Measuring Donor Loyalty

1. NPS assumes low scores are active “detractors” of brand. Reichheld and other proponents of NPS have taken what is clearly a unipolar question of willingness to do something or not (i.e., will or will not recommend) and turned it into a bipolar one with willingness to recommend on one end and willingness to detract on the low end. In other words, we are to accept or believe that those who give a low score on the “willingness to recommend” question are not going to recommend your brand and also will actively say bad things about it — hence the “detractor” term.