Annual Report & Year-2 Ignition — the fifth HERO month. Full room ignition + Year-1 close.
| Room | Name | Angle | % spend |
|---|---|---|---|
| A | Foundations | Year-1 impact reports delivered + Year-2 grant applications drafted | 5% |
| B | Corporate | Year-1 partner acknowledgements + Year-2 corporate pipeline announced | 15% |
| C | Regular giving | Year-1 close appeal + Year-2 preview creative | 50% |
| D | Government / health | PBI-of-choice Annual Report positioning to Departments | 5% |
| E | Bequests | Wills-year-round push — Annual Report bequest section | 5% |
| F | Referrers | Referrer network Year-1 wrap + Year-2 partner-of-partner drive | 15% |
| G | International | Room G first public mention — international expansion preview | 5% |
Annual Report published. Full-room ignition drop.
Year-1 case aggregate published — composites still labelled (unless 30-case threshold met).
Year-2 pipeline announcement + Room G international preview.
Full-room ignition — all channels firing to close Year 1 with a bang.
Annual Report visual: institutional but warm. Case aggregate photography leans on composite scenes (still labelled). Room G preview: quieter, aspirational — a globe on a desk, an atlas open, not stock-globe imagery.
Confident, evidence-forward, non-triumphalist. Year-1 numbers speak for themselves. Room G preview is measured — "we are exploring" not "we are launching".