The word I'm getting right now, is no clothes, they are swamped with clothes. They are in need of disposable personal items and cleaning supplies. Of course food and water. The Red Cross is of course a great organization, however if you want your money to go directly to the cause, donate to local churches, they are spearheading the relief effort. For instance:
http://www.fbchenryville.com/ Many people lost purses and wallets and have no ID. The locals "know the lay of the land" so to speak.
I've stayed out of the area per instructions from authorities. However I was by there on I65 Saturday, it is devastation. Having witnessed this kind of stuff first hand in the past, rest assured TV does not do it justice.