Measuring Donor Loyalty

Finally, to take other learning from the commercial world, attitudes are one of the best predictors of subsequent loyalty. Specifically, if I indicate in a survey that I will continue to be a loyal donor, by and large I will continue to be a loyal donor. Equally, if I indicate that I intend to give again next year, I very likely will. Repurchase intention, as it would be labeled in the commercial world, is a very good indicator of subsequent behavior.