Measuring Donor Loyalty

It seems silly and overly simplified to state it this way, but this is precisely how much of the nonprofit sector tends to operate — the group who pushes out the most stuff through the most channels wins. This is little more than a race to the bottom.

If not that, then what?
What is the alternative? A better approach is to separate cause and effect, and develop a more accurate representation of what actually is occurring in the marketplace. It is borderline heretical to say this, but nonprofits do not directly impact donor behavior, only indirectly. What an organization directly impacts through the experiences it serves up across marketing, fundraising and donor service are donor perceptions of the organization and its approach. This in turn shapes how donors view their relationship with the nonprofit and determines their behavior.