Union Station Homeless Services: Going From a "Cookie-Cutter" Direct Marketing Program to a Highly Personalized (and Effective!) Approach
Los Angeles, CA

Looking to energize and improve their direct marketing program, Union Station Homeless Services (USHS) engaged Schultz & Williams Direct (S&W Direct) in 2008. Prior to working with S&W, Union Station worked with a cooperative (consortium) mail group that relied on stock themes and images to create their direct marketing program. Despite the perceived lower costs of working with the consortium, USHS was not yielding satisfactory "net" results.

In addition, USHS had just completed renaming and re-branding their organization. More than ever, their direct mail program needed to integrate with the new marketing platform and, at the same time, communicate and reinforce their unique and original role to donors and supporters already involved with the organization.

After an extensive review of Union Station’s past mail efforts and results, S&W developed a creative and strategic direct marketing plan that accurately reflects the organization, improves their fundraising results and identifies low-end donors with the capacity to upgrade their support.

S&W created compelling packages, using authentic themes, stories and images received directly from USHS. Packages that once focused on raising money for just one meal or place to sleep, now illustrate all of the important services that Union Station offers including job training, counseling and financial planning. The solicitation calendar currently ties directly to Union Station’s program and marketing schedule, which allows the mail to hit households during peak periods of exposure and publicity.

We also worked with Union Station to create a mid-level donor club, the Leadership Circle, which asks donors to make leadership gifts of $500 and up. This effort is also building a new prospect pool of major gifts

The results? In the first year, USHS decreased their investment per new donor by 50%. And, their appeal mailings are regularly generating response rates over 10%. The Leadership Circle has already upgraded 72 donors—13 of whom made $1,000+ donations.

Victoria Stubrin, Director of Development for Union Station Homeless Services, says:

"Working with Schultz and Williams has been an incredibly positive experience for Union Station.

We wanted an agency that would tailor a program to our unique needs and image. In our first year together, S&W helped lower our cost to acquire a new donor, as well as increase giving from our existing donors. Amazingly, they are growing our program during these difficult times when the need for our services is higher than ever. And their client service is impeccable. I have no doubt that other homeless service agencies would benefit from their guidance and support."

From our perspective the most important accomplishment is that Union Station is now telling the public and its donors about all of the great work they do...and, they’re raising more critical dollars than ever to do so.