Abstract for Online Program Book (maximum 150 words)
In this paper, we examine promotional emails sent out by a Sikh New Religious movement (NRM) commonly known as 3HO/Sikh Dharma. The 3 Hs Organization, where the Hs stand for Happy, Healthy, and Holy (3HO)/Sikh Dharma International (SDI) community has been mired in controversy since 2020. Turning to organizational promotional emails, they help us understand community responses to this moment of crisis. Not only do these organizations reveal multiple strategies at cultivating a positive image, our analysis discusses how distinct religious landscapes shape organizational claims at a positive identity.