I agree with Linda - if you decide to send a demo CD and promotional pack, make sure it looks as good as it sounds. Also, take time to be sure you aren't going to be wasting your time and money sending out stuff that's not appropriate - eg, a person organising something that is purely a blues festival won't want to receive a cd of maritime music for instance. It might be the best maritime cd in the world, but if the organiser's not looking for that kind of stuff, it won't get you a gig.

In answer to your question, I think it's quite common for organisers to expect an initial approach to come from a performer - unless there is a particular performer/band that they are interested in, of course, or they get lots of recommendations from their members/festivalgoers/regular audience - then they might take time to trawl the net for their contact details. Remember that they will have no trouble filling their schedule with people who have approached them, without having time to think about those who haven't.

Good luck