It seems the U.S. Census Bureau is looking at taking a different tack to get folks to fill out those decennial census forms.

The bureau is considering distributing door prizes — iPods, Starbucks coffee cards, even cash — as incentives for filling out the survey.

An increased climate of fear and suspicion of government due to immigration crackdowns, wiretapping and surveillance issues have officials worried about low response rates in the upcoming census.

But prizes and cash giveaways are not the answer.

Changing that climate of fear should be, of course, the main goal. Clearly, rebuilding trust takes time.

In the meantime, increasing efforts to educate and inform people — particularly undercounted communities — about the vital role of the census is the way to go.

The census is the nation's official population count mandated by the U.S. Constitution. That count is the basis on which programs are crafted, political districts are carved, and billions of dollars in federal aid gets distributed. In short: It matters.

Participating in the census counts should be viewed as part of our civic responsibility, akin to casting a ballot.

Only the Census Bureau makes it easier — they come to you.

All Americans should want to stand up and be counted. Not for a free iPod or cup of coffee, but because it's just the right thing to do.