Measuring Donor Loyalty

We also urge managers to pick an instrument that includes a diagnostic dimension. Knowing that a donor is satisfied, committed, trusting and predisposed to giving again (or not) is conceptually interesting and might feed into a balanced scorecard of performance, but it isn’t helpful in guiding actions to improve the status quo. One must also understand why someone achieves a given level of satisfaction, commitment, etc., in order to take action.