SOS Children’s Villages International has recognized the need to better connect with younger audiences and recently adopted WhatsApp to support this goal. The organization has observed that traditional communication channels like email and print mailings are receiving less attention among its target audience. Instead, the team is now using WhatsApp newsletters as a direct and low-threshold channel to share content effectively.
Modern communication with WhatsApp
Active in over 130 countries, SOS Children’s Villages has been working for more than 75 years to protect children’s rights and support vulnerable families. Today, one of the organization’s key priorities is to inspire young people to engage in social and community issues. To reach this audience, the marketing and social media team has recently added WhatsApp as an additional communication channel.
Previously, the team relied primarily on email newsletters and printed mailings. However, these formats are becoming less effective over time, with declining open rates and increasing competition for attention. Choosing WhatsApp marked a clear shift toward modern, mobile-first communication. Even people aged 50 and older are now actively using WhatsApp and increasingly prefer it over email or traditional mail.
The three favorite features of the SOS Children’s Villages International team
The team currently uses Superchat primarily for sending campaign content and newsletters. The ongoing #YoungAndLoud initiative clearly demonstrates the tool’s potential: within a few months, the organization was able to gain nearly 200 subscribers to its WhatsApp newsletter as part of a pilot project. The platform is intuitive and allows content to be shared efficiently and with clear targeting.
1. Campaigns via WhatsApp
The team regularly sends short, concise newsletters for the #YoungAndLoud campaign. These messages reach the young target audience on their preferred channel and are opened far more often than traditional emails.
2. Simple automations
By using automation features, the sending process runs smoothly and with minimal effort. This saves valuable time in day-to-day operations and ensures consistent communication.
3. Intuitive interface for small teams
Since the marketing and social media team is relatively small, ease of use and a clear interface are essential. Superchat meets these needs perfectly and integrates seamlessly into existing workflows.
The Results with WhatsApp
With WhatsApp as a communication channel, SOS Children’s Villages International successfully reaches teenagers and young adults between the ages of 14 and 25 directly. The high open rates confirm the relevance of the format.
Content can be shared clearly and quickly with Superchat. Time-consuming email campaigns are no longer necessary, and messages are delivered where the target audience is already active.
An opt-out rate of less than 0.5% shows that recipients respond positively to the content and format.
Choosing and Implementing Superchat
The decision to use Superchat came during the search for a suitable tool for the #JungUndLaut campaign. The goal was to establish a direct connection to the younger audience without complex technical setups or requiring additional resources. The implementation went smoothly and was carried out by a small but dedicated team.
The Future with Superchat
Following the successful pilot project, SOS Children’s Villages International plans to expand its use of WhatsApp in the coming months. The channel is set to play an even more important role in future campaigns. Gaining new newsletter subscribers also remains a key objective to mobilize support for children in need around the world.
