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Here is a brief Twitter conversation from this morning:

Actually, I think Steve is right, which just goes to show that Steve is right. My own experience, which I think is fairly generalizable, is that within the course of a single conversation hardly anybody ever changes their mind — including me. Arguing is a dominance game, and in a face-to-face confrontation over anything of significance (virtual or otherwise) we hairless apes will go to considerable lengths to avoid conceding dominance. So if we find ourselves on the losing end of a confrontation, we end up simply switching to new arguments, trying to redefine the terms of debate, cherry-picking our evidence a little differently, burrowing down into ever more trivial sub-arguments, or reverting to mockery and then walking away. In other words, pretty much anything other than actually conceding that someone else is right and that our worldview might need to be updated.

However, that’s only the immediate dynamic. With some frequency — 10% of the time? 20%? In any case, certainly more than 1% — arguments will start to sink in maybe a day or a week later when the emotional charge has worn off. You’ll probably never know that you’ve successfully persuaded your adversary, since it’s a gradual change that happens offstage and is rarely acknowledged (dominance games again), but it happens. That’s especially true if the arguments get repeated over time, and even more especially true if they get repeated by people in positions of respect. The number of people who refuse to change their minds regardless of the evidence is still large, since evidence isn’t really what underlies most of our beliefs, but it’s less than 99%.

Thus politics.

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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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