Eight years ago, Texas Tech University started a financial-literacy program to help its students master the basics of budgeting, saving, and not buying what they can not afford. Now, as colleges grapple with rising costs and an economic downturn, the university has found itself at the forefront of a growing effort to sharpen students' financial know-how. Financial literacy affects more than students' wallets. It also has an impact on retention, productivity, even wellness. In this article, the author describes Texas Tech's Red to Black program which offers students one-on-one financial counseling and presents tips to campus groups on how to manage their money.