(Note: this article was written April 2017)

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Let’s talk about five principles that help the marketing team at the Foundation for Economic Education (FEE) communicate more effectively with our customers.

1. Clearly state the value proposition

Every message should clearly communicate the value our customers will gain from the product we are selling.

Let’s break that down:

Although FEE is a non-profit organization, we consider everything we do to be a product which can be sold to a customer just as much as McDonald's offers a tasty Big Mac to their customers.

Every marketing conversation begins with a review of our audience:

  • Who are they? What do they care about? …


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As social media has become the primary way for young people to discover brands and ideas, the effectiveness of traditional television/print/radio has fallen. Reaching people interested in your ideas on social media is hard — there are so many competing brands vying for their attention. Remarketing (aka retargeting) to audiences known to have an interest or relationship with you is one of the most effective ways to reach people who are most likely to engage with your brand.

While FEE’s marketing has historically been focused on personal referrals and “organic” growth, in 2016, we decided to focus on reaching new audiences and developing new marketing channels. Key to our plan is reaching new audiences on social media, using some tricks used by top ad agencies that are new to the nonprofit world. Typically, when organizations run ad campaigns — whether web, print, or radio — they target broad demographics. …


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Cross-posting videos allows sharing Facebook Videos between Pages without re-uploading a duplicate video.

Why would you want to cross-post with FEE?

  • Your videos get more exposure on other Pages
  • You control the content and description of the video (unlike re-uploaded videos, cross-posted videos cannot be modified)
  • Analytics/Insights are shared with both the author and the page cross-posting the video
  • FEE has a $2 million grant to distribute great content, and we are very, very good at distribution!

Tutorial: How do I allow another Page to crosspost my Page’s videos?

Step 1: Click on the Settings for your Pages, then Crossposting. Now add FEE:

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Step 2: Go to “Publishing Tools” then “Video Library” then Edit for each video you want to share:

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Step 3: Enable cross-posting for each video you want to share with other pages:

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About

David Veksler

Tech guy, futurist, radical, dad. Currently in Atlanta

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