Main Subject - Business

The most important letter in direct mail fundraising never asks for a gift. Ever.

The thank-you letters that you mail to donor

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

s have one goal: to thank your donors for their generosity and support. Yes, your gift acknowledgement letters, notes and cards

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

Examples of combination products may in

strengthen relationships and build donor loyalty. And yes, if mailed soon enough and if worded sincerely enough, they do increa

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

e your chances of receiving more gifts. But these things are secondary benefits. The main benefit of a thank-you letter is that

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

your donor knows that you are thankful. Because you said so.

So don’t ask for another gift in your thank-you letter. Ignore th

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

Combination pro

consultants who say that the thank-you letter is the perfect place to solicit a second gift. It’s not. It’s the worst possible

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

place. You haven’t earned the right to another gift when you haven’t even spent the first one yet. But there are better reasons

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

to avoid this blunder.

Are you thankful . . . but?

Asking for money in a thank-you letter is like receiving an apolog

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

from someone who says, “I’m sorry . . . but.” I think you'll agree with me that an apology followed by a “but” is no apology a

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

all. Apologies should be unequivocal and absolute. “I was wrong. I’m sorry.” End of apology. No clauses, no excuses.

The same

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

goes for your thank-you letters. They should say “thank you” and nothing more. Extending your thanks and extending your tin cup

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

Following aspects would a

at the same time is plain rude. And bad for business.

In a study conducted by Penelope Burk and Cygnus Applied Research, Inc.,

dd to the challenges in developing combination products:

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

53% of individual donors surveyed said asking for another gift in the body of a thank-you letter is rude. Eight percent said th

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

y stop giving if this happens.

And yet 66% of individual donors say they have received requests for another gift within the bo

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

dy of thank-you letters. Thanks to disrespectful fundraisers, that is.

Let me put it this way. Do you want to be rude to over

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

alf of your donors? Of course not. So don’t say, “Thank you, but.” If you are going to say anything in addition to a sincere th

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

Professional from academic institutions, pharmaceutical industries, health care indust

nk you, say this:

say what you are doing with the donor’s gift
praise them for their involvement

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

ell them the difference their donation is making right now

thank them for participating in your cause

You

.

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

ay be thinking that asking for another gift in the thank-you letter is cost effective because you don’t need to mail another ap

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

Companies that provide selfless information through particip

eal. You say thanks and solicit a gift with one stamp. I admit, you might raise more money that way. But you’d lose more donors

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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