Could a Governor’s Philandering Help a Charity Draw Attention to Its Online Network?

The Sierra Club is trying to build a user-generated online database of the nation’s trails. And what better way to publicize the database than by enlisting the name of a man whose face landed on the front page of just about every national newspaper this morning?

“We heard the governor of South Carolina had some trouble finding the Appalachian trail last week,” the Sierra Club’s deputy executive director writes in an e-mail to supporters today. “We don’t want that to happen to anyone else, so now’s a perfect time to let you know about our new online community: Sierra Club Trails.”

“So far,” writes Greg Haegele in the e-mail, “only two sections of the Appalachian Trail have been added by our wonders. No wonder the governor got lost!”

Mr. Haegele then asks readers to join the Sierra Club Trails community and share their photographs and information about the Appalachian trail and other hiking spots.

But some comments on the Sierra Club’s Web site aren’t pleased with the snarky tone of the e-mail.

“This is cute but gratuitous,” says James Lynch. “Not sure this post is in the best traditions of the Club.”

Another poster to the Web site, known as Ruckus, agrees.

“Cheap shot,” he or she says. “Is this ‘whatever will get people’s attention?’ It would be nice if more people knew more about the Appalachian trail and less about the politicians’ philandering.”

Do you think the e-mail is a smart way to help build the charity’s online community? Or is it in poor taste?