In recent years, a growing literature has claimed that there is a strong and consistent association between the presence of historic missionary societies outside Europe and positive long-term socio-economic outcomes. Yet, most of these studies fail to specify whether this finding is the result of missionary investment in human capital or of local actors stepping up their educational efforts in reaction to missionary activities. This article uses the example of Protestant missionary activity in Ottoman Turkey to separate these two mechanisms. The Ottoman state and the Armenian population responded to missionary incursions by modernizing and expanding their educational efforts. However, after the foundation of the Republic and of modern Turkey, most of the missionary schools were closed and the Armenian population was dramatically reduced. Using the blockage of direct effects, this study confirms the role that indirect effects or emulation has played in Ottoman Turkey. Results show that places with historically heightened competition between missionary schools and native educational institutions are more likely to have a higher income, as measured by night-time light density.