Measuring Donor Loyalty

The current in-vogue concept is the Net Promoter Score (NPS) that, like many of its predecessors, uses an "attitudinal" framework to measure loyalty.

More about NPS in a moment, but first this question: Why measure attitudes at all? The reason attitudinal frameworks exist is simple: Capturing how the customer (or donor) thinks or feels provides different insights from what we can learn looking at past behavior — i.e., transactional data. If measured properly, attitudinal insights can be additive, providing a multidimensional and more accurate view of the donor, customer or constituent.