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Conservatives pioneered direct mail to stoke grassroots enthusiasm. It worked.

The brilliance of direct mail was how Viguerie connected multiple mailing lists within one

conservative constellation — all while raising money. Individuals who gave to one cause were often tethered together with those who gave to an entirely different cause, but both were united under a New Right banner, or more appropriately, a mailing list. “Moral people didn’t get anywhere until they discovered direct mail,” Viguerie once remarked.

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