As a member of the Victorian-era Metaphysical Society, W. K. Clifford contributed to debate about the prospects for morality in the absence of religion. Clifford thought its chances good. He presented a paper offering a 'scientific' approach to moral theory. In my discussion, I explore his proposal, using it to gain interpretative leverage on a paper he delivered before the Society only a year later, 'The ethics of belief '. I set aside the quarrel with religion so prominent in this (...) influential essay and discount its evidentialist epistemology, the better to reveal it for what it is: a powerful exercise in moral suasion. (shrink)