What Is Return On Appreciation™ & Why It Should Matter to You

By Tom Romine, CEO & Founder, Cultivate

Appreciation Is More Than A Gesture

When people hear “corporate gifting,” they often think of expense; I hear opportunity.

When employee and client gifting is done right—with thoughtful intention, appreciation transforms from a simple gesture into a sharp business move. And that’s where true Return On Appreciation™ happens.

Return On Appreciation (ROA) is Cultivate’s way of reframing how we measure impact. It’s the idea that every well-placed, well-planned gift has the power to drive engagement, loyalty, and revenue. Not because it’s flashy—but because it’s thoughtful.

How to Track Real Return

We’ve seen firsthand that this isn’t a simple theory. It is data-backed. Companies that invest in intentional gifting strategies see measurable gains—from improved employee retention to higher client renewal rates. That turns a thoughtful gifting program into a strategic asset for any company. So, how do you track ROA in the real world? 

• Get Feedback: Ask recipients how the gift made them feel—and what it inspired them to do.
• Track Behavioral Change: Did the gift drive retention? Renewals? Referrals? All count toward ROA.
• Align Gifting to Real Business Outcomes: Whether you’re reducing churn or increasing deal velocity, map the gift to the goal.
• Look Long-Term: Appreciation compounds. One small gesture can create a ripple that pays off months—or years—down the line.

The Formula for ROA Success

To maximize your investment in appreciation, intention alone isn’t enough. Here’s what works:

• Personalize the experience, so the gift resonates.
• Choose premium, meaningful items that people want to keep, use, and talk about.
• Time it strategically—a well-placed gift can do more than a dozen poorly timed ones.
• Use tools and data to fine-tune your approach and measure what matters.

That’s what we do at Cultivate. We help businesses turn gifting into a competitive advantage. From curated Online Gifting collections to memorable On-site experiences, our team is here to help you build meaningful relationships—with measurable results.

Make Every Gift Count

Curious how your gifting program can deliver real business impact? Let’s track your Return On Appreciation™ together. Schedule a consultation with one of our Gifting Experts and start designing a strategy that rewards you and your team.