Measuring Donor Loyalty

Keiningham et al examined data from more than 15,000 consumers and 21 companies over multiple years. They then added in the growth rates for those companies under investigation. None of the range of metrics they examined, including NPS, was found to be a good predictor of growth. As the authors note, “even when ignoring statistical significance (the likelihood that the correlations occurred by chance), Net Promoter was the best predictor in only two out of 19 cases.” They conclude that “based on our research it is difficult to imagine a scenario in which Net Promoter could be called the superior metric.”