Have you noticed how many beautiful charity cards are on the market these days? This has become a major way for charities to raise funds. Many are the product of marrying beautiful local art with raising money for charities.

It's a win-win situation, because the artist gets exposure, the average man gets exposure to art and companies get a chance to give to charities, while at the same time, buying a useful product. There is dignity in the giving and the receiving and it eliminates the need for those tiring begging letters. Personally, I think the concept is wonderful.

But wait this is Jamaica! Increasingly more companies seem to be spending their charity dollar on marketing and the art of giving for the pure sake of giving gets squeezed out. The result is that marketing and commercialism takes over. Can we point to instances where a press conference other than for sports, is called to give $100 million to charities?

Some companies prefer to import cards emblazoned with designs that depict snow/holly/fir trees/or some winter scape. And as beautiful as they may be, you have to admit that it is difficult to relate to these images. How about some of the messages in these cards? This is taken from one I received recently. "In the quiet moments of a winter's day, may you reflect on the grace and beauty of Christmas."

Other companies by design embrace rampant commercialisation of the Christmas card. For some the Christmas card has become another item of stationery. Take for example, a card I saw recently. The logo of the company had been cleverly designed in the shape of a hanging ornament against a background of vivid red. Would the client of this company receiving this card feel proud of this company sending them a card like this?

My sister in Florida bought The S.T.E.P. Centre Christmas Cards and sent them to her American clients. Here is a response from one of these clients who wrote: "I just received the beautiful card with the donation made on my behalf, what a great Christmas gift. Donations to charities are the best gifts, the gift of giving. Thank you and let Deb and Claude know that I received the card and loved it!"

This client saw the sending of the charity card as a donation to the charity made on her behalf. Perhaps it takes someone from the First World, like this American, to show us that "goodwill" can come from giving for its own sake, and for those local companies who had the foresight to send charity cards, I salute you for showing the way.

I am, etc.,

PETA-ROSE HALL

prhall@cwjamaica.com