{"ok":true,"passport":{"revision_id":"bde4444b-7a68-49f0-bb7c-f04c55d15d51","revision_origin":"course","name":"HANDSHAKE AID LIMITED","city":"Canterbury","state":"VIC","slug":"handshake-aid-limited-59e6e7033e","canonical_url":"https://mcp-api.admin.gnr.media/public/passports/handshake-aid-limited-59e6e7033e","marketing_passport_html_url":"https://mcp-api.admin.gnr.media/public/passports/handshake-aid-limited-59e6e7033e","compiled_text":"HANDSHAKE AID LIMITED\nMarketing Passport\n\nYour complete marketing foundation, organised in one place.\n\n1. Business Basics\nWebsite Address\nhttps://handshakeaid.org/\n\nBusiness Stage\nGrowing\n\nCountry\nAustralia\n\nWhich industry best describes your primary business?\nCharity / not-for-profit — education support and child welfare. In plain customer language: an Australian children's charity that gets school essentials to public school students living with hardship.\n\nHow does your business primarily operate?\nWe partner directly with public schools rather than working through layers of bureaucracy. Teachers, principals and wellbeing staff tell us which students need help; we verify the need with the school and deliver food, uniforms, stationery, technology and other essentials straight to the school, so support reaches the student quickly and discreetly. Funding comes from public donations, regular givers and corporate partners, almost entirely online. Schools and families pay nothing and fill in no means-testing paperwork.\n\nWhere do you currently serve customers?\nAustralia-wide. We support public schools across the country and accept donations from anywhere in Australia. Donations over $2 are tax deductible (ACNC-registered charity, ABN 53 600 099 465).\n\nIf you have a physical presence, where is it located?\nPo Box 220, Canterbury, VIC, 3126, AUSTRALIA\n\nWhich location matters most for your growth right now?\nVictoria, Australia, national.\n\n2. Mission, Vision, and Values\nMission (what you do and who you help?)\nWe make sure every student has what they need to succeed — academically and personally. Handshake Aid brings hope, relief and opportunity to vulnerable public school students in Australia by meeting the practical needs that get in the way of learning: food, uniforms, stationery and technology.\n\nVision (what success looks like in the future?)\nAn Australia where no child's education is limited by their circumstances. Over the next 2-5 years we want Handshake Aid to be the charity every Australian public school knows to call when a student needs a hand — with support delivered in days rather than months, and thousands of students helped each year.\n\nCore values (3–5 guiding principles)\n1. Act fast. A child who needs shoes today cannot wait for a committee.\n2. Every child is seen. The students who fly under the radar are the ones we go looking for.\n3. Dignity first. Support arrives discreetly through the school and never singles a child out.\n4. Trust the teachers. Schools know their students best, so we work with them, not around them.\n5. Honest with every dollar. Donors can see what their money bought.\n\n3. Products and Services\nList of core products/services.\nThe High Five — a one-off donation that funds immediate essentials for a student in need.\nThe Long Hug — ongoing, personalised, school-centred support for students facing long-term hardship.\nGift a Teacher a Coffee — a small gift that puts resources into a classroom and backs the teacher doing the work.\nSchool partnership program — direct supply of uniforms, stationery, technology and meals to partner public schools.\nCorporate and community partnerships — workplace giving, sponsorship and in-kind support.\n\nOutcomes: the results your customers get.\nStudents turn up fed, in a proper uniform and with the supplies they need, so they can actually learn.\nTeachers stop paying for classroom essentials out of their own pocket.\nSchools get help within days of asking, not at the end of a funding cycle.\nFamilies under financial pressure get relief without having to ask for charity in front of their kids.\nDonors get a tax-deductible receipt and a clear picture of what their gift paid for.\n\nPricing: how you package or charge for your work.\nDonation-based, not fee-based. Supporters give a one-off amount (The High Five), set up a recurring monthly gift (The Long Hug), or make a small gift to a classroom (Gift a Teacher a Coffee). All donations over $2 are tax deductible. Corporate partners can sponsor a school or a program by agreement. Schools and families pay nothing. Giving is handled through our online donation portal.\n\nHero Offer: the offer that drives most of your revenue.\nThe Long Hug — recurring monthly giving. It is the offer to lead with, because predictable income is what lets us commit to a student for a whole school year instead of a one-off drop. [Confirm against your actual giving data — if one-off High Five gifts currently bring in more, say so and we will position accordingly.]\n\n4. Audience and Customers\nIdeal customer profile (plain English).\nTwo groups.\n1. Givers: Australians roughly 30-60, often parents, teachers or ex-teachers, who care about kids and want a donation that does something concrete and local. They want to picture the uniform, the lunch, the laptop — not an admin overhead figure.\n2. Schools: principals, assistant principals and wellbeing or welfare coordinators at Australian public schools in lower-income areas. They already know which students are struggling and are tired of being told to fill in a form and wait.\n\nCustomer segments (if you serve more than one type of customer).\n1. One-off donors — moved by a story, want to help right now.\n2. Regular monthly givers — the backbone of funding, want to feel part of something ongoing.\n3. Corporate and small-business partners — want visible community impact and a partner who reports properly.\n4. Partner schools — recipients rather than payers, but they refer the students and validate the work.\n5. Teachers — advocates who share our work and request help for their classrooms.\n\nCustomer Problems: the challenges they face.\nSchools: kids arriving without breakfast or a jumper, and no budget line to fix it.\nTeachers: buying stationery and food for their class out of their own money.\nFamilies: cannot afford the uniform, and do not want their child to be the one who stands out.\nDonors: want to help but do not know whether the money actually reaches a child or disappears into overheads.\nEveryone: existing support is slow, paperwork-heavy and often arrives after the moment has passed.\n\nWhy do customers choose you?\nBecause we move fast and we work through the school. No means-testing paperwork for the family, no waiting list, and no child publicly identified. Donors choose us because the help is tangible and local, we are an ACNC-registered charity with tax-deductible giving, and they can see exactly what their donation bought.\n\n5. Competitors and Differentiators\nDirect Competitors: businesses offering similar products or services.\nOther Australian children's and education charities working in the same space — The Smith Family, State Schools' Relief and equivalent state uniform and supplies schemes, Ardoch, Foodbank Australia and school breakfast programs, plus local school chaplaincy and community welfare services.\n\nIndirect Competitors: alternatives your customers might choose instead.\nAnywhere a donor's money could go instead: large charities with national brand recognition, GoFundMe and other crowdfunding appeals, giving directly to a local school's own fundraiser, church and community groups, or doing nothing at all. On the school side: the school's own welfare budget, the parents' association, and teachers quietly paying for things themselves.\n\nYour Edge: what you do differently and why customers choose you.\nSpeed and directness. We partner straight with teachers and school leaders, so a request becomes a delivery in days, not months. There is no bureaucracy for a family to navigate and no child is singled out. And we do not just hand over money — we deliver the actual thing the student needs: the uniform, the meal, the laptop, the stationery.\n\n6. Brand Positioning and Messaging\nPositioning Statement: the core idea you want to own.\nHandshake Aid is the charity Australian public schools call when a student needs help now — practical essentials delivered straight to the school, fast and without red tape.\n\nShort pitch / 7-second explanation.\nWe are an Australian charity that gets uniforms, food, stationery and tech to public school kids doing it tough — straight through their school, usually within days.\n\nHooks/Taglines: memorable lines that spark interest.\nHelp the children. Help the classroom. Help the community.\nAid for a brighter future.\nSome kids fly under the radar. We go looking for them.\nNo child should have to learn on an empty stomach.\nA handshake, not a hand-out.\nGive a high five. Change a school day.\n\nTone of Voice: choose the style that fits your brand.\nWarm, plain-spoken and hopeful. Human before institutional. We sound like a teacher who cares, not a fundraising department: short sentences, real examples, no jargon, no guilt-tripping or shock tactics. Confident and action-oriented — here is the problem, here is exactly what your help does.\n\n7. Brand Story\nWho is your ideal customer?\nA student at an Australian public school whose family is under financial pressure — the kid without a lunch, without a proper uniform, without a laptop for homework. And the teacher who notices and does not have the resources to fix it.\n\nWhat are they struggling with?\nThey are trying to keep up at school while going without the basics. Hungry by mid-morning. Wearing the wrong uniform and hoping nobody notices. Missing excursions and homework because there is no device at home. The embarrassment weighs as much as the hardship, so most of them work hard at not being seen. Their teachers see it anyway, and end up paying out of their own pockets.\n\nHow does your brand help?\nThe school tells us what is needed. We check it, fund it and deliver it — food, uniforms, stationery, technology — straight to the school, quickly and discreetly. The Long Hug keeps that support going for students whose situation will not be solved in a week. The teacher stays the trusted face; we are the ones behind them making it possible.\n\nWhat does life look like after success?\nThe student turns up fed, in the right uniform, with the gear they need — and blends in like every other kid. They stay in class, keep up, and put the worry down. The teacher gets to teach instead of fundraise. The school becomes a place where every student can get on with learning.\n\n8. Brand Personality and Voice\nBrand personality traits.\nWarm, compassionate, practical, direct, dependable, hopeful. We are the friend who turns up with what is needed rather than asking what they can do.\n\nVoice Guidelines: the do's and don'ts that keep your communication consistent.\nDo: plain English and short sentences. Real stories from real classrooms. Name the actual item — a jumper, a lunch, a laptop. Active voice and a clear ask. Thank donors and teachers by name where they have agreed to it. Say student or kid.\nDo not: charity jargon (beneficiaries, stakeholders, leverage, impactful). Pity or guilt language and sad-child cliches. Identify a student or school without written permission. Claim impact numbers we cannot evidence. ALL CAPS urgency or countdown pressure.\n\nOne-Word Descriptor: the single word that captures your brand's essence.\nCompassion\n\n9. Brand Style Guide\nLogo [upload].\nLogo: a winged heart symbol above the HANDSHAKE AID wordmark — coral/red heart, black wordmark with an underline rule.\nClear space: leave at least the height of the heart clear on all sides.\nUse the full lock-up (symbol plus wordmark) wherever space allows; use the heart alone only as a small icon such as a favicon or social avatar.\nPrefer white or very light backgrounds; use a reversed white version on dark or photographic backgrounds.\nDo not recolour the heart, stretch or rotate the lock-up, add shadows or outlines, place it over busy photography, or retype the wordmark in another font.\n\nBrand colour # numbers\nPrimary gold #F7BD1C — the action colour, reserved for Donate Now buttons and highlights so donate always reads the same way.\nBlack #000000 — headlines and body text.\nWhite #FFFFFF — main background.\nOff-white #FAFAFA — alternating sections.\nWarm orange #F6AD55 — secondary accent.\nCoral/red from the logo heart — accent only, used sparingly.\n\nFonts / typography.\nHeadlines: Playfair Display (serif) — warm, human, a little editorial.\nBody: Lato, with Inter as the interface fallback — clean and readable on screen.\nMontserrat appears in places; recommend consolidating on a single sans-serif for consistency.\nFeel: readable and personal, never corporate.\n\nVisual preferences.\nReal photography of Australian school life — classrooms, playgrounds, uniforms, teachers — in warm natural light, candid rather than posed. Show students with dignity: hopeful moments, not pity shots, and never a recognisable face without written consent (use hands, back-of-head, or the supplied items where consent is not in place). Generous white space, one clear message per section, gold used sparingly and only for calls to action.\nAvoid: generic stock photography, imagery that is not recognisably Australian, dark or sombre treatments, cluttered layouts, and stock smiling-children shots.\n\n10. Website and Infrastructure\nWhat website platform do you use? Tick one. If you select other, please provide the platform name.\nOther HighLevel (GoHighLevel). The site is built and served on the HighLevel / LeadConnector platform, managed with GNR Media.\n\nWhere is your Domain or DNS hosted?\nMicrosoft Office 365 (O365 under davids@mylife.com.au)\n\n11. Marketing Channels\nCurrent channels in use.\nWebsite handshakeaid.org with online giving through our donation portal. Facebook, Instagram, LinkedIn and YouTube (@handshakeaid). Blog and stories on the site. Direct relationships with partner schools and teachers. Referral and support partners: iprenewal, Cashwise, Give and Receive, MyLife, GNR Media.\n\nChannels you want to use next.\nEmail first — a regular donor newsletter and a welcome sequence for new givers. It is the highest-value next channel and is already possible in HighLevel.\nSEO — the search terms schools and donors actually use, built on the blog and program pages.\nA dedicated monthly giving campaign for The Long Hug.\nLater: Google Ad Grants (free search advertising for eligible charities) and short-form video from real school visits.\n\nPaid vs organic mix (if any).\nOrganic only at present. The recommended first paid step is Google Ad Grants rather than paid social, since it is free to eligible Australian charities. Organic story content and email do the nurture work; any paid spend should follow once the email journey and donation-page conversion are working.\n\n12. Marketing Assets\nExisting assets (logo files, photos, videos, testimonials, case studies, written content).\nHave: logo files, website copy and blog articles, program pages (The High Five, The Long Hug, Gift a Teacher a Coffee), at least one published teacher testimonial (Clare Efron), partner logos, four social profiles, ACNC registration and ABN details.\nMissing or thin: a consented photo library from partner schools, video, case studies with real numbers, an annual impact report, donor email templates, and a one-page corporate partnership pack.\nNeeds updating: the program pages do not yet say what a given donation amount actually buys — that is the single highest-impact fix.\n\n13. Keywords and SEO Focus\nCore topics you want to be known for.\nStudent poverty and educational disadvantage in Australia.\nSchool uniforms, food and supplies for kids in need.\nHow teachers and schools can get help for struggling students.\nWhere charity donations actually go.\nTax-deductible giving in Australia.\nBuilding stronger school communities.\n\nPrimary keywords/themes (the search terms and themes your ideal customers actually use)\ncharity for school students Australia; donate school supplies Australia; help kids in need Australia; school uniform assistance Australia; free school supplies for students in need; children's charity Australia; tax deductible donation Australia; support for vulnerable students; help for teachers with classroom supplies; donate to a school in Australia; monthly giving children's charity; how to help a student who cannot afford lunch.\n\n14. Goals and Success Metrics\nPrimary business goal (your main focus for the next 6–12 months).\nGrow reliable recurring income so we can commit to more students for a full school year, and expand the number of Australian public schools we partner with. Over the next 6-12 months that means building a base of monthly givers through The Long Hug and signing on new partner schools. [To confirm: your target numbers for monthly donors and partner schools.]\n\nKey outcomes you care about (leads, sales, visibility, etc.).\nStudents supported (count).\nPartner schools (count).\nMonthly recurring donors and monthly recurring revenue.\nAverage time from a school's request to delivery.\nTotal donations and average gift size.\nEmail list size, open and click rates.\nWebsite traffic and donation-page conversion rate.\n\nBiggest constraints: what's limiting progress (time, budget, clarity, systems).\nTime and people — a small team doing delivery and fundraising at the same time.\nBudget — marketing spend has to be modest and defensible, so effort must go where it compounds (email, SEO, recurring giving).\nContent — not enough consented photography, video or hard impact numbers to tell the story convincingly.\nSystems — giving and donor follow-up are not yet joined into one repeatable journey.","compiled_search_text":"handshake aid limited marketing passport your complete marketing foundation, organised in one place. 1. business basics website address https://handshakeaid.org/ business stage growing country australia which industry best describes your primary business? charity / not-for-profit — education support and child welfare. in plain customer language: an australian children's charity that gets school essentials to public school students living with hardship. how does your business primarily operate? we partner directly with public schools rather than working through layers of bureaucracy. teachers, principals and wellbeing staff tell us which students need help; we verify the need with the school and deliver food, uniforms, stationery, technology and other essentials straight to the school, so support reaches the student quickly and discreetly. funding comes from public donations, regular givers and corporate partners, almost entirely online. schools and families pay nothing and fill in no means-testing paperwork. where do you currently serve customers? australia-wide. we support public schools across the country and accept donations from anywhere in australia. donations over $2 are tax deductible (acnc-registered charity, abn 53 600 099 465). if you have a physical presence, where is it located? po box 220, canterbury, vic, 3126, australia which location matters most for your growth right now? victoria, australia, national. 2. mission, vision, and values mission (what you do and who you help?) we make sure every student has what they need to succeed — academically and personally. handshake aid brings hope, relief and opportunity to vulnerable public school students in australia by meeting the practical needs that get in the way of learning: food, uniforms, stationery and technology. vision (what success looks like in the future?) an australia where no child's education is limited by their circumstances. over the next 2-5 years we want handshake aid to be the charity every australian public school knows to call when a student needs a hand — with support delivered in days rather than months, and thousands of students helped each year. core values (3–5 guiding principles) 1. act fast. a child who needs shoes today cannot wait for a committee. 2. every child is seen. the students who fly under the radar are the ones we go looking for. 3. dignity first. support arrives discreetly through the school and never singles a child out. 4. trust the teachers. schools know their students best, so we work with them, not around them. 5. honest with every dollar. donors can see what their money bought. 3. products and services list of core products/services. the high five — a one-off donation that funds immediate essentials for a student in need. the long hug — ongoing, personalised, school-centred support for students facing long-term hardship. gift a teacher a coffee — a small gift that puts resources into a classroom and backs the teacher doing the work. school partnership program — direct supply of uniforms, stationery, technology and meals to partner public schools. corporate and community partnerships — workplace giving, sponsorship and in-kind support. outcomes: the results your customers get. students turn up fed, in a proper uniform and with the supplies they need, so they can actually learn. teachers stop paying for classroom essentials out of their own pocket. schools get help within days of asking, not at the end of a funding cycle. families under financial pressure get relief without having to ask for charity in front of their kids. donors get a tax-deductible receipt and a clear picture of what their gift paid for. pricing: how you package or charge for your work. donation-based, not fee-based. supporters give a one-off amount (the high five), set up a recurring monthly gift (the long hug), or make a small gift to a classroom (gift a teacher a coffee). all donations over $2 are tax deductible. corporate partners can sponsor a school or a program by agreement. schools and families pay nothing. giving is handled through our online donation portal. hero offer: the offer that drives most of your revenue. the long hug — recurring monthly giving. it is the offer to lead with, because predictable income is what lets us commit to a student for a whole school year instead of a one-off drop. [confirm against your actual giving data — if one-off high five gifts currently bring in more, say so and we will position accordingly.] 4. audience and customers ideal customer profile (plain english). two groups. 1. givers: australians roughly 30-60, often parents, teachers or ex-teachers, who care about kids and want a donation that does something concrete and local. they want to picture the uniform, the lunch, the laptop — not an admin overhead figure. 2. schools: principals, assistant principals and wellbeing or welfare coordinators at australian public schools in lower-income areas. they already know which students are struggling and are tired of being told to fill in a form and wait. customer segments (if you serve more than one type of customer). 1. one-off donors — moved by a story, want to help right now. 2. regular monthly givers — the backbone of funding, want to feel part of something ongoing. 3. corporate and small-business partners — want visible community impact and a partner who reports properly. 4. partner schools — recipients rather than payers, but they refer the students and validate the work. 5. teachers — advocates who share our work and request help for their classrooms. customer problems: the challenges they face. schools: kids arriving without breakfast or a jumper, and no budget line to fix it. teachers: buying stationery and food for their class out of their own money. families: cannot afford the uniform, and do not want their child to be the one who stands out. donors: want to help but do not know whether the money actually reaches a child or disappears into overheads. everyone: existing support is slow, paperwork-heavy and often arrives after the moment has passed. why do customers choose you? because we move fast and we work through the school. no means-testing paperwork for the family, no waiting list, and no child publicly identified. donors choose us because the help is tangible and local, we are an acnc-registered charity with tax-deductible giving, and they can see exactly what their donation bought. 5. competitors and differentiators direct competitors: businesses offering similar products or services. other australian children's and education charities working in the same space — the smith family, state schools' relief and equivalent state uniform and supplies schemes, ardoch, foodbank australia and school breakfast programs, plus local school chaplaincy and community welfare services. indirect competitors: alternatives your customers might choose instead. anywhere a donor's money could go instead: large charities with national brand recognition, gofundme and other crowdfunding appeals, giving directly to a local school's own fundraiser, church and community groups, or doing nothing at all. on the school side: the school's own welfare budget, the parents' association, and teachers quietly paying for things themselves. your edge: what you do differently and why customers choose you. speed and directness. we partner straight with teachers and school leaders, so a request becomes a delivery in days, not months. there is no bureaucracy for a family to navigate and no child is singled out. and we do not just hand over money — we deliver the actual thing the student needs: the uniform, the meal, the laptop, the stationery. 6. brand positioning and messaging positioning statement: the core idea you want to own. handshake aid is the charity australian public schools call when a student needs help now — practical essentials delivered straight to the school, fast and without red tape. short pitch / 7-second explanation. we are an australian charity that gets uniforms, food, stationery and tech to public school kids doing it tough — straight through their school, usually within days. hooks/taglines: memorable lines that spark interest. help the children. help the classroom. help the community. aid for a brighter future. some kids fly under the radar. we go looking for them. no child should have to learn on an empty stomach. a handshake, not a hand-out. give a high five. change a school day. tone of voice: choose the style that fits your brand. warm, plain-spoken and hopeful. human before institutional. we sound like a teacher who cares, not a fundraising department: short sentences, real examples, no jargon, no guilt-tripping or shock tactics. confident and action-oriented — here is the problem, here is exactly what your help does. 7. brand story who is your ideal customer? a student at an australian public school whose family is under financial pressure — the kid without a lunch, without a proper uniform, without a laptop for homework. and the teacher who notices and does not have the resources to fix it. what are they struggling with? they are trying to keep up at school while going without the basics. hungry by mid-morning. wearing the wrong uniform and hoping nobody notices. missing excursions and homework because there is no device at home. the embarrassment weighs as much as the hardship, so most of them work hard at not being seen. their teachers see it anyway, and end up paying out of their own pockets. how does your brand help? the school tells us what is needed. we check it, fund it and deliver it — food, uniforms, stationery, technology — straight to the school, quickly and discreetly. the long hug keeps that support going for students whose situation will not be solved in a week. the teacher stays the trusted face; we are the ones behind them making it possible. what does life look like after success? the student turns up fed, in the right uniform, with the gear they need — and blends in like every other kid. they stay in class, keep up, and put the worry down. the teacher gets to teach instead of fundraise. the school becomes a place where every student can get on with learning. 8. brand personality and voice brand personality traits. warm, compassionate, practical, direct, dependable, hopeful. we are the friend who turns up with what is needed rather than asking what they can do. voice guidelines: the do's and don'ts that keep your communication consistent. do: plain english and short sentences. real stories from real classrooms. name the actual item — a jumper, a lunch, a laptop. active voice and a clear ask. thank donors and teachers by name where they have agreed to it. say student or kid. do not: charity jargon (beneficiaries, stakeholders, leverage, impactful). pity or guilt language and sad-child cliches. identify a student or school without written permission. claim impact numbers we cannot evidence. all caps urgency or countdown pressure. one-word descriptor: the single word that captures your brand's essence. compassion 9. brand style guide logo [upload]. logo: a winged heart symbol above the handshake aid wordmark — coral/red heart, black wordmark with an underline rule. clear space: leave at least the height of the heart clear on all sides. use the full lock-up (symbol plus wordmark) wherever space allows; use the heart alone only as a small icon such as a favicon or social avatar. prefer white or very light backgrounds; use a reversed white version on dark or photographic backgrounds. do not recolour the heart, stretch or rotate the lock-up, add shadows or outlines, place it over busy photography, or retype the wordmark in another font. brand colour # numbers primary gold #f7bd1c — the action colour, reserved for donate now buttons and highlights so donate always reads the same way. black #000000 — headlines and body text. white #ffffff — main background. off-white #fafafa — alternating sections. warm orange #f6ad55 — secondary accent. coral/red from the logo heart — accent only, used sparingly. fonts / typography. headlines: playfair display (serif) — warm, human, a little editorial. body: lato, with inter as the interface fallback — clean and readable on screen. montserrat appears in places; recommend consolidating on a single sans-serif for consistency. feel: readable and personal, never corporate. visual preferences. real photography of australian school life — classrooms, playgrounds, uniforms, teachers — in warm natural light, candid rather than posed. show students with dignity: hopeful moments, not pity shots, and never a recognisable face without written consent (use hands, back-of-head, or the supplied items where consent is not in place). generous white space, one clear message per section, gold used sparingly and only for calls to action. avoid: generic stock photography, imagery that is not recognisably australian, dark or sombre treatments, cluttered layouts, and stock smiling-children shots. 10. website and infrastructure what website platform do you use? tick one. if you select other, please provide the platform name. other highlevel (gohighlevel). the site is built and served on the highlevel / leadconnector platform, managed with gnr media. where is your domain or dns hosted? microsoft office 365 (o365 under davids@mylife.com.au) 11. marketing channels current channels in use. website handshakeaid.org with online giving through our donation portal. facebook, instagram, linkedin and youtube (@handshakeaid). blog and stories on the site. direct relationships with partner schools and teachers. referral and support partners: iprenewal, cashwise, give and receive, mylife, gnr media. channels you want to use next. email first — a regular donor newsletter and a welcome sequence for new givers. it is the highest-value next channel and is already possible in highlevel. seo — the search terms schools and donors actually use, built on the blog and program pages. a dedicated monthly giving campaign for the long hug. later: google ad grants (free search advertising for eligible charities) and short-form video from real school visits. paid vs organic mix (if any). organic only at present. the recommended first paid step is google ad grants rather than paid social, since it is free to eligible australian charities. organic story content and email do the nurture work; any paid spend should follow once the email journey and donation-page conversion are working. 12. marketing assets existing assets (logo files, photos, videos, testimonials, case studies, written content). have: logo files, website copy and blog articles, program pages (the high five, the long hug, gift a teacher a coffee), at least one published teacher testimonial (clare efron), partner logos, four social profiles, acnc registration and abn details. missing or thin: a consented photo library from partner schools, video, case studies with real numbers, an annual impact report, donor email templates, and a one-page corporate partnership pack. needs updating: the program pages do not yet say what a given donation amount actually buys — that is the single highest-impact fix. 13. keywords and seo focus core topics you want to be known for. student poverty and educational disadvantage in australia. school uniforms, food and supplies for kids in need. how teachers and schools can get help for struggling students. where charity donations actually go. tax-deductible giving in australia. building stronger school communities. primary keywords/themes (the search terms and themes your ideal customers actually use) charity for school students australia; donate school supplies australia; help kids in need australia; school uniform assistance australia; free school supplies for students in need; children's charity australia; tax deductible donation australia; support for vulnerable students; help for teachers with classroom supplies; donate to a school in australia; monthly giving children's charity; how to help a student who cannot afford lunch. 14. goals and success metrics primary business goal (your main focus for the next 6–12 months). grow reliable recurring income so we can commit to more students for a full school year, and expand the number of australian public schools we partner with. over the next 6-12 months that means building a base of monthly givers through the long hug and signing on new partner schools. [to confirm: your target numbers for monthly donors and partner schools.] key outcomes you care about (leads, sales, visibility, etc.). students supported (count). partner schools (count). monthly recurring donors and monthly recurring revenue. average time from a school's request to delivery. total donations and average gift size. email list size, open and click rates. website traffic and donation-page conversion rate. biggest constraints: what's limiting progress (time, budget, clarity, systems). time and people — a small team doing delivery and fundraising at the same time. budget — marketing spend has to be modest and defensible, so effort must go where it compounds (email, seo, recurring giving). content — not enough consented photography, video or hard impact numbers to tell the story convincingly. systems — giving and donor follow-up are not yet joined into one repeatable journey.","content_hash":"b08ad2bf26cbbf7669e6e8f8c39447321b2812ece40767113f2065ce6d42382d","foundation_line":"Your complete marketing foundation, organised in one place.","published_at":"2026-08-23T14:20:33.138Z","logo_url":"https://mcp-api.admin.gnr.media/public/passports/handshake-aid-limited-59e6e7033e/logo","sections":[{"module_id":"m01","number":1,"heading":"Business Basics","anchor":"business-basics","blocks":[{"question":"Website Address","answer":"https://handshakeaid.org/"},{"question":"Business Stage","answer":"Growing"},{"question":"Country","answer":"Australia"},{"question":"Which industry best describes your primary business?","answer":"Charity / not-for-profit — education support and child welfare. In plain customer language: an Australian children's charity that gets school essentials to public school students living with hardship."},{"question":"How does your business primarily operate?","answer":"We partner directly with public schools rather than working through layers of bureaucracy. Teachers, principals and wellbeing staff tell us which students need help; we verify the need with the school and deliver food, uniforms, stationery, technology and other essentials straight to the school, so support reaches the student quickly and discreetly. Funding comes from public donations, regular givers and corporate partners, almost entirely online. Schools and families pay nothing and fill in no means-testing paperwork."},{"question":"Where do you currently serve customers?","answer":"Australia-wide. We support public schools across the country and accept donations from anywhere in Australia. Donations over $2 are tax deductible (ACNC-registered charity, ABN 53 600 099 465)."},{"question":"If you have a physical presence, where is it located?","answer":"Po Box 220, Canterbury, VIC, 3126, AUSTRALIA"},{"question":"Which location matters most for your growth right now?","answer":"Victoria, Australia, national."}]},{"module_id":"m02","number":2,"heading":"Mission, Vision, and Values","anchor":"mission-vision-and-values","blocks":[{"question":"Mission (what you do and who you help?)","answer":"We make sure every student has what they need to succeed — academically and personally. Handshake Aid brings hope, relief and opportunity to vulnerable public school students in Australia by meeting the practical needs that get in the way of learning: food, uniforms, stationery and technology."},{"question":"Vision (what success looks like in the future?)","answer":"An Australia where no child's education is limited by their circumstances. Over the next 2-5 years we want Handshake Aid to be the charity every Australian public school knows to call when a student needs a hand — with support delivered in days rather than months, and thousands of students helped each year."},{"question":"Core values (3–5 guiding principles)","answer":"1. Act fast. A child who needs shoes today cannot wait for a committee.\n2. Every child is seen. The students who fly under the radar are the ones we go looking for.\n3. Dignity first. Support arrives discreetly through the school and never singles a child out.\n4. Trust the teachers. Schools know their students best, so we work with them, not around them.\n5. Honest with every dollar. Donors can see what their money bought."}]},{"module_id":"m03","number":3,"heading":"Products and Services","anchor":"products-and-services","blocks":[{"question":"List of core products/services.","answer":"The High Five — a one-off donation that funds immediate essentials for a student in need.\nThe Long Hug — ongoing, personalised, school-centred support for students facing long-term hardship.\nGift a Teacher a Coffee — a small gift that puts resources into a classroom and backs the teacher doing the work.\nSchool partnership program — direct supply of uniforms, stationery, technology and meals to partner public schools.\nCorporate and community partnerships — workplace giving, sponsorship and in-kind support."},{"question":"Outcomes: the results your customers get.","answer":"Students turn up fed, in a proper uniform and with the supplies they need, so they can actually learn.\nTeachers stop paying for classroom essentials out of their own pocket.\nSchools get help within days of asking, not at the end of a funding cycle.\nFamilies under financial pressure get relief without having to ask for charity in front of their kids.\nDonors get a tax-deductible receipt and a clear picture of what their gift paid for."},{"question":"Pricing: how you package or charge for your work.","answer":"Donation-based, not fee-based. Supporters give a one-off amount (The High Five), set up a recurring monthly gift (The Long Hug), or make a small gift to a classroom (Gift a Teacher a Coffee). All donations over $2 are tax deductible. Corporate partners can sponsor a school or a program by agreement. Schools and families pay nothing. Giving is handled through our online donation portal."},{"question":"Hero Offer: the offer that drives most of your revenue.","answer":"The Long Hug — recurring monthly giving. It is the offer to lead with, because predictable income is what lets us commit to a student for a whole school year instead of a one-off drop. [Confirm against your actual giving data — if one-off High Five gifts currently bring in more, say so and we will position accordingly.]"}]},{"module_id":"m04","number":4,"heading":"Audience and Customers","anchor":"audience-and-customers","blocks":[{"question":"Ideal customer profile (plain English).","answer":"Two groups.\n1. Givers: Australians roughly 30-60, often parents, teachers or ex-teachers, who care about kids and want a donation that does something concrete and local. They want to picture the uniform, the lunch, the laptop — not an admin overhead figure.\n2. Schools: principals, assistant principals and wellbeing or welfare coordinators at Australian public schools in lower-income areas. They already know which students are struggling and are tired of being told to fill in a form and wait."},{"question":"Customer segments (if you serve more than one type of customer).","answer":"1. One-off donors — moved by a story, want to help right now.\n2. Regular monthly givers — the backbone of funding, want to feel part of something ongoing.\n3. Corporate and small-business partners — want visible community impact and a partner who reports properly.\n4. Partner schools — recipients rather than payers, but they refer the students and validate the work.\n5. Teachers — advocates who share our work and request help for their classrooms."},{"question":"Customer Problems: the challenges they face.","answer":"Schools: kids arriving without breakfast or a jumper, and no budget line to fix it.\nTeachers: buying stationery and food for their class out of their own money.\nFamilies: cannot afford the uniform, and do not want their child to be the one who stands out.\nDonors: want to help but do not know whether the money actually reaches a child or disappears into overheads.\nEveryone: existing support is slow, paperwork-heavy and often arrives after the moment has passed."},{"question":"Why do customers choose you?","answer":"Because we move fast and we work through the school. No means-testing paperwork for the family, no waiting list, and no child publicly identified. Donors choose us because the help is tangible and local, we are an ACNC-registered charity with tax-deductible giving, and they can see exactly what their donation bought."}]},{"module_id":"m05","number":5,"heading":"Competitors and Differentiators","anchor":"competitors-and-differentiators","blocks":[{"question":"Direct Competitors: businesses offering similar products or services.","answer":"Other Australian children's and education charities working in the same space — The Smith Family, State Schools' Relief and equivalent state uniform and supplies schemes, Ardoch, Foodbank Australia and school breakfast programs, plus local school chaplaincy and community welfare services."},{"question":"Indirect Competitors: alternatives your customers might choose instead.","answer":"Anywhere a donor's money could go instead: large charities with national brand recognition, GoFundMe and other crowdfunding appeals, giving directly to a local school's own fundraiser, church and community groups, or doing nothing at all. On the school side: the school's own welfare budget, the parents' association, and teachers quietly paying for things themselves."},{"question":"Your Edge: what you do differently and why customers choose you.","answer":"Speed and directness. We partner straight with teachers and school leaders, so a request becomes a delivery in days, not months. There is no bureaucracy for a family to navigate and no child is singled out. And we do not just hand over money — we deliver the actual thing the student needs: the uniform, the meal, the laptop, the stationery."}]},{"module_id":"m06","number":6,"heading":"Brand Positioning and Messaging","anchor":"brand-positioning-and-messaging","blocks":[{"question":"Positioning Statement: the core idea you want to own.","answer":"Handshake Aid is the charity Australian public schools call when a student needs help now — practical essentials delivered straight to the school, fast and without red tape."},{"question":"Short pitch / 7-second explanation.","answer":"We are an Australian charity that gets uniforms, food, stationery and tech to public school kids doing it tough — straight through their school, usually within days."},{"question":"Hooks/Taglines: memorable lines that spark interest.","answer":"Help the children. Help the classroom. Help the community.\nAid for a brighter future.\nSome kids fly under the radar. We go looking for them.\nNo child should have to learn on an empty stomach.\nA handshake, not a hand-out.\nGive a high five. Change a school day."},{"question":"Tone of Voice: choose the style that fits your brand.","answer":"Warm, plain-spoken and hopeful. Human before institutional. We sound like a teacher who cares, not a fundraising department: short sentences, real examples, no jargon, no guilt-tripping or shock tactics. Confident and action-oriented — here is the problem, here is exactly what your help does."}]},{"module_id":"m07","number":7,"heading":"Brand Story","anchor":"brand-story","blocks":[{"question":"Who is your ideal customer?","answer":"A student at an Australian public school whose family is under financial pressure — the kid without a lunch, without a proper uniform, without a laptop for homework. And the teacher who notices and does not have the resources to fix it."},{"question":"What are they struggling with?","answer":"They are trying to keep up at school while going without the basics. Hungry by mid-morning. Wearing the wrong uniform and hoping nobody notices. Missing excursions and homework because there is no device at home. The embarrassment weighs as much as the hardship, so most of them work hard at not being seen. Their teachers see it anyway, and end up paying out of their own pockets."},{"question":"How does your brand help?","answer":"The school tells us what is needed. We check it, fund it and deliver it — food, uniforms, stationery, technology — straight to the school, quickly and discreetly. The Long Hug keeps that support going for students whose situation will not be solved in a week. The teacher stays the trusted face; we are the ones behind them making it possible."},{"question":"What does life look like after success?","answer":"The student turns up fed, in the right uniform, with the gear they need — and blends in like every other kid. They stay in class, keep up, and put the worry down. The teacher gets to teach instead of fundraise. The school becomes a place where every student can get on with learning."}]},{"module_id":"m08","number":8,"heading":"Brand Personality and Voice","anchor":"brand-personality-and-voice","blocks":[{"question":"Brand personality traits.","answer":"Warm, compassionate, practical, direct, dependable, hopeful. We are the friend who turns up with what is needed rather than asking what they can do."},{"question":"Voice Guidelines: the do's and don'ts that keep your communication consistent.","answer":"Do: plain English and short sentences. Real stories from real classrooms. Name the actual item — a jumper, a lunch, a laptop. Active voice and a clear ask. Thank donors and teachers by name where they have agreed to it. Say student or kid.\nDo not: charity jargon (beneficiaries, stakeholders, leverage, impactful). Pity or guilt language and sad-child cliches. Identify a student or school without written permission. Claim impact numbers we cannot evidence. ALL CAPS urgency or countdown pressure."},{"question":"One-Word Descriptor: the single word that captures your brand's essence.","answer":"Compassion"}]},{"module_id":"m09","number":9,"heading":"Brand Style Guide","anchor":"brand-style-guide","blocks":[{"question":"Logo [upload].","answer":"Logo: a winged heart symbol above the HANDSHAKE AID wordmark — coral/red heart, black wordmark with an underline rule.\nClear space: leave at least the height of the heart clear on all sides.\nUse the full lock-up (symbol plus wordmark) wherever space allows; use the heart alone only as a small icon such as a favicon or social avatar.\nPrefer white or very light backgrounds; use a reversed white version on dark or photographic backgrounds.\nDo not recolour the heart, stretch or rotate the lock-up, add shadows or outlines, place it over busy photography, or retype the wordmark in another font."},{"question":"Brand colour # numbers","answer":"Primary gold #F7BD1C — the action colour, reserved for Donate Now buttons and highlights so donate always reads the same way.\nBlack #000000 — headlines and body text.\nWhite #FFFFFF — main background.\nOff-white #FAFAFA — alternating sections.\nWarm orange #F6AD55 — secondary accent.\nCoral/red from the logo heart — accent only, used sparingly."},{"question":"Fonts / typography.","answer":"Headlines: Playfair Display (serif) — warm, human, a little editorial.\nBody: Lato, with Inter as the interface fallback — clean and readable on screen.\nMontserrat appears in places; recommend consolidating on a single sans-serif for consistency.\nFeel: readable and personal, never corporate."},{"question":"Visual preferences.","answer":"Real photography of Australian school life — classrooms, playgrounds, uniforms, teachers — in warm natural light, candid rather than posed. Show students with dignity: hopeful moments, not pity shots, and never a recognisable face without written consent (use hands, back-of-head, or the supplied items where consent is not in place). Generous white space, one clear message per section, gold used sparingly and only for calls to action.\nAvoid: generic stock photography, imagery that is not recognisably Australian, dark or sombre treatments, cluttered layouts, and stock smiling-children shots."}]},{"module_id":"m10","number":10,"heading":"Website and Infrastructure","anchor":"website-and-infrastructure","blocks":[{"question":"What website platform do you use? Tick one. If you select other, please provide the platform name.","answer":"Other HighLevel (GoHighLevel). The site is built and served on the HighLevel / LeadConnector platform, managed with GNR Media."},{"question":"Where is your Domain or DNS hosted?","answer":"Microsoft Office 365 (O365 under davids@mylife.com.au)"}]},{"module_id":"m11","number":11,"heading":"Marketing Channels","anchor":"marketing-channels","blocks":[{"question":"Current channels in use.","answer":"Website handshakeaid.org with online giving through our donation portal. Facebook, Instagram, LinkedIn and YouTube (@handshakeaid). Blog and stories on the site. Direct relationships with partner schools and teachers. Referral and support partners: iprenewal, Cashwise, Give and Receive, MyLife, GNR Media."},{"question":"Channels you want to use next.","answer":"Email first — a regular donor newsletter and a welcome sequence for new givers. It is the highest-value next channel and is already possible in HighLevel.\nSEO — the search terms schools and donors actually use, built on the blog and program pages.\nA dedicated monthly giving campaign for The Long Hug.\nLater: Google Ad Grants (free search advertising for eligible charities) and short-form video from real school visits."},{"question":"Paid vs organic mix (if any).","answer":"Organic only at present. The recommended first paid step is Google Ad Grants rather than paid social, since it is free to eligible Australian charities. Organic story content and email do the nurture work; any paid spend should follow once the email journey and donation-page conversion are working."}]},{"module_id":"m12","number":12,"heading":"Marketing Assets","anchor":"marketing-assets","blocks":[{"question":"Existing assets (logo files, photos, videos, testimonials, case studies, written content).","answer":"Have: logo files, website copy and blog articles, program pages (The High Five, The Long Hug, Gift a Teacher a Coffee), at least one published teacher testimonial (Clare Efron), partner logos, four social profiles, ACNC registration and ABN details.\nMissing or thin: a consented photo library from partner schools, video, case studies with real numbers, an annual impact report, donor email templates, and a one-page corporate partnership pack.\nNeeds updating: the program pages do not yet say what a given donation amount actually buys — that is the single highest-impact fix."}]},{"module_id":"m13","number":13,"heading":"Keywords and SEO Focus","anchor":"keywords-and-seo-focus","blocks":[{"question":"Core topics you want to be known for.","answer":"Student poverty and educational disadvantage in Australia.\nSchool uniforms, food and supplies for kids in need.\nHow teachers and schools can get help for struggling students.\nWhere charity donations actually go.\nTax-deductible giving in Australia.\nBuilding stronger school communities."},{"question":"Primary keywords/themes (the search terms and themes your ideal customers actually use)","answer":"charity for school students Australia; donate school supplies Australia; help kids in need Australia; school uniform assistance Australia; free school supplies for students in need; children's charity Australia; tax deductible donation Australia; support for vulnerable students; help for teachers with classroom supplies; donate to a school in Australia; monthly giving children's charity; how to help a student who cannot afford lunch."}]},{"module_id":"m14","number":14,"heading":"Goals and Success Metrics","anchor":"goals-and-success-metrics","blocks":[{"question":"Primary business goal (your main focus for the next 6–12 months).","answer":"Grow reliable recurring income so we can commit to more students for a full school year, and expand the number of Australian public schools we partner with. Over the next 6-12 months that means building a base of monthly givers through The Long Hug and signing on new partner schools. [To confirm: your target numbers for monthly donors and partner schools.]"},{"question":"Key outcomes you care about (leads, sales, visibility, etc.).","answer":"Students supported (count).\nPartner schools (count).\nMonthly recurring donors and monthly recurring revenue.\nAverage time from a school's request to delivery.\nTotal donations and average gift size.\nEmail list size, open and click rates.\nWebsite traffic and donation-page conversion rate."},{"question":"Biggest constraints: what's limiting progress (time, budget, clarity, systems).","answer":"Time and people — a small team doing delivery and fundraising at the same time.\nBudget — marketing spend has to be modest and defensible, so effort must go where it compounds (email, SEO, recurring giving).\nContent — not enough consented photography, video or hard impact numbers to tell the story convincingly.\nSystems — giving and donor follow-up are not yet joined into one repeatable journey."}]}]}}