With the holiday season underway, many good-willed individuals express their generosity by giving to those less fortunate.

“Unfortunately,” says Lawrence Loesch, former NYPD deputy chief and vice president/ general manager for AlliedBarton Security Services, “that can also create an opportunity for scam artists to take advantage of the kindness of others. It is important to make certain your generosity is received by those who need it most.”

When giving this holiday season, avoid falling victim to scam artists by following Loesch’s tips.

Look-alike charities: Watch out for charities with names similar to well-known organizations. Some scam artists try to trick people by using names that make them appear to be the same as or comparable to valid charities. Always investigate the organization prior to making a donation. Look at their websites. Most nonprofit web addresses end in .org instead of .com.

Phone scams: Be cautious of charities that call over the phone. Generally, legitimate nonprofits do not solicit by telephone. Ask the solicitor for the charity’s mailing address and send them a check directly. When in doubt, call the charity and ask them if they’re aware of the solicitations being done in their name.

Know the charity: Many more organizations push for donations during the holidays. Research the charity before making the decision to donate. If they offer very little information, they may not be legitimate. A legitimate charity will give information describing its mission, how donations are distributed and proof that a contribution is tax-deductible.

How is the donation used? One of the most important things to consider when making a charitable contribution is how much of the money actually goes to the charitable cause. Most charities are required to register and file annual reports showing how donations are used. Ask for this information at a state or local consumer protection agency.

Contribution collectors: Individuals who go door-to-door or position themselves in high traffic areas should be carrying proper credentials and identification. These individuals should be knowledgeable about the organization and be able to provide informative materials about the charity. Ask for written information and the solicitor’s identification to validate the organization. For security and tax record purposes, pay by check when giving a contribution and write the charity’s official name on the check.

Mail scams: Holiday greetings may not be the only items crowding the mailbox. This time of year, watch for appeals for donations. If the name of a particular charity is not recognizable, check out their legitimacy at the BBB Wise Giving Alliance website, www.give.org.

E-mail scams: Be skeptical of e-mails seeking charitable contributions. Many unsolicited messages received through e-mail are fraudulent. Do not respond to these e-mails.A fraudulent charity email may have an attachment, offering more information. Be aware, as many times these attachments contain viruses. It is always important that any charity-related e-mail include a link to an authorized website. Be skeptical of any charity e-mail or website that requires a Social Security number.

Promised prizes . Be cautious of guaranteed sweepstakes winnings in exchange for a contribution. Fraudulent sweepstake mailers encourage consumers to return the apparent “winning” entry along with a donation to the charity named in the promotion. The wording in the mailer makes it seem like the recipient is already a winner. Be skeptical if a solicitor thanks you for a contribution you don’t remember giving.

Adamant demands . Refuse any high-pressure requests for a contribution. Legitimate charities usually don’t require people to give at a moment’s notice.