I love this time of year. It gets cooler outside (even in Texas), football is on, and the holidays come one after another. And cause related activity ramps up. Livestrong Challenge Austin in Oct. Halloween Town for Boston Medical Center. Thanksgiving heralds in many hunger related cause programs such as our Agency’s Honeysuckle White Turkey with Feeding America, corporate United Way campaigns, and St. Jude's Thanks and Giving. Christmas is Macy’s Believe campaign with Make A Wish. Salvation Army Red Kettles pop-up outside stores and many more brands turn to cause marketing this time of year so says New York Times. I’m always touched by stories of families that serve at homeless shelters at Thanksgiving. At Christmas some don’t exchange gifts outside immediate family and instead pool money to buy from angel trees. My challenge to all of us is whatever "it" is pick one and do it. And none of this cynical “if only everyone acted like this all year round...” thinking. Yeah people are nicer and more giving and more caring around holidays. Embrace the season and make the best of it, it’s only once a year.