Our Story
Founded in 1965 by current Chairman Richard Viguerie, American Target Advertising™, Inc. (ATA) is the oldest and largest conservative direct marketing and fundraising agency for nonprofit organizations.
ATA’s nearly 80 world-class marketers specialize in the rapid growth of client donor bases, income and impact. Integrated multi-channel strategies combine cutting-edge techniques with time-tested direct response methods — many pioneered at ATA — using direct mail, email, phone, websites, video, print, broadcast ads and more.
The result: Over $7.6 billion raised for our clients’ many worthy causes.
Each client starts with a strategic marketing plan that captures their vision, establishes goals, outlines strategy, and defines the tactics/projects ATA will use to reach and exceed their goals. To start the discussion on how we might help your organization to achieve its full potential, contact us today. Email us at info@americantarget.com.
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Below, watch the video from the AAPC (American Association of Political Consultants) presenting the Lifetime achievement award to Richard A. Viguerie. https://theaapc.org/awards/hall-of-fame/
1965
Richard A. Viguerie founds the Richard A. Viguerie Company with a mailing list of 12,500 conservative, political donors. He and one employee set up shop in a small room above a fraternal lodge. Within one year, the list multiplies tenfold to 125,000 names.
1969
The Richard A. Viguerie Company (also known as RAVCO) begins attracting national recognition for its ability to raise funds for conservative causes. As The Plain Dealer of Cleveland, OH, reports, “The name of the game is names and Viguerie has them.”
1975
The Richard A. Viguerie Company continues to build its list not based on just wealthy donors, but on large numbers of low-dollar contributors to conservative appeals.
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Newsweek magazine writes, “One acknowledged wizard of collecting $10 and $25 donations is Richard Viguerie.” This approach finally gives a voice to millions of Americans who previously were unable to participate in the national debate on issues affecting their daily lives.
1979
The Richard A. Viguerie Company becomes The Viguerie Company. TIME Magazine names Viguerie one of 50 Faces for America’s Future, calling him “a dedicated conservative who helps shape the movement’s strategy.”
1981
Richard Viguerie is named one of People magazine’s 25 Most Intriguing people of 1981. His influence is seen from coast to coast and throughout the political arena. Phil Smith, then in charge of direct mail for the Republican National Committee, tells the San Francisco Examiner and Chronicle, “A lot of techniques we use now were pioneered by Viguerie.”
1982
Richard Viguerie is credited with the defeat of many Democratic candidates. Mervyn Dymally, former Lt. Governor of California says of his 1978 re-election defeat, “My undoing was started two years ago in the suburbs of Washington by Viguerie and in the suburbs of Los Angeles by the Reagan kitchen cabinet.”
1984
Viguerie’s continuing influence in elections was underscored by former Congressman Jerry Patterson (D – CA) who explains after his loss in 1984, “When you lose an election, you think, ‘If only Ronald Reagan wasn’t on the ballot,’ or ‘if only he hadn’t had Richard Viguerie and his mass-mailing operation out in Falls Church, I would have won.’”
1994
Viguerie’s marketing and list companies (ATA and AMLC) impact political elections, helping lead to the conservative sweep of Congress. A 2004 Direct
magazine article titled “View from the DM Right” credits Richard Viguerie with “…develop[ing] the direct mail art that elected Ronald Reagan and enabled the GOP to take Congress in 1994.”
1999
Richard Viguerie’s historic achievements are recognized in The Washington Times, which names him one of thirteen “Conservatives of the Century”. The article states, “Mr. Viguerie became king of political direct mail and provided conservatives with an essential tool to raise money, communicate ideas, and motivate people.”
2003
The Washington Times’ James Martin notes, “Before Rush [Limbaugh], conservatives for nearly 40 years looked to Richard Viguerie, the funding father of the conservative movement, for the right word on policy and politics. Before Mr. Limbaugh, it was Mr. Viguerie whose mail was delivered over hill and dale, through rain, sleet, and snow, to conservative donors and activists, prodding them to take action.”
2004
Richard A. Viguerie is the Chairman of American Target Advertising™, Inc., of American Mailing Lists Corporation which includes Viguerie Political Lists, and of The Viguerie Company. He is the founder of ConservativeHQ, an online headquarters for conservative activists. In 2004 he wrote America’s Right Turn: How Conservatives Used New and Alternative Media to Take Power (Bonus Books, 2004).
2008
Newsmax names Richard Viguerie one of their 25 Most Influential Republicans, a list of those described as "the inside players, the deal makers, and the power brokers" who aren't part of the official party hierarchy, nor particularly well-known to the public. The article explains, "Known for his willingness to buck the Republican establishment, Viguerie prides himself on . . . blowing the whistle when the Party fails to live up to conservative principles."
2014
Richard Viguerie released his book TAKEOVER: The 100-Year War for the Soul of the GOP and How Conservatives Can Finally Win It. TAKEOVER provides conservatives with the history, inspiration, and practical steps necessary to succeed in taking over the GOP, electing a conservative President, and governing America by 2017.
2017
Richard hosted his first Double Your Donors Seminar. These seminars now exist on a regular basis to change organizations. With a focus on non-profit organizations, Richard shows how Viguerie’s Four Horsemen of Marketing® can change their organizations and their lives. He teaches how to grow the number of donors and donations, along with how to create and define their BRAND.
2020
In 2020 despite a countrywide pandemic, ATA generated more donations for its clients and mailed more letters than in any previous year. Many ATA clients doubled or tripled their donor bases, increasing the number of supporters by tens of thousands.