Measuring Donor Loyalty
In developing this understanding, one begins to access the levers that might be pulled to engineer loyalty and perhaps even more importantly enhance the donor’s overall experience of giving.
In that way, we make giving enjoyable, enhance the “warm glow” that derives from giving and develop the philanthropy of our society as a consequence.
• Schneider, D., Berent, M. K., Thomas, R., & Krosnick, J. A. (2007). Measuring customer satisfaction and loyalty: Improving the ‘net promoter’ score. Paper presented at the World Association for Public Opinion Research annual meeting, Berlin, Germany.
• Timothy L. Keiningham, Bruce Cooil, Tor Wallin Andreassen, and Lerzan Aksoy (2007). A Longitudinal Examination of Net Promoter and Firm Revenue Growth. Journal of Marketing: Vol. 71, No. 3, pp. 39-51.
Adrian Sargeant is the Robert F. Hartsook Professor of Fundraising at Indiana University. Reach him at firstname.lastname@example.org. Kevin Schulman is CEO at DonorVoice. Reach him at email@example.com