Strategic Overview
Why we fundraise, who we are asking, and the principles that govern how we ask.
Our fundraising position: Life Without Debt does not charge the people it helps. Every dollar raised goes directly to sustaining a service that gives people with a terminal diagnosis the one thing money cannot buy back: time. Donors are not just giving money. They are giving time.
Life Without Debt operates at the intersection of two powerful donor motivations: the universal fear of financial hardship, and the universal experience of watching someone you love face serious illness. Our fundraising strategy is built on this intersection. We do not manufacture urgency. The urgency already exists in the lives of the people we serve.
This campaign strategy follows the Supporter-Centric Fundraising Model developed by the Institute of Fundraising (UK) and adapted by Fundraising Institute Australia (FIA), combined with the Blackbaud Fundraising Pyramid for donor pipeline development and the SOFII best-practice storytelling framework.
The Three Fundraising Imperatives
Emotional Truth
Every campaign leads with a real human story. Data follows emotion, never precedes it. The story unlocks the door. The data confirms the decision.
Donor Identity
Donors give because it reflects who they are. We frame every ask around the donor's identity as someone who believes no person should face debt and illness at the same time.
Specific Impact
Every ask links a dollar amount to a specific outcome: "$50 funds one hour of professional debt negotiation." Vague asks underperform by 40% (Giving USA, 2023).
Target Donor Segments
Bereaved Family
People who have lost someone to illness. Deep emotional resonance. Motivated by legacy and meaning-making. Highest average gift.
Healthcare Workers
Nurses, social workers, palliative care staff. Refer clients. Also give. Strong community of practice channel. LinkedIn primary.
Corporate Partners
Financial services, legal, insurance, banking sectors. ESG alignment, employee giving programs, brand association with a trusted cause.
High Net Worth Individuals
Philanthropists, values-driven wealth. Approached via relationships, events, and bespoke capability statements. Bequest potential.
World-Best-Practice Fundraising Principles
The international standards that govern every decision in this campaign.
FIA Code of Practice
All fundraising activity adheres to the Fundraising Institute Australia Code of Ethics and Professional Practice. Every communication is honest, transparent, and respectful of donor privacy.
ACNC Accountability Standards
Annual donor impact reports, public financial statements, and named governance contacts. Donors can see exactly where their money goes. Transparency is our competitive advantage.
Donor Pyramid Development
New donors enter at awareness. We nurture them through engagement to conversion to retention to major gift consideration. No donor is ever just a transaction.
Relationship Fundraising
Ken Burnett's model: every donor interaction deepens the relationship. We acknowledge, we report back, we thank personally. Donor retention beats acquisition cost by 5:1.
Story-Led Asks
SOFII (Showcase of Fundraising Innovation and Inspiration) principle: one person, one story, one ask. We do not dilute the emotional case with multiple messages.
Dignity of Beneficiaries
People with a terminal diagnosis are never portrayed as victims or objects of pity. They are the reason this organisation exists. Our storytelling reflects their dignity, not their suffering.
Australian giving context: Australians gave $13.2 billion to charity in 2023 (Giving Australia). 71% of Australians made a charitable gift. Health-related causes attract 22% of all giving. Our dual mandate (health + financial hardship) positions us across two of the top five giving motivations in Australia.
Revenue Portfolio & Targets
Three-year channel-by-channel revenue plan, aligned to the OPEX break-even model in structure.html.
Three-Year Revenue Portfolio Summary
All figures AUD. Targets indexed to OPEX requirements.| Channel | Year 1 Target | Year 2 Target | Year 3 Target | Y1 % of Revenue | Channel Type |
|---|---|---|---|---|---|
| Individual Giving (Online) [Room C] | $35,000 | $90,000 | $200,000 | 7.4% | Direct |
| Regular Giving Program [Room C] | $65,000 | $160,000 | $350,000 | 13.8% | Direct |
| Grants (Philanthropic Foundations) [Room A] | $200,000 | $500,000 | $900,000 | 42.6% | Applied |
| Government Funding [Room D] | $0 | $0 | $250,000 | 0% | Applied |
| Corporate Partnerships [Room B] | $80,000 | $200,000 | $400,000 | 17.0% | Partnership |
| Major Donors (HNW) [Room E] | $20,000 | $50,000 | $100,000 | 4.3% | Relationship |
| Bequests (Estate Gifts) [Room E] | $10,000 | $30,000 | $50,000 | 2.1% | Relationship |
| Health Sector MOU Fees [Room F] | $0 | $50,000 | $80,000 | 0% | Earned |
| In-Kind: CMS Technical Negotiator [Related Party] | $60,000 | $30,000 | $100,000 | 12.8% | In-Kind |
| TOTAL REVENUE | $470,000 | $1,110,000 | $2,430,000 | 100% | |
| Projected OPEX (incl. $165K CEO + $60K board fees Y1) | $442,708 | $593,248 | $667,839 | ||
| Surplus / (Deficit) | +$27,292 | +$516,752 | +$1,762,161 |
Revenue Channel Mix: Year 1 vs Year 3
Portfolio rationale: Grants and government funding anchor Year 1 because they have the longest lead times and highest certainty once approved. Individual giving and corporate partnerships scale in Years 2 and 3 as brand awareness builds. Bequests are a Year 3+ strategy requiring established donor relationships. This sequencing matches how comparable Australian health charities (Carers Australia, Palliative Care Australia) built their funding base.
Annual Campaign Calendar
Month-by-month campaign activity mapped to the Australian fundraising cycle and key national moments.
Australian fundraising calendar insight: The four peak giving periods in Australia are: End of Financial Year (May/June), Christmas/End of Year (November/December), Daffodil Day (August), and World Cancer Day (4 February). We build major campaign spikes around these periods while maintaining always-on digital activity.
Always-On Activity (Year Round)
Google Search
Always-on Search Ads for high-intent keywords. Budget: $2,500/month. Zero-cost via Google Ad Grants (up to $10K/month) once confirmed.
Email Nurture
Monthly donor newsletter. Quarterly impact report. Automated welcome series for new subscribers. Segmented by giving level.
Social Content
3 posts per week across Facebook and LinkedIn. Mix: 60% story/educational, 30% impact, 10% direct ask. No paid spend outside campaign periods.
Google Ads: Search + Display
High-intent search capture for referral traffic and donor acquisition. Zero-cost route via Google Ad Grants.
Google Search + Display Network
Capture people actively searching for help, and build awareness with Display remarketing.
Google Ad Grants: As a registered charity, Life Without Debt qualifies for Google Ad Grants — up to USD $10,000/month (approx. AUD $15,000+/month at current rates) in free Search Ads. Application takes 2 to 4 weeks after ACNC registration is confirmed. This is the single highest-ROI action in our digital strategy and should be activated in Week 1.
Branded + Cause Keywords
"debt relief terminal illness", "help with debt serious illness", "free debt help cancer", "debt forgiveness dying Australia"
Intent Keywords
"can debt be waived for terminal illness", "ATO debt terminal illness", "palliative care debt help Australia", "debt negotiation cancer"
Direct Action
"donate to terminal illness charity Australia", "DGR charity donate", "tax deductible donation serious illness", "Life Without Debt donate"
Example Paid Search Ads
Key Performance Targets
Meta: Facebook + Instagram
Emotional storytelling at scale. Primary channel for donor acquisition and EOFY campaign amplification.
Facebook + Instagram Ads
Story-first creative. Lookalike audiences from donor email lists. Retargeting website visitors.
Cold Audience: Story Ads
Video or image ads leading with one person's story. No ask. Just truth. Targeted to: 45-70, interests in health, caregiver experience, financial services. Lookalike from donor email list.
Warm Audience: Impact Ads
Retargeted to video viewers (50%+ watch time) and website visitors. Show impact data. "Your $50 is one hour of expert help." Lead generation ad for email signup.
Hot Audience: Direct Ask
Retargeted to donate page visitors and email list. Urgency messaging. EOFY tax deductibility. Gift amounts: $50, $120, $250. One-click donate link. Thank-you page with share prompt.
Example Meta Ad Creative
she stopped answering the phone."
30-sec story video, no ask
Audience Targeting Strategy
| Audience Layer | Targeting Method | Est. Size | Objective |
|---|---|---|---|
| Cold: Caregiver interests | Interests: cancer, palliative care, caregiver, aged care | 850K | Awareness video views |
| Cold: Lookalike (1%) | Lookalike from donor email upload (minimum 500 contacts) | 220K | Donor acquisition |
| Warm: Video viewers | 50%+ video watch completion from awareness ads | Dynamic | Consideration / lead gen |
| Warm: Website visitors | Pixel retargeting: all pages, last 30 days | Dynamic | Donate page conversion |
| Hot: Cart abandoners | Donate page visitors who did not complete (last 7 days) | Dynamic | Conversion close |
Key Performance Targets
Corporate partnership development, professional referrer engagement, and thought leadership.
LinkedIn Paid + Organic
B2B fundraising channel. Target: financial services, banking, HR, C-suite. Also healthcare and social work professionals for referrals.
Brand + Cause Awareness
Thought leadership articles. Laurence Hugo and Lisa Hugo personal posts. Company page follower growth. Sponsored content to financial services sector targeting HR and ESG titles.
Partnership Exploration
InMail campaign to partnership decision makers. Lead Gen Form ads (download capability statement). Webinar invitation: "The hidden debt crisis in terminal illness." Event promotion.
Partnership Agreement
Direct meeting request. Capability statement follow-up. Corporate giving proposal. Employee giving program sign-up. Matched giving campaign launch with partner.
Example LinkedIn Ad Creative
Hi [First Name],
I'm reaching out because the people you support deserve to have debt off their plate. Life Without Debt provides free, expert debt negotiation for patients with a terminal diagnosis and their families.
If you have clients who are dealing with ATO debt, bank loans, or creditors alongside a terminal diagnosis, we can step in and handle it for them at no cost.
Happy to send our referral guide or jump on a 15-minute call.
Organic Content Plan (Laurence + Lisa Posts)
Thought Leadership
"What I learned negotiating with the ATO on behalf of someone who had 3 months to live." Long-form personal post. 800 words. No graphics needed. High organic reach.
Impact Numbers
"We helped 12 families this quarter remove a combined $340,000 in personal debt." Simple text or single stat graphic. Builds credibility with corporate audience.
System Critique
"Banks don't pause debt collection when a patient gets a terminal diagnosis. They should. Here's why that matters." Opinion piece. Drives shares and media pickup.
Email and Donor Retention
The highest-ROI channel in fundraising. Email delivers $42 for every $1 spent (DMA, 2023). Our primary donor retention engine.
Email Marketing + Donor Lifecycle
Welcome series, monthly newsletters, campaign sequences, and major donor stewardship.
Email Sequences and Automation
Welcome Series (5 emails, 14 days)
Email 1 (Day 0): Thank you for joining. One story. No ask.
Email 2 (Day 3): How we help — the process, the team, ACL 387398.
Email 3 (Day 7): Impact data — what one dollar actually does.
Email 4 (Day 10): Meet the team — Lisa and Laurence, personal.
Email 5 (Day 14): First ask — soft. "When you are ready." $50 suggested.
Monthly Donor Newsletter
Structure (always): One story (named or de-identified). One impact number. One thing we are working on. One ask (or none). Under 400 words. One image. One CTA button.
Sent: First Tuesday of each month. Open rate target: 42%+. CTR target: 6%+.
EOFY Campaign Sequence (6 emails, 4 weeks)
Wk 1 Email 1: Story-led. Soft ask. Tax info introduced.
Wk 2 Email 2: Impact anchor. "$120 = 2.5 hours of negotiation."
Wk 3 Email 3: Social proof. "47 families helped this year."
Wk 4 Email 4: Urgency. "12 days left to give this financial year."
Wk 4 Email 5: Urgency. "4 days left." Last chance story.
30 June Email 6: Final hours. Subject: "Today is the last day."
Lapsed Donor Reactivation
Triggered: No gift in 12 months.
Email 1: "We miss you" — what has changed since your last gift.
Email 2: New story. New impact number. Reduced ask: "Even $25 helps."
Email 3: Final contact. Survey: "Is there a reason you stopped giving?" Win-back rate target: 18%.
Example Email Copy — EOFY Campaign Email 1
Preview: This is what we do with your support.
Debt collectors had plenty of it.
David was 58 when he received his diagnosis. He had a mortgage, a credit card he had been chipping away at for years, and a small business loan that had stopped making sense the moment he got the news.
In the months that followed, he spent hours on the phone to banks. Not talking to his children. Not sitting in the garden. On hold. Explaining himself to someone who would transfer him to someone else.
A palliative care nurse referred David to us. Within three weeks, our team had opened formal negotiations with two lenders and the ATO. David did not have to make a single call himself.
He spent the rest of his time the way he wanted to.
Your donation before 30 June makes this possible for the next David. Donations over $2 are fully tax deductible. ACNC registered. DGR endorsed.
DGR endorsed: donations over $2 are tax deductible.
Grants and Government Funding
The largest single revenue channel in Year 1. Requires the longest lead times. Must start immediately.
Lead time reality: Philanthropic foundation grants typically take 3 to 9 months from application to funding decision. Government grants take 4 to 12 months. Every grant application submitted today is revenue in 6 to 9 months. This is why the grants pipeline opens in Month 1, not Month 6.
Priority Grant Targets
Paul Ramsay Foundation
Focus: entrenched disadvantage, health inequity. Terminal illness intersects with financial hardship. Grants: $100K to $500K. Letters of Inquiry accepted year-round.
Ian Potter Foundation
Focus: health, community wellbeing. Strong track record funding palliative care and patient advocacy organisations. Grants up to $150K. Annual round: March application window.
Perpetual Trustees — IMPACT Philanthropy
Manages multiple philanthropic trusts with health focus. Pooled grant programs. Introductory meeting approach recommended before formal application.
Sidney Myer Fund
Focus: social equity, health, community services. Values-aligned with terminal illness financial advocacy. Unsolicited applications accepted. $20K to $100K range.
Department of Health — Palliative Care Programs
Federal government funding stream for palliative care innovation. Our work complements clinical palliative care by removing financial distress as a barrier to dignified care.
State Government — Community Services Grants
Each state runs community services grant programs (e.g. VIC DFFH, NSW Family and Community Services). Begin with home state, then expand. Smaller grants, faster decisions.
Grant Application Capability — What We Bring to Every Application
Regulatory Credibility
ACNC registered. DGR endorsed. PBI confirmed. ACL No. 387398 (licensed practitioner). These are not common in small charities. We lead with them.
Clear Theory of Change
Input: donor dollars. Activity: professional debt negotiation by licensed practitioners. Output: debt resolved or restructured. Outcome: time and dignity restored to people with a terminal diagnosis.
Measurable Outcomes
Number of clients served. Total debt negotiated. Average hours of expert help per client. Client satisfaction. Referral source tracking. All reportable quarterly.
PR and Earned Media
Free reach, trusted credibility. PR is our single most powerful channel for donor trust and grant credibility. It costs time, not money.
Media Relations + Earned Coverage
National and state media, podcasts, radio, and sector publications.
Target Media Outlets
National Print + Digital
The Australian, The Guardian Australia, The Saturday Paper, ABC News Online, news.com.au. Target: feature story, not news brief. 800 to 1,500 words.
Radio + Podcasts
ABC Radio National (Health Report, Life Matters). 2GB Drive. Specific podcasts: The Palliative Care Podcast, Money Stuff (Bauer Media), The Betoota Advocate Podcast.
Sector Publications
Pro Bono Australia, Philanthropy Australia's newsletter, Community Care Review, Australian Nursing Journal. Trust-builders with the grant and referral audiences.
Story Angles for Media Pitching
| Story Angle | Target Outlet | Hook | Timing |
|---|---|---|---|
| "Debt collectors don't stop for a terminal diagnosis" | The Guardian / The Australian | System critique + human story | Launch + World Cancer Day |
| "The ATO has hardship provisions nobody tells you about" | ABC RN Health Report | Practical + surprising | March (grant application season) |
| "A charity staffed by debt negotiators — and it's free" | Pro Bono Australia | Sector novelty | Q1 launch |
| "What palliative care nurses wish they could do about debt" | Australian Nursing Journal | Professional referrer audience | Palliative Care Week (Aug) |
| "She gave her last year to banks. We think that should change." | The Saturday Paper | Long-form human interest | EOFY campaign |
| "Why I left finance to negotiate debt for dying people for free" | LinkedIn long-form / AFR Weekend | Laurence Hugo personal story | Mid-year |
Media multiplier effect: A single feature story in The Guardian or ABC produces the equivalent of $40,000 to $80,000 in paid media reach. It also dramatically increases donor trust scores, grant application success rates, and referral volumes from healthcare professionals. PR is not optional for a charity at our stage. It is the cheapest credibility we can buy.
Corporate Partnerships
Financial services, banking, legal, and insurance sectors are our natural partners. They handle debt. So do we.
Corporate Partnership Program
Three partnership tiers. Annual agreements. Employee giving integration. Co-branding for partner benefit.
Partnership Tiers
Supporting Partner — $5,000/yr
- Logo on website and annual report
- Social media acknowledgement (3 posts)
- Certificate of partnership
- Quarterly impact report
- Staff giving matched up to $2,500
Principal Partner — $20,000/yr
- All Supporting benefits
- Named in media releases
- Annual presentation to staff on impact
- Co-branded employee giving campaign
- CEO acknowledgement letter
- Priority referral partnership agreement
Foundation Partner — $50,000/yr
- All Principal benefits
- Founding partner status (permanent)
- Board observer invitation (annual)
- Named program: "The [Company] Debt Relief Fund"
- First-look rights to impact data for ESG reporting
- Jointly authored industry white paper
Target Corporate Partners (Year 1)
| Company Type | Why Us | Partnership Tier | Approach Route |
|---|---|---|---|
| Regional / community bank | Customer hardship alignment, community CRA obligations | Principal $20K | CEO / CSR Manager direct |
| Life insurance company | Direct client overlap. Terminal illness = core business intersection | Foundation $50K | LinkedIn InMail + capability statement |
| Credit union | Member-owned, values-driven. Community impact is brand | Supporting $5K | Board-level introduction |
| Law firm (wills / estate) | Client overlap. Terminal diagnosis clients need wills and debt help simultaneously | Principal $20K | Professional referral MOU first |
| Financial planning firm | Clients with terminal diagnosis often referred for financial advice. Our service is complementary | Supporting $5K | FPA network introduction |
Events and Community Fundraising
Lower ROI than digital, but critical for donor relationships, media coverage, and corporate partner engagement.
Annual Gala Dinner (Year 2)
120-person seated dinner. Table sales to corporate partners. Major donor recognition. Story presentation. Pledge call. Target: $40,000 net. Year 2 launch to build donor community first.
Industry Breakfast Briefings
Quarterly 30-person breakfast for financial services, legal, and health professionals. Referral development. Speaker: Laurence Hugo on debt negotiation practice. Cost: $800/event. Goal: referral pipeline, not revenue.
Online Community Events
Quarterly webinar for donors and supporters. Impact update. Q and A with Laurence and Lisa. No ticket cost. Donation prompt at close. Builds community, drives regular giving upgrades.
Capability Statement
The document we take into every corporate partner meeting, grant application, and major donor conversation. Adapt version for each channel.
Life Without Debt
ACNC Registered Charity · PBI Status · DGR Endorsed · ACL No. 387398
"No Australian with a terminal diagnosis should spend the time they have left on the phone to debt collectors. Life Without Debt exists to make sure they do not have to."
- Free, expert debt negotiation for people with a terminal diagnosis
- Licensed negotiation with banks, the ATO, and private creditors (ACL 387398)
- Support for immediate family members and carers applying on behalf of a patient
- No fees. No means testing. No obligation. Completely free to the people we serve.
- Lisa Hugo — Operations and Strategy Lead. Responsible for service delivery, governance, and fundraising strategy.
- Laurence Hugo — Technical Negotiator. Licensed under ACL No. 387398 via Credit Mediation Services Pty Ltd. Conducts all formal debt negotiation.
- Board of Directors provides independent governance oversight
Channel-Specific Capability Statement Versions
Corporate Partner Version
Lead message: "Partner with us and your brand is associated with one of the most human problems in Australian healthcare: debt in the face of terminal illness."
Key additions: ESG alignment section. Employee giving program detail. Co-branding rights. Named giving fund option. ROI metrics for partner: media value, staff engagement, customer trust.
Appendix: Tax deductibility confirmation. ACNC registration copy. ACL 387398 licence copy. Partnership agreement template.
Grant Body Version
Lead message: "We combine licensed debt negotiation expertise with a charitable mission. This is not common in the Australian sector. It is our unique point of difference."
Key additions: Theory of change. Measurement and evaluation plan. Organisational risk management. Financial management framework. Board governance credentials. Two-entity model explanation (CLG + CMA service agreement).
Appendix: ACNC registration. Financial statements (when available). Board declarations. ACL 387398 licence. ASIC registration.
Healthcare Professional Version
Lead message: "You can refer your patients to us with confidence. We are licensed, free, and we handle everything from first contact to resolution."
Key additions: Referral pathway (how to refer, what happens next, how long it takes). Privacy and confidentiality framework. Clinical boundary clarity (we handle debt, not clinical care). Contact details for Intake Coordinator.
Appendix: Referral form. FAQ for clinicians. Case study (de-identified). ACL 387398 licence.
Major Donor Version
Lead message: "Your gift is not anonymous. We will tell you exactly what it did, who it helped, and what happened next. We believe major donors deserve that."
Key additions: Named giving fund option. Bequest information. Annual dinner invitation. Personal updates from Laurence or Lisa. Impact letter at 3 months, 6 months, 12 months post-gift.
Appendix: ACNC registration. DGR endorsement. Gift acknowledgement policy. Bequest wording for estate planning.
Growth Projections and Demand Modelling
How the fundraising targets connect to the number of people we can help, and how demand is expected to grow.
Demand context: Approximately 170,000 Australians die each year (ABS). Of these, roughly 70,000 receive a formal palliative care diagnosis. An estimated 40 to 60% carry personal debt at the time of diagnosis (Credit Ombudsman data, ASIC debt research). The addressable population for our service is approximately 28,000 to 42,000 Australians per year. We are starting with a capacity to serve fewer than 200 in Year 1. Demand will always exceed supply in our early years.
Clients Served vs Revenue — 3-Year Projection
Donor File Growth Model
| Metric | Year 1 | Year 2 | Year 3 | Growth Driver |
|---|---|---|---|---|
| Active donors (individual) | 420 | 890 | 1,800 | Meta ads, EOFY campaigns, PR |
| Regular giving subscribers | 120 | 280 | 500 | Email nurture, upgrade ask |
| Email list size | 2,400 | 5,500 | 11,000 | Meta lead gen, website, referrals |
| Corporate partners | 4 | 8 | 14 | LinkedIn, events, capability statement |
| Major donors ($1,000+) | 12 | 25 | 45 | Events, personal cultivation |
| Donor retention rate | 48% | 56% | 64% | Email stewardship, impact reporting |
| Average gift (all donors) | $148 | $162 | $185 | Upgrade asks, major donor growth |
Donor File Growth — Active Donors by Year
Measurement Framework
What we measure, how often, and who is responsible. A campaign that cannot be measured cannot be improved.
Reporting cadence: Weekly (digital spend and returns, Lisa). Monthly (full channel review, both). Quarterly (board KPI report, Lisa). Annually (ACNC report, audited financials, published impact report).
| KPI | Channel | Y1 Target | Y2 Target | Measurement Tool |
|---|---|---|---|---|
| Cost per acquired donor | Digital (all) | <$55 | <$40 | Google Analytics + CRM |
| Donor retention rate | All channels | 48% | 56% | CRM year-on-year comparison |
| Average gift value | Individual giving | $148 | $162 | Payment platform + CRM |
| EOFY campaign ROAS | Meta + Google | 2.5:1 | 3.5:1 | Meta Ads Manager, Google Ads |
| Email open rate | 40% | 44% | Mailchimp / Campaign Monitor | |
| Email conversion rate | 3.5% | 5% | Email platform + payment gateway | |
| Grant success rate | Grants | 35% | 45% | Grant pipeline tracker (spreadsheet) |
| Corporate partnerships signed | Corporate | 4 | 8 | CRM partnership pipeline |
| Media pieces published | PR | 6 | 12 | Clipping service / manual tracking |
| Regular giving active subscribers | All digital | 120 | 280 | Payment platform |
| Total revenue vs target | All channels | $300,000 | $450,000 | Finance system (monthly close) |
Technology Stack
CRM
Salesforce Nonprofit Success Pack (free for eligible charities) or Bloomerang. Donor records, gift history, communication log, grant pipeline.
Email Platform
Mailchimp (free to 500 contacts, then $20/month) or Campaign Monitor. Automated sequences, segmentation, open and click tracking.
Payments
GiveNow or Stripe with Raisely. DGR-confirmed tax receipts issued automatically. Regular giving via direct debit. Mobile optimised.
Analytics
Google Analytics 4 (free). Meta Pixel. Google Tag Manager. Monthly reporting dashboard. Annual audit of attribution.
The people are the goal.
Every KPI in this document exists for one reason: to fund more hours of expert debt negotiation for people with a terminal diagnosis. Revenue growth is not ambition. It is how we help more people.