice partner story format (composite, labelled)
Email: personalised outreach to 12 named foundations
Instagram: Lisa carousel — the LWD promise
FAQ page live

Week 3

Google Ad Grants campaigns switched on ($10K/mo in-kind). Meta prospecting begins.

Google Ad Grants: 8 ad groups live
Meta prospecting: awareness campaign (broad AU, 55+)
LinkedIn: Carla monthly CFO note
Blog: Understanding a PBI — what protection Australians actually get

Week 4

Referrer training webinar #1 + first foundation site visit slots requested.

Webinar: referrer training (RSVPs via /enquire)
Email: post-webinar toolkit send
LinkedIn: Laurence op-ed pitch #1 to The Guardian AU
Landing page: /for-hospices

Measurement — what makes this month a win

Referrer network: 12+ hospices / PC teams engaged
Foundations: 4 anchor grant applications submitted
Traffic: 1,500 organic sessions (baseline set)
Paid: awareness reach 250K (Meta), Ad Grants 4K clicks
Attribution: UTM taxonomy live on every touchpoint; D1 event dictionary firing 15 events

Dependencies (before 2026-09 starts)

PBI status registration confirmed (assumed under post-establishment authoring frame)
Google Ad Grants account approved
D1 attribution schema live (event dictionary of 15 events firing)
Referrer network partner pack finalised and stored under /kit-f
/for-hospices landing page approved by Lisa

Creative brief

Look

Warm documentary Australian photography. Natural light, indoor domestic scenes, hospice/community-clinic environments. Neutral tones with warm gold accents. NO stock-looking imagery. Australian faces, natural hair, natural expressions — the antithesis of glossy charity advertising.

Copy tone

Direct, plain-English, second-person where possible. RG 96 outcome language throughout — "may result in reduced or waived debt". Never promise. Zero jargon in TOFU; MOFU can be technical for referrer audiences.

Hook lines to draft against

“If you are receiving palliative care, a debt letter should not be one of your worries.”
“The bank paradox: it costs banks more to keep chasing a terminal debt than to write it off. LWD makes that ask on your behalf.”
“15 years of casework. One national PBI charity. Every case free.”

Governance envelope — Every asset drafted for 2026-09 lands in /production as status=draft and cannot go live until a human reviewer clears all six compliance flags (RG 96 outcome language, composite labelled, no PII, no named case without consent, Australian English, brand consistent) under HAS §8.5. AI drafts at HA1-3; humans decide at HA4-5.

Open 2026-09 assets in /production Master plan CMO brief