Jennifer MacDonald on Grist's fundraising campaign for environmental journalism:
we have noticed how the economic downturn hit environmental reporting particularly hard, with several eco-columns and publications going under in the last year. So we decided, why not mimic campaigns to save endangered species, which in a way journalists really are? Grist is known for our zany fundraising campaigns. We’d rather err on the side of humour than earnestness. The element of humour is there, painting our staff members as wild animals, but we also hope to strike a chord of urgency, showing our readers that we really do need their support as an independent, non-profit news site.