I'll be rummaging through that cluttered top dresser drawer this weekend searching for cufflinks and my bow tie that requires a perfect knot that always confounds me anytime I put on the tux.

That quest for accoutrements is just one of many tell-tale signs that the Coachella Valley's much-anticipated snowbird season is upon us. This time of year triggers not only the arrival of our friends from Canada, the Pacific Northwest and pockets of the Midwest, but also the traditional start of what is heralded locally as the society season.

The season's signs are everywhere:

• Some of our sprawling RV parks are filling with out-of-state license plates.

• Out-of-towners are returning to their second homes tucked inside our many gated communities.

• Palm Springs International Airport is enjoying an influx of traffic.

I saw it firsthand Thursday. I landed at the airport from a trip back East just minutes before flights from Calgary and Edmonton arrived. Suddenly, the baggage claim area was overflowing with Canadian accents, golf bags and overstuffed suitcases.

As our pale-faced visitors raced outside to soak up our azure sky and brilliant sunshine, I hoped they remembered their sunscreen, too.

We're ready for season

For The Desert Sun, a tangible sign of the season can be seen on three preceding pages in today's Valley section: The return of our coverage of the charitable events and parties that are a mainstay of the busy stretch of time that falls into April.

I will tell you that few newspapers in America devote the space and attention to the nonprofit scene the way we do. I say that with pride, but accompanied by an explanation.

Even as business leaders launch new ways to re-engineer the Coachella Valley economy, it's clear there are three primary drivers right now. The tourism/hospitality and agriculture industries are dominant, but small-business operators also are important.

This time of year, however, brings another key economic generator: the valley's philanthropic movement.

The efforts to raise millions and millions for our 800-plus charities that call the valley home have a significant spillover effect for countless companies — from caterers and florists to party planners, hotels, spas, valet services and the tuxedo rental shops.

That financial infusion cannot be ignored.

But more than anything, our coverage — spearheaded by Betty Francis, one of the most devoted and hardest-working journalists with whom I've ever worked — spotlights the unique giving that defines our corner of Southern California.

A charitable spirit permeates our valley, unlike anything I witnessed back in my native Ohio. We enjoy a deep-rooted commitment of giving here, a notion of reaching out to those organizations committed to assisting our brothers and sisters in need.

So many residents here adhere to the wisdom of industrialist and philanthropist John D. Rockefeller who said, “Think of giving not as a duty, but as a privilege.

Some critics say our coverage is archaic, a published salute to well-heeled philanthropists who enjoy seeing their picture in the newspaper.

My answer is this: The Desert Sun is a devoted neighbor in our Coachella Valley, and neighbors do all that they can to help those who live near us.

Our coverage of the philanthropic scene and all that goes with it reflects our commitment to community leadership.

Many of our neighbors are in need. And thanks to the worst economic setback since the Great Depression, those needs are growing.

The countless causes that serve our valley — from cancer research and AIDS assistance to our hospitals, food shelters and children's groups — are fighting to not only meet those needs, but, in some cases, to survive.

Yes, our coverage spotlights those who are giving. But it also shines attention on those who rely so heavily on those gifts.

Spotlighting our charities

Our coverage this year will go beyond long dresses, black ties and check presentations. Our stories produced by Francis and our team of philanthropic writers will include details about the nonprofit groups hosting events and how you can help — with your time or checkbook.

We also will expand an effort we launched last year called, “Charity Spotlight.” We'll include even more details of the organizations fighting for the special causes that deserve our attention but whose work often is overshadowed by larger and glitzier events with high-dollar marketing.

Additionally, we are providing more details about upcoming charitable events in hopes they elicit greater response from those in a position to give. You'll see a whole page dedicated to future events on B6.

I share these details not in an attempt to paint ourselves as do-gooders. Instead, I feel passionately about the role The Desert Sun plays in our valley as a community leader.

We know our readers expect many things from us. We must be a primary source of essential and analytical local news, a watchdog overseeing our public officials and governments and a storyteller that spotlights people, places and touchstones that define our desert.

We try very hard to hit that mark daily with our print editions and with urgency on our Web site.

But you also want us to celebrate the successes of our community, while also acknowledging there remain so many groups and individuals who need a helping hand.

I'm confident we can achieve both of those objectives, too, as we launch our coverage of the philanthropic season 2009-10.

I hope to see you throughout the busy season. I'll be the one with the slightly askew bow tie with the imperfect knot.

Thanks, as always, for reading The Desert Sun and mydesert.com.

Rick Green is executive editor of The Desert Sun and mydesert.com. E-mail him at rick.green@thedesertsun.com, or call (760) 778-4637.