Na TEDxChange-u, Melinda Gejts podstiče neprofitne organizacije da preuzmu neke od taktika velikih korporacija, kao što je Koka-kola, čija dobro povezana, globalna mreža marketinških stručnjaka i distributera omogućava da čak i stanovnici  najudaljenijih delova sveta požele - i dobiju - Koka-kolu. Zašto onda ove taktike ne iskoristiti i za promovisanje kondoma, sanacije ili vakcinisanja?

Melinda Frenč Gejts: Šta neprofitne organizacije mogu da nauče od "Koka-kole"

Nonprofit efforts often struggle to reach the remotest corners, yet Coca-Cola manages to deliver 1.5 billion servings daily worldwide, even to villages with dirt floors and no electricity. The secret lies in real-time data, empowering local entrepreneurs, and aspirational marketing that taps into community values. By learning from these strategies, public health programs have slashed child mortality in Ethiopia and nearly eradicated polio in India. Harnessing these business tactics could make lifesaving services as accessible as an ice-cold Coke.

Nonprofits Can Thrive by Adopting Coca-Cola’s Playbook

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Melinda Gates: Melinda Frenč Gejts: Šta neprofitne organizacije mogu da nauče od "Koka-kole"