IDEA launch
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IRUSA
IDEA
Executive summary
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Phases:
Foundation
Build Readiness
Controlled Transition
Public Launch
Stabilize
Sustain
All Hands
5
Throughline presentation deck for all-hands
All Hands
YS
High
Not Started
Aug 24
All-hands run of show + AV plan
All Hands
MA
High
Not Started
Aug 24
Ahmed opening announcement speech (all-hands, 2:00 PM Sept 14)
All Hands
MA
High
Not Started
Sep 1
Staff town hall — all-hands presentation with manager talking points + FAQ
All Hands
MA
Critical
Not Started
Sep 7
Coordinate simultaneous digital go-live — 2:00 PM ET trigger
All Hands
MA
Critical
Not Started
Sep 14
Add task
Brand
11
Compile all prior logo and identity iterations with rationale
Brand
—
High
Not Started
Jul 31
Final logo and visual identity — board decision
Gate G4
Brand
—
Critical
Blocked
Aug 7
Board logo approval (Gate G4 clearance)
Brand
—
Critical
Not Started
Aug 7
Complete visual identity system (master logos, wordmark, lockups, colors, typography)
1/3
Brand
—
Critical
In Progress
Aug 10
Asset freeze date set — changes after freeze are controlled change requests
Brand
—
High
Not Started
Aug 10
Brand standards guide (PDF)
1/3
Brand
—
High
Not Started
Aug 14
Master asset library — approved, archived, and prohibited folders
Brand
—
High
Not Started
Aug 14
IDEA wordmark files (SVG, PNG, AI, EPS — all formats)
Brand
—
High
Not Started
Aug 14
Co-branding rules and do/don't examples
Brand
—
Normal
Not Started
Aug 17
Accessibility rules for IDEA mark (WCAG contrast)
Brand
—
Normal
Not Started
Aug 17
Website visual assets (hero image, favicon, OG images)
Brand
—
High
Not Started
Aug 24
Add task
Cascade Comms
6
Vendor notice template (name-change notification)
Cascade Comms
—
Normal
Not Started
Aug 17
Scholar/imam private briefing plan (AMJA, Yaqeen, Zaytuna-affiliated)
Cascade Comms
OS
High
Not Started
Aug 24
Partner toolkit: announcement copy, logo files, FAQ link, social cards, co-branding guide
Cascade Comms
—
High
Not Started
Aug 24
Key mosque and Muslim community org pre-brief outreach plan
Cascade Comms
BS
High
Not Started
Aug 24
Strategic partner / mosque pre-briefs (direct calls + briefing memo)
Cascade Comms
BS
High
Not Started
Sep 7
Scholar and imam private briefings complete
Cascade Comms
OS
High
Not Started
Sep 7
Add task
Content
12
Confirm content production resources (footage inventory, CEO availability, field stories)
Content
LE
High
Not Started
Aug 1
Develop content pillar framework (7 pillars: Continuity/trust, Development/empowerment, Faith in action, American Muslim identity, Proof of impact, People of IDEA, Campaign/emergency)
Content
LE
High
Not Started
Aug 10
Organic social: launch grid, short-form video, quote cards, FAQ clip series, field content system
Content
LE
High
Not Started
Aug 24
Produce Week 1 launch content sequence (T–14 to T–1)
Content
LE
High
Not Started
Aug 24
Confirm media/content capture plan for Africa trip (IShowSpeed streaming throughout)
Content
LE
High
Not Started
Sep 1
IDEA brand launch video (CEO-led, ~2 min)
1/3
Content
LE
OS
Critical
Not Started
Sep 1
Social launch grid (sequence: launch morning → afternoon → D+1 → D+14)
Content
—
High
Not Started
Sep 1
Produce launch day content package (morning + afternoon)
Content
LE
Critical
Not Started
Sep 7
Post-launch content series (D+1 to D+14): what changes / what stays, recurring donor reassurance, FAQ clips, field impact
Content
LE
High
Not Started
Sep 7
Social identity switch — all platforms simultaneously
Content
—
Critical
Not Started
Sep 14
Evergreen content series (D+15 to D+45): acquisition creative, regional stories, influencer content, donor conversion
Content
LE
High
Not Started
Sep 21
Annual report redesign brief (first IDEA annual report)
Content
—
Normal
Not Started
Oct 15
Add task
Donor Relations
11
Segment donor file (top/major, recurring, active, lapsed, first-time, institutional, event-based)
1/3
Donor Relations
OS
BS
High
Not Started
Aug 10
Send calendar — single doc, suppression rules, veto authority designated
Donor Relations
BS
High
Not Started
Aug 10
Draft recurring-donor continuity message (no action required unless reauth necessary)
Donor Relations
—
High
Not Started
Aug 17
Prepare personalized CEO outreach package for top donors
Donor Relations
OS
High
Not Started
Aug 24
Update call-center and Donor Stewardship Services scripts
Donor Relations
—
High
Not Started
Aug 24
Create donor escalation paths for legal, account, restricted-fund, zakat, and payment questions
Donor Relations
—
High
Not Started
Aug 24
Call-center rehearsal (scripts, escalation, Q&A practiced)
Donor Relations
—
High
Not Started
Sep 7
Top donor pre-briefs — CEO personal outreach (letter + optional calls/visits)
Donor Relations
OS
Critical
Not Started
Sep 7
Donor attrition monitoring — daily (first 21 days), then weekly
Donor Relations
OS
High
Not Started
Sep 14
Support ticket taxonomy tracking ('why the change', EIN, donation safety, lawsuit)
Donor Relations
—
High
Not Started
Sep 14
Major donor in-person visit schedule
Donor Relations
OS
High
Not Started
Oct 15
Add task
Events
8
Dollar-amount media protocol for gala announcements
Events
OS
High
Not Started
Aug 1
Quarterly gala program — 4 galas/year structure and calendar
Events
OS
High
Not Started
Aug 10
Quarterly gala Q4 2026 venue and partner selection
Events
OS
High
Not Started
Sep 1
Events / regional: stage script, signage, booth kit, content capture brief, post-event follow-up
Events
—
High
Not Started
Sep 1
Quarterly gala production standard operating procedure
Events
BS
Normal
Not Started
Sep 15
Event calendar through year-end (year-end giving, MAS follow-up, Q1 prep)
Events
OS
High
Not Started
Oct 1
MAS Convention activation plan locked (Dec 26–28)
Events
OS
High
Not Started
Nov 11
MAS Convention activation — full execution (Dec 26–28, 2026)
Events
OS
High
Not Started
Dec 1
Add task
Influencer
15
Dollar-amount media protocol for influencer campaigns
Influencer
OS
High
Not Started
Aug 1
Draft Africa influencer trip proposal document
Influencer
OS
High
Not Started
Aug 1
Confirm influencer program budget and compensation model
Influencer
OS
High
Not Started
Aug 1
Establish single approved influencer list with Lena and IRUSA stakeholders
Influencer
OS
High
Not Started
Aug 10
Obtain David's influencer list and establish single approved list with Lena/IRUSA
Influencer
OS
High
Not Started
Aug 10
Anchor talent outreach — route through foundations, not agents
Influencer
OS
High
Not Started
Aug 10
Define project grant structure for Africa trip
Influencer
OS
High
Not Started
Aug 10
Execute NDA / confidentiality agreements with endorsers
Influencer
OS
High
Not Started
Aug 14
Negotiate and sign formal endorsement agreements
Influencer
OS
High
Not Started
Aug 17
Endorser controlled pilot: leadership announcement amplification + one program story
Influencer
OS
Normal
Not Started
Sep 1
Endorser delivery instructions (post-launch content)
Influencer
—
Normal
Not Started
Sep 7
Endorser footage collected and edited
Influencer
LE
High
Not Started
Sep 17
Endorsement content published on IDEA social channels
Influencer
—
Normal
Not Started
Sep 21
Influencer pilot performance report (reach, engagement, donor conversion, cost per donor)
Influencer
OS
Normal
Not Started
Oct 1
Influencer ongoing ambassador program
Influencer
OS
Normal
Not Started
Oct 15
Add task
Internal Comms
4
Staff talking points document
Internal Comms
—
High
Not Started
Aug 17
Tiered staff cascade plan (executives → directors → all-staff → volunteers → vendors)
1/3
Internal Comms
MA
High
Not Started
Aug 17
Update HR materials: TriNet/HRIS, offer letters, onboarding, job postings
Internal Comms
—
Normal
Not Started
Aug 24
Email signature update — all-staff IT rollout
Internal Comms
—
Normal
Not Started
Sep 14
Add task
Legal
15
Confirm legal entity path, EIN status, board resolution requirements
Legal
MS
Critical
Not Started
Jul 28
Maintain one legal issue log (owner, deadline, risk, permitted language)
Legal
—
Normal
Not Started
Aug 1
External narrative and legal-comms sign-off
Gate G6
Legal
—
Critical
Blocked
Aug 8
Final public name — IDEA confirmed
Gate G1
Legal
—
Critical
Done
Aug 10
Entity path and legal name-change documentation
Gate G2
Legal
—
Critical
Done
Aug 10
Comprehensive trademark clearance, all classes
Gate G3
Legal
—
Critical
Done
Aug 10
Obtain and validate comprehensive trademark clearance documentation
Legal
—
Critical
Done
Aug 10
Draft legal-comms approved external narrative (Gate G6)
Legal
—
Critical
Not Started
Aug 10
Draft Syria fundraising alternative-path workflow
Legal
—
High
Not Started
Aug 10
Processor continuity confirmation — GoFundMe Pro / Stripe DBA update
Legal
—
High
Not Started
Aug 10
Update articles, bylaws, board resolutions, and signature authorities
Legal
—
High
Not Started
Aug 14
Create evidence pack for vendors and platforms (W-9, EIN, name-change certificate)
Legal
—
High
Not Started
Aug 14
Legal and ethics review — disclosure compliance, no undisclosed sponsorship
Legal
—
High
Not Started
Aug 17
State charitable solicitation registrations (all active states)
Legal
—
High
Not Started
Aug 17
Review and update all vendor contracts for brand references
Legal
—
Normal
Not Started
Aug 17
Add task
Marketing Strategy
12
Confirm marketing objectives and KPI framework
Marketing Strategy
OS
High
Not Started
Jul 31
Confirm marketing campaign calendar (year-end, MAS, send limits, Ramadan workback)
Marketing Strategy
MA
High
Not Started
Aug 1
Email / SMS: segmentation, suppression, send calendar, QA checklist
Marketing Strategy
MA
High
Not Started
Aug 17
Marketing measurement dashboard live (fundraising, digital, email, brand, content, operations, donor trust)
Marketing Strategy
YS
High
Not Started
Sep 14
Email wave 1 — segmented donor announcement
Marketing Strategy
MA
Critical
Not Started
Sep 14
Monthly giving acquisition campaign
Marketing Strategy
—
Normal
Not Started
Sep 15
Domestic impact campaign (American roots and local service)
Marketing Strategy
—
Normal
Not Started
Oct 1
Long-term development campaign (differentiate IDEA's strategic direction)
Marketing Strategy
—
Normal
Not Started
Oct 1
Pre-Ramadan campaign build
Marketing Strategy
—
High
Not Started
Jan 15, 2027
Pre-Ramadan audience building and creative testing
Marketing Strategy
—
High
Not Started
Jan 15, 2027
Ramadan creative and landing pages approved (6 weeks before start)
Marketing Strategy
—
Critical
Not Started
Feb 1, 2027
Ramadan 2027 integrated campaign — email, SMS, paid, social, events, partners, donor stewardship
Marketing Strategy
—
Critical
Not Started
Mar 1, 2027
Add task
Operations
41
Define meeting duration standard (25/55 minutes to allow breaks)
Operations
LE
Normal
Done
Jul 22
Update rollout plan in repository with Sept 14 re-baseline and three-bucket structure
Operations
MA
High
In Progress
Jul 22
Share executive readout draft with Lucien for feedback
Operations
YS
Critical
Not Started
Jul 25
Executive readout — three-bucket summary page (for Friday board meeting)
Operations
YS
Critical
In Progress
Jul 25
Validate gate status and inventory all open items
Operations
OS
High
In Progress
Jul 28
Confirm daily 15-minute core stand-up schedule (priorities, blockers, approvals)
Operations
MA
High
Not Started
Jul 28
Confirm interim marketing team mandate and three-day office cadence
Operations
OS
High
Not Started
Jul 28
Confirm three-day office mandate (Mon/Wed/Thu — Omar, Mohamed, Bushra)
Operations
OS
Critical
Done
Jul 28
Prepare board decision package — executive summary + simplified board deck
Operations
BS
Critical
Not Started
Jul 31
Prepare three budget scenarios (Lean / Recommended / Accelerated) for board
Operations
F
Critical
Not Started
Jul 31
Establish weekly executive checkpoint (decisions, red risks, budget, timeline)
Operations
OS
High
Not Started
Jul 31
Establish weekly integrated planning meeting (Marketing, FD, Programs, DEA, IT, Finance)
Operations
MA
High
Not Started
Jul 31
Establish 30-minute department clinic schedule (Marketing + department owner — Finance prioritized)
Operations
MA
Normal
Not Started
Jul 31
Document intake and triage process (accept / clarify / schedule / combine / decline — 1 business day)
Operations
MA
High
Not Started
Jul 31
Set up ClickUp intake board for all marketing requests
Operations
MA
High
Not Started
Jul 31
Define consolidated feedback process (no serial, conflicting review chains)
Operations
MA
High
Not Started
Aug 1
No-production-without-brief rule — enforce named owner, final brief, approver, due date, source materials
Operations
MA
High
Not Started
Aug 1
Team weekly planning (Sundus and/or Mariam)
Operations
—
Normal
Not Started
Aug 1
Management bi-weekly check-in (Mohamed and/or Bushra)
Operations
MA
Normal
Not Started
Aug 1
C-suite monthly reporting cadence (Omar and Lucien as primary POCs)
Operations
OS
Normal
Not Started
Aug 1
Establish approval model matrix — content type → required approvals
Operations
MA
High
Not Started
Aug 1
Document service-level agreements (SLAs) for all request types
Operations
MA
High
Not Started
Aug 1
Define prioritization scoring model (legal necessity, revenue impact, fixed date, audience reach, strategic alignment, effort, dependency risk)
Operations
MA
High
Not Started
Aug 1
Weekly reporting template (shipped work, next 7-day plan, requests status, budget, performance, decisions, risks)
Operations
MA
Normal
Not Started
Aug 1
Tag reusable assets; archive all shipped work with naming convention
Operations
MA
Normal
Not Started
Aug 10
Establish analytics and tracking confirmation step before any release
Operations
YS
Normal
Not Started
Aug 10
Create master campaign calendar and send conflict checker
Operations
BS
High
Not Started
Aug 10
Budget envelope and procurement authority
Gate G7
Operations
—
Critical
In Progress
Aug 14
Launch date lock — September 14, 2026 confirmed
Gate G8
Operations
—
Critical
Done
Aug 14
Lock launch date and define go/no-go criteria
Operations
—
Critical
Done
Aug 14
Assign operational rebrand lead for each office
Operations
—
Normal
Not Started
Aug 17
On-call coverage plan for Sept 14 launch day
Operations
MA
High
Not Started
Sep 7
War room staffed, issue log live, communication bridge ready
Operations
MA
Critical
Not Started
Sep 10
Launch war room setup — staffed, issue log live, executive pulse reporting
Operations
MA
Critical
Not Started
Sep 10
Go/no-go checklist reviewed and signed off
Operations
MA
Critical
Not Started
Sep 12
Success thresholds monitoring (go/no-go limits for downtime, failed payments, cancellations, deliverability)
Operations
MA
High
Not Started
Sep 14
Daily executive dashboard — donations, site health, support volume, sentiment
Operations
MA
High
Not Started
Sep 14
Post-production lessons log — performance and learning capture for all major launches
Operations
—
Normal
Not Started
Sep 21
Weekly executive performance dashboard (work shipped, next-week plan, budget, campaign metrics, risks)
Operations
MA
High
Not Started
Sep 21
Brand adoption audit — lessons learned
Operations
MA
Normal
Not Started
Oct 15
Regional office leads check-in + asset adoption audit
Operations
MA
Normal
Not Started
Oct 15
Add task
Paid Media
10
Audit current paid media spend, channels, historical ROAS/CAC
Paid Media
MA
High
Not Started
Jul 31
Paid media: prepare suppression lists and pixel verification
Paid Media
—
Normal
Not Started
Aug 24
Paid media: brand-defense search campaign setup (Google Ads)
Paid Media
—
High
Not Started
Sep 1
Paid media: Meta launch campaign plan and creative variants
Paid Media
—
Normal
Not Started
Sep 1
Launch ROAS monitoring dashboard — real-time
Paid Media
YS
Normal
Not Started
Sep 14
Paid search defense live (launch day)
Paid Media
—
High
Not Started
Sep 14
Retargeting and recovery campaign (always-on)
Paid Media
—
High
Not Started
Sep 15
Core humanitarian evergreen campaign (acquisition around high-performing causes)
Paid Media
—
Normal
Not Started
Sep 15
Brand search defense campaign — always-on (Google Ads)
Paid Media
—
High
Not Started
Sep 15
Post-launch attribution report (4-week)
Paid Media
—
Normal
Not Started
Oct 14
Add task
PR & Media
9
Create 30-question rapid-response bank and approval matrix
PR & Media
—
High
Not Started
Aug 17
Crisis communications plan
PR & Media
—
High
Not Started
Aug 17
Finalize press release + CEO quote library
PR & Media
—
High
Not Started
Aug 24
Press kit (press release, CEO quote, spokespeople Q&A, media contact list, brand kit)
1/3
PR & Media
—
High
Not Started
Sep 1
Press / earned media: press kit, spokespeople, Q&A, media contact list
PR & Media
—
High
Not Started
Sep 1
Brief key journalists pre-launch (embargoed)
PR & Media
—
High
Not Started
Sep 7
Coordinate press release timing + legal-comms final review
PR & Media
—
Critical
Not Started
Sep 14
Adversarial media monitoring — Middle East Forum, Washington Times, Ways and Means, IRW counsel
PR & Media
BS
High
Not Started
Sep 14
Brand sentiment monitoring — Arabic and English social + WhatsApp ambassador pulse
PR & Media
—
Normal
Not Started
Sep 15
Add task
Procurement
13
Prioritize procurement by category: launch-critical / event-critical / operational / deferrable
Procurement
—
High
Not Started
Aug 1
Scope HQ and regional signage, event backdrops, tablecloths, banners
Procurement
—
Critical
Not Started
Aug 7
Scope event booth materials (podium, donation boxes, step-and-repeat)
Procurement
—
High
Not Started
Aug 10
All swag orders placed (badges, apparel, totes, notebooks, FD booth materials)
Procurement
—
High
Not Started
Aug 14
Centralized vendor specifications to prevent regional inconsistency
Procurement
—
Normal
Not Started
Aug 14
Inventory legacy branded materials and disposition policy
Procurement
—
Normal
Not Started
Aug 17
Contingency stock and temporary overlays for events before permanent materials arrive
Procurement
—
High
Not Started
Aug 17
Donor mail supplies ordered (envelopes, business reply mail)
Procurement
—
Normal
Not Started
Aug 24
Update signage, stationery, procurement templates, property management records
Procurement
—
High
Not Started
Aug 24
Event collateral orders placed (banners, signage, pull-ups, tablecloths)
Procurement
—
High
Not Started
Aug 24
Pack and ship all swag to Virginia venue
Procurement
—
High
Not Started
Sep 7
Procurement and physical asset tracking (quantities, delivery locations, contingency stock)
Procurement
—
Normal
Not Started
Sep 15
Event collateral for MAS (booth, signage, experiential)
Procurement
—
High
Not Started
Dec 1
Add task
Programs & Partners
5
Complete list of active projects, implementing partners, agreements, signage, beneficiary-facing materials
Programs & Partners
—
High
Not Started
Aug 10
Classify each partner by transition risk (immediate legal / courtesy notice / contract amendment / no action)
Programs & Partners
—
High
Not Started
Aug 17
Partner-facing transition letters and translated materials
Programs & Partners
—
High
Not Started
Sep 1
Track partner outreach acknowledgement and required follow-up
Programs & Partners
—
Normal
Not Started
Sep 1
Confirm restricted grants, banking instructions, program approvals continue without interruption
Programs & Partners
—
Critical
Not Started
Sep 7
Add task
Website
25
Meta Business Manager re-verification
Website
YS
High
Not Started
Aug 1
Google Ad Grants re-verification (assume 60-day blackout window)
Website
YS
High
Not Started
Aug 1
GoFundMe Pro rebrand — basic rebrand ~2 weeks; full rebrand 4–6 weeks
Website
YS
High
Not Started
Aug 1
Email sender domain: SPF, DKIM, DMARC for new domain — begin warm-up
Website
YS
Critical
Not Started
Aug 1
Confirm final domain strategy (idea.us, idea.org, defensive registrations)
Website
YS
High
Not Started
Aug 1
Domain and email transition strategy locked
Gate G5
Website
—
Critical
Done
Aug 10
Map all domains, URLs, forms, campaign pages, apps, integrations, SSO connections, APIs, analytics
1/3
Website
YS
MA
Critical
Not Started
Aug 10
Stripe business profile update (DBA path)
Website
—
High
Not Started
Aug 10
Google Workspace domain transition plan
Website
YS
High
Not Started
Aug 10
Jackson River / Springboard scope and timeline confirmation (potentially 2 months)
Website
YS
High
Not Started
Aug 10
Transition landing page build (why / what changes / what stays / CEO video / FAQ / donation continuity)
1/3
Website
—
Critical
Not Started
Aug 24
Salesforce CRM name and template updates
Website
YS
High
Not Started
Aug 24
NetSuite / back-office system name updates
Website
—
Normal
Not Started
Aug 24
Rollback plan documented for all critical systems
Website
YS
High
Not Started
Aug 24
Website / SEO: transition hub, FAQ, CEO video, redirect map, metadata, analytics
Website
YS
High
Not Started
Aug 24
Transition landing page live on irusa.org
Website
YS
Critical
Not Started
Sep 7
Full system smoke tests — donations, CRM, email, receipts, refunds
Website
YS
Critical
Not Started
Sep 7
End-to-end donation testing (GoFundMe Pro, Stripe, Classy)
Website
YS
Critical
Not Started
Sep 7
Email authentication validated (SPF, DKIM, DMARC pass)
Website
YS
Critical
Not Started
Sep 7
Customer.io from-name + domain update
Website
YS
High
Not Started
Sep 7
Final website QA (no severity-1 defect; rollback ready)
Website
YS
Critical
Not Started
Sep 12
URL switch + redirect implementation — simultaneous with go-live
Website
YS
Critical
Not Started
Sep 14
Social handle name changes (all platforms, 30-min window)
Website
YS
Critical
Not Started
Sep 14
GoFundMe Pro Supporter Centre profile update
Website
YS
Normal
Not Started
Sep 14
Technical fixes and system/vendor completion
Website
YS
High
Not Started
Oct 1
Add task