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

L. Benjamin Rolsky, The Washington Post

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.