We spend weeks inundated with Black Friday/Cyber Monday “BUY THIS!” advertisements. The holidays are here, and the pressure is on to find the perfect gift. While you are in the midst of the shopping chaos, why not take a moment to step back and consider helping those who are less fortunate?

Today is the perfect day to do so. Dubbed #GivingTuesday, the movement began in 2012 as a way to inspire philanthropy around the world. It is celebrated each year on the Tuesday after Thanksgiving. The goal is not only to help those in need during the holiday season, but to encourage people to continue giving throughout the year.

As a community-based health plan, CDPHP^® has spent more than 30 years giving back to local organizations. In fact, we support hundreds of nonprofits each year. CDPHP sponsorships have a broad reach and support a variety of causes, including health, wellness, fitness, youth and college sports, disease prevention and treatment, civic/economic/business/chamber events, and the arts.

Fill a backpack, feed a child

As you plan your end-of-year giving, we ask that you consider making a donation to our annual fundraising initiative, the CDPHP Holiday Appeal. This month-long initiative benefits the Regional Food Bank of Northeastern New York’s BackPack Program, which discreetly provides children in need with backpacks filled with nutritious food on Friday afternoons throughout the school year. One hundred percent of the proceeds go directly to this worthy program, which is helping to alleviate hunger for about 1,900 local schoolchildren.

Over the years, thanks to your generosity, the program has expanded and now includes 115 schools in 18 New York counties. According to the Regional Food Bank, more than 70,600 backpacks were distributed during the 2014-15 school year – that’s the equivalent of more than 423,000 meals!

Making a contribution couldn’t be simpler. You can donate directly through the Regional Food Bank’s website, www.regionalfoodbank.net. Just click the Donate Now button and choose CDPHP Holiday Appeal in the drop-down designation field. You can also mail a check, made payable to the Regional Food Bank, to 965 Albany-Shaker Road, Latham, NY 12110. Please write “CDPHP Holiday Appeal” in the memo section.

While #GivingTuesday is only one day, we want to remind you that charitable organizations like the Regional Food Bank need your help year-round. And know that “giving” doesn’t always mean money. You can give of your time or your talents through volunteering. You can also give by means of donating food or other essential need items.

So as you run from store to store (or click from site to site) this year, remember that sometimes the perfect gift is one that is truly from the heart.