Check out this speech by Melinda Gates on what NGO’s can learn from Coca Cola. By using simple techniques she creates a very clear structure that makes it easy for her audience to remember her core arguments.
In the opening she makes use of a so-called ‘teaser’. A teaser makes your audience sit up ad pay attention to what you’re saying. In her case it is the use, timing and the emphasis on the word ‘Coca Cola. Then she goes on to present a list of preview statements at the end of her opening.
Preview statements are a great way to transition from the opening to the middle part of a speech is by using a simple list with which you will tell your audience the arguments that you are going to discuss in the middle part of your speech. Even if your audience forgets the precise content of the middle part they will still remember the list you presented at the end of your opening. Then they can backtrack your argumentation to recall your content. In this case the preview arguments are presented at min 2.37. After the preview arguments she goes through the 3 arguments one by one to create a coherent structure in her speech.
In the centre part she expands on the arguments making them credible with substantiate data (logos) and she makes them concrete by using reference cases (pathos).
At 15.45 she goes into the conclusion by using a very high pathos element (a mother holding her arms) before she returns to her opening statement (“make it as ubiquitous as coca-cola”) creating a nice circular structure which signals the end of her speech. A great structure that is clear, concise and convincing!