Duke - Devil, I'm a UNC fan, but I'll still give you quality advice.
I'd send DV letters to the CAs first, then send PFDs if you are happy with the results. I address mine generically to "whom it may concern" or "sir or madam". I use the address listed on the CR for mailing purposes for both, but I will vary contact addresses, if possible, for PFDs if I don't get the response I'm looking for.
I send GWs the same way. I start with the address on the CR, then bump to other contact addresses if the first letters don't work. I don't send it to anyone in particular. Last step would be to send to corp. heads from info I find on their website.