The ROI Spiral: When We Lose the Plot
It starts with a seemingly reasonable question:
“What’s the ROI on this program?”
As a nonprofit leader, I’ve heard it more times than I can count. Return on investment. Measurable impact. Tangible outcomes. These are the phrases that now shape how we talk about everything from theater productions to after-school programs.
And at first, it’s fine. We understand the need for accountability. We gather the numbers—attendance, demographics, cost per participant. We translate stories of transformation into digestible data points.
But then comes the deeper spiral.
We’re asked to justify the per-seat cost of a discounted student ticket. We’re urged to compare an educational program to workforce development. We’re told to make the case that community murals are worth more than another sidewalk, another security camera, another repaved road.
And here’s the part that really stings:
Too often, these ROI demands come from people who haven’t actually invested anything.
In the nonprofit world, we’re routinely asked to prove the value of our work before a single dollar is given. Yes, before they give. Literally, “build it (with no money), and then maybe we’ll think about having a meeting to discuss funding it.” Donors want assurances, outcomes, and guarantees, and they want them up front. But many hesitate to commit in an uncertain economy. And we get it. Inflation, market instability, tariffs, rising costs—these are real concerns. But here’s the truth:
The need doesn’t pause just because the market is volatile. The curtains still need to rise. The students still show up to learn. The community still hungers for connection, expression, and healing. And the reserves keep depleting.
Waiting for the "right time" to give—when the market is stable, when interest rates drop, when things feel less risky—is tempting. But, let’s be honest, that time rarely comes. And when it finally does, the damage of inaction is often already done. (See case in point, Michigan Shakespeare Festival)
In the meantime, nonprofits are stuck in the ROI spiral—straining to justify every dollar with measurable outcomes, turning joy into metrics, and passion into pie charts. We stop telling our stories. We start defending our existence. Worse, we begin to believe the myth that unless something “pays off,” it has no worth.
But let’s be clear:
Art is not a line item. It’s not a stock. It’s not a quarterly report.
It is an act of courage. It is a declaration of worth. It is what helps us make sense of a chaotic world.
We can’t calculate the ROI of a life changed. We can’t measure the echo of a song sung by a child who thought they couldn’t sing. We can’t monetize what it means to be seen, heard, and valued. Yes, we should measure what matters. But not everything that matters can be measured. And when we try to force everything through the lens of ROI, we risk devaluing the very things that make us human.
So the next time someone asks, “What’s the return on investment for your arts program?”—let’s answer honestly.
The return is joy.
The return is empathy.
The return is dignity.
The return is connection in a disconnected world.
The return is a artful colorful community we all want to live in.
And if that’s not worth investing in—especially now—then we haven’t just lost funding. We’ve lost the whole point.
The arts need you—now.
In times of uncertainty, the arts offer connection, healing, and hope. But rising costs and shrinking funding are putting that at risk.
Your gift—whether it’s $5, $50, or the cost of a ticket—keeps the stage lit, the music playing, and the doors open to all.
Give today at www.wvcarts.org/donate
Because there is no “someday.” There is only today.