All this week, we're looking at the political tools presidential campaigns bring out in election years. Today, Audie Cornish speaks with two pioneers of direct mail. Morris Dees was the force behind the direct mail efforts of Senator George McGovern's campaign in 1971-1972. The campaign brought in millions thanks to hundreds of thousands of small donors reached through direct mail. We also hear from Richard Viguerie, who has been nicknamed a "funding father" of the conservative movement. He was a pioneer of the donor list, which is considered gold to campaigns today.