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Donor Loyalty Acid Test

Adapts the classic loyalty acid test — would they recommend, give again, defend you, forgive a mistake — for nonprofit donors and supporters. Includes an AI follow-up interview that digs into the real reasons behind a donor's loyalty score, especially for lukewarm or at-risk givers, so fundraising teams know what to fix before the next campaign.

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Sample questions

A preview of what’s in the template. Every question is editable before you launch.

13 questions · ~7 min
Q01
Message

Thanks for being part of our donor community! We'd love your honest take on how you feel about giving to us — this takes about 5 minutes and helps us keep earning your support.

Q02
Opinion ScaleRequired

How likely are you to recommend donating to our organization to a friend or colleague?

Scale: 0 – 10
Min:Not at all likelyMax:Extremely likely
Q03
Opinion ScaleRequired

How likely are you to donate to us again in the next 12 months?

Scale: 1 – 7
Min:Very unlikelyMax:Very likely
Q04
Opinion ScaleRequired

If another cause you cared about asked for your support at the same time, how likely are you to still keep giving to us?

Scale: 1 – 7
Min:I'd likely redirect my givingMax:I'd keep giving to you
Q05
Multiple ChoiceRequired

In the last 12 months, have you actually told someone about our organization or encouraged them to give?

  • Yes, multiple times
  • Yes, once or twice
  • No, but I've thought about it
  • No, it hasn't come up
Q06
Opinion ScaleRequired

If a friend said something negative or skeptical about our organization, how likely are you to speak up in our defense?

Scale: 1 – 5
Min:I'd likely agree with themMax:I'd defend us strongly
Q07
Opinion ScaleRequired

If we made a mistake handling your donation (e.g., a billing error or a delayed thank-you), how much benefit of the doubt would you give us?

Scale: 1 – 5
Min:Very little — I'd reconsider givingMax:A lot — I'd assume good intent
Q08
MatrixRequired

How much do you agree with each statement about our organization?

4 rows × 5 columns
  • I trust that my donations are used responsibly
  • The organization is transparent about how funds are spent
  • I can clearly see the impact of my giving
  • The organization values me as a supporter, not just a donation
Columns: Strongly disagree · Disagree · Neutral · Agree · Strongly agree
Q09
AI Interview

Probe the real reasoning behind this donor's loyalty scores, anchoring on their recommendation and re-donation likelihood answers. If they scored 6 or below on either, explore what specific moment, communication, or unmet expectation is driving that hesitation, and whether it's about trust, impact visibility, or something transactional like frequency of asks. If they scored high across the board, ask what single experience made them a true advocate and whether they've ever hesitated to recommend giving for any reason. Always end by asking what one change would most increase their confidence in the organization.

Q10
Multiple Choice

About how long have you been donating to us?

  • Less than 1 year
  • 1-2 years
  • 3-5 years
  • More than 5 years
  • Prefer not to say
Q11
Multiple Choice

How often do you typically give to us?

  • One-time gifts only
  • A few times a year
  • Monthly recurring donor
  • Annual campaign donor
  • Prefer not to say
Q12
Multiple Choice

Which age range best describes you?

  • Under 25
  • 25-34
  • 35-44
  • 45-54
  • 55-64
  • 65 or older
  • Prefer not to say
Q13
Message

That's everything — thank you for your honesty and your generosity. Your answers will directly shape how we communicate with and thank our donor community going forward.

What’s included

  • AI follow-ups

    Adaptive probes on open-ended answers that pull out detail a static form would miss.

  • Attention checks

    Built-in safeguards against rushed answers and low-quality respondents.

  • AI-drafted copy

    Wording, ordering, and branching written by the AI — tuned to your research goal.

  • Auto report

    Themes, quotes, and a plain-English summary write themselves once responses come in.

How it compares

We reviewed the closest templates from other survey tools. Here’s what they do well — and where this template goes further.

Why this template

  • Includes an AI follow-up interview that probes the real reasoning behind each donor's loyalty scores, digging deeper for lukewarm or at-risk givers
  • Covers the full classic loyalty acid test (recommend, give again, defend, forgive a mistake) adapted specifically for donor relationships, not just customers
  • Combines quantitative opinion-scale and matrix questions with actual advocacy behavior (has the donor told someone about the organization) for a fuller picture
  • Segments respondents by tenure, giving frequency, and age so fundraising teams can see which donor cohorts are most at risk before the next campaign

QuestionPro

Loyalty Acid Test - Fundraising Version Survey Template

This is the most directly comparable template, applying the same loyalty acid test framework to a fundraising/donor context. It's a static, ready-to-field questionnaire rather than an interview-driven experience, so it captures scores but not the underlying reasoning. No pricing tier for academic use is mentioned on QuestionPro's site either.

What it does well

  • Purpose-built for the fundraising/donor use case, similar framing to our template
  • Backed by QuestionPro's established survey platform and distribution tools
  • Ready-to-use template structure for quick deployment

Where it falls short

  • No adaptive AI follow-up to probe why a donor gave a particular loyalty score
  • No voice AI interview option for richer qualitative donor feedback
  • No published methodology for how questions map to loyalty drivers

SurveyMonkey

NPS And Brand Loyalty Survey Template

A general-purpose NPS/brand loyalty template aimed at commercial customer relationships rather than nonprofit donors specifically. It's a solid standard fielding-ready template for measuring recommend-likelihood, but it isn't adapted for donor-specific behaviors like repeat giving or forgiving billing mistakes. Comparison is useful mainly on the loyalty-metric methodology, not on donor-specific content.

What it does well

  • Well-known NPS methodology with broad brand applicability
  • Fielding-ready template on a mature survey platform
  • Simple, quick to deploy for basic loyalty tracking

Where it falls short

  • Not tailored to nonprofit donor behaviors (repeat donation, forgiving a billing error, etc.)
  • No adaptive AI interview to explore reasons behind lukewarm or at-risk scores
  • Static question set with no automated per-response quality scoring or auto-generated qualitative reports

Ready to launch?

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