Main Subject - Business

When is the best time to stop sending direct mail donation appeal letters to your lapsed donors?

Never.

Dropping lapsed

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

donors and members from your mailings is rarely cost-effective. Sending them all of your regular mailings is not cost-ef

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

ective either, of course, and I’m not saying that you should. But lapsed donors should receive something from your organi

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

zation each year.

Maybe a year-end appeal. Maybe a simple renewal mailing. But you should send them something. Here’s wh

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

.

Lapsed donors are better prospects for gifts than complete strangers are. Mailing to them will almost certainly genera

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

te better response rates and higher net revenue than mailing to cold lists. So you should never drop lapsed donors and me

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

bers from your mailings altogether. Instead, keep mailing to them until your response rate and average gift drop below wh

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

at you would receive by mailing to cold names.

Direct mail fundraising consultant and author Mal Warwick recommends mail

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

ng to a lapsed list until your results in response rate and average gift are 20% worse than they would be with a cold lis

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

t, since recovered lapsed donors can be expected to perform at least 20% better than people off a cold list.

Think of

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

your lapsed donors as numbers One secret to recovering your lapsed donors is to stop thinking of them as individuals

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

and to start thinking of them as numbers. That runs contrary to conventional fundraising letter wisdom, I know. But hear

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

me out.

You should think of your current donors as individuals and never as a list, and think of your lapsed donors as a

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

list and never as individuals. After all, if you treat current donors as a list, they will drop you before they should. T

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

hey want to be treated as individuals. But if you treat lapsed donors as individuals, you will drop them before you shoul

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

, because you will view them as unprofitable individuals instead of as part of a profitable list.

Remember this: Repeate

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

d mailings to reactivate lapsed donors will pay off if done properly. The secret is to continue mailing to them as a grou

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

(with lapsed donor recovery letters or donor acquisition letters) until your results drop below what you’d achieve (in

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

response rate and average gift) by mailing to cold prospects.

© 2006 Sharpe Copy Inc. You may reprint this article onlin

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

and in print provided the links remain live and the content remains unaltered (including the "About the Author" message)

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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