{ "schema_version": "1.0", "framework_name": "LWD Marketing Governance Envelope", "sprint_established": "43.1 close-out → 44 formalisation", "authoring_authority": "AI CMO under delegated authority from Carla Oliver (Board-Appointed CFO Advisor), acting for the board of Life Without Debt Ltd", "supersedes": "informal editorial discipline; ratifies existing brand-editorial-charter.html §§2-3 and cmo-position-brief.html §§9-10", "applies_to": "every marketing asset built for LWD from Sprint 44 onward — one-pagers, prospectuses, email sequences, landing pages, ad creative, social posts, video scripts, PR pitches, media kits, decks", "gates": [ { "gate_id": 1, "gate_name": "Constitutional congruence", "gate_short": "constitution", "authority": "Constitution §4 (paramount clause · charitable purposes)", "test": "Does this asset serve, or is it ancillary to, one of the charitable purposes in Constitution §4(a-d)?", "purposes_served": [ "§4(a) — relieve poverty, sickness, suffering, distress, misfortune, helplessness and disability of persons living with terminal, life-limiting, chronic or serious illness (and immediate families / primary carers)", "§4(a)(i) — free professional debt-mediation, debt-negotiation, financial-advocacy services", "§4(a)(ii) — direct financial relief for essential living costs", "§4(a)(iii) — discharge/reduce specific debts (bounded by Direct Relief Policy)", "§4(a)(iv) — information, guidance, referral, casework", "§4(a)(v) — training, engaging, funding professionals", "§4(b) — educating creditors, medical, legal community, Australian public (ancillary to relief)", "§4(c) — advance health of §4(a) persons by reducing financial stressors", "§4(d) — incidental or conducive to §4(a-c)" ], "checklist": [ {"id": "c1.1", "check": "Asset furthers relief for the beneficiary class defined in §4(a) — not a general audience"}, {"id": "c1.2", "check": "Asset does not promise services outside the charitable purposes (e.g. tax advice, legal practice, financial planning)"}, {"id": "c1.3", "check": "Asset does not commit the charity to non-charitable expenditure or activities"}, {"id": "c1.4", "check": "If the asset advocates for policy or education (§4(b)), it is framed as ancillary to the benevolent relief in §4(a) — never primary"} ], "fail_action": "Do not ship. Route to Laurence + Carla for charitable-purposes review." }, { "gate_id": 2, "gate_name": "Compliance envelope", "gate_short": "compliance", "authority": "Compliance engine · 41 active rules · ACNC + Constitution + DGR + ATO + ASIC + ACL + Privacy + AASB", "test": "Does the asset clear all 41 compliance rules with 0 findings when run through the audit engine?", "regime_coverage": { "ACNC": {"rules": 11, "focus": "governance standards, ABN, complaints, PBI eligibility"}, "CONSTITUTION": {"rules": 10, "focus": "not-for-profit clause, permitted payments, dissolution"}, "DGR": {"rules": 4, "focus": "PBI Item 1 wording, tax-deductibility claims, receipt requirements"}, "ATO": {"rules": 3, "focus": "DGR endorsement claims, receipt language"}, "ASIC": {"rules": 2, "focus": "ACN visibility, corporate identity"}, "PRIVACY": {"rules": 2, "focus": "Privacy Policy link, APP 1 notice"}, "AASB": {"rules": 1, "focus": "financial reporting language"}, "ACL": {"rules": 8, "focus": "NCCP §29 · RG 96 · RG 273 · CMS Pty Ltd 387398 attribution"} }, "checklist": [ {"id": "c2.1", "check": "Asset carries ACL disclosure: names Credit Mediation Services Pty Ltd + ACL No. 387398"}, {"id": "c2.2", "check": "Asset carries the outcome-language hedge: 'individual outcomes vary' + 'mediation is not debt discharge' + 'we do not guarantee outcomes'"}, {"id": "c2.3", "check": "Asset does not use forbidden phrases: 'debt relief', 'debt forgiveness', 'debt cancellation', 'debt elimination', 'wipe debt', 'clear debt', 'debt-free' (as an outcome claim)"}, {"id": "c2.4", "check": "Asset carries ACN: pending + ABN: pending (until registration issues) OR real registration numbers if issued"}, {"id": "c2.5", "check": "Asset makes the complaints channel discoverable (word 'complaints' + link to /enquire)"}, {"id": "c2.6", "check": "Asset makes the Privacy Policy discoverable (word 'privacy' + link to /privacy-policy)"}, {"id": "c2.7", "check": "DGR / tax-deductibility claims are conditional: 'once DGR endorsement is confirmed' — no unqualified 'tax-deductible' claim until ATO endorsement is on the register"}, {"id": "c2.8", "check": "Asset added to S14_PAGES so the audit engine tests it"}, {"id": "c2.9", "check": "Post-deploy audit run confirms 0 findings on the new asset"} ], "fail_action": "Do not ship. Remediate wording, redeploy, re-audit. Ship only after 0 findings." }, { "gate_id": 3, "gate_name": "Brand & editorial charter fidelity", "gate_short": "brand", "authority": "brand-editorial-charter.html §§2-3 · cmo-position-brief.html §9 (Language house rules, binding)", "test": "Does the copy conform to the five voice principles, the language house rules, and the sentence discipline?", "voice_principles": [ "1 · Plain, not simple — intelligent-friend register, not corporate press release, not hospital brochure", "2 · Truthful about limits — never promise; some creditors write off, some reduce, some refuse", "3 · Present, not pitying — beneficiaries are grown adults; we meet them as equals", "4 · Specific, not abstract — '$47,000 across four cards' beats 'significant consumer debt'", "5 · Warm, not saccharine — permitted to be moving; not permitted to be maudlin" ], "language_house_rules": [ {"use": "'terminally ill' (adj) OR 'people with a terminal diagnosis'", "avoid": "'the terminally ill' (as noun)", "why": "person-first language"}, {"use": "'beneficiary' (internal) OR 'the people we help' (external)", "avoid": "'client'", "why": "only ACL-holder has clients; RG 96 boundary"}, {"use": "'debt-hardship negotiation' OR 'professional debt-mediation'", "avoid": "'debt relief', 'debt forgiveness', 'debt cancellation', 'debt elimination'", "why": "ASIC RG 96 outcome-language rule"}, {"use": "'we work with creditors' OR 'our licensed practitioners engage creditors'", "avoid": "'we fight creditors', 'we take on the banks'", "why": "combative framing invites regulatory scrutiny"}, {"use": "'the family' OR 'the household'", "avoid": "'your loved ones'", "why": "saccharine; also imprecise re: five STD pathways"}, {"use": "'survivors' OR 'surviving family'", "avoid": "'the bereaved' (as noun)", "why": "person-first; agency-preserving"}, {"use": "Australian English: -ise, -our, -re, -yse", "avoid": "-ize, -or, -er, -yze", "why": "Australian audience; register signal"} ], "checklist": [ {"id": "c3.1", "check": "Sentences ≤ 20 words in public copy; ≤ 25 in donor copy; unlimited in governance"}, {"id": "c3.2", "check": "Paragraphs ≤ 4 sentences in beneficiary content; ≤ 6 in donor content"}, {"id": "c3.3", "check": "Flesch reading grade ≤ 8 for beneficiary content; ≤ 10 for donor content"}, {"id": "c3.4", "check": "No exclamation marks except in direct quotations"}, {"id": "c3.5", "check": "No emoji in donor or governance content (permitted sparingly on IG/TikTok only, never LinkedIn / X / long-form)"}, {"id": "c3.6", "check": "Australian English throughout (-ise, -our, -re, -yse)"}, {"id": "c3.7", "check": "Second person ('you') in beneficiary content; third person ('the charity', 'LWD') in governance"}, {"id": "c3.8", "check": "Every forbidden phrase from the house-rules table absent"}, {"id": "c3.9", "check": "Numbers cited to source; ratios have published definitions"} ], "fail_action": "Rewrite copy. Do not ship on voice-fail alone; rewriting is cheaper than a brand-drift retro." }, { "gate_id": 4, "gate_name": "Funnel-stage × audience congruence", "gate_short": "funnel", "authority": "cmo-position-brief.html §§ audience geometry + activation sequence · marketing-plan-12mo.html §3 (authoring framework recap: Story · Trust · Data · Compliance)", "test": "Does this asset do the RIGHT job for the RIGHT audience at the RIGHT stage of the funnel?", "audiences": [ {"id": "funder", "label": "Prospective funder", "sub": ["foundation officer", "corporate ESG lead", "regular giver", "government commissioner", "bequest solicitor / prospect", "health-sector referrer partner", "international aligned funder"]}, {"id": "beneficiary", "label": "Prospective beneficiary / referrer", "sub": ["person with terminal/life-limiting diagnosis", "primary carer / spouse", "clinician making referral", "recently bereaved partner", "family member seeking help"]} ], "stages": [ { "stage_id": "awareness", "label": "Awareness (TOFU · top of funnel)", "goal": "make the problem legible and LWD known", "kpi_funder": "reach · impressions · brand recall · email captures", "kpi_beneficiary": "reach in referrer networks · earned-media pickup · organic SEO ranking on intent keywords", "asset_types": ["ads (Meta / Google / LinkedIn)", "op-eds", "podcast appearances", "short-form video", "PR pitches", "social organic content", "SEO landing pages"], "authoring_frame_weights": {"story": 40, "trust": 30, "data": 30} }, { "stage_id": "consideration", "label": "Consideration (MOFU · middle of funnel)", "goal": "convert interest into evaluation; earn seat-at-the-table for a real conversation", "kpi_funder": "case-for-support downloads · meeting requests · qualified pipeline", "kpi_beneficiary": "intake-form starts · clinician-guide downloads · referral-pathway views", "asset_types": ["case-for-support one-pagers", "email nurture sequences", "webinar / briefing recordings", "founder decks", "FAQ / objection-handling", "long-form articles", "comparison tables"], "authoring_frame_weights": {"story": 30, "trust": 40, "data": 30} }, { "stage_id": "conversion", "label": "Conversion (BOFU · bottom of funnel)", "goal": "close: donation, meeting, referral, or intake", "kpi_funder": "first gift · MOU signed · grant application submitted · bequest register entry", "kpi_beneficiary": "intake form completed · case opened · household onboarded", "asset_types": ["donation landing page", "regular-giving conversion page", "corporate prospectus / MOU", "grant-application boilerplate", "bequest solicitor letter", "intake / consent-to-act forms"], "authoring_frame_weights": {"story": 20, "trust": 40, "data": 40} }, { "stage_id": "retention", "label": "Retention & stewardship", "goal": "keep and grow the existing relationship; produce accountability that funds year 2+", "kpi_funder": "donor retention rate · uplift on second gift · quarterly report opens · advocate refers second donor", "kpi_beneficiary": "post-case NPS · case notes / outcomes documented for the composite bank", "asset_types": ["welcome sequence (first 30 days)", "quarterly impact report", "annual report", "tax receipts", "milestone recognitions", "newsletter"], "authoring_frame_weights": {"story": 40, "trust": 30, "data": 30} } ], "matrix_rules": [ {"rule": "Every asset declares its funnel_stage and audience_id in a frontmatter block or metadata", "enforced_by": "AI CMO checklist"}, {"rule": "Awareness assets MUST NOT ask for the close (no donation CTA on cold ad creative — that's a landing-page job)", "enforced_by": "Voice + design review"}, {"rule": "Consideration assets MUST provide a specific next action (download, subscribe, meeting request) — no dead-end pieces", "enforced_by": "AI CMO checklist"}, {"rule": "Conversion assets MUST NOT introduce new education content — they close on what earlier stages already taught", "enforced_by": "AI CMO checklist"}, {"rule": "Retention assets MUST cite specific past interactions ('you funded 12 hours last quarter') — generic thank-yous prohibited", "enforced_by": "CRM integration"}, {"rule": "Beneficiary-audience assets MUST clear Flesch ≤ 8; funder-audience assets clear Flesch ≤ 10", "enforced_by": "Gate 3 check c3.3"}, {"rule": "Story · Trust · Data weights per stage are followed within ±10 percentage points", "enforced_by": "Human editorial review at AI CMO's discretion"} ], "fail_action": "Refactor the asset to the correct stage/audience, or move to a different stage in the funnel." }, { "gate_id": 5, "gate_name": "Industry best-practice", "gate_short": "best-practice", "authority": "Fundraising Institute Australia Code of Practice · IAB / DAAS / GARM standards · nonprofit-marketing benchmarks (M+R Benchmarks, Blackbaud Charitable Giving Report, JB Were Support Report Australia)", "test": "Does the asset meet or exceed the observable industry standard for its type?", "principles": [ {"id": "b5.1", "principle": "Give-back-first before ask", "detail": "Awareness assets should teach or provide value before asking for money. Ratio 3:1 (three educational touches per one ask, per M+R benchmark)"}, {"id": "b5.2", "principle": "One primary CTA per asset", "detail": "Every asset has ONE primary call to action. Multiple CTAs cannibalise conversion (Nielsen Norman Group; MECLABS)"}, {"id": "b5.3", "principle": "Above-the-fold value", "detail": "The reason to keep reading must be visible without scrolling on both mobile (375px) and desktop (1440px)"}, {"id": "b5.4", "principle": "Trust signals early", "detail": "ACL 387398, ACNC status, board composition, or evaluation partner must be visible in the first screen on funder assets (source: cmo-position-brief §Trust)"}, {"id": "b5.5", "principle": "Specific numbers over vague claims", "detail": "'$19.25 = one hour' beats '$X = a lot of impact'. Every claim carries a source or a definition."}, {"id": "b5.6", "principle": "Accessibility WCAG 2.2 AA", "detail": "Contrast ratio ≥ 4.5:1 for body text · keyboard-navigable · alt text on all meaningful images · semantic HTML"}, {"id": "b5.7", "principle": "Mobile-first responsive", "detail": "Every asset renders and functions on 375px width. 60%+ of nonprofit web traffic is mobile (M+R 2025)"}, {"id": "b5.8", "principle": "Page load < 2.5s LCP", "detail": "Largest Contentful Paint under 2.5 seconds. Google Core Web Vitals threshold. Bounce rate doubles at 3s+"}, {"id": "b5.9", "principle": "Attribution enabled", "detail": "Every asset carries UTM parameters if linked from another surface; conversion events fire server-side (Meta CAPI, Google EC, LinkedIn CAPI per attribution-framework.html)"}, {"id": "b5.10", "principle": "FIA Code of Practice compliance", "detail": "No urgency manufactured from suffering. No implied endorsements. No mailing lists we cannot document. No pressure tactics."}, {"id": "b5.11", "principle": "Consent-first storytelling", "detail": "Real beneficiary stories require seven-step consent process (beneficiary-depiction-guardrails.html). Until 30 consented cases exist, all stories are labelled composites."}, {"id": "b5.12", "principle": "SEO / AEO / GEO alignment", "detail": "Content clusters serve intent keywords (SEO), answer-engine snippets (AEO), and generative-engine citations (GEO) per seo-aeo-geo-methodology.html"}, {"id": "b5.13", "principle": "Ad creative refresh cadence", "detail": "Paid creative refreshed every 4-6 weeks per platform to avoid creative fatigue (Meta best practice)"} ], "checklist": [ {"id": "c5.1", "check": "Asset has ONE primary CTA (secondary links permitted but visually subordinated)"}, {"id": "c5.2", "check": "Value proposition visible above the fold on mobile (375px)"}, {"id": "c5.3", "check": "Trust signals in first screen (ACL 387398 OR ACNC OR board OR evaluation partner)"}, {"id": "c5.4", "check": "WCAG 2.2 AA: contrast ≥ 4.5:1 · alt text on meaningful images · keyboard-navigable"}, {"id": "c5.5", "check": "Renders on 375px mobile width without horizontal scroll"}, {"id": "c5.6", "check": "If ad or landing page: UTM parameters + conversion event fires"}, {"id": "c5.7", "check": "If beneficiary story used: labelled composite OR consented per seven-step process"}, {"id": "c5.8", "check": "No manufactured urgency; no implied endorsements; FIA Code compliant"} ], "fail_action": "Fix the specific gap. Failures at this gate are usually design-side, not copy-side." } ], "asset_lifecycle": { "0_brief": "AI CMO writes a one-page brief: audience_id + funnel_stage + primary_kpi + Story/Trust/Data weights + primary_cta", "1_draft": "AI CMO authors first pass, running Gate 3 (brand) inline as it writes", "2_self_check": "AI CMO runs Gates 1-5 checklist against the draft, produces a governance report", "3_compliance_engine": "Asset added to S14_PAGES; deployed to sandbox; audit run; 0 findings required", "4_human_review_optional": "For high-stakes assets (major-gift prospectus, EOFY appeal, PR pitch), Carla/Laurence review before public deploy", "5_deploy": "Wrangler pages deploy to Cloudflare Pages · verify canonical URL · commit + push to GitHub", "6_governance_report": "Plain-English close-out delivered to Carla with sprint number, gates passed, audit ID, provenance URLs" }, "provenance_authorities": { "constitution": "/constitution — Life Without Debt Ltd Constitution (DRAFT v1.0 · pre-filing)", "brand_editorial_charter": "/brand-editorial-charter — Sprint 0.1", "cmo_position_brief": "/cmo-position-brief — the 16-section governing document", "marketing_plan_12mo": "/marketing-plan-12mo", "marketing_strategy_design": "/marketing-strategy-design", "attribution_framework": "/attribution-framework", "compliance_engine": "/api/compliance-audit/run (41 active rules · audit corpus 107 pages)", "beneficiary_depiction": "/beneficiary-depiction-guardrails — seven-step consent", "seo_aeo_geo": "/seo-aeo-geo-methodology" } }