That’s what the missionary candidate wanted to know, as he was preparing to send out 100 very nicely prepared donation letters. He said that the local copy place was asking fifty cents per copy more, to do it in color. His original was in color and looked great. It spoke of competency, confidence, and clarity.
“Let’s do the math on this thing,” I said. You’re in the middle of mission support, for a short term mission project (actually it is for two years) so the stakes here are big. You’ve got 100 prime prospects, with whom you will follow up by phone or personal visit. The cost of the postage is the same, whether you use color or B/W. The extra cost for color is $50, for the 100 letters.
Suppose that only ONE person more responds positively, because of the high quality and strong appeal of the full color letter. That one person contributes $50/ mo for 24months, and you reap a return on investment of 23 times your cost going in — that’s like 2,300% return. If you can find me that for my retirement funds, I’m “all in,” so to speak.
Jim Walters
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