EOFY Launch & PCW · 2027-05 — Life Without Debt Ltd

Rooms firing this month

Room	Name	Angle	% spend
C	Regular giving	EOFY main appeal — hero creative + composite story #4	45%
B	Corporate	Matched-giving asks confirmed with 6+ corporate partners	15%
E	Bequests	Wills Week push — /bequest campaign	20%
A	Foundations	Q2 renewals continuing	0%
F	Referrers	PCW content celebration + partner spotlight	20%

Paid spend

$13,000 AUD

Rooms active

Voice mix

Lisa 55% · Laurence 20% (PCW op-ed + Wills Week) · Carla 15% (fiscal / governance) · LWD 10%

Hero moves

★ HERO: EOFY main appeal launch with composite story #4
Palliative Care Week (PCW) full content stack
Wills Week Room E first paid push
6 corporate matched-giving asks confirmed

Weekly cadence

Week 1

EOFY main appeal launches. Palliative Care Week (PCW) content stack begins.

Email: EOFY main appeal launch
Meta: EOFY hero creative live (composite story #4 as anchor)
Google: EOFY search protection + BOFU intent terms
LinkedIn: Lisa EOFY launch post

Week 2

PCW week — full-throated Room F celebration + Room C moves.

Blog: PCW spotlight — hospice partner casework (composite)
Instagram: PCW reels (5 across the week)
LinkedIn: Laurence PCW op-ed pitch
Email: PCW-anchored donor letter

Week 3

Wills Week (Room E) push in parallel with EOFY grind.

Meta: /bequest driving campaign (Wills Week hook)
Blog: 6 things every Australian should know about wills and charitable giving
LinkedIn: Lisa Wills Week post
Email: bequest test send to full donor list (soft ask)

Week 4

EOFY mid-month sustain + corporate matched-giving asks confirmed.

Email: EOFY mid-May sustain reminder
LinkedIn Ads: Room B matched-giving asks
Google: EOFY BOFU intensity increases
Blog: EOFY tax-deductibility Q&A

Measurement — what makes this month a win

EOFY gifts received (May): $180K
Regular givers acquired (EOFY cohort start): 300+
Bequest interest (Wills Week): 100+ enquiries
Corporate matched-giving: 6 partners confirmed
Traffic: 12,000 organic sessions
Attribution match rate: >88%

Dependencies (before 2027-05 starts)

EOFY hero creative approved (all 6 flags green)
Composite story #4 approved (Laurence + Lisa)
PCW partner content pack finalised
Wills Week /bequest campaign creative approved
Corporate matched-giving MOUs signed by 6 partners

Creative brief

Look

EOFY hero visual: family scene in warm dusk light, quiet dignity. PCW imagery: hospice environments with partner staff (respectfully, composite). Wills Week: quieter — an older Australian, a garden, a piece of paper.

Copy tone

EOFY hero copy is anchored in composite story #4 — every ask is tied back to a specific composite family. PCW voice is celebratory of partner network. Wills Week voice is unhurried, specific about outcomes.

Hook lines to draft against

“EOFY 2027 — a gift now, a case funded before June 30.”
“Palliative Care Week — the partners without whom LWD wouldn't exist.”
“This Wills Week, add LWD to your estate. Ten free cases per 1%.”

Governance envelope — Every asset drafted for 2027-05 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 2027-05 assets in /production Master plan CMO brief