Measuring Donor Loyalty

In simple terms, looking only at a willingness to recommend is too narrow an approach to capture the richness of donor behavior, particularly when it never occurs to many individuals to recommend a favored charity to someone in the first place.

5. NPS is not as predictive of giving as other measures. The purpose of attitudinal frameworks like NPS is to help organizations increase donor loyalty by nurturing those who love the organization (to get a greater share of wallet and actual recommend behavior) and properly identify those who don’t. Then, where financially worthwhile, to repair what is broken and grow the relationship.