Updated: Jul 10
Viguerie’s BLOG: Are You Being a Good Steward of Your Nonprofit’s Money?
May 9, 2023
Do you think the purpose of direct mail is only to raise money?
If so, you are like many (maybe most) conservative leaders.
However, you would not only be wrong, you would be making a huge mistake.
Without the U.S. Post Office, there would be no conservative movement worthy of the name.
In today’s “cancel culture” and with Big Media and Big Tech censorship, direct mail plays a significant role in getting news to Americans.
Direct Mail Made the Conservative Movement Possible
In the 1960–70s, hundreds of conservative organizations were launched with direct mail as the primary way they raised their budget, got members and subscribers, sold books and magazines, communicated with their supporters, got publicity, etc. This was necessary before the arrival of the Internet, email, Rush, Fox, etc.
What was true in the 1960–70s, is still true today. In fact, the Post Office is more important than ever to conservatives, because our enemies control the high ground of most all major means of communication.
Yes, direct mail raises money for most all conservative organizations, including finding/identifying people who will become regular donors, monthly donors, major donors, and bequest donors. However, direct mail does many other things that are as important, or more so, than just raising money for conservative causes, organizations, and candidates.
From the 1960s through about 2010, direct mail was the second-largest form of advertising. Today it’s the third largest (behind Internet and TV). It’s important to realize that when you spend money on acquisition/prospect mail to tell people about your organization or the problem your nonprofit was established to solve, it’s similar to spending money for advertising on TV, radio, newspapers, magazines, or on a billboard, bumper sticker, etc. Except that the money spent advertising on TV, radio, etc., is almost always gone for good and you don’t know who watched your ad and you certainly don’t have their name and address to contact them.
However, most of the cost of a postal direct mail is paid for by those who read your letter and liked it so much they sent money and gave you their name and address.
In my next post, I’ll continue the discussion about how to be a good steward of a nonprofit’s money.
This free post is brought to you by American Target Advertising™ (ATA) and American Mailing Lists Corporation™—“Conservative Donors R Us.” ATA was the world’s first conservative direct marketing agency and still is the largest with over 80 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 GoRightGoBig.com 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 GoBigConservatives.com or GoRightGoBig.com, 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 GoBigConservatives.com.
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