Measuring Donor Loyalty

The measure is called the “net promoter” score because detractors are subtracted from promoters. Detractors are defined as respondents rating their likelihood to recommend 6 or less, with promoters only those who rated their likelihood a 9 or 10. Respondents who selected 7 or 8 are considered neutral. The NPS measure can run from 0 (0 percent promoters, 100 percent detractors) to 100 (0 percent detractors, 100 percent promoters), with typical measures in the 30 percent to 40 percent range.