SA Fundraising Spring Appeal — Campaign Brief

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This brief sets out the SA Fundraising Spring Appeal, a new pilot campaign for BaptistCare's SA Fundraising team (a dedicated business unit, separate from the Disability and Adventure Camps accounts). Please be as specific as you can so the whole team is aligned. Not every field will be relevant, so feel free to leave anything blank or mark it TBC.

Client	Campaign	Campaign owner (Fluro)	Client contact
BaptistCare SA Fundraising	SA Fundraising Spring Appeal	Veronica Santos-Appleby	Hugh Ballantyne (Business Lead), Steve Pickering (Head of Digital)
Objective in one line	Start date	End date	Total budget
Grow awareness, reach and total donations from existing donors and a new younger, family-centric donor audience	e.g. late August 2026 (TBC)	e.g. 4-6 weeks after launch (TBC)	TBC
Media budget	Status
TBC	Planning

Output Required

Confirm which output BaptistCare SA is commissioning so scope and turnaround are clear from the start.

Which output is required, and is the turnaround understood?

Option A: Campaign approach, channel plans and tactics, and a campaign media plan, delivered in Google Sheets. Turnaround 10 business days from brief, not including approvals or set-up time. Option B: Campaign strategy with research, competitor audit, channel plans and media plans, delivered in PowerPoint or Canva. Turnaround 2.5 weeks, not including approvals or set-up time.

01 Background and Context

What is prompting this campaign?

A launch, a promotion, a seasonal push, a pipeline gap, a competitor move.

What have you learned from past campaigns?

Insights into the channels, audiences, messaging that has worked best.

What does this campaign need to achieve that business as usual does not?

The specific reason it exists as its own campaign.

02 Objectives and KPIs

What is the single primary objective of this campaign?

One clear goal, not a list.

What are the measurable KPIs and targets?

e.g. leads, applications, bookings, sales, revenue, CPA, ROAS, reach. Give numbers and the period they apply to.

What is the secondary objective, if any?

Brand awareness, list growth, re-engagement, supporting a sales push.

03 Audience

Present audiences as a table, not prose.

Audience	Trigger	Need state	What they might search for	Channels / sources	Geo-targeting

Who is this campaign for, and who is the priority if budget is tight?

Are we using any first-party data or existing lists?

CRM segments, past enquirers, customer lists, retargeting pools, lookalikes, and whether the data can be activated.

Who are we deliberately excluding?

Existing customers, recent converters, out-of-area, and so on.

04 Offer and Key Message

What is the offer or proposition?

The product, service, promotion, price point or hook the campaign leads with.

What is the single key message we want to land?

One idea, plainly stated.

What proof or reasons to believe support it?

Stats, credentials, testimonials, guarantees.

Which specific competitors are we up against for this campaign, and how do we want to be positioned against them?

Name the actual competitors, what they lead with, and where we win.

Is there a promotional mechanic, deadline or urgency driver?

Limited time, limited stock, event date, EOFY.

05 Channels and Approach

Which channels are in scope and what role does each play?

Paid search, SEO/GEO, paid social, organic social, display, video and YouTube, BVOD, DOOH, programmatic, email.

Is this always-on activity or a burst?

Flight pattern, ramp, key weight periods.

Are there specific competitors we want to target or defend against?

Named competitors for brand or conquest bidding, competitor audiences, and any brand terms we need to protect.

06 Creative and Content

Fluro does not produce the creative. This captures what BaptistCare and OJO Creative already have, and what is still coming.

What creative and content is already available?

Existing assets, past creative, photography, video, templates we can use or adapt now.

What creative is coming, and in what formats?

Images, video, carousels, static, ad copy, on-page content, and the quantity per format.

When will each asset be delivered?

Delivery dates per format, worked back from the launch date.

What brand guidelines, tone or mandatories should the creative follow?

07 Landing Page and Tracking

Where the traffic lands and how we know it worked.

Where does this campaign send people?

A new custom landing page, an existing landing page, a product or category page, a form, or the homepage.

Has the destination been built yet?

If new, who is building it and by when. If existing, does it need updates for this campaign.

Does it need to be tagged up before launch?

Confirm what tracking must be in place: GA4 events, Google Tag Manager, conversion actions, platform pixels (Meta, LinkedIn, Google), call tracking, and campaign UTMs. Note who owns implementation and whether Fluro has access.

What counts as a conversion on the page, and is that event currently firing?

The primary action (form submit, purchase, booking, call) and whether it is already tracked or needs setting up.

Are there any page speed, mobile, consent or compliance issues that could hurt conversion?

08 Timing and Key Dates

What is the launch date and end date?

What are the key milestones and dependencies?

Creative deadlines, page build, tracking setup, approvals, go-live, in-flight optimisation checkpoints, reporting.

Are there fixed external dates the campaign must hit?

Event, sale, EOFY, seasonal peak.

09 Budget and Media

Budget is not yet confirmed for this campaign; this section captures it as an open item to define with the client.

What is the total budget, and how is it split?

Media by channel, plus any production or third-party costs. Media is separate from Fluro fees, and includes spend paid directly to platforms.

Is the budget fixed or flexible, and can it shift between channels in-flight?

Is there a target CPA, ROAS or cost ceiling that governs spend?

10 Measurement and Reporting

How will we judge whether the campaign worked?

Tie back to the KPIs in section 02.

What is the reporting cadence and format, and who receives it?

What attribution or measurement approach applies?

Platform, GA4, blended, any lift or benchmarking work.

What would make this campaign a clear success, and what is the minimum acceptable result?

11 Approvals and Stakeholders

This brief will be shared with the client for sign-off.

Who signs off the brief, the creative, and the go-live?

Who are the day-to-day contacts on both sides, and what are approval turnarounds?

Once this brief is confirmed we will build the campaign plan, set up tracking, and share timings for sign-off before launch.

Fluro Digital