• Net Promoter Analysis
  • By Organization
  • Constituent Groups
  • Similar Questions
  • Operationalizing Feedback

Net Promoter Analysis

The best overall measure of a relationship

After testing hundreds of questions, market researchers have determined that the "net promoter" question is the best predictor of customer loyalty. However, we recognize that "customers" might not feel the same way about a product or company as they would an organization. So we offer 8 adaptations of this question that let you, the organization, provide context and nuance in your survey. The scoring is the same for all variations.

Assume you asked 90 people this question:
"On a scale of 0 to 10, how likely are you to recommend this organization to others?"

  • 37 People answered 9 or 10. They are more likely to promote this organization over others.
  • 25 people gave a 6 or less. They are more likely to name someone else. They need more convincing before they'll recommend this organization.
  • 28 People answered 7 or 8. They are neutral.

The "net" score is 41% - 28%, or 13, with the 28 neutral people (31%) being ignored.

Therefore, 13 is your net promoter score on a scale of -100 to +100. Is 12 good? Well that depends. The best way to interpret this is by comparing it to several other reference scores, as we'll demonstrate next.

Benchmarking by organization

Start by looking at the scores of other organizations doing similar work. Because non-profitwork spans a wide range of activities,    their respective relationship scores have different benchmarks. Think of a benchmark as the point that divides good from    poor.

The tick on the horizontal bar chart above represents the average score of other organizations - the benchmark score. If    your score is higher than the benchmark for your typeof organization, you're performing well compared to your peers.    And if you are below it, then you have to focus on improving by listening to the people who are giving you low scores.    This is a poor score:

And this is a good one:

Below is a sample of benchmarks for organizations doing different types of work. To understand the results from your one    question survey, you can compare it with other data sets. The green mark    shows your average score. The red bar on    the chart below is the average of scores for other organizations by type of work done. The blue bar    denotes the score for the type of organization you called yourself when you sent out this survey.

Benchmarks by type of organization

   Capacity building (YOU)
   Educate or train
   Networks, facilitators, cooperatives
   Advocacy organizations
   Heal, comfort, or inspire
   Direct service organizations
   Social Investors

Constituent Groups

Answers will vary by type of relationship

You can also split your data by constituent group. When you sent the survey out by email or paper, we encouraged you to sub-divide your list into people who you directly serve, and people who help you achieve your goals with funding, and people who work with you, and so forth. This yields a clearer message about who you need to engage and listen to more.

Benchmark by constituent group


Similar Questions

Compare various forms of the relationship question

Or you can see how the various questions compare to each other.

Benchmark by question asked

Question: How much did the work of {{org}} help you accomplish what you want to do?
Question: How likely are you to recommend the services of {{org}}? (YOU)
Question: How much does {{org}} listen and respond appropriately to your questions and concerns?
Question: How much of what you learned from {{org}} do you intend to apply?
Question: How likely are you to increase your support for {{org}} (in time or money) in the future?
Question: How much does {{org}} influence the behavior of people in your organization?

Operationalizing Feedback

Use these benchmarks to plan corrective action

Data has no value until you use it to make a decision. Think about how you will use this information - specifically how your responses compare with these benchmarks - and how might you take actions to improve the quality of your work.


  • Breakdown your scores: proportion of high, moderate, and low
  • Compare to other organization types
  • Segment scores by constituent group
  • Compare with benchmarks for similar questions
  • Browse comments associated with high and low scores

And all this from just a one question survey. We also offer longer survey options that can be used to build a feedback system.

Even if other data tells you your work is great, low scores on these questions mean that people generally don't see the value of your work the same way you do. And that matters. Every local person who believes in your work is an asset. Local support makes good work cheaper, and more effective, as no amount of money can replace the eyes and ears of engaged constituents.

Next, we'll show you how Constituent Voice™ can further refine this process