Measuring Donor Loyalty
Loyalty runs deep, and metrics such as the Net Promoter Score can be too simplistic.
6. Confusion over what NPS is really designed to do. In June 2011, NPS creator Reichheld wrote: “The reason that so many researchers hate NPS is that so many senior line executives love it.”
He continued to defend NPS by saying that while it was less accurate for predicting individual customer behavior than other measures, it was better at predicting business growth. But a few weeks later he wrote that predicting individual behavior was the basis of NPS — rather than a correlation to growth. Recent responses to criticism on the part of those responsible for NPS are characterized by caution, caveats and more than a bit of confusion. Is it designed to predict loyalty? Or growth?
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