Christmas Appeal Build & Launch, the first HERO month. Regular giving engine ignites.
| Room | Name | Angle | % spend |
|---|---|---|---|
| C | Regular giving | Christmas + Giving Tuesday + monthly giver upgrade, the whole engine at once | 70% |
| A | Foundations | End-of-year foundation reporting + December deadline submissions | 0% |
| F | Referrers | Referrer partner "how our work funds free casework" content, light touch during Christmas | 10% |
| B | Corporate | Corporate matched-giving activations (Xmas match campaigns) | 20% |
Christmas appeal build week, creative assets locked, first sends test.
Giving Tuesday build. First composite story goes live with full labelling.
Giving Tuesday. Ad meters at full for 72 hours.
Post-Giving Tuesday nurture + Christmas ramp begins.
Warm domestic Australian Christmas, but understated, not saccharine. A grandmother wrapping a small gift with grandchildren; a partner reading a card at bedside. NO snow imagery. Australian summer Christmas.
The appeal ask is direct: "$25/month means a family can spend Christmas together, not on the phone to a bank." Composite story leads with labelling: "This is Margaret. Margaret is a composite of the families we have helped in our first year. Every detail is a real detail, just not a real Margaret."