Measuring Donor Loyalty

Current academic thinking and research, by sharp contrast, have highlighted the importance of a wide range of factors that drive customer and donor loyalty, with the most successful predictive models based on a broad range of different dimensions. We know, for example, that donor loyalty is driven by an amalgam of satisfaction with the service provided by the fundraising team (i.e., the donor experience), commitment to the organization’s mission and trust in the organization to have the impacts it has promised with its beneficiaries. Models embracing a range of these different dimensions typically have substantively more predictive power than any one measure.