Yesterday, Greenpeace sent out yet another canned tuna campaign fundraising appeal. Keep in mind Greenpeace is a massive, multi-national, environmental activism company that has an annual budget of $300 million and thousands of employees. But still it pleads poverty with its own membership.

In a roughly 11 paragraph email Greenpeace pleads for cash no fewer than five times:

• “Please, rush us your most generous contribution today…”
• “we need to raise much-needed resources to support the campaign…”
• “Please make a donation today…”
• “Help us by… rushing us your most generous contribution today.”
•  “One of the easiest things you can do to help after you make your contribution is forward this email to your friends.”

And how much of those generous contributions are used to fund science that’s focused on tuna sustainability?

That’d be zero.