The Roof: Our Mission

Life Without Debt

"Restoring time and dignity to Australians with terminal illness who carry debt."

A system of professional financial advocacy. Licensed. Free to clients. Built to scale. Designed to outlive its founders. Evaluated rigorously. Reported publicly.

A
Philanthropic Foundations
$2.5M
B
Corporate Partners
$1.5M
C
General Public Regular Giving
$1.5M
D
Government & Health Depts
$2.0M
E
Bequests & Major Donors
$1.0M
F
Health Sector Partnerships
$1.0M
G
International Philanthropy
$0.5M
Total Annual Portfolio: Year 5 Target
$10,000,000
Building to $100M over 10 years as the model scales nationally and internationally

The Seven Founding Principles of This Framework

Every funding room, every funding application, every paid ad, every line of copy must be consistent with these principles. Inconsistency destroys credibility.

1. Theory of Change First

Every ask begins with the causal argument. Not "we help people" but "here is why our intervention works, what we measure, and what the evidence shows." Donors invest in proven systems, not hopeful intentions.

2. Evaluation Is the Business Model

Without measurement there is no renewal. Without renewal there is no organisation. Every case adds to an evidence base that makes the next grant application stronger, the next corporate pitch more compelling, the next donor more confident.

3. Different Rooms, Different Languages

The same evidence base underpins every conversation. But a foundation program officer, a corporate CSR manager, and a regular donor each define "value" differently. The VP Canvas for each room is distinct. The pitch is not reused.

4. Built to Outlive Its Founders

The organisation cannot be dependent on Lisa and Laurence's continued involvement. Room D (Government) institutionalises the service. Room E (Bequests) builds an endowment. Room F (Health Sector) creates fee-based revenue independent of charity giving.

5. The Transparency Pledge Is Non-Negotiable

87 cents of every dollar to direct client service. Salary cap published. Zero vanity spend. Annual audited impact report. No donor funds used for marketing. The infrastructure overhead is absorbed by Credit Mediation Services Pty Ltd.

6. STD Expands Every Room

Sexually Transmitted Debt (debt that transfers to surviving family) is present in 26% of cases. It expands our addressable population, deepens our impact argument, and provides a systemic change narrative that resonates with every room.

7. Equitable Philanthropy Principles

We position funders as co-investors in shared change, not donors to a cause. We centre the power asymmetry our clients face. We report impact back to every funder. We do not frame clients as victims; we frame them as people whose rights are being enforced.

The $10M Portfolio: Room by Room

Year 5 steady-state targets. See Growth Model for year-by-year build.

Room Audience Y1 Target Y3 Target Y5 Target % of Portfolio Decision Cycle Key Proof Point Opens
Room A: Philanthropic Foundation program officers $200K $900K $2.5M
25%		 6–18 months ToC rigour + outcome data Y1 immediately
Room B: Corporate CSR, ESG, HR, CEO $80K $400K $1.5M
15%		 3–6 months ESG report data + bank paradox Y1 immediately
Room C: General Public Individual donors 45–70 $100K $550K $1.5M
15%		 Immediate $19.25/week = 1 hour of expert help Y1 immediately
Room D: Government Federal/state health depts $0 $250K $2.0M
20%		 12–36 months Published evidence base + policy alignment Y3 after evidence
Room E: Bequests/Major HNW individuals, estates $30K $150K $1.0M
10%		 2–10 years Personal stewardship + endowment vision Y1 pipeline only
Room F: Health Sector Hospitals, hospices, PCNs $0 $80K $1.0M
10%		 6–18 months Cost of unmanaged debt distress vs LWD cost Y2 after MOUs
Room G: International US/UK diaspora foundations $0 $0 $500K
5%		 18–36 months Proven model + replication case Y5 after proof
CMS in-kind Related-party contribution $60K $100K —
in-kind		 Annual Below-market Technical Negotiator hours Y1 immediately
TOTAL PORTFOLIO $470K $2.43M $10.0M 100% Y10 trajectory: $100M

Portfolio Mix: $10M Annual Target (Year 5)

Revenue diversification ensures no single room represents more than 25% of total funding

Room A: Philanthropic Foundations

Paul Ramsay Foundation · Ian Potter Foundation · Sidney Myer Fund · Lord Mayor's Charitable Foundation · Perpetual · Equity Trustees · Health-focused foundations

Y5 Annual Target
$2.5M
Customer Profile: Who Is in Room A
Job to be done: Fund organisations with rigorous, measurable theories of change that address systemic disadvantage, and that will survive beyond initial grant funding
Critical pain: Funding a charity that cannot demonstrate impact, duplicates existing services, or collapses when the founder leaves
Hidden fear: The money funds a salary and an office, not change
Desired gain: An investee with evidence, uniqueness, scalability, and institutional governance, one they can proudly report to their own board
Systemic gain: Demonstrated contribution to their own theory of change, not just a good deed
Value Map: What We Offer Room A
Pain reliever: Full Aspen Institute-grade ToC with stated assumptions, testable indicators, and quarterly reporting against them
Pain reliever: Uniqueness proof: zero comparable services in Australia combining ACL-licensed negotiation with charity delivery for terminal illness
Pain reliever: Institutional survival plan: dual entity structure, governance framework, endowment pipeline, not founder-dependent
Gain creator: Published annual impact report with audited financials, outcome data, and STD case data, grantee reporting that sets the standard
Gain creator: Named co-investor in a first-of-kind Australian service model, providing sector validation and reputational benefit for the foundation
"Your $500,000 does not fund a charity. It funds the evidence base that will make financial advocacy a standard component of palliative care in Australia, and it will be verifiable, published, and audited. Here is what it funded last year. Here is what it will fund next year. Here is why no other service does this."

The STD Argument for Room A

The Paul Ramsay Foundation funds systemic change that breaks cycles of disadvantage. Sexually Transmitted Debt is inter-generational financial harm caused by terminal illness; debt that does not die but transfers to surviving partners and children. LWD prevents this. In Year 1 sample data, 9 families were protected from $340,000 in inherited liability. Over 10 years at scale, this represents hundreds of millions in inter-generational harm prevented. That is systemic change.

Full ToC document Audited outcome data ACNC registered DGR endorsed ACL 387398 Governance framework Salary cap policy

Room B: Corporate Partnerships

Banks · Insurers · Financial services · Legal firms · Accounting firms · Any organisation with a structured ESG or CSR program

Y5 Annual Target
$1.5M
Customer Profile: Who Is in Room B
Job to be done: Deploy ESG/CSR budget in ways that are reportable, measurable, employee-engaging, and reputationally safe
Pain: CSR partnerships that look like PR stunts, no real impact, no employee engagement, no data for the sustainability report
Pain: Being associated with a cause that becomes controversial or that the organisation can't measure
Desired gain: Specific impact data for the sustainability report: "our partnership funded X cases, resolved $Y of debt"
Desired gain: A cause that emotionally resonates with employees; most have experienced financial pressure alongside illness in their own families
Value Map: What We Offer Room B
Pain reliever: Named partner impact report: specific cases funded by their partnership, total debt resolved, families protected
Pain reliever: Cause is unambiguous: helping people who are dying with debt. No political controversy. Universal human resonance.
Pain reliever: Three partnership tiers: accessible entry at $5K, compelling mid at $20K, prestigious at $50K, scalable commitment
Gain creator: Employee giving match program: doubles impact, drives engagement, builds internal culture
Gain creator: Annual staff presentation by Lisa or Laurence: a real case, told in full, to the partner's team
"Your sector created the debt. Your sector pursues it regardless of medical status. Your foundation can fund the professional advocacy that corrects this, and you will have the data to prove it in your sustainability report. That is not a donation. That is a completion of your sector's responsibility to the people it serves."

The Bank Paradox: The Most Powerful Room B Argument

Banks and financial institutions are, by definition, the creditors that Life Without Debt negotiates with. Their collections teams are one side of the power asymmetry LWD corrects. A bank that partners with LWD is not simply donating; it is creating a mechanism for its own collections practices to be moderated with compassion when the borrower is terminally ill. This is a more sophisticated and more defensible ESG argument than a generic "community investment."

Named partner status Co-branding rights ESG impact data Employee giving match Annual staff presentation Sustainability report ready

Room C: General Public Regular Giving

Australians aged 45–70 · Caregivers · Anyone who has experienced illness and debt in their family · Regular givers via Facebook, Google, email, EOFY campaigns

Y5 Annual Target
$1.5M
Customer Profile: Who Is in Room C
Job to be done: Make a meaningful, regular gift that feels affordable and that they know reaches real people, not charity overhead
Pain: Not knowing whether their donation actually reaches anyone, or funds a CEO's salary and a glossy brochure
Pain: Being locked into a commitment they can't stop. Feeling guilty about cancelling.
Desired gain: Proof their specific amount does a specific thing, not vague mission language
Desired gain: One real story, told simply, that shows their money made a real difference to a real family
Value Map: What We Offer Room C
Pain reliever: The $19.25/week anchor: one hour of Laurence's expert negotiation time, every week, for a year. Specific. Tangible. Memorable.
Pain reliever: The 87-cent promise: publicly stated, annually audited. Their money does not pay for offices or salaries.
Pain reliever: Cancel anytime, no lock-in, no guilt. The regular giving relationship is built on trust, not obligation.
Gain creator: Annual personal update: one case, anonymised, that their giving helped fund. Not a newsletter. A letter.
Gain creator: The live impact counter on the website: they can see the number move. 31 cases resolved. $1.82M. Their contribution is visible.
"$19.25 a week. One hour of expert negotiation, every week, for a year. That hour resolves an average of $58,700 in debt for a family that is already carrying enough. 87 cents of every dollar you give goes directly to that work. And when Margaret's husband stops getting those calls, you are part of why."

The STD Argument for Room C

The most emotionally powerful Room C story is the surviving spouse who doesn't know they've inherited $94,000 of debt alongside their grief. "When David died, the ATO didn't send a condolence card. They sent a demand notice. Your $19.25 a week makes sure the next family doesn't get that notice." This expands the emotional reach beyond the person who is dying to the family that survives them, and most Room C donors have been, or can imagine being, that surviving family member.

$19.25/week = 1 hour 87c in every dollar to clients Cancel anytime Annual personal update Live impact counter Tax deductible

Room D: Government and Health Departments

Federal Dept of Health · State health departments · NDIS adjacency · Aged Care Quality Authority · End-of-life care policy bodies · Medicare Benefits Schedule review

Y5 Annual Target
$2.0M

Room D Opens in Year 3

Government funding requires an evidence base that does not yet exist. This is why Years 1 and 2 are about building the case register, publishing outcomes, and establishing academic partnerships. By Year 3, LWD will have data on 150+ cases that can support a formal policy submission and a government funding application. Room D is the biggest single room in the house at full scale, but it cannot be rushed.

Customer Profile: Who Is in Room D
Job to be done: Fund evidence-based services that reduce cost burden on the health system and improve clinical outcomes in end-of-life care
Pain: Funding pilots that never scale, services that can't demonstrate population-level reach, organisations without governance
Desired gain: A service that reduces financial distress readmissions, palliative care team burden, and estate litigation, with published data
Value Map: What We Offer Room D
Pain reliever: 3 years of peer-reviewed outcome data: cost per case resolved, readmission reduction, palliative care team referral rates
Pain reliever: Policy submission evidence: AFCA hardship provision gaps, ATO TPD access barriers, NCCP s.72 application rates
Gain creator: Government funding makes LWD a permanent, standard component of palliative care; the goal of Room D is that the service becomes infrastructure, not charity
"Financial distress in terminal illness is a clinical issue with a clinical cost. Palliative care teams spend an estimated 15% of non-clinical time managing financial distress referrals. LWD removes this burden at $1,840 per case, a fraction of the hospital system cost of unmanaged financial crisis. Here is the data. Here is the policy submission. Here is the funding model that makes this standard care."

Room E: Bequests and Major Donors

High net worth individuals · Estate planners · Financial advisers · Palliative care community advocates · Those who have personally experienced the problem

Y5 Annual Target
$1.0M

Room E Is the Room That Makes the Organisation Immortal

Bequests build the endowment. The endowment generates investment income. Investment income funds cases when grant funding cycles are lean. A $10M endowment at 4% return = $400K per year in perpetuity, independent of any fundraising campaign, any government funding cycle, or any founder's continued involvement. Room E is not about the $1M per year target. It is about the long-term institutional survival of Life Without Debt as a system of help.

Customer Profile: Who Is in Room E
Job to be done: Leave a meaningful legacy that reflects their values, without the administrative burden of managing a foundation
Pain: Leaving money to a charity that might not exist in 20 years, or that drifts from its mission after the founders leave
Desired gain: Knowing their bequest will fund something specific and verifiable long after they are gone, and that the organisation has the governance to ensure it
Value Map: What We Offer Room E
Pain reliever: Constitutional entrenchment of mission: the LWD CLG constitution locks the charitable purpose and cannot be changed without member vote
Pain reliever: Named endowment fund: "[Donor Name] Endowment for Terminal Illness Debt Relief", permanent recognition, annual reporting
Gain creator: Personal stewardship by Lisa: annual meeting, personal impact letter, named in annual impact report
"The most powerful gift you will ever give costs nothing today. A gift in your Will to Life Without Debt ensures that people facing what you or someone you loved once faced will never face it alone, long after you are gone. Your bequest doesn't just fund a case. It funds the endowment that funds cases forever."

Room F: Health Sector Partnerships

Public and private hospitals · Hospices · Palliative Care Australia · State palliative care networks · Cancer Council · Dementia Australia · Aged care providers

Y5 Annual Target
$1.0M
Customer Profile: Who Is in Room F
Job to be done: Provide holistic care to patients with terminal illness, including the financial distress that clinical teams are not equipped to manage
Pain: Palliative care nurses spending clinical time on financial referrals, a service gap that degrades patient care quality
Desired gain: A trusted, licensed referral partner that handles financial distress completely, freeing clinical time and improving patient wellbeing scores
Value Map: What We Offer Room F
Pain reliever: Embedded referral protocol: a one-page referral form, 24-hour intake response, written outcome confirmation back to the care team
Pain reliever: Licensed (ACL 387398): clinical teams can refer with confidence that the service is professionally credentialled and regulated
Gain creator: MOU-based partnership with co-branding: the hospital or hospice is a named referral partner in the annual impact report
Revenue model: From Year 3, health sector organisations may contribute financially to embedded service delivery within their facilities. Service fee model, not charity model.
"Every palliative care patient with unmanaged debt is a clinical problem; it affects pain thresholds, family communication, and the quality of the final weeks of life. Life Without Debt resolves that problem at $1,840 per case, in an average of 23 days. We ask for a referral protocol and a partnership agreement. You gain a licensed, free service for your patients and clinical time back for your team."

Room G: International Philanthropy

Australian diaspora foundations in the US and UK · Global end-of-life care funders · Robert Wood Johnson Foundation equivalents · Atlantic Philanthropies successors

Y5–Y10 Target
$500K

Room G Opens in Year 5

International philanthropy requires a proven model, peer-reviewed research, and a replication case. By Year 5, LWD will have 5 years of audited outcome data, at least one academic publication, and a demonstrated model that could be replicated in the UK, Canada, and New Zealand. The pitch to Room G is not "fund our Australian charity"; it is "fund the replication of a proven model that does not exist anywhere else in the English-speaking world."

"In Australia, over five years, Life Without Debt resolved $50M+ in debt for 1,200 families with terminal illness. The model is proven, the evidence is peer-reviewed, and it does not exist in your country. We are not asking you to fund a charity. We are asking you to fund the replication of a model that your health system needs."

Built to Operate in Perpetuity

The most important strategic principle of this entire framework: Life Without Debt must be designed as a system of help, not a founder-led charity. The question is not “what happens when Lisa and Laurence retire?” The question is “how do we build something that operates forever, regardless of who runs it?”

Room E
The Endowment
Bequests build a capital fund. Investment returns fund cases forever. Target: $10M endowment by Year 10 = $400K/year in perpetuity.
Room D
Government Funding
When government funds the service as standard palliative care infrastructure, it becomes independent of philanthropic cycles and individual fundraising.
Room F
Fee-for-Service
Health sector organisations paying for embedded service delivery creates revenue that is independent of charitable giving, survivable through any economic cycle.
Governance
Constitutional Lock
The CLG constitution locks the charitable purpose. The board succession plan identifies the next generation of leadership. No single point of human failure.