Measuring Donor Loyalty
Loyalty runs deep, and metrics such as the Net Promoter Score can be too simplistic.
We also understand a lot about the implications of trust on giving. In this context, most donors (unless they are major donors) are not able to see for themselves exactly how their gifts of $20 or $50 were applied to the cause. Instead they must trust the organization to do what it promised to do in its communications. Donors with higher levels of trust in a focal organization donate higher proportions of their philanthropic “pots” than those with lower levels of trust. They also have longer lifetimes of support and consequent lifetime value.
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