Comments on: How To Measure Loyalty http://www.theagitator.net/dont-miss-these-posts/how-to-measure-loyalty/?utm_source=rss&utm_medium=rss&utm_campaign=how-to-measure-loyalty Fundraising and advocacy strategies. Trends, tips ... with an edge Thu, 09 Feb 2012 05:21:10 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: John Whitehead http://www.theagitator.net/dont-miss-these-posts/how-to-measure-loyalty/comment-page-1/#comment-7198 John Whitehead Tue, 21 Jul 2009 09:03:03 +0000 http://www.theagitator.net/?p=1198#comment-7198 How long has a customer stayed with you? Isn’t that what loyalty is about? How long has a customer stayed with you? Isn’t that what loyalty is about?

]]> By: John Sauve-Rodd http://www.theagitator.net/dont-miss-these-posts/how-to-measure-loyalty/comment-page-1/#comment-7191 John Sauve-Rodd Tue, 21 Jul 2009 06:53:58 +0000 http://www.theagitator.net/?p=1198#comment-7191 To be brief: all loyalty measures focusing on monetary value*fail to calculate the net profitability* of a donor. I think loyalty (dictionary: faithfulness to commitments or obligations) is one of life's overwhelmingly important attributes, but in fundraising loyalty without a net that is positive is senseless. Too many charity managers (and you fellows know this) pursue aggregate net profitable mass groups of donors without separating the truly profitable from the rest. That's it. To be brief: all loyalty measures focusing on monetary value*fail to calculate the net profitability* of a donor. I think loyalty (dictionary: faithfulness to commitments or obligations) is one of life’s overwhelmingly important attributes, but in fundraising loyalty without a net that is positive is senseless. Too many charity managers (and you fellows know this) pursue aggregate net profitable mass groups of donors without separating the truly profitable from the rest.

That’s it.

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