Giving. It gets a lot of attention this time of year. Last week, we celebrated a national holiday dedicated to giving thanks. This week, we opened our hearts and wallets on Giving Tuesday. And between now and the end of the calendar year, every not-for-profit and charitable organization in the country will be reminding us why they are deserving of our generosity.

The competition for both our attention and our dollars is intense. On every marketing channel that exists, consumers are being asked to give. 

Why now?

Is it because brands believe consumers are more generous during the holiday season? The argument could be made that this is also the most expensive time of year for consumers. They may give, but would they give more if they were asked during a time of year when there is less financial pressure?

We know the wealthiest in our society are anxious to make their charitable contributions before December 31 as part of their personal tax strategy. Maybe that’s why this is such a crowded time of year for giving messages.

The explanation may also be based on tradition. We’ve always asked for gifts in the fourth quarter. Why would we consider another approach?

One answer to that question is the opportunity to own the ask.

Would you trade the holiday generosity, tax deductibility and tradition for the opportunity to stand alone? For your voice and your message to be heard through less clutter and competition? For your audience to connect with your cause and truly understand your need?

We’ll be exploring the own the ask theory with our clients in the coming year. In the meantime, we invite you to share your thoughts. We’re always eager for your perspective.

And if you’re interested in making a gift right now, here is a list of organizations near and dear to our hearts that are remarkably worthy of your attention and your dollars.

• Nationwide Children’s Hospital
• Capital Area Humane Society
• Goodwill Columbus
• Grange Insurance Audubon Center
• Leadership Columbus
• Alvis House