Okay, maybe Viguerie is better labeled as the godfather of the New Right, but I thought this was also fitting, and a little more lighthearted.

As part of an independent study I’m undertaking, I’ve done some research on Viguerie. I’d never heard his name before, and never even knew about his contribution to the growth of conservatism in the late 1970’s.

Who was he?

Basically, in the early 1960’s Viguerie wrote down the names and addresses of a bunch of Goldwater donors and began sending them mail. Over the years, he took more and more conservative organizations on as clients and expanded his company so that this direct mail reached millions of people. Howard Phillips’ Conservative Caucus, the World Anti-Communist League, Citizens for Decent Literature, National Rifle Association, Jerry' Falwell’s Moral Majority — all of these organizations and movements sent mail through Viguerie’s company. He truly revolutionized what politics meant: no longer was it just about policy. Now, it was about marketing.

Reflections on a Campaign Internship

Direct mail (now, direct messaging!) originated with conservative Viguerie, but is now used on both sides as a means of interacting with voters from both parties. As an intern for Sam Liccardo’s Campaign for Congress, I called and sent messages to hundreds, or maybe even a thousand, people — and there was a team of around fifty interns and several campaign staff all working simultaneously to get Liccardo’s platform and message to reach as many people as possible.

Liccardo’s campaign ran on these direct calls and messages, and the same goes for many other politicians looking to get elected or re-elected. Viguerie’s name is not well known, but his impact on the conservative movement and on political campaigns as a whole should be noted.