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Who is your Nana Murphy?

Meet Nana Murphy.  She’s the world’s greatest donor. 



She helped Merchants Quay Ireland achieve brilliant results in one of the worst fundraising environments that Ireland had ever known.

Nana Murphy has grey hair, pearls and wears a twin set. At a glance, she looks unlikely to change the world. But for Merchants Quay, she’s the most important person in the world.

Every piece of communication that Merchants Quay writes is written as if they are writing to Nana Murphy. They know that if Nana doesn’t like the information she receives, the communication will fail.

Why? Because Merchant’s Quay knows that Nana Murphy represents the largest donor group to the organisation.  And they know that if they want to do great fundraising, they need to know who their Nana Murphy is – and write to her about the things that are important to her.

Who is your organisation’s Nana Murphy?

It could be one of the most important things that you can find out.

Don’t make assumptions or have a guess as to who your Nana is. Do the research and find out for sure. Crunch the numbers, do donor surveys, focus groups, interviews, make telephone calls … do whatever it takes.

You may find your Nana Murphy is younger. Or that it’s a Pop, not a Nana. But chances are your donors are like most donors – 60 and older. They’re the donors who will stay with you and give you the most over time.

But either way, it doesn’t matter.

You just need to know who your Nana is.

And then meet them where they are, not where you want them to be.

Once you’ve found your organisation’s Nana, do as Merchants Quay did. Provide a cut-out of that person to every staff member to place on their desk or bulletin board, to remind you to keep your donors at the heart of everything you do. That’s the path to great fundraising.

Want to know more about Nana Murphy. You can see the full case study on the SOFII website.

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