The NRA’s Chuck Norris Ad

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The National Rifle Association is firing up its voter army for November’s midterm elections. Nevermind that the past two years have brought the greatest advances in gun rights in a half-century: that won’t stop the NRA from scaring people with the prospect of “them” coming to try to take away your gun. Here’s Walker, Texas Ranger star Chuck Norris, helping out:

Anyway, Chuck, who makes Apple Pie look un-American, is right: you should register to vote. And you should also read Mother Jones’ full Chuck Norris coverage. Remember the time he took on the climate change “con game“? Or debunked the theory of evolution? Or joined the birthers? Those were all awesome. But while I realize Chuck Norris can win a game of Connect Four in only three moves, I’m personally more of a fan of General Petraeus—a man who has his own adjective.

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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.

If you can afford to part with a few bucks, please support the reporting you get from Mother Jones with a much-needed year-end donation. And please do it now, while you’re thinking about it—with fewer people paying attention to the news like you are, we need everyone with us to get there.

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