Because Goldwater was viewed as an anti-establishment candidate by wealthy Republican benefactors who supported Republican New York Gov. Nelson Rockefeller, his campaign was forced to seek alternative means of funding. Rather than focusing on a few big donors the campaign relied on large-scale direct-mail fundraising. Lee Edwards, a Goldwater communications aide for the 1964 campaign would later recall "We couldn't go to the fat cats, because they were all with either Rockefeller or Johnson, so we had to develop our own financial base. There had been direct mail around, but not in presidential campaigns. We had a need that had to be met, and we had some experts who knew how to do direct mail. Everybody does it now, but that was a revolution in fundraising back in '64."