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The importance of return on investment

It is the end of the year. As we come off the holiday season (well, almost) undoubtedly you had many opportunities to give to those who are less fortunate than yourself. It could be angel programs or church groups; the food bank or presents for kids under the supervision of Child Protective Services. All great, worthy causes. These organizations tug at your heart strings especially when so many people have so little. It just feels good to give.

And of course, I am not one to say that there is no return on investment for these gifts. The idea that kids have presents under the Christmas tree or food in their tummies is obviously what we want. Obviously the ROI is there.

But do you really know?

So in the new year … I challenge you to think about your gifts. Really think about them. What is the return on your investment – whether it is money, or time or talent? An organization like Communities in Schools Tarrant County has verifiable results. We can see the ROI on our money – not only immediately (e.g. how much it takes to keep a kid in school and graduate) but over the long term (e.g. how that kid goes on to become a more productive citizen who may not need public assistance). Honestly, the fact that CIS has an amazing ROI is one reason I am involved (that is probably the business professor in me).

When developing a “giving strategy” for 2012, I would suggest you ask yourself the following questions:

  • What do you care about? What causes are important to you? Concentrate on those.
  • What organizations work on the cause that you care about? Make a list. Do some research. See what these organizations are doing with their donor dollars and what difference they are able to make.
  • Get involved with one or two. Make a donation, join a committee or a Board. Make a civic contribution to make your community better. Be the difference that you want to see.
  • And give. Give to these organizations that you feel have a great ROI. Give to some that honestly, just feel good to give to. But give.

 

Stacy Landreth Grau

Neeley School of Business

Texas Christian University

Board Member: Communities in Schools Tarrant County