A Grand Plan in Action

Plus, of course, one has to factor in the revenue and lost customers those mis-sent catalogs would’ve brought in had they gone to live names who were potential buyers. (The damage was not quite that severe, however, since the printing was donated.)

The catalog was run on a shoestring with some part-time help, and, given the low to non-existent overhead, broke even in its first two years. The O’Connors were helped enormously by the generosity of the Ireland of the Welcomes magazine that donated its list, enabling them to mail 100,000 really good names with a true affinity.