Probably the best bet for immediate aid is to send money (to whomever), so that they can get exactly what they need ASAP. Clothing will definitely be needed later, but the folks on the ground can use money right now.
There are several reasons aid organizations prefer people to donate cash:
Obviously cost (not to mention) logistics) of shipping goods is one - it's often cheaper and quicker to buy the products in nearby areas.
Also with cash, they can buy what is needed rather than what donors think is needed.
Don't forget the impact on the local economy and that of nearby areas - it puts more $$$ into circulation locally when the buy the goods they need nearby.
And remember - they can get the money to work buying the needed items immediately, while shipping takes time, especially when the transportation infrastructure in the disaster area has been impacted.
Just donated $75 to The Salvation Army. www.salvationarmyusa.org
Good organization.