The six-touch stewardship cadence for the founding-donor cohort — the ~25–40 individuals who funded the pilot before LWD was a charity. Across the 90-day launch window. Lisa signs. Personal frame. No asks.
Who this is for. Corrina drafts and schedules. Lisa signs every touch personally (her voice, her from-line). Carla signs off any touch citing Y1 numbers (Touch 2, Touch 6). The AI CMO tracks the send calendar as part of the Monday review pack.
Design principle. These are not marketing sends. They are stewardship touches. Zero asks across all six. The cohort's next ask lands in the Christmas Appeal via the general list — they receive it as members of that list, not through this cadence. This cadence is the "keeping close" cadence.
Companion pages. /launch-90-days (parent) · /launch-week-emails (Touch 1 is Email #2 in that sequence) · /q4-content-calendar (all touches cross-referenced there) · /launch-dashboard (cohort-specific metrics) · /sprint-56-review (index).
Compliance envelope. Every touch preserves: ABN, ACN, ACL 387398, mediation disclosure, complaints and privacy links, dignity floor. No beneficiaries are named or identified. Y1 audited numbers, when cited (Touch 2, Touch 6), appear verbatim. Voice-carrying paragraphs ship with [Lisa voice-check pending] markers until Sprint 55.2 substitution machinery lands her register.
The six touches at a glance. Launch day (Touch 1 — also serves as Email #2 in /launch-week-emails) · 30-day (Touch 2) · mid-quarter warmth (Touch 3) · 60-day (Touch 4) · Christmas warmth (Touch 5) · 90-day Q1 impact snapshot (Touch 6). No asks. Personal from-line. Lisa signs.
Frame: "We made it — because of you." Also filed as Email #2 in /launch-week-emails. See that page for the full send-day discipline and scaffold.
Subject: We made it — because of you.
Body scaffold summary. Lisa opens with the fact that yesterday LWD went live. She writes personally — "you are hearing from me first" — and explicitly names the founding cohort as founders rather than donors. She commits to the 30/60/90-day cadence and states clearly that no asks appear in those touches. Y1 pilot numbers cited verbatim.
[Lisa personal-frame paragraph pending · her framing of "we started this together." Substitution machinery from Sprint 55 will land the register-specific replacement.]
Signed: Lisa (personal from-line, not the org address).
Frame: "One month in — what happened." Composite case-vignette from the first month (labelled composite). Y1 numbers referenced as the baseline, not the outcome. Not an ask.
Subject: One month in.
Body scaffold.
[Salutation to individual founder.]
It has been one month since Life Without Debt went live. Here is what happened.
[Lisa opening frame paragraph pending]
The first month, in short. [Number of referrals received — from the five per-target MOU sources]. [Number of case-review calls conducted]. [Number of cases now in active mediation]. The audited pilot outcome benchmarks — 31 cases, $1.82M resolved, 23-day average, 52% K10 drop, 87c to direct service — describe what LWD funds when the model runs at scale. The first month's caseload is too small to talk about outcomes yet; that arrives in Touch 6 at 90 days.
One composite case pattern from the month (labelled composite; no beneficiary named or identified): [1-paragraph vignette showing the shape of what a case-review call looks like, without any identifying detail. Approved by Carla and Laurence before send.]
What the money is doing right now. [Simple direct-service breakdown for the month: X mediation cases funded, Y overhead, Z reserve. Aligned to the 87c benchmark.]
No ask in this note. Next touch mid-quarter.
[Lisa closing paragraph pending]
Warmly,
Lisa
Gate: G1 + G2 (Y1 numbers cited) + G4 (Chair sight-check on composite case-vignette). Voice-fill: two Lisa paragraphs pending, generic scaffold until substitution.
Frame: "A short note between the 30 and 60." Not a metrics update. A human-frame check-in. Might reference something Lisa saw that week, or a piece of writing from Laurence.
Subject: Just a note.
Body scaffold. Very short. 3–4 short paragraphs. No numbers. No composite case-vignette. Just a human-scale check-in. Might mention that Blog Post #3 published this week (see /q4-content-calendar Wk 7) and that if they haven't read it, it's worth a moment.
[Full body is Lisa's voice · scaffold structural only, awaiting Sprint 55.2]
Gate: G1 only. No Y1 numbers, no composite vignettes, no reputation-sensitive content — the simplest gate profile of the six touches. Voice-fill: whole body pending.
Frame: "Two months in — the shape of what's building." Foreshadows the 90-day snapshot without pre-empting the numbers. References the referrer response, the foundation window close-out, the LinkedIn cadence.
Subject: Two months.
Body scaffold.
[Salutation.]
Two months. Enough time to know a little about what's building.
[Lisa opening paragraph pending]
What's landed. [Foundation outreach 6-week window closed 12 Nov — state the response tally without specific dollar figures]. [Referrer MOU response — how many of the five per-target contacts responded, what the shape of engagement looks like. No org names without approval by the referrer]. [LinkedIn cadence — Laurence's practitioner posts, how the professional network is responding].
What's ahead. The Christmas Appeal launches on Giving Tuesday, 2 December. You will receive it as a member of the general subscriber list — not through this cadence. This cadence stays no-ask. But you'll see the campaign land. The 90-day snapshot follows on 30 December.
[Lisa closing paragraph pending]
Warmly,
Lisa
Gate: G1 + G4 (referrer/foundation reputation surface). Voice-fill: two Lisa paragraphs pending.
Frame: "A Christmas note." Sent inside the Christmas Appeal window but this touch is not part of the appeal. Warmth send. No ask. Fires before the dark period (25–31 Dec) begins.
Subject: A Christmas note.
Body scaffold. Two or three short paragraphs. Thanks the founder for the year, notes that the dark period (25–31 Dec) begins in two days and LWD will not send during that window, wishes them well.
[Full body is Lisa's voice, structurally short · awaiting Sprint 55.2]
Gate: G1 only. Voice-fill: whole body pending.
Frame: "Q1 in one page." The commitment made in Touch 1. Fires during the dark period intentionally — but only to this cohort, because they were promised it. Rest of the org quiet 25–31 Dec.
Subject: Q1 — here's what happened.
Body scaffold.
[Salutation.]
I promised you this note on launch day. Here it is: Q1 of Life Without Debt, in one page.
[Lisa opening paragraph pending]
The numbers. [Q1 caseload — referrals received, case-review calls conducted, cases moved to active mediation, cases resolved]. [Q1 fundraising — total received, breakdown by source (founding cohort not itemised, foundations, Giving Tuesday/Christmas Appeal, general)]. [Direct-service ratio for the quarter — comparison to the 87c baseline]. All numbers audited by [auditor] where applicable; any preliminary numbers flagged as such.
The Y1 audited pilot outcomes — 31 cases, $1.82M debt resolved, 23-day average resolution, 52% K10 drop, $1,840 average cost per case, 87c to direct service — remain the outcome benchmark. Q1 caseload is small; outcome data for cases opened in Q1 will feed the Y1 audit for the 2026–27 charity year.
One composite case pattern from Q1 (labelled composite; no beneficiary named or identified): [1-paragraph vignette showing the shape of a case that resolved during Q1, or if none has yet resolved, a shape of a case in active mediation. Approved by Carla, Laurence, and Chair before send.]
What comes next. Sprint 57 opens on Carla's close-out signature (this week). The 12-month operating rhythm continues. You will hear from me again at the six-month mark, and any time there is news worth sharing.
Thank you for the year that made this possible.
[Lisa closing paragraph pending]
Warmly,
Lisa
Gate: G1 + G2 (Q1 numbers, preliminary or audited) + G4 (Chair signs the Q1 snapshot, board-reputation surface). Full triad review recommended given the significance of the touch. Voice-fill: three Lisa paragraphs pending.
Six touches over 90 days. Different discipline from launch-week bulk sends. Every touch treated as if it were an individual email — because to each founder, that is what it is.
| Discipline | What Corrina does |
|---|---|
| Segmentation | Founding-donor list is a hand-curated segment. Every recipient's name spelling verified. Any address bounces on Touch 1 escalate to Lisa personally for a written follow-up — not a marketing-tool re-send. |
| From-line | Lisa <[email protected]> on every touch. Not the org address. Not a generic team address. Her personal address, monitored personally. |
| Reply handling | Any reply routes to Lisa's inbox directly. Corrina helps triage but does not respond on Lisa's behalf. Founders reply expecting Lisa; that expectation is honoured. |
| No unsubscribe complaints | The list is small enough that any unsubscribe request is honoured immediately and Lisa follows up personally to acknowledge. This is a stewardship discipline, not a compliance minimum. |
| No cross-listing | Founding-donor recipients are on the general list too. They receive the Christmas Appeal via the general list. But they are never removed from this cohort segment without written request. Two-list attribution is deliberate. |
| Metrics discipline | Open-rate not tracked for this cohort (email trackers off — the founding-donor cohort is not a marketing metric surface). Reply rate is the only metric worth watching; it appears in the Monday review pack manually via Lisa's count. |
Voice-fill is the primary constraint on this cadence. Six touches, all Lisa's voice, all personal. If Sprint 55.2 voice-capture has not returned by the send-date for a given touch, that touch ships with the generic scaffold — but this is a stewardship cadence, and the generic scaffold reads impersonally. If the founding-donor cohort matters (and it does), voice-fill is the fastest lever available. Advised to Carla for founder-time priority.