Measuring Donor Loyalty
Loyalty runs deep, and metrics such as the Net Promoter Score can be too simplistic.
3. NPS does not identify the full set of organizational experiences that matter. The system of NPS consists of only a single question: willingness to recommend. That’s it! And while simplicity is an important goal, NPS takes it to the extreme. Reichheld argues that NPS is the ultimate measure and that everything you need to know to predict growth can be explained with NPS. He goes so far as to assert that other survey-based metrics such as customer satisfaction have no link to growth at all.
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