Measuring Donor Loyalty
Loyalty runs deep, and metrics such as the Net Promoter Score can be too simplistic.
Thus, organizations can more efficiently and effectively improve donor behavior by getting a handle on what organizational actions they take today that improve or detract from the donor relationship. It is the quality of the donor relationship that dictates whether donors stay or go.
If you accept this conceptual “creation” formula, then two high-level requirements are mandatory for any framework claiming to measure attitudinal loyalty. It must be:
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