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The triad's release-planning cupboard

Marketing Hub

Every piece of LWD marketing collateral, on labelled shelves. The triad — Lisa, Corrina, Laurence — reviews, suggests edits, and unanimously approves each piece into the release schedule. Three families: how marketing is run (operating layer), donor-facing collateral, and beneficiary-facing collateral. Marketing governance is distinct from registrations governance (ACNC, DGR, ACL 387398 — separate cupboard).

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Total pieces
67
Donor-facing
37
Beneficiary-facing
11
Marketing governance
19
Unanimously approved
0 / 67

How Marketing Is Run at LWD

The AI-blended workforce's operating layer — governance and machinery of the marketing department, distinct from registrations governance.

Marketing Governance

How the triad runs the marketing function — operator manual, escalation map, voice-capture, launch playbooks.
19 pieces
The triad's operating rulebook — shared-gate procedure (HA5), domain-line assignment, WhatsApp transport, AI CMO pre-check discipline.
draft
L C La 0/3 approvals
Who owns what and who signs when a domain line escalates — the four triad lines mapped to the four gate signers.
draft
L C La 0/3 approvals
The AI CMO's operating role — Monday review-pack rhythm, Friday retrospective, boundaries, escalation triggers.
draft
L C La 0/3 approvals
Sprint 55 · voice-capture brief for Lisa — how her register threads through donor-room artefacts.
draft
L C La 0/3 approvals
Sprint 55 · which voice speaks where across the 7 donor rooms and the substitution machinery that lands it.
draft
L C La 0/3 approvals
Sprint 55.1 · side-by-side AI-draft vs Lisa-corrections companion — read-and-correct rather than compose-cold.
draft
L C La 0/3 approvals
Sprint 55.5-recalibrated 16-week window shape for the 1 Oct 2026 charity-live date.
draft
L C La 0/3 approvals
Sprint 56 · master week-by-week ops calendar for 1 Oct → 31 Dec 2026. The trunk from which the eight other Sprint 56 documents branch.
draft
L C La 0/3 approvals
Sprint 56 · row-by-row publication cadence across 12 weeks. Every dated item, every channel, every domain-line owner.
draft
L C La 0/3 approvals
The five-gate framework every LWD marketing asset must clear before shipping — constitutional congruence, compliance, brand fidelity, funnel-stage congruence, industry best-practice.
draft
L C La 0/3 approvals
Sprint 56 · daily/weekly/monthly metrics surface for the 90-day launch window. Named owners, escalation thresholds, dark-period discipline.
draft
L C La 0/3 approvals
Sprint 56 · 8 named scenarios covering donation-take softness through privacy incidents through external narrative attack. Trigger, owner, decision tree, retrospective for each.
draft
L C La 0/3 approvals
Sprint 56 · review-pack index. Everything the sprint shipped, in one page. For Carla's close-out signature.
draft
L C La 0/3 approvals
Sprint 57 · the 10 locked sentences carrying the December Christmas Appeal across all 7 channel surfaces. Composite Ellen, three-tier ask ladder, 10 verboten items, 5-gate signing sequence. Locks the words before the channels get built.
draft
L C La 0/3 approvals
Sprint 58 · /donate hardened with ?appeal=xmas2026 mode: swaps ask presets to the frame-lock 3-tier ladder ($50 / $1,840 / $5,000 / Custom), replaces year-round impact copy with Y1 audited numbers verbatim, tags gifts with appeal_code=xmas2026, adds a live-appeal ribbon linking back to the hero. Year-round donate flow unaffected when no ?appeal param present.
draft
L C La 0/3 approvals
Live D1-backed dashboard reading appeal_code=xmas2026 attribution. Progress to 30-case frame-lock target. Never extrapolates.
DASH active
L C La 0/3 approvals
What to watch, how to escalate, who signs off during the 2 Dec – 24 Dec live window. Operationalises the launch-reactive-playbook.
active
L C La 0/3 approvals
The channel-by-channel discipline for the seven-day dark period. What is paused, what is answered, what is silent.
active
L C La 0/3 approvals
When and how the six verbatim Y1 audited numbers are refreshed. Audit-cycle, sign-off chain, artefact-update sweep.
active
L C La 0/3 approvals

Donor-Facing Collateral

Materials that attract funders to the 7 donor rooms.

Strategy & Positioning

The "why" — read first.
5 pieces
Why LWD exists, in one page — for donors, media, board.
draft
L C La 0/3 approvals
Voice, tone, terminology, prohibited phrases — the compliance-safe editorial rulebook.
draft
L C La 0/3 approvals
The causal logic: charity funds → licensed debt-mediation → beneficiary outcomes → policy reform.
draft
L C La 0/3 approvals
How LWD scales from Year 1 to Year 5 across the 7 donor rooms.
draft
L C La 0/3 approvals
The Chief Marketing Officer role scope, KPIs, RG 96 discipline.
draft
L C La 0/3 approvals

The Marketing Mix Plan

The "what & when".
5 pieces
The rolling year plan — quarters, milestones, budget envelope.
draft
L C La 0/3 approvals
The authoritative 22-week delivery envelope · 8-asset marketing mix per room.
draft
L C La 0/3 approvals
The 8 needs × 8 questions backlog matrix.
draft
L C La 0/3 approvals
Every piece plotted month-by-month across channels.
draft
L C La 0/3 approvals
The 6-week campaign template for any donor room.
draft
L C La 0/3 approvals

The 7 Donor Rooms

Who we're talking to.
5 pieces
Overview of all 7 donor rooms — who they are, what they give, why.
draft
L C La 0/3 approvals
Trust & foundation funders. Grants $10k–$500k. Slow cultivation.
Room A draft
L C La 0/3 approvals
Corporate CSR, workplace giving, matched gifts. $5k–$250k.
Room B draft
L C La 0/3 approvals
Monthly donor programme. $20–$200/mo. Retention-driven.
Room C draft
L C La 0/3 approvals
Health services, palliative care sector, medical philanthropists.
Room F draft
L C La 0/3 approvals

Kits per Audience

Ready-to-use donor packs.
10 pieces
Ready-to-use donor pack: case for support, ask ladder, meeting deck outlines.
Room A draft
L C La 0/3 approvals
Ready-to-use donor pack: partnership tiers, workplace-giving flyer, ROI story.
Room B draft
L C La 0/3 approvals
Ready-to-use donor pack: monthly-donor pitch, upgrade ladder, stewardship playbook.
Room C draft
L C La 0/3 approvals
Ready-to-use donor pack: palliative-care sector pitch, clinician-referral bridge.
Room F draft
L C La 0/3 approvals
Master index landing page for all four production kits.
draft
L C La 0/3 approvals
Sprint 56 · the 7-touch launch-week email sequence (1–9 Oct 2026). Voice-placeholder markers throughout pending Sprint 55.2 voice-capture.
Room C draft
L C La 0/3 approvals
Sprint 56 · 6-touch stewardship cadence for the founding-donor cohort (2 Oct → 30 Dec 2026). No generic-scaffold fallback; touches delay if voice-fill not in hand.
Room E draft
L C La 0/3 approvals
Sprint 58 · the public hero page implementing the 10 locked frame sentences on the WEB channel surface. Every ad/email/organic post links here. Ask ladder: $50 entry / $1,840 featured / $5,000 founder / Custom. Composite Ellen labelled; Y1 audited numbers verbatim in footer envelope; DGR pending disclosed.
Room C draft
L C La 0/3 approvals
Emails 1, 3, 4 drafted verbatim from frame-lock. Email 2 (Giving Tuesday launch) held pending Sprint 55.2 voice-capture.
Room C EM active
L C La 0/3 approvals
5 org-voice LinkedIn posts drafted verbatim. Lisa (2 Dec) and Laurence (3 Dec) founder posts held pending voice-capture.
Room C LI ORG active
L C La 0/3 approvals

Paid Media & Campaigns

The outbound push.
7 pieces
The overall paid-ads strategy — platforms, targeting, spend split.
draft
L C La 0/3 approvals
Public awareness content — Pillar A of the marketing mix.
draft
L C La 0/3 approvals
Per-room paid-ad creative and targeting playbook.
draft
L C La 0/3 approvals
The rolling paid-media plan · $120K annual envelope · 7 channels.
draft
L C La 0/3 approvals
The media-relations campaign — press, PR, thought leadership.
draft
L C La 0/3 approvals
The press pack — boilerplate, spokesperson bios, factsheet, images.
draft
L C La 0/3 approvals
Seven approved Meta assets extending the Sprint 57 frame-lock into paid-social. Every line verbatim; typography-only visual language.
META active
L C La 0/3 approvals

Attribution, SEO & Analytics

Measuring what works.
3 pieces
How LWD ranks in search, AI answers, and generative-engine responses.
draft
L C La 0/3 approvals
How we measure which channel drove which donor / beneficiary outcome.
draft
L C La 0/3 approvals
The most recent audit of LWD's search visibility.
draft
L C La 0/3 approvals

Policy & Funding Content

Mission-adjacent collateral.
2 pieces
The Clause 4(b) advocacy content — mission-adjacent collateral.
draft
L C La 0/3 approvals
Templates and drafts for grant applications.
draft
L C La 0/3 approvals

Beneficiary-Facing Collateral

Materials that reach Australians with a terminal diagnosis, via clinicians, self-referral, and family.

Clinician referral

Doctors, palliative nurses, social workers.
7 pieces
How doctors, palliative nurses, and social workers refer a patient to LWD.
clinician draft
L C La 0/3 approvals
The intake forms and consent documents a referred beneficiary completes.
clinician draft
L C La 0/3 approvals
Sprint 56 · per-target brief for PCA. Target block, Y1 data pack, practitioner-voice framing, objection risk, cover letter, T+0/T+8/T+21/T+40 cadence.
clinician draft
L C La 0/3 approvals
Sprint 56 · per-target brief for MND Australia. Same structural pattern as the PCA brief.
clinician draft
L C La 0/3 approvals
Sprint 56 · per-target brief for Primary Health Network North catchment.
clinician draft
L C La 0/3 approvals
Sprint 56 · per-target brief for Primary Health Network South catchment.
clinician draft
L C La 0/3 approvals
Sprint 56 · per-target brief for Primary Health Network Metro catchment.
clinician draft
L C La 0/3 approvals

Self-referral

Direct from the beneficiary.
3 pieces
Anonymised beneficiary journeys — shown with consent.
self referral draft
L C La 0/3 approvals
Plain-English explainer for someone with a terminal diagnosis and debt stress.
self referral draft
L C La 0/3 approvals
Eligibility criteria, the referral pathway, what to expect.
self referral draft
L C La 0/3 approvals

Family & carer

A family member reaches out.
1 piece
The public /referrals page — for family, GPs, and self-referral.
family draft
L C La 0/3 approvals