Measuring Donor Loyalty
Loyalty runs deep, and metrics such as the Net Promoter Score can be too simplistic.
More recently, the Net Promoter Score developed by Frederick Reichheld has targeted specifically the notion of the “buzz” generated by an organization and in particular the willingness on the part of consumers to engage in positive and negative word-of-mouth. In his approach, customers are asked, “How likely is it that you would recommend us to a friend or colleague?” Then they provide a rating from 0 (“Not at all likely”) to 10 (“Extremely likely”).
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