{ "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" } }