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GO RIGHT – GO BIG ● Blog Post #40


Post #40

December 12, 2023

….continued from last week’s blog. Here are some more thoughts on what’s to be done.

1.  Aggressively grow conservative nonprofits with $5 and $10, as well as $100 and $1,000 donors.  Most conservative nonprofit leaders only want high-dollar donors.  To quote Heritage Foundation’s late and great Vice President John Von Kannon, “Two-thirds of Heritage’s major donors started with a low dollar gift.” 

The left, with 700% more donors (20,000,000), understands the value of small dollar donors.Remember direct marketing is advertising, and it plays a major role in building the Conservative Movement.

2.  One measure of success is, “Are you being attacked by the left? Does the left fear you?”  If not you’re probably not over the target, or if you are you’re ineffective.


3.  Invest in building a highly professional development department.  I tell my clients that 90%+ of the fundraising value we bring to our relationship is the donors we identify for them at an investment cost of $5 or $25 or $50+.  This will be a small and insignificant investment when you realize their lifetime value is $500, $1,500, $3,000+.


4.  Remember direct mail is the third largest form of advertising (1st digital, 2nd TV), so when you mail millions of postal letters, you’re:​​

a.  Acquiring new donors/supporters.

b.  Branding/defining your organization.

c.  Branding/defining your liberal opponents.

d.  Educating.

e.  Activating people for your issues.

f.   Encouraging people to become registered voters and to vote.

g.  Raising money to pay for your advertising mail.

h.  Identifying new donors who will contribute new net money sometimes monthly, and some will give major gifts.​

5.  Peter Drucker said, “A business does two things. It innovates and markets.”  Most of you innovate very well.  Few market very well.  In fact, most conservative organizations do a terrible job of marketing.

You and I care deeply about America, our Constitutional Republic, liberty/freedom under God’s laws, and we know that America is the last and only hope for mankind to preserve God’s great gift of liberty/freedom.

It takes someone who cares deeply about you and our mutually shared views and values to say boldly and forcefully, “You need to make changes, you need to do better, you need to reach higher”.

This free post is brought to you by American Target Advertising™ (ATA) and American Mailing List Corporation™—“ConservativeListsRUs.” ATA was the world’s first conservative direct marketing agency and still is the largest with over 85 team members (increasing to 135 by 2024) that will mail over 300,000,000 postal letters in the 2023-2024 election cycle for 40+ clients who will receive over 7,000,000 donations from over 2,500,000 unique donors.

​Much of the information in is from Richard A. Viguerie’s new book, GO BIG – The Marketing “Secrets” of Richard A. Viguerie. Copies for yourself or as a gift can be ordered at or, or at your favorite online bookstore.

If you wish to buy copies to be given free to high school or college students to encourage them to seek a career in conservative politics/marketing, go to

To subscribe FREE to GO RIGHT - GO BIG blog, click here.

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