I've spent the last month traveling on a book tour to promote, Awearness: Inspiring Stories about How to Make a Difference, sharing its core message of service and volunteerism. When we started the project over a year ago, we knew it was an important message to share and that it was certainly relevant, but we had no idea of its prescience for this holiday season.  Times are tough for everyone and the economic repercussions are possibly being felt the hardest by those who can afford it least, philanthropies.

The holidays are always a time of reflection and celebration, a time to spend with family and friends. Usually, we share our gratitude through the giving of gifts, and although this is not a bad thing, it's hard sometimes not to get caught up in the commercialization of the season (my company being a beneficiary of such). But this year, many will be challenged to express their feelings for others in non-material ways.

Though this may seem tougher than finding a good parking spot at the mall right now, it is not as hard as it seems.  Since I have been on my "Awearness" Book tour, I continue to meet more individuals and hear more stories as to how one can give, in more substantive ways, without spending money they may not have.

Although buying gifts for friends and family is always appreciated, there are many creative ways to donate your time, creativity, or a myriad of other resources. Volunteer yourself, or better yet, set up some time to volunteer with your loved ones. I guarantee next year, you will remember what you got each other last year. This is also a great way for families to spend time together. Of course, if it is easier and possible you could also write a check in a friends name to your or their favorite cause. The best part is presents of this sort guarantee no re-gifting or returning for the right size!

At last count, there were over 1.1 million charities in the US alone.  Finding one that suits you may seem as daunting as cooking a holiday meal for ten in a studio apartment. Goods news, part of the rollout of Awearness included a partnership with Volunteer Match, a service dedicated to helping people find the right volunteer fit in their area. Within three clicks, you can have a variety of volunteer choices. Go to www.awearness.com and click on "volunteer now," simply enter your zip code and interests area and wide range of opportunities will populate for your area.

For instance, if you live at 1600 Pennsylvania Avenue, zip code 20500, you have 1,199 volunteer opportunities from which to choose. My new friend and the inspirational leader, Reverend Cecil Williams from Glide Memorial Church in San Francisco, zip code 94102, has 1,437 choices. Our friends at Sundance in Park City, Utah with a small population of 31,000 people have 136 volunteer opportunities. And my colleagues at Kenneth Cole Productions have 1,694... I think you get the gist.

For even more opportunities and inspiration pick up the book Awearness. Not only is it a great gift idea, but it is also full of tips, resources and heroic stories from everyday people and celebrities alike who have chosen to make a difference in this world. And just to let you know this is not just a shameless plug for the book, all proceeds from its sale are going to the AWEARNESS Fund - a not-for-profit entity that supports, encourages and empowers acts of service, volunteerism and social change. So, by just buying the book you are already giving back. In tough economic times like these it is important for us all to be resourceful and giving the gift or your time is certainly a great way to save money and feel great doing it.

Happy Holidays.