Utilizing tools for online marketing communication
to get closer to people

The Great Orchestra of Christmas Charity's communication strategy is based on the need to be closer to people. See how the biggest charity organization in Poland utilizes online marketing tools to communicate with their audience.

WOŚP Polska

3 minutes

Time spent on preparing
a signup page

41,74%

Signup rate

51488

Signups

Charity organization The Great Orchestra of Christmas Charity (Wielka Orkiestra Świątecznej Pomocy “WOŚP”) – is a philanthropic foundation whose primary goal is providing health care, saving the lives of ill people, especially children, and promoting healthy lifestyle, and preventive medicine.

GetResponse is a tool that’s easy to learn. It has many helpful features for NGOs.

Anna Sobieraj – Digital Marketing and Social Media Specialist

When did you decide it was time to use GetResponse?

Our need stemmed from our communication strategy and the fact that we want to be closer to people. We want to stay in touch with them to build lasting relations and keep up the good atmosphere between Orchestra finales which happen only once a year.

In 2021 we decided that the Poland Rock festival will be a ticketed event. Suddenly, we found ourselves in need of custom communication with our audience, sending tickets, instructions, etc. One of the main tools we utilized was GetResponse.

Would you recommend GetResponse? Why?

I would most definitely recommend this tool to other NGOs. GetResponse is equipped with many useful features that are easy to learn. It is an intuitive platform and many of our employees can easily use it.

GetResponse ensures high-quality work with technology. The platform has a lot of features gathered in one place and a singular database which is the foundation of the operations of many tools.

Anna Sobieraj
Digital Marketing and Social Media Specialist

Celina Bojakowska
Community Specialist

How does GetResponse assist WOŚP?

  • Communicating with many groups: we use GetResponse to communicate with many groups: newsletter subscribers, volunteers, headquarters staff, the press, SiemaShop clients, and music enthusiasts.
  • Educational webinars before the finales: we utilize webinars to teach key skills, such as acquiring sponsorships, writing newsletters, and sending out invitations for events.
  • Instant interaction during live events: during the transmission of The Orchestra at Home (Domowa Orkiestra), we used an idea of Jurek Owsiak and we created a landing page for people interested in Poland Rock festival so they could join our contact list. It took us only 3 minutes.
  • Gathering information from the audience: as soon as we established that Poland Rock festival is on, we started by preparing a landing page. We later sent out an email with a survey. Through the survey, we learned that people want to meet face to face. Nobody at that time planned an event on this scale. Direct contact with people was crucial.
Poland Rock newsletter sign-up form

Why do people want to receive your emails?

Brand recognizability and emotional ties to it have a significant impact on people’s engagement. Our audience is attached to the foundation and its cause. We send out valuable information to specific groups of contacts thanks to list segmentation.

Our contact base had rapidly expanded in 2021. People were very invested in the planning of Poland Rock festival. They wanted to know how to purchase tickets, how to enter the festival grounds, etc. What’s interesting is that the engagement of the audience hasn’t decreased after the festival. We assumed that a lot of people would end their subscription after the event, but our engagement rates remained high.

What do you send out and what do you recommend sending out?

We divide our mailings into blocks. If we have a finale, we plan our communication in advance – 3-4 months prior to the event. Before the festival, we announce to our audience the guests, the bands, and the attractions of the event.

After the festival, we focus on promoting releases and concerts on Kręcioła TV. We send content that is not available publicly to contacts from our list – it is a benefit for newsletter subscribers.

We keep our communication direct and open-ended: we share the news about the foundation and use personalization to send out direct messages from Jurek himself. People often reply to these emails so it’s good to keep an eye on the inbox. From what I’ve gathered, people often decide to reply when they find the content engaging and they have additional questions. It is always good to answer those emails.

Can GetResponse save me time and money?

As a charity, we do not focus on the financial aspect, but on communication. Easy-to-use tools and predesigned templates surely help save time during campaign preparation.

What tools besides GetResponse do you use?

We use our own photos in most assets but sometimes we need an extra graphic. That’s when we use Canva – it’s perfect for preparing graphics quickly.

Anna Sobieraj
Digital Marketing and Social Media Specialist

Celina Bojakowska
Community Specialist

The Great Orchestra of Christmas Charity

Tools used to get results

  • Email Marketing – Customize ready-to-go newsletters, and transactional emails from a library of predesigned professional templates to match your goals. Take advantage of a/b testing and email analytics to constantly improve your results.

  • Landing Pages – Take advantage of a vast catalog of over 200 fully-customized landing page templates with intuitive drag-and-drop editor. You can SEO optimize the page and analyze its performance. Run A/B tests on multiple versions of the same page to know what works.

  • Webinars – Host unlimited webinars for up to 1,000 live attendees, share the stage with two or more presenters and automate sending your reminders and freebies.

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