March 31, 2007

Brazil Cracks Down on Soy

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Brazil’s environmental agency is finally cracking down on the soy crop that has been devastating the Amazon. In response to Greenpeace activism, Brazil has closed a soy-processing facility and port both operated by the U.S.-based multinational Cargill. Greenpeace has been publicizing the fact that large swaths of rainforest are being cleared to make room for the soy crop. Last May, a Greenpeace ship blocked the port. Vegetarians can keep eating tofu in peace, because according to the Greenpeace report, “Eating up the Amazon,” the Amazonian soy crop actually feeds chickens that wind up in fast-food restaurants and supermarkets.

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THE FACTS SPEAK FOR THEMSELVES.

At least we hope they will, because that’s our approach to raising the $350,000 in online donations we need right now—during our high-stakes December fundraising push.

It’s the most important month of the year for our fundraising, with upward of 15 percent of our annual online total coming in during the final week—and there’s a lot to say about why Mother Jones’ journalism, and thus hitting that big number, matters tremendously right now.

But you told us fundraising is annoying—with the gimmicks, overwrought tone, manipulative language, and sheer volume of urgent URGENT URGENT!!! content we’re all bombarded with. It sure can be.

So we’re going to try making this as un-annoying as possible. In “Let the Facts Speak for Themselves” we give it our best shot, answering three questions that most any fundraising should try to speak to: Why us, why now, why does it matter?

The upshot? Mother Jones does journalism you don’t find elsewhere: in-depth, time-intensive, ahead-of-the-curve reporting on underreported beats. We operate on razor-thin margins in an unfathomably hard news business, and can’t afford to come up short on these online goals. And given everything, reporting like ours is vital right now.

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