Measuring Donor Loyalty

From a management standpoint, if nonprofits are to treat low NPS scores as mission-critical, it is likely they will devote more effort and resources to improving the scores of the detractor segment. They would be mistaken to do so since low scores are in themselves indicative of nothing. Critically, a low score may not be an indicator of a negative sentiment, merely that the individual in question does not engage in offering recommendations. He may well have a favorable view of the organization and may indeed be passionate about the work undertaken, but he just doesn’t like talking about his experiences to others.