Tags: Conservatives' | 'Direct' | Appeal

Conservatives' 'Direct' Appeal

Wednesday, 01 December 2004 12:00 AM

Richard Viguerie, a strong conservative and pioneer of direct mail fundraising, has just released an interesting book outlining the institution of direct mail and how it has furthered the conservative cause and agenda entitled “America’s Right Turn: How Conservatives Used New and Alternative Media to Take Power.”

He begins by detailing the concept of direct mail and how it found its footing in the political arena.

Forced by the Hard-Left stance of the mainstream media to find a new method of contact, conservatives reached out to the reliable United States Postal Service.

Whereas before, conservatives were fighting the liberal media powerhouses for two minutes on the major networks, now, due to direct mail, conservatives are able to have their message delivered to the doorstep of every American with an address.

This book also shows that direct mail has provided conservatives with a means to cultivate donations.

Viguerie points out that most large corporations do not fund conservative groups. They support the liberal agenda. “Necessity is the mother of invention,” Viguerie writes, “and out of necessity conservatives learned how to stay alive financially through direct mail.”

This new concept did more than bring in money to the conservative movement. Using the medium of mail, conservatives were encouraged in 1975 to honor Barry Goldwater but seek someone else for presidency.

Ronald Reagan’s campaign was highly dependent on direct mail, which led to the election of the most beloved president of the 20th Century.

In one chapter, Viguerie writes of a letter he had written to Ronald Reagan, when he was an active conservative in Hollywood, asking for Reagan’s permission to use his name in one of Viguerie’s direct mail letters.

When Viguerie did not receive a response, he was disheartened, but did not pursue the matter. Months later, Viguerie learned, through a phone call with Reagan, that his letter had been intercepted by his son, Ronnie Jr., who had used it as a coloring page and left it in his toy box.

The future president apologized profusely for the delayed reply and offered the use of his name for Viguerie’s company. This book is full of interesting and often amusing stories Viguerie has saved along the way.

Viguerie’s book is enlightening to anyone remotely interested in direct mail and a cornerstone to those who depend on it for communication. However, the entire book is not a shrine to direct mail. Viguerie spares a few chapters to talk about other conservative conduits of communication from Rush Limbaugh to Fox News to the Internet.

Instead of elevated language and confusing vocabulary, Viguerie presents his ideas in layman’s terms, using good analogies and humorous illustrations. In “America’s Right Turn” Richard Viguerie applies his expert knowledge and many years of field experience to create a book that will help unfold the mysteries and answer the questions related to direct mail.

Most conservatives agree that they owe a debt of gratitude to Richard Viguerie for approaching direct mail with a scientific mind as well as an artist’s touch. The average person might decry the “junk mail” received daily, but who can resist a letter asking for support for a favorite cause?

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Richard Viguerie, a strong conservative and pioneer of direct mail fundraising, has just released an interesting book outlining the institution of direct mail and how it has furthered the conservative cause and agenda entitled "America's Right Turn: How Conservatives Used...
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2004-00-01
Wednesday, 01 December 2004 12:00 AM
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