Measuring Donor Loyalty

Employing the NPS system also provides zero indication of why people score the way they do. There is no guidance — specific, general or otherwise — on how to do root cause analysis and understand the “why” of responses and determine the specific levers under the organization’s control to drive up NPS. By contrast, if one measures the different dimensions of the donor experience and, critically, how important they are to donors, then one begins to generate managerially useful data. Those aspects rated as high in terms of importance and low in terms of satisfaction are obvious candidates for management intervention.