Measuring Donor Loyalty
Loyalty runs deep, and metrics such as the Net Promoter Score can be too simplistic.
The emergent academic evidence on NPS is damning in both respects. Keiningham et al (2007), in a study published in the Sloan Management Review, found no evidence that NPS was the best predictor across customers’ future loyalty intentions. The authors also attempted to substantiate the assertion of a link between NPS and growth, a facet of the measure that has proved highly attractive to managers.
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