Measuring Donor Loyalty

Unfortunately, NPS does not do a very good job of discriminating key behaviors. Put another way, the “promoters” are not all that different from the “detractors” when you look at how they behave. The high, low, % incresse chart (at right), from our recent Donor Commitment Study (DonorVoice U.S. Donor Commitment study, November, 2011) affirms what many others have found — NPS (the last column on the right) is not as good as Donor Satisfaction (or a model based on commitment) at identifying differences in behavior as evidenced by the last row showing the percentage difference in giving among those “high” and “low” on the various frameworks. Perhaps the ultimate indictment of “willingness to recommend” comes from a study by Schneider, Berent, Thomas & Krosnick (2007), who found willingness to recommend is not as good as satisfaction in predicting actual recommend behavior.