Ben Carson speaks at the South Carolina Tea Party Coalition convention on January 18, 2015 in Myrtle Beach, South Carolina.
Richard Ellis—Getty Images
February 19, 2015 3:01 PM EST

Ben Carson has hired a direct marketing wizard to be his senior advisor if he formally launches a run for president.

Mike Murray is the President and CEO of TMA Direct, a direct marketing agency that Carson has worked with on the Save Our Healthcare project, run through the American Legacy PAC. According to Carson’s campaign manager Terry Giles, this project has raised $6 million dollars with an average donation size of $43.

Giles said that as senior advisor, Murray will “oversee all small-dollar grassroots fundraising efforts.”

Hiring a someone from the world of direct marketing shows that Carson knows how to play to his strengths. No prospective candidate’s name and likeness, including Hillary Clinton, has been as successful as Carson’s so far in attracting small donations, largely through direct marketing efforts.

Carson is expected to make a formal announcement about a campaign in May.

Write to Tessa Berenson at tessa.berenson@time.com.

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