Michelle Obama’s Pitch to Disaffected Democrats

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The passage below was only a tiny part of Michelle Obama’s speech tonight, but I think the entire rest of the address, all 3,000 words of it, had only a single purpose: to make this one tiny part resonate by the time she got to it.

I love that we can trust Barack to do what he says he’s going to do, even when it’s hard — especially when it’s hard….He reminds me that we are playing a long game here — and that change is hard, and change is slow, and it never happens all at once.

….And if so many brave men and women could wear our country’s uniform and sacrifice their lives for our most fundamental rights, then surely we can do our part as citizens of this great democracy to exercise those rights. Surely, we can get to the polls and make our voices heard on Election Day.

That was it. That was the whole point of the speech: to convince disappointed Obama fans that her husband was worth getting off their butts and working for again. Change is hard. It happens one small step at a time. We’re playing a long game and you should be ashamed of yourself if you feel like quitting just because Barack hasn’t won every battle. Now get out there and vote.

The rest of the speech was extremely well crafted and Michelle Obama delivered it like a pro. It hit all the right notes. There were no gratuitous partisan attacks (unless her remark that “the truth matters” was a subtle barb). I’ll bet it gets high marks in the overnight polling. But as good as the rest of it was, it was, in the end, just a superstructure designed to provide emotional support for the four sentences above. If they hit home, the speech did its work. If they didn’t, it failed.

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We have a considerable $390,000 gap in our online fundraising budget that we have to close by June 30. There is no wiggle room, we've already cut everything we can, and we urgently need more readers to pitch in—especially from this specific blurb you're reading right now.

We'll also be quite transparent and level-headed with you about this.

In "News Never Pays," our fearless CEO, Monika Bauerlein, connects the dots on several concerning media trends that, taken together, expose the fallacy behind the tragic state of journalism right now: That the marketplace will take care of providing the free and independent press citizens in a democracy need, and the Next New Thing to invest millions in will fix the problem. Bottom line: Journalism that serves the people needs the support of the people. That's the Next New Thing.

And it's what MoJo and our community of readers have been doing for 47 years now.

But staying afloat is harder than ever.

In "This Is Not a Crisis. It's The New Normal," we explain, as matter-of-factly as we can, what exactly our finances look like, why this moment is particularly urgent, and how we can best communicate that without screaming OMG PLEASE HELP over and over. We also touch on our history and how our nonprofit model makes Mother Jones different than most of the news out there: Letting us go deep, focus on underreported beats, and bring unique perspectives to the day's news.

You're here for reporting like that, not fundraising, but one cannot exist without the other, and it's vitally important that we hit our intimidating $390,000 number in online donations by June 30.

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