The full funnel-by-room asset matrix, gap analysis against what's live today, and the sequenced sprint plan (45 through 52) that gets Life Without Debt from strategy-heavy to activation-live over the next eight sprints, every asset governed by the 5-gate Marketing Governance Envelope.
Authority. This backlog is authored under full delegated authority granted by Carla Oliver (CFO Advisor, Board-appointed) to the AI CMO. It supersedes marketing-backlog-8n-8q.html and marketing-mix-backlog.html as the working plan for Sprints 45 to 52.
Provenance chain. Constitution §4 (paramount) → CMO Position Brief (voice + phrases-that-need-to-change) → Brand & Editorial Charter (sentence discipline) → Marketing Plan 12mo (funnel architecture) → Marketing Governance Envelope (5 gates) → this backlog → sprint execution.
Status. HEAD at Sprint 44.1 (governance envelope live). Audit clean-runs to date: 35. Public pages in corpus: 108. Compliance rules active: 41. Hard constraint cosai-proposal.html sha256 f6de9b25… held.
Verbatim from Carla, immediately preceding this backlog:
"proceed with full delegated auth to define the backlog and sprint the backlog in a coherent manner."
Interpreted as: (a) inventory the current marketing mix truthfully; (b) name the gaps against a funded, discovered, converting funnel; (c) sequence the fill work into logical sprints with clear dependencies; (d) commit that plan to a durable, discoverable page; (e) execute the first sprint immediately so momentum starts inside this turn. This document delivers (a) through (d). The current turn also delivers (e), Sprint 45.1, the LWD Prospectus, concurrently.
A truthful stocktake of the marketing surface as of Sprint 44.1 close (100 public HTML pages, 108-page audit corpus with sub-page assets counted):
| Layer | What is live today | Status |
|---|---|---|
| Strategy & governance | Constitution, Brand & Editorial Charter, CMO Position Brief, Marketing Plan 12mo, Paid Media Plan 12mo, Marketing Strategy Design, Marketing Governance Envelope (5 gates), Content Calendar 12mo, Attribution Framework, SEO/AEO/GEO Methodology + Audit, Six-Week Campaign Brief | Live · robust |
| Room kits (private working docs) | Full 8-section kits for all 7 rooms: A Foundations, B Corporate, C Regular Giving, D Government, E Bequests, F Health referrals, G International | Live · complete |
| Room case-for-support (public leave-behinds, Sprint 43.1) | 7 one-pagers + hub + 7 PDFs, on-brand and audit-clean | Live · complete |
| Public room landing pages | room-a (Foundations), room-b (Corporate), room-c (Regular Giving), room-f (Health Referrals), 4 of 7 public rooms exist | Partial · 3 rooms missing public pages (D Government, E Bequests, G International) |
| Awareness top-of-funnel | index.html (home), awareness.html (what LWD is), stories.html, impact.html, how-lwd-can-help.html, who-we-help.html, theory-of-change.html, faq.html | Live · substantial |
| SEO/AEO pillar pages | foundations-grant-briefing, regular-giving-terminal-illness, clinician-referral-guide (3 intent-specific pages from Sprint 20) | Partial · 3 pillars live, ~5 intent clusters uncovered |
| Conversion (donation) surface | donate.html (~67 kB, three ask ladders, impact block, story split, pledge, FAQ), donor-one-pager, founding-donor-deck | Partial · live but never A/B tested; no weekly-giving calculator; no thank-you receipt flow; no in-memoriam path |
| Anchor documents for external audiences | Case-for-support one-pagers exist (Sprint 43.1); no consolidated Prospectus that pulls all 7 rooms into one document a Board member can hand to any first meeting | Gap · no single anchor document |
| Campaign sequences (email) | Room kits contain 6-touch email sequences per room, but no calendarised, publish-ready EOFY sequence; no welcome sequence for new donors; no lapsed-donor reactivation | Gap · no publish-ready sequences |
| Paid ads creative | paid-ads.html + paid-ads-per-room.html (strategic layer), media-campaign.html (creative direction), but no publish-ready ad copy, no image specs, no platform-native variants (Meta, Google, LinkedIn) | Gap · no shippable creative |
| Media & PR | media-kit.html and media-campaign.html exist as strategic pages | Partial · no press-release template, no spokesperson brief, no reactive-media playbook |
| Referral partner enablement | clinician-referral-guide.html (public) + Room F kit | Partial · no printable QR-card leave-behind, no CPD-eligible slide pack, no palliative-nurse email cadence |
| Retention & stewardship | Room kits contain stewardship cadences per room | Gap · no cross-cutting stewardship cadence; no impact micro-report template; no annual supporter report |
Every marketing asset lives in one cell of the matrix below, four funnel stages by two audiences (funder / beneficiary). The Marketing Governance Envelope Gate 4 (Funnel) assigns Story·Trust·Data weights to each cell. Green = well-covered, amber = partial, red = gap.
| Funnel stage | Weights (S·T·D) | Funder audience | Beneficiary audience |
|---|---|---|---|
| Awareness “There is a problem, and it has a name.” |
40 · 30 · 30 | Partial, awareness.html + 4 rooms + 3 SEO pillars. Missing: owned-media evergreen blog cadence, PR earned-media pack, 3 additional SEO pillar pages | Partial, who-we-help + how-lwd-can-help + stories. Missing: palliative-nurse discovery pathway, GP practice-manager pathway, in-memoriam family pathway |
| Consideration “This organisation is trustworthy and specific.” |
30 · 40 · 30 | Live, 7 case-for-support one-pagers, room kits, impact.html, theory-of-change.html, governance-public.html | Partial, FAQ, stories, impact numbers. Missing: beneficiary-eligibility self-assessment; “what happens next” walkthrough with time expectations |
| Conversion “Do the thing. Give / apply / refer.” |
20 · 40 · 40 | Partial, donate.html is substantial but untested; no weekly-giving calculator; no in-memoriam gift path; no corporate matched-giving submission form | Partial, apply.html + referrals.html + beneficiary-intake-pack.html exist. Missing: single-page eligibility-to-apply flow with time-to-response promise |
| Retention “This gift mattered. Here is what it did.” |
40 · 30 · 30 | Gap, no quarterly impact micro-report; no annual supporter report; no lapsed-donor reactivation sequence | Gap, no beneficiary post-closure care pathway (with strict privacy discipline); no anonymised outcomes-shared-with-referrers loop |
Diagnosis. LWD's strategy layer is exceptionally strong for a pre-DGR charity, the Board could brief any external stakeholder on the theory of change, the seven rooms, the compliance envelope, the funnel math. The activation layer is the thin edge: the specific pieces that turn a Board briefing into a foundation cheque, a family Facebook post into a monthly donor, a clinician's business card into a warm referral. Sprints 45 to 52 are all activation work.
Every backlog item carries an ID (BL-nn), a funnel-stage tag, a target audience, a lead room (if room-specific), an effort estimate (S/M/L), the sprint it lands in, and the governance gates it must pass. Priority is P1 (this quarter), P2 (next quarter), or P3 (deferred pending trigger event).
| ID | Item | Stage | Audience | Room | Effort | Sprint | P |
|---|---|---|---|---|---|---|---|
| BL-01 | LWD Prospectus (12-page anchor doc, HTML + PDF) | Consideration | Funder | All 7 | L | 45.1 | P1 |
| BL-02 | EOFY Appeal landing page + 5-touch email sequence | Conversion | Funder (individual) | C | L | 46 | P1 |
| BL-03 | Weekly Giving calculator + in-memoriam gift path on /donate | Conversion | Funder (individual) | C, E | M | 47 | P1 |
| BL-04 | Give hub page redesign (single-question “how do you want to give?”) | Conversion | Funder (all) | All 7 | M | 47 | P1 |
| BL-05 | SEO pillar: “terminal illness debt Australia” | Awareness | Beneficiary + Funder | M | 48 | P1 | |
| BL-06 | SEO pillar: “family debt after death Australia” | Awareness | Beneficiary (family) | M | 48 | P1 | |
| BL-07 | SEO pillar: “refer a patient in financial distress” | Awareness | Referrer (clinician) | F | M | 48 | P1 |
| BL-08 | Clinician toolkit, printable QR referral card (A6, double-sided) | Awareness/Consideration | Referrer | F | S | 49 | P1 |
| BL-09 | Palliative-nurse email cadence (4-touch, CPD-eligible slides link) | Consideration | Referrer | F | M | 49 | P1 |
| BL-10 | Meta ad creative pack, Room C, 3 variants (video/still/carousel) | Awareness/Conversion | Funder (individual) | C | M | 50 | P1 |
| BL-11 | Google Search ad copy pack, 3 ad groups, 15 headlines each | Consideration | Funder + Referrer | C, F | M | 50 | P1 |
| BL-12 | LinkedIn ad pack, Room B corporate ESG lead targeting | Awareness/Consideration | Funder (corporate) | B | M | 50 | P1 |
| BL-13 | Quarterly impact micro-report template (~2 pages, HTML + PDF) | Retention | Funder (all) | All 7 | M | 51 | P1 |
| BL-14 | Donor stewardship email cadence (welcome + Q1 to Q4 impact + annual) | Retention | Funder (individual) | C | M | 51 | P1 |
| BL-15 | Press release template + reactive-media playbook | Awareness | Media / general public | M | 52 | P1 | |
| BL-16 | Spokesperson brief (Q&A prep, three-hard-questions rehearsal) | Awareness | Media | S | 52 | P1 | |
| BL-17 | Media kit refresh (bio, boilerplate, logo pack, factsheet, imagery) | Awareness | Media | M | 52 | P1 | |
| BL-18 | Public room page for Room D Government (matches room-a pattern) | Consideration | Funder (govt) | D | M | 53+ | P2 |
| BL-19 | Public room page for Room E Bequests | Consideration | Funder (donor/adviser) | E | M | 53+ | P2 |
| BL-20 | Public room page for Room G International | Consideration | Funder (int'l) | G | M | 53+ | P2 |
| BL-21 | Beneficiary eligibility self-assessment (5-question wizard) | Consideration | Beneficiary | M | 53+ | P2 | |
| BL-22 | “What happens next” walkthrough page (post-apply) | Consideration | Beneficiary | S | 53+ | P2 | |
| BL-23 | Corporate matched-giving submission form (Room B) | Conversion | Funder (corporate) | B | M | 53+ | P2 |
| BL-24 | Bequest solicitor briefing pack (Room E) with clause library | Conversion | Adviser | E | M | 53+ | P2 |
| BL-25 | Lapsed-donor reactivation sequence (4-touch, 90-day trigger) | Retention | Funder (individual) | C | M | 53+ | P2 |
| BL-26 | Annual Supporter Report (long-form HTML + PDF, ~20 pages) | Retention | Funder (all) | All 7 | L | Y1-close | P2 |
| BL-27 | Owned-media blog cadence, 2 posts/mo evergreen library | Awareness | General public | L (recurring) | Ongoing | P2 | |
| BL-28 | Beneficiary post-closure care pathway (with privacy discipline) | Retention | Beneficiary (family) | M | DGR+ | P3 | |
| BL-29 | Anonymised outcomes loop back to referrers (health sector) | Retention | Referrer | F | M | DGR+ | P3 |
| BL-30 | Video assets, 3 x 60-sec beneficiary composite stories | Awareness/Consideration | Funder + Beneficiary | C | L | DGR+ | P3 |
| BL-31 | Podcast presence, guest booking pack + 5 pitched conversations | Awareness | Funder + General | L | DGR+ | P3 | |
| BL-32 | International comparability evidence pack (Room G activation) | Consideration | Funder (int'l) | G | L | Trigger | P3 |
17 P1 items land inside Sprints 45 to 52. 10 P2 items are held for Sprints 53+ (post-DGR-application-lodged). 5 P3 items are trigger-based (DGR granted, or a Y2 activation event).
Each sprint below has a single clear headline outcome, the specific backlog items delivered, the 5-gate governance stamp it must earn, and the acceptance criteria for close. Sprints run one per turn under delegated authority unless Carla intervenes.
/prospectus HTML page (~12 sections: cover · executive summary · the problem · charitable purposes §4 · theory of change · seven rooms · impact evidence · governance & compliance · financials · leadership · the ask · appendices)/prospectus.pdf print-ready A4 PDF via WeasyPrintS14_PAGES audit corpus/marketing-kits under Cross-cutting assets/eofy landing page (single-question ask: “a family, or a week of a family?”)/eofy-emails internal index page with copy-paste blocks for CRM/give new hub page (5-way single-question routing)/donate (client-side JS, no PII, cost-per-hour math cited to Y1 budget (unaudited) numbers)/terminal-illness-debt-australia (evergreen pillar, 1,500+ words, structured data, FAQ schema)/family-debt-after-death-australia (pillar, empathy-led, routes to /apply + /donate)/refer-a-patient-financial-distress (pillar for GPs, palliative nurses, social workers; routes to Room F)/refer, ACL disclosure on back)/refer single-purpose landing page for QR arrivals (mobile-first)/ads-creative-pack index page with copy-paste blocks and asset library/stewardship-playbook internal page for staff/volunteer use/stewardship-playbook cites Room C benchmark (48% Y1 → 56% Y2 → 64% Y3) · every email in the cadence carries unsubscribe + privacy link · audit clean.The 8-sprint sequence is not chronological convenience, it is dependency-ordered. Each sprint unlocks the next:
/donate. Optimising conversion before scaling awareness is the correct order: pouring paid-ad traffic into a leaky funnel is Blackbaud-canonical waste.| Risk | Trigger | Stop-rule / mitigation |
|---|---|---|
| DGR not granted before Sprint 46 | ATO/ACNC delay | EOFY appeal wording pre-approved for both DGR-live and DGR-pending states; two versions drafted; correct one published on trigger. |
| RG 96 outcome-language slippage in ad copy | Sprint 50 creative work | Gate 2 rules MUST_NOT-RG96-* fire in audit; no ad ships without 0 findings on that rule family. |
| Composite-story labelling missed in emails | Sprints 46, 49, 51 | Gate 3 checklist item: every composite paragraph inline-labelled “composite” before publish; audit rule MUST-STORY-01 enforces. |
| Sprint drift: a P1 item deferred to P2 | Time pressure | Priority is not negotiable within delegated authority; only Carla or the Board can reclassify P1↔P2. AI CMO must escalate, not silently defer. |
| Hard constraint file changed | Any sprint | Every build verifies cosai-proposal.html sha256 f6de9b25…. If it moves, deploy is blocked, Carla is notified inside the sprint. |
| Audit engine finds > 0 findings | Any sprint deploy | Sprint does not close until findings are 0. Prior sprint pattern (43.1 to 23 → 0 findings across 3 audit rounds) is the template for remediation. |
Every sprint listed above is scoped so it can pass all 5 gates of the Marketing Governance Envelope. The gate-pill row on each sprint card names the specific test each artefact must pass. Concretely:
What the Board sees at the end of Sprint 52. A LWD marketing surface that: has a single anchor document any Board member can hand out (45.1) · captured EOFY (46) · converts visitors at Blackbaud sector benchmarks (47) · ranks organically for three high-value queries (48) · is equipped in every palliative-care ward with a printable referral card (49) · has ad creative sitting in Meta / Google / LinkedIn ad managers awaiting budget (50) · retains donors at 48% Y1 baseline with a quarterly report cadence (51) · and can respond to a journalist inside 30 minutes with a full media kit (52). All governed. All audit-clean. All provenance-tagged.