To email or Not to email

Your nonprofit is not involved with Hurricane relief. You are scheduled to send your regular email newsletter this week. Do you send the email?

Don't. No, don't not send it. Don't send your regular email newsletter. If Hurricane Katrina wreaks the devastation they are predicting, it may seem strange to your donors to get a "business as usual" email. That's not to say that you have to abandon your planned content, but we suggest finding a way to mention the devastation. Here are some ideas:

Regional (unaffected) animal rescue groups can ask their subscribers to create an animal safety plan in case of emergency. Environmental groups can mention the devastation to habitats. Groups who with work with child psychiatry can suggest ways parents can help children who are seeing these devastating images on television.

We think this type of tie-in's will resonate with your donors. What has your experience been?