In 2015, African ministers established the Ngor Declaration to achieve universal access to adequate sanitation and hygiene services and eliminate open defecation by 2030. Realizing this target will require significant public and private investment. Over the last two decades, there has been increasing recognition that sanitation programs should be demand driven, yet limited information exists about how much rural residents in developing countries are willing to pay for sanitation improvements. This paper applies the contingent valuation approach to evaluate how much households in rural Senegal are willing to pay for a ventilated improved pit (VIP) latrine. The analysis uses data from 1,635 household surveys that were conducted in 47 rural communities across four regions in Senegal. The willingness to pay model found that respondents were more willing to pay for a VIP latrine if they had plans to improve their existing latrine, lived in districts located nearer to the capital city of Dakar, were dissatisfied with their existing sanitation service, and were male. The analysis also indicates that the current household contribution of 5% of the costs of constructing a VIP latrine could be increased to 30% with only a modest decline in the number of households willing to pay this amount.