How can you measure brand loyalty in the nonprofit space?

1 Define your brand loyalty goals

Before you start measuring your brand loyalty, you need to have a clear idea of what you want to achieve and how you will use the data. Do you want to increase repeat donations, referrals, social media shares, or volunteer hours? Do you want to understand how your supporters perceive your brand and what motivates them to stay loyal? Do you want to compare your brand loyalty with other nonprofits in your sector or niche? Define your specific and realistic goals and align them with your overall brand development objectives.

2 Choose your brand loyalty metrics

Measuring brand loyalty can vary depending on your goals and resources. Net promoter score (NPS) assesses how likely supporters are to recommend your nonprofit on a scale of 0 to 10, which is calculated by subtracting the percentage of detractors from the percentage of promoters. Customer satisfaction score (CSAT) measures how satisfied supporters are with your nonprofit's performance, service, or impact on a scale of 1 to 5, which is calculated by dividing the number of satisfied supporters by the total number of respondents. Additionally, customer effort score (CES) evaluates how easy or difficult it is for supporters to interact with your nonprofit on a scale of 1 to 7, which is determined by dividing the number of low-effort supporters by the total number of respondents. Reporting and documenting these metrics can help inform and reassure stakeholders, as well as provide valuable insights for improving your nonprofit's brand loyalty.

3 Collect your brand loyalty data

You can collect your brand loyalty data through various methods, such as surveys, interviews, focus groups, feedback forms, reviews, testimonials, or social media analytics. You can use online tools, such as SurveyMonkey, Typeform, Qualtrics, or Google Forms, to create and distribute your surveys and collect your responses. You can also use tools, such as HubSpot, Mailchimp, or Salesforce, to segment and track your supporters based on their loyalty levels and behaviors. You should aim to collect your data regularly and consistently to monitor your brand loyalty trends and changes.

4 Analyze your brand loyalty insights

Once you have collected your brand loyalty data, you need to analyze it and extract meaningful insights that can help you improve your brand development strategy. You can use tools, such as Excel, Tableau, or Google Analytics, to visualize and interpret your data. You should look for patterns, correlations, outliers, and gaps in your data and compare them with your goals and benchmarks. You should also look for feedback, suggestions, and stories from your supporters that can help you understand their needs, preferences, and emotions.

5 Act on your brand loyalty findings

The final step is to use your brand loyalty insights to take action and enhance your brand development strategy. Identify strengths and weaknesses , opportunities and threats, and best practices and areas for improvement. Prioritize actions based on their impact, urgency, and feasibility. To reward loyal supporters, send personalized thank-you messages, incentives, or recognition programs. Engage potential and new supporters with compelling stories, testimonials, or impact reports. Address dissatisfied and at-risk supporters with proactive communication, feedback, or support. Innovate and differentiate your brand from competitors with unique value propositions, campaigns, or partnerships.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?