Measuring Donor Loyalty

In fundraising, the measure is particularly problematic because it is deemed culturally inappropriate in many countries and contexts to discuss one’s charitable giving. People simply don’t discuss their philanthropic choices in the same way they do their cars, holiday destinations or computing choices. As a consequence, using the Reichheld method in the nonprofit sector results in a disproportionately large segment of apparent detractors, and the net score is therefore a meaningless amalgam of different perceptions.