I'm perfectly happy to establish my own preferences: I tend to donate to journalistic and legal aid nonprofits. That's what I prefer, but I don't operate under the belief that I prefer those things because they're better, morally speaking, than donating to famine relief or animal care nonprofits.

There are lots of ethical theories (a majority, in fact!) that don't require (but may admit) grading actions on a sliding scale from "morally worst" to "morally best." Moral systems all boil down to a Theory of Right, and it's possible to have a Theory of Right rooted in virtue or autonomy rather than Good (i.e., greatest consequence).