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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