Loyalty Acid Test - Fundraising Version Survey Template

This no-nonsense questionnaire was supplied copyright free from Frederick E. Reichheld, author of two best-sellers: The Loyalty Rules! and The Loyalty Effect: The Hidden Force Behind Growth, Profits and Lasting Value. Reichheld, a Bain Company consultant, is a well-known (and often quoted) speaker.


You are invited to participate in this Voice of the Donor survey for Charity X. Several hundred people will be asked to complete this survey that asks questions about various topics regarding Charity X. It will take approximately five minutes to complete.

Your participation in this study is completely voluntary. There are no foreseeable risks associated with this project. However, if you feel uncomfortable answering any questions, you can withdraw from the survey at any point. It is very important for us to learn your opinions.

Your survey responses will be strictly confidential and data from this research will be reported only in the aggregate. Your information will be coded and will remain confidential.

Thank you very much for your time and support. Please start with the survey now by clicking on the Continue button below.


Strongly Agree Agree Neutral Disagree Strongly Disagree
I am likely to continue donating to Charity X.

Strongly Agree Agree Neutral Disagree Strongly Disagree
If you were selecting a similar charity for the first time, it is likely that I would choose Charity X again.

Very Satisfied Somewhat Satisfied Neutral Somewhat Dissatisfied Very Dissatisfied
Overall, how satisfied are you with Charity X?

Strongly Agree Agree Neutral Disagree Strongly Disagree
I am likely to provide enthusiastic referrals for Charity X.

Please rate your level of agreement with the following statements.

Strongly Agree Neutral Strongly Disagree
Charity X really cares about building a relationship with me
Charity X communicates openly and honestly
Charity X is committed to win/win solutions (does not take advantage of its donors)
I trust Charity X's leaders and personnel to behave with fairness and integrity
At Charity X, loyalty is appropriately valued and rewarded
I believe Charity X deserves my loyalty

Here are several more questions to answer in a similar way.

Strongly Agree Neutral Strongly Disagree
Over the past year, my loyalty to Charity X has grown stronger
Charity X values people and relationships ahead of short-term fundraising
Charity X makes it easy for me to do donate to them
Charity X sets the standard for excellence in its field
Charity X has a winning strategy (superior economics in serving its donors)
Charity X attracts and retains outstanding people (employees, partners, etc.)
Charity X creates innovative solutions that make my life easier

Less than one year One to three years Three to five years Five to ten years More than 10 years
About how long have you been a donor to Charity X?
What is the one thing Charity X could do to increase your loyalty to them?

Would you like to receive a summary report of this survey?
No, thank you Yes! Please send to my [email address]
Please send the survey report summary to me at the email address / mailing address below.

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