The philanthropy silly season is upon us. Â You know what I mean — the endless annual appeals, the bell ringers, the add a dollar to your grocery bill, the buy a paper candy cane to show your support for X, Y and Z. Â Each year, deciding how to give charitably becomes more difficult. Â How do you decide among the ongoing needs (feeding the hungry) with the immediate needs of the victims of catastrophes – be they natural or man-made. Â Â Last year it was the devastation of SuperStorm Sandy. Â This year it is the typhoons and the tornadoes. Â Our tendency is, of course, to give a dollar here, a dollar there, a donation here, a check there, a text for $10 dollars here, until we realize that while these small donations can add up — it is hard to see how this kind of giving helps in the long-term to strengthen our likelihood of withstanding devastating events. Â Are we helping institutions, organizations, and people begin to think about how we cope with adversity regardless of its source? Â Â Â JD Rockefeller – a pioneer of strategic giving Â invested in understanding the root causes (so not just feeding the hungry but understanding why there is hunger and how to eradicate it). Â Â So perhaps we need to think about how we support the organizations that do more than respond to tragic events but work to alleviate tragic events. Â Of course Rockefeller also wrote that organized strategic philanthropic giving did not absolve one of personal charitable giving. Â We still must respond to the crises. Â But we should also dig deep into our pockets and invest in solutions.