Philanthropy is often seen as society's risk capital. That means the onus is on philanthropists, nonprofit leaders and social entrepreneurs to innovate. But philanthropic innovation is not just about creating something new. It also means applying new thinking to old problems, processes and systems.

Medical tests have shown that giving stimulates a part of the brain that gives us the same gratification as when we eat food or have sex.

Shouldn't you put the same amount of effort into your giving as you might for your for-profit investments? After all, philanthropy is an investment, and one in which lives - not profits - are at stake.

Actively deciding to give to causes that move you deeply is far more fulfilling than the momentary gratification derived from signing a check and mailing it to a nonprofit about which you know little more than what's on the brochure they sent you.

Nonprofits are the intermediaries between generosity and social change.

Instead of waiting until the holiday season - when mail solicitations flood in from worthy organizations - and making a flurry of gifts because this is the time of year to give, sit down and take stock. Identify your passion, learn about it, and direct your time, mind, and dollars to aligned causes and organizations.

Of course, giving is deeply emotional. But supplementing emotion with research makes it more likely that a gift can have a bigger impact. It's like any investment. After all, you wouldn't put funds into stocks or bonds without understanding the potential return. Why wouldn't you do the same when investing in society?