Join us as we recap some of the biggest partner wins of 2024 and what we're looking forward to in 2025.
2024 has been a big year for SoSha. With oversaturated media markets, and the rising costs and diminishing value of digital advertisements, there’s a growing need for organizations to find new, effective ways to message to audiences online.
This has led to organizations across industries and sectors using SoSha’s organic social sharing to reach their key audiences and drive actions, from fundraising campaigns to GOTV drives and more!
The results speak for themselves. SoSha has seen over 648,000 SoSha post shares this year—a 315% increase from 2023—demonstrating that organizations are more heavily investing in a community-driven outreach strategy, and are seeing tangible, positive results, especially as the digital advertising market continues to inflate in cost and deflate in value.
The 2024 U.S. Presidential Election was also a huge factor, generating 131,000 SoSha post shares alone, generating millions of social media impressions.
In this recap article, we’ll dive into some of SoSha’s biggest 2024 milestones, explore how our partners used organic social sharing to drive impactful engagement, and talk about what we’re looking forward to in 2025.
Organic Social Sharing for Sustained Event Promotion
The Challenge: Building Pre-Event Sign Ups and Sustaining Engagement Post-Event
Organizations looking to promote their annual conferences, award ceremonies, fundraising drives, and more often have two goals in mind: maximizing pre-event engagement (i.e., RSVPs, media attention, donations, etc.) and sustaining engagement post-event (i.e., membership drives, more fundraising, and more.)
Over the past year, SoSha helped numerous partner organizations amplify their event messaging above the digital noise — driving interest and sign-ups before the event and maintaining momentum during and after. Working closely with our partner organizations, SoSha has refined the integration of organic social sharing into event strategies.
SoSha’s Promotional Tools in Action
This spring, we partnered with New York Women in Communications (NYWICI), the largest organization of professional women in the communications industry in New York City with 2,500+ members, to amplify their annual Matrix Awards, honoring and celebrating the accomplishments of women in communications and the arts.
Initially, the team planned to build social media toolkits for key speakers to share their participation in the event with their social networks. However, after utilizing SoSha’s easy-to-use platform to build some initial toolkits, they expanded their strategy to create toolkits for every Matrix Award attendee.
During the event, SoSha launched its photo overlay feature, enabling attendees to take selfies with branded imagery and banners overlaid over them, providing easily customizable branded content to be shared on social media without needing any marketing team involvement.
Using easily scannable QR codes placed around the venue, NYWICI provided instant access to these SoSha pre-made social media posts that attendees could then share with their networks in seconds.
The immediate impact was palpable, with the NYWICI team seeing a huge 1107% increase in impressions on posts across their LinkedIn company page, compared to previous months. And the popularity of this feature has grown over the past few months. In the past 90 days, 15% of all SoSha toolkits have featured photo overlays, and we anticipate that number increasing over the next year.
SoSha at the Democratic National Convention
Building on this success, SoSha was used as the organic social media tool at the Democratic National Convention in August. Daily toolkits were crafted to showcase the convention’s excitement, featuring fun photo overlays that highlighted key moments — like speakers on stage and the energy of attendees.
These efforts extended the reach of the event far beyond the convention hall, capturing the enthusiasm of participants and Americans watching from home. Thousands of posts were shared from attendees of the DNC, generating millions of impressions and demonstrating the power of organic social sharing to drive widespread engagement.
Small-Dollar Fundraising through SoSha
Throughout 2024, SoSha’s organic social sharing platform proved to be a simple yet highly effective strategy for fundraising, especially small-dollar campaigns, with integrated organic sharing boosting campaign revenue between 8% and 10%. One of the keys to this success lies in empowering engaged audiences to share content after making a donation — a strategy called “post-action sharing.”
By leveraging SoSha toolkits to maximize pre- and post-sharing opportunities, organizations have seen significant returns as opposed to solely relying on digital advertising.
For example, many organizations in the United States utilized SoSha for campaign and end of year fundraising. WisDems, for example, generated 361 shares from just one toolkit which led to 42 donations totalling $1,200. Field Team 6, another long time user of SoSha, built posts specifically for fundraising in the second half of the year resulting in $4,000 raised.
In Europe, another campaign saw 327 shares from 549 donors, with 17 direct donations attributed to SoSha shares—accounting for 10% of total donations raised. Notably, this campaign achieved an impressive 1:10 conversion rate from organic visits to donations, highlighting the power of organic social sharing to drive meaningful fundraising outcomes.
By turning social sharing into tangible results—like real donations—SoSha empowers organizations to move beyond traditional outreach, transforming audiences into passionate advocates.
Driving Supporter Engagement for Political Campaigns and Advocacy Groups
2024 saw some of the biggest challenges for both political campaigns looking to mobilize supporters and voters, and issue advocacy groups seizing the moment to attract volunteers, promote events, and fundraise.
Higher Costs + Ad Over-saturation
The U.S. ad market saw a record-breaking ~$12 billion in revenue from the 2024 Presidential Election, with both President-Elect Donald Trump and Vice President Kamala Harris spending across traditional ad markets as well as digital platforms, including Facebook, Instagram, Google, YouTube, Snap and more.
But as the Democratic and Republican presidential candidates ramped up their messaging prior to election day, CPM costs — especially on platforms like Meta which saw a 31% increase in average CPM cost in November — ballooned, generating a more expensive digital ad environment for all other organizations and businesses.
The diminishing returns of ad spend were seen across battleground states especially, where markets were deluged with messaging. Pennsylvania for example saw a record $1.2 billion in market ad spend, while the Montana Senate race saw the highest per voter ad spend for a Senate campaign in the nation’s history.
This wave of spending only increased instances of ad fatigue, with all-important battleground state voters reporting feeling simply overwhelmed by the constant barrage of advertising — the worst outcome for organizations looking to message and engage.
SoSha’s Organic Social Sharing Solutions
GOTV and advocacy groups like Jane Fonda Climate PAC and DemCast, to national and state campaigns like Harris/Walz and Wisconsin Democrats have been able to overcome the volatility of the digital advertising market this season and research their target audiences using organic social sharing.
SoSha’s organic social sharing toolkits provided value with a $0 CPM and an average cost per click of just $0.52 for election-related campaigns – far below the industry average of $4.08 for social media advertising.
The resilience of SoSha’s community-based approach to messaging also provided greater impact for our partners, with a 17% toolkit click rate far surpassing the average 2-5% conversion rate for digital advertisements.
SoSha’s toolkit management allowed for organizations to quickly assemble and deploy posts featuring an array of multimedia and messaging, increasing the likelihood of messaging being shared to different networks unreachable through traditional advertising and brand content.
Additionally, SoSha partners were able to build deeper relationships with their digital supporters, foster connections with community members ready to spread messaging with their networks, and develop more effective messaging with community input and interaction.
Looking Ahead to 2025
From the world of political advocacy, where groups are looking to ramp up their organizing for a new U.S. presidential administration and tackle upcoming European elections in the Spring, to organizations looking to amplify their events, press releases and membership numbers, SoSha is ready to provide insights, advice, and support.
The SoSha team is dedicated to providing the ultimate organic social sharing tool to our partner organizations. We're excited for a new year to roll out new features, integrations, and improvements making crafting, deploying, and analyzing SoSha toolkits easier than ever.
We'd like to thank our partner organizations for their work and support. From the SoSha team, Happy Holidays and Happy New Year! We'll be back in January with more insights and feature news.