In our survey of 410 major donors, we utilized Kahle’s List of Values, known as LOV, to test personal values. Recognized as a valuable tool to identify and segment consumers—as well as to predict consumer behavior—LOV was determined to be a sound measurement for our major donor survey. We asked respondents to indicate how important each of the eight values are in their lives by using a 9-point Likert scale. In this scale, 1 indicated the value was “very unimportant to me” and 9 indicated it was “very important to me.”

The first value tested was warm relationships with others. Nearly 30 percent indicated this value is very important.

Warm Relationships with Others
		Frequency	Percent	Valid Percent
Valid	Very unimportant to me	18	4.4	4.4
	5	99	24.1	24.1
	6	39	9.5	9.5
	7	66	16.1	16.1
	8	67	16.3	16.3
	Very important to me	121	29.5	29.5
	Total	410	100.0	100.0

When it came to self-fulfillment, 38 percent gave it the highest score possible.

Self-Fulfillment
		Frequency	Percent	Valid Percent
Valid	Very unimportant to me	18	4.4	4.4
	5	86	21.0	21.0
	6	13	3.2	3.2
	7	61	14.9	14.9
	8	76	18.5	18.5
	Very important to me	156	38.0	38.0
	Total	410	100.0	100.0

Being well-respected was rated high by even more respondents, with 40.5 percent saying it is “very important to me.”

Being Well Respected
		Frequency	Percent	Valid Percent
Valid	Very unimportant to me	18	4.4	4.4
	2	4	1	1
	3	4	1	1
	5	82	20	20
	6	40	9.8	9.8
	7	32	7.8	7.8
	8	64	15.6	15.6
	Very important to me	166	40.5	40.5
	Total	410	100	100

When it came to fun and enjoyment in life, only 34.4 percent gave it the highest score possible.

Fun and Enjoyment in Life
		Frequency	Percent	Valid Percent
Valid	Very unimportant to me	14	3.4	3.4
	2	4	1.0	1.0
	3	5	1.2	1.2
	5	96	23.4	23.4
	6	34	8.3	8.3
	7	54	13.2	13.2
	8	62	15.1	15.1
	Very important to me	141	34.4	34.4
	Total	410	100.0	100.0

Almost half of respondents—46.8 percent—rated security a “9” on the 9-point Likert scale.

Security
		Frequency	Percent	Valid Percent
Valid	Very unimportant to me	18	4.4	4.4
	5	86	21	21
	6	13	3.2	3.2
	7	38	9.3	9.3
	8	63	15.4	15.4
	Very important to me	192	46.8	46.8
	Total	410	100	100

Self-respect received the greatest number of highest-ranked scores, with 52.7 percent giving it a “9.”

Self-Respect
		Frequency	Percent	Valid Percent
Valid	Very unimportant to me	18	4.4	4.4
	5	82	20.0	20.0
	6	13	3.2	3.2
	7	39	9.5	9.5
	8	42	10.2	10.2
	Very important to me	216	52.7	52.7
	Total	410	100.0	100.0

Finally, a sense of accomplishment was rated highest by 40.5 percent of our survey participants.

A Sense of Accomplishment
		Frequency	Percent	Valid Percent
Valid	Very unimportant to me	18	4.4	4.4
	5	86	21.0	21.0
	6	22	5.4	5.4
	7	30	7.3	7.3
	8	88	21.5	21.5
	Very important to me	166	40.5	40.5
	Total	410	100.0	100.0

In future posts, we’ll share some of the analysis of our survey data.