The fifth measure that best predicted attitudes and behaviors in our donor motivation research model was personal values.
The personal values dimension examines the extent to which graduates:
This dimension has tremendous implications for messaging strategy due to its catchall nature. Pressing global causes such as feeding the hungry, providing shelter to the homeless, working to improve the environment, and supplying medical cures for the sick and uninsured are examples of philanthropic initiatives that would likely appeal to those who give at least in part due to the personal values dimension. Therefore, institutions crafting messages around this dimension should:
The personal values dimension would be also important to consider when crafting messages that focus on legacies. For instance,