Main Subject - Business

Your donors read your donor newsletter to discover news about themselves. You are of secondary interest.

Like you, your donors and members read what interests them. They donate money to causes that i

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

nterest them. They read about people that interest them. That’s why they support your organization—because you interest them. Your donors read your donor newsletter to learn what kind of difference they ar

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

Examples of combination products may in

e making in the world, through your organization.

This is why the donor newsletters that generate the highest readership among donors and members—and attract the most gifts—are the ones that focus on

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

he needs of donors and members and not the organization. They are donor-centered. A donor﷓centered newsletter inspires donors to act. It motivates them to give. And it encourages them to remain loya

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

l.

This doesn’t mean that every newsletter story you write has to be about your donor. It simply means that you must make the donor the hero of every story possible. Here are some practical ways to do

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

Combination pro

that.

Write stories that show recent gifts hard at work
Donors give to make a difference. They want their financial contributions to right a wrong, change attitudes, eliminate a problem th

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

at keeps them awake nights, and help the downtrodden and underprivileged. When your donors pick up your newsletter, they are looking for stories that demonstrate that their gift is accomplishing their goal

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

.

So make sure your donor newsletter contains plenty of news stories that show donations at work. Show the link—explicitly or implicitly—between the donor support you received and the good you are acc

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

omplishing because of it.

Describe recent successes
Whenever possible, publish news stories that describe accomplishments that interest your donors. Some accomplishments (staff promotions,

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

for example) will interest your staff or your board of directors more than they interest your supporters.

The closer the accomplishment is to the heart of your mission, the more likely your donors are

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

to find the story appealing. Your challenge with each newsletter issue is to uncover these accomplishments. And if you can’t find any obvious ones, you need to turn mundane accomplishments into donor-cent

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

Following aspects would a

ered accomplishments.

Inspire readers with your vision for the future
Would you vote for a political party that had no platform? Or invest your life savings in a public company that had no

dd to the challenges in developing combination products:

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

strategic five-year plan for improving profitability or increasing market share? Or send your children to a college that hadn’t changed its curriculum since the Internet was invented?

Informed donors

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

want to support museums, universities, hospitals, women’s shelters and other non-profit organizations that are thriving today—and have a plan for thriving tomorrow.

Avoid “Nonprofit Navel-Gazing Sy

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

drome”
Some non-profit organizations suffer from what Jeff Brooks, senior creative director at the Doman Group, a direct marketing fundraising agency, calls “Nonprofit Navel-Gazing Syndrome.” This

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

condition causes non-profits to believe that donors must see the world the same way they do. This leads to a lack of respect for donors who do not share their vision, and an elitist attitude that prevents

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

Professional from academic institutions, pharmaceutical industries, health care indust

effective fundraising.

Brooks lists a number of symptoms of Nonprofit Navel-Gazing Syndrome:

news about back-office staff
photos of wealthy (non-typical) donors presenting gia

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

nt cheques to your organization

photos of people standing around (maybe holding wine glasses) at your fundraising event

articles that have the sole purpose of educating your donors (ins

.

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

ead of trying to stir their emotions)

stories about your methodology

The proven remedy for Nonprofit Navel-Gazing Syndrome is newsletter stories that put your donor—not you—in the ce

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

Companies that provide selfless information through particip

nter of the action.

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