The World of Richard Viguerie. At 90 “Our work isn’t finished yet.”
“You see, in ideological causes people give money not to win friends, but to defeat enemies . You’d like to change human nature, but you can’t—people are more strongly motivated by negative issues than positive ones. When there are no negatives or enemies, the appeal isn’t strong.”
For the past 58 years this has been the messaging North Star guiding Richard Viguerie and his direct response firm American Target Advertising. And it’s a guidance system that’s been copied and followed by virtually every successful political fundraiser on the planet.
HOWEVER, the full story of Richard Viguerie is far, far more than a piece of memorable advice for political and advocacy fundraisers.
September 23rd marks Richard’s 90th Birthday. And just as we marked Jerry Hunsinger’s 90th , we do so with today’s post on Richard reaching the nonagenarian milestone.
Dubbed the “funding father” of the New Right and a pioneer of political direct mail Richard’s career is emblematic of the degree of stamina, skill, and determination required to challenge the status quo and effect change.
Richard and I have been friends for nearly 60 years. It’s a relationship few of my colleagues understand –as in “Roger, how in the world can you like a guy who stands against virtually everything you believe in.”
I get it. Afterall, just a partial list of causes and candidates Richard has launched and helped fund include Jerry Falwell and The Moral Majority, George Wallace, Jesse Helms, Gun Owners of America, the National Right to Work Commission. Practically every organization and candidate I’ve worked for 60 years to defeat. There is one ideological goal we both agree on: abolition of the death penalty.
Here’s why I admire Richard’s efforts while loathing the causes he espouses:
- Willingness to challenge the status quo. Richard was motivated to figure out how mass direct mail could be used to raise large amounts of money via small gifts as a way to end-run what in the late 1960s and in the ‘70s was a system where the political parties, labor unions and a handful of mega-donors controlled access to campaign funds on both the left and right
His development and honing of the national direct mail campaigns was considered revolutionary. It was also soon adopted by insurgent conservatives bucking the Republican establishment.
- Willingness to take risks. When Richard started no one went to school to learn political direct mail. There were none. No one thought large amounts of money could be raised by mail . “You can’t get milk from a cow by sending it a letter” was the conventional fundraising wisdom.
And there certainly were no large mailing lists, no list brokers, and none of the technology (CRMs, predictive analytics, behavioral science) we take for granted today.
To deal with the fundamental problem of few to no mailing lists, in 1965 Richard went to the House of Representatives that did maintain a list if donors who gave over $50 to Barry Goldwater’s 1964 campaign. He copied –by longhand—12,500 donors that had given to Sen. Goldwater. This was the beginning of Richard’s grassroots mailing lists that would grow into tens of millions in the years ahead.
And then he plunked down his life’s savings of $4000 and started his direct mail firm, The Richard A. Viguerie Company, now named American Target Advertising.
The result, in Richard’s words: “Thanks to direct mail, conservatives—and their candidates—were able to become an independent, vibrant force free of the fetters imposed by the Republican political hierarchy and the liberal media.”
- Willingness to commit to continuous, life-long learning. From the day 60 years ago when I met Richard until today, he’s continuously been committed to learning more and more and also sharing his knowledge. From commissioning some of the top direct marketers to consult with and share insights with him and his staff to reading everything he can lay hands on (Of course The Agitator included. 😊 )
He’s returned his knowledge to the world of both fundraising and politics with a string of books including from 1981 thru today:
The New Right: We’re Ready to Lead (1981)
The Establishment vs. the People: Is a New Populist Revolt on the Way? (1983)[39]
America’s Right Turn: How Conservatives Used New and Alternative Media to Take Power (2004)
Conservatives Betrayed: How George W. Bush and Other Big Government Republicans Hijacked the Conservative Cause (2006)
Takeover: The 100-Year War for the Soul of the GOP and How Conservatives Can Finally Win it, (2014)
The Four Horsemen of Marketing (2021)
- Most Important . Richard proved to the conservative establishment –and more importantly to a larger conservative movement that the regular individual citizens could make a difference. That their voice and their small gifts matter. And matter a great deal.
With over $7.7 billion raised for his clients, thru 84 million donations produced by 4.9 billion letters mailed since 1965, Richard shows no sign of stopping as he years the 90-year mark:
“I started this company 58 years ago with the goal of saving America. Our work isn’t finished yet.”
Happy Birthday Richard.
Roger
P.S. For those interested in some of the characters and some of the history involved in this founding era of direct mail you might take a look at the stories and research references in the Wikipedia pages of Richard Viguerie and on the liberal side of Roger Craver.
12 responses to “The World of Richard Viguerie. At 90 “Our work isn’t finished yet.””
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When I left Richard’s agency to start my own independent creative studio in 1982, one of the first agencies that called for consultative services was Craver Mathews Smith. The respect each of you has shown the other, despite your differences, is a model for behavior in short supply these days, sadly. I’m privileged to have learned so much from these giants in direct response fundraising.
John,
Thank you for sharing your observation. “Respect” indeed is a cornerstone of all relationships. Sadly, it’s too little appreciated, understood or practiced these days. And you’re right! Richard and I have profound differences in our belief system, but that’s never stopped us from appreciating or learning from one another.
Your own history and contributions to our craft over the years clearly finds you on the same wavelength. So, double thanks.
Roger
Words like “legend” and “giant” and “pathbreaker” get thrown around these days with great ease and little thought. Both, however, are perfect descriptions of Richard Viguerie.
I’ve had the opportunity to participate on a couple industry panels over the years with Richard. I’m not sure we agreed on a single thing when it came to such questions as who should be President or what to do about gun violence. But I loved the debate and the passion he brought to the argument. I always ended the time together inspired by, as you, Roger, so eloquently state above, Richard’s willingness to take risks, speak truth to power and be unafraid of those who might be tempted to try to silence him.
Roger, thanks as always for appreciating the true pioneers of whom you are clearly one. Happy Birthday, Richard!
Best,
Chuck Pruitt
Chuck,
So good to hear from you and your thoughts on Richard. And Chuck, you ain’t no slouch when it comes to breaking new ground –and also standing your ground. Over the years you’ve been a fervent and eloquent defender of direct mail. As the much of our herd pronounced “Direct Mail is Dead” you demonstrated over and over that if it’s dead it sure as hell is one exquisite corpse.
Thank you for all you’ve done and do.
Roger
I am a Viguerie alumna. This is lovely. Thank you!
Thank you ALL … for sharing your personal universities and your total humanity … long may we differ productively!
Thank you Tom,
Please count yourself among the “All” in your comment. You, more than most have taken stands, experienced the slings and arrows of outrageous fortune (to paraphrase the ultimate copywriter) and keep on teaching and sharing.
Onward!
Roger
I remember when I was a budding political activist and I purchased “The New Right, We’re Ready to Lead.”
That was back in the early 80’s, and I wanted to learn why and how the other side was being so successful.
Then, I discovered Craver, Matthews and Smith, who were more in line with my values. All along, studying both Roger Craver and Richard Viguerie helped me hone my political and fundraising philosophy and instincts.
Deep bow to the two masters,
GP
Thank you Gail. I’ve always admired you constant exploration of ideas and the ways you’ve applied your knowledge and fired up personality to helping large and small organizations in a most generous and caring way.
Keep on reading, sharing and helping.
Roger
Roger, I am honored to be President and CEO of American Target Advertising and can attest to the fact that Richard runs even faster today at 90 than when I met him nearly 40 years ago. At last week’s NIO conference I met a gentleman who works for United Way. He saw you and Richard present at NIO two years ago, it inspired him. While he disagreed with Richard’s politics, he took Richard’s book list and started down the list. The gentleman said he has read 100+ marketing books since, constantly looking for ways to apply his new knowledge to benefit his nonprofit. When I think about all the speaking engagements, one-on-one mentoring, nonprofit board meetings, articles and blogs, books, TV interviews, employees trained, direct mail letters and emails sent, social media posts, etc. the multiplication factor for both of you and the impact of your life’s work is truly astounding. Happy 90th RAV!
Hi Kathleen,
What a great story. I always wonder what conferences and panel discussions really produce and you’re sharing the story of the man from United Way is every bit the answer I always hoped for.
You have big shoes to fill. I’m sure it’s not easy to work (corral? channel? harness?) Richard’s energy fueled by his curiosity. I’m equally sure you’re sure you’ll succeed. For the decades I’ve known him Richard as respected and the company has benefited from the talents of talented women like you.
Here’s to your success.
Roger
What an amazing tribute to a truly remarkable human. Happy Birthday Richard! I’ve learned so much from Richard (and you Roger) over the years, and I am so grateful to call you both friends. Thank you for paving the way for the work we all do in the fundraising industry and for leading by example by being so generous with your knowledge. What an inspiration!
Tim
P.S. for those who want to view the interview with Richard and Roger that Kathleen mentioned, here it is: https://fast.wistia.net/embed/channel/gok0uy0krv?wchannelid=gok0uy0krv&wvideoid=mi1uzldi30