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Melinda French Gates: What nonprofits can learn from Coca-Cola
At TEDxChange, Melinda Gates makes a provocative case for nonprofits taking a cue from corporations such as Coca-Cola, whose plugged-in, global network of marketers and distributors ensures that every remote village wants — and can get — a Coke. Why shouldn't this work for condoms, sanitation, vaccinations too?
In this talk Gates highlights three things we can take away from coke: (1) Real-time data fed immediately back into the product; (2) Tap into local entrepreneurial talent; and (3) Do incredible (aspirational) marketing (appealing to celebration and unity) .