Measuring Donor Loyalty
Loyalty runs deep, and metrics such as the Net Promoter Score can be too simplistic.
For example, are there some past behavior patterns that viewed through the transactional lens look like “loyalty” but are in fact spurious? Similarly, isn’t it possible that many constituents are very committed to an organization yet those feelings have not manifested in “good” behavior, as measured by past transactional conduct (i.e., what we call “latent loyalty”)?
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