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DIALING IT DOWN….OK, credit where it’s due. After watching his campaign events turn into increasingly ugly free-for-alls, John McCain has apparently decided that enough’s enough. Ana Marie Cox reports on his latest rally in Minnesota:

But then something weird happens: He acknowledges the “energy” people have been showing at rallies, and how glad he is that people are excited. But, he says, “I respect Sen. Obama and his accomplishments.” People booed at the mention of his name. McCain, visibly angry, stopped them: “I want EVERYONE to be respectful, and lets make sure we are.”

The very next questioner tried to push back on this request, noting that he needed to “tell the American the TRUTH about Barack Obama” — a not very subtle way, I think, to ask John McCain to NOT tell the truth about Barack Obama. McCain told her there’s a “difference between record and rhetoric, and I plan to talk about his record, respectfully… I don’t mean that has to reduce your ferocity, I just mean it has to be respectful.”

And then later, again, someone dangled a great big piece of low-hanging fruit in front of McCain: “I’m scared to bring up my child in a world where Barack Obama is president.”

McCain replies, “Well, I don’t want him to be president, either. I wouldn’t be running if I did. But,” and he pauses for emphasis, “you don’t have to be scared to have him be President of the United States.” A round of boos.

And he snaps back: “Well, obviously I think I’d be better. “

Of course, this is kind of the best of both world: Crazy base-world gets to bring up Ayers and whatever else, really, and he gets to say, “Be respectful.” But I think he means it.

UPDATE: Indeed, he just snatched the microphone out the hands of a woman who began her question with, “I’m scared of Barack Obama… he’s an Arab terrorist…”

“No, no ma’am,” he interrupted. “He’s a decent family man with whom I happen to have some disagreements.”

Good for him. Now I wonder if he can get the same message out to Sarah Palin?

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WE'LL BE BLUNT

It is astonishingly hard keeping a newsroom afloat these days, and we need to raise $253,000 in online donations quickly, by October 7.

The short of it: Last year, we had to cut $1 million from our budget so we could have any chance of breaking even by the time our fiscal year ended in June. And despite a huge rally from so many of you leading up to the deadline, we still came up a bit short on the whole. We can’t let that happen again. We have no wiggle room to begin with, and now we have a hole to dig out of.

Readers also told us to just give it to you straight when we need to ask for your support, and seeing how matter-of-factly explaining our inner workings, our challenges and finances, can bring more of you in has been a real silver lining. So our online membership lead, Brian, lays it all out for you in his personal, insider account (that literally puts his skin in the game!) of how urgent things are right now.

The upshot: Being able to rally $253,000 in donations over these next few weeks is vitally important simply because it is the number that keeps us right on track, helping make sure we don't end up with a bigger gap than can be filled again, helping us avoid any significant (and knowable) cash-flow crunches for now. We used to be more nonchalant about coming up short this time of year, thinking we can make it by the time June rolls around. Not anymore.

Because the in-depth journalism on underreported beats and unique perspectives on the daily news you turn to Mother Jones for is only possible because readers fund us. Corporations and powerful people with deep pockets will never sustain the type of journalism we exist to do. The only investors who won’t let independent, investigative journalism down are the people who actually care about its future—you.

And we need readers to show up for us big time—again.

Getting just 10 percent of the people who care enough about our work to be reading this blurb to part with a few bucks would be utterly transformative for us, and that's very much what we need to keep charging hard in this financially uncertain, high-stakes year.

If you can right now, please support the journalism you get from Mother Jones with a donation at whatever amount works for you. And please do it now, before you move on to whatever you're about to do next and think maybe you'll get to it later, because every gift matters and we really need to see a strong response if we're going to raise the $253,000 we need in less than three weeks.

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