Measuring Donor Loyalty

For decades, business has pursued an effective formula for customer loyalty. But, despite rigor and expense, the secret to enduring relationships remains elusive. Over the years the concepts of "satisfaction," "value" and "quality" have all taken their turns as the key to customer profitability. However, one by one each has proven to be an insufficient indicator of future customer behavior. Although these costly frameworks improve survey scores, they often have limited impact on the bottom line.