Measuring Donor Loyalty

Conclusions
Loyal donors are those who perceive they have a strong relationship with the organization. In measuring loyalty, one must therefore unpack this relationship in a meaningful, not simplistic, way and understand what genuinely drives the perceptions of donors.

We know from research that multiple factors are at work, notably how satisfied donors might be with the quality of service provided by the fundraising team. Organizations must therefore unpack the dimensions of their services and ascertain the extent to which donors are satisfied with each. To obtain managerially useful information, however, data must also be gathered in respect to perceptions of importance. Then, those aspects of the service scoring high on importance and low in terms of satisfaction would be clear candidates for investment.