EOFY Peak & Year-End · 2027-06 — Life Without Debt Ltd

Rooms firing this month

Room	Name	Angle	% spend
C	Regular giving	EOFY peak — full cadence, full budget	55%
B	Corporate	Matched-giving finalisations + 30 June close	20%
E	Bequests	Wills Week extension — /bequest sustain	10%
A	Foundations	Foundation Q2 site visits + Q3 pre-brief	5%
F	Referrers	Referrer partner acknowledgement content — quiet	10%

Paid spend

$14,000 AUD

Rooms active

Voice mix

Lisa 60% · Laurence 15% · Carla 15% (governance / fiscal — critical during peak) · LWD 10%

Hero moves

★ HERO: EOFY peak window — 30 June sustain stack
All rooms firing — attribution dashboards on 15-min refresh
Corporate matched-giving 30-June close

Weekly cadence

Week 1

EOFY peak build — daily emails, hourly creative refresh.

Email: 4x this week (Mon / Wed / Fri / Sun) — sustain cadence
Meta: EOFY hero creative rotation (7-day refresh, 3 variants live at all times)
Google: BOFU intent terms at full spend
LinkedIn: daily EOFY posts (Lisa + Laurence rotation)

Week 2

Two-weeks-out — donor cadence and channel-mix at peak.

Email: 4x this week
Meta: retargeting warm audiences (>50% of budget)
Google: search + display retargeting
LinkedIn Ads: Room B matched-giving close cadence

Week 3

One-week-out — final push cadence. Attribution dashboards on 15-min refresh.

Email: daily this week (7 sends)
Meta: BOFU exclusively (no more TOFU spend)
Google: BOFU at ceiling
LinkedIn: daily posts, matched-giving finalisation

Week 4

30 June sustain — the last 48 hours. Then post-EOFY thank-you cadence starts 1 July.

Email: 3x on 29 June + 3x on 30 June
Meta: 72-hour hero-cadence sustain
Google: BOFU peak
Post-EOFY thank-you sequence begins evening 30 June

Measurement — what makes this month a win

EOFY gifts received (June alone): $250K
Total EOFY (May + June combined): $430K
Regular givers acquired (EOFY cohort total): 500+
Corporate matched-giving delivered: $80K+
Traffic: 15,000 organic sessions
Attribution match rate: >90% (target)

Dependencies (before 2027-06 starts)

Attribution stack tested end-to-end incl. 15-minute dashboard refresh
Server-side CAPI + Google EC + LinkedIn CAPI all firing with event dedup
Payment processor capacity confirmed for peak window
On-call rota for tech + creative confirmed 28-30 June
Post-EOFY thank-you sequence ready to fire evening 30 June

Creative brief

Look

EOFY hero visual sustains from May but with sharper CTAs. Add urgency without melodrama — clocks in imagery, not "last chance!" copy. Australian golden-hour light.

Copy tone

Cadence increases; tone stays warm. Never manufactured urgency — the deadline is real (30 June is real). Composite story #4 keeps anchoring.

Hook lines to draft against

“Before 30 June — one gift, one case funded.”
“The last 48 hours before EOFY closes.”
“Your monthly gift starts 1 July.”

Governance envelope — Every asset drafted for 2027-06 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 2027-06 assets in /production Master plan CMO brief