The Holiday Corporation is a big and important business to our local economy- but remembering to keep a balance of the “true” spirit of giving and purchasing tangible items must not get lost in the madness of the mall parking lot.

Five years ago, a friend working in the fashion industry, told me how her mother bought her a “cow” for Christmas instead of the latest Prada Bag. This gift bought through Heifer International was to help ground her from the materialistic 7th Avenue lifestyle.

In place of branded designer merchandise, the gifted cow would produce 4 gallons of milk a day for the family to drink and share with neighbors and also earn the family income for school, healthcare, clothing and shelter through dairy sales.

I wonder if the cow (which has a 20-25 year life expectancy) is still around, the bag would surely be obsolete today.

Some savvy local non-profit organizations are tackling this same marketing strategy and promoting their cause through charitable gift ideas this season. Gift suggestions include:

• Sponsor a tree in someone’s name through Hike for Katreena ($25)
• Give a low-flow fitting showerhead ($40) which reduces potable water usage by 40% compared to conventional models for a Lower 9th Ward home as part of Brad Pitts’ most recent commitment to New Orleans, Make it Right 9.
• Buy wine or candy at Whole Foods Dec. 4- 6, while they are giving 5% of their sales to local organizations aiming to fight hunger.
• Adopt an animal through the Audubon Zoo Animal Adoption program, that encourages animal lovers to “adopt” an Alligator, to raise awareness of the disappearing wetlands or a Sea Lion, to return them home after a long evacuation.

If you are tight on cash this season, you can still give a thoughtful gift of “volunteer time” to your friend or family members favorite charity!