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Learn a lesson from professional direct mail copywriters. They follow a time-tested format in their sales letters, a format that you can also follow when writing direct mail fundraising letters for your non-for-pr

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

ofit organization. All you need to remember is AIDA.

AIDA is an acrostic for the four things you need to do, and the order you need to do them in, to write compelling donation request letters.

ATTENTION<

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

Examples of combination products may in

/strong>
The A stands for Attention. You need to grab it. Your envelope has to grab attention, and the opening line of your letter needs to grab attention. Your sole mission at this stage is to arrest their d

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

onor’s attention so that they ignore the television, leave the other mail on the kitchen table, and sit down and read your letter right to the end.

You can arrest attention in a number of ways:

start w

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

th a gripping narrative
ask a provocative question

state a seeming contradiction or paradox

open with a scintillating (and relevant) quote

crack a joke

start with

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

Combination pro

the word “you”

INTEREST
The I in AIDA stands for Interest. Professional direct mail copywriters who make their living by selling on paper know that arresting a reader’s attention

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

is not enough. That’s just the start. The letter has to immediately stimulate some interest in the reader so that the reader continues reading.

Plenty of headlines and photographs grab people’s attention as they

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

leaf through newspapers and magazines, but they only read the stories that interest them. This means that as soon as you have grabbed your donor’s attention, you must follow up with content that stimulates intere

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

t.

So what interests your donors? Changing the world. Making a difference. Relieving suffering. Saving lives. Transformation. Stimulate interest in your readers by showing why your letter and your message are of

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

interest to them right now.

DESIRE
As advertising giant David Ogilvy said, “You can’t bore people into buying your product.” Your fundraising appeal letter needs to move the heart and mind o

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

f each donor. It needs to create in them (or, more accurately, awaken in them), a Desire to respond to the case for support that you present on paper. One way to awaken this desire is to offer an opportunity for t

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

Following aspects would a

he donor to make an impact. Show in clear ways how they can partner with your organization to impact their world for the better.

I’ll give you an example from a newsletter that I received during the week that Hur

dd to the challenges in developing combination products:

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

icane Katrina devastated New Orleans and the surrounding area in 2005. This is what the publisher said in his introductory message:

“I've had the news on all day today as I worked on getting this is

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

sue out. I finally had to turn to a ball game. . . I was getting too depressed. It's frustrating to see so many people in need and not being able to help (at least not right away). I hope and pray that all our rea

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

ders in the areas hit by Katrina made it out okay.”

There is a man with a desire. The Category Five hurricane arrested his attention. The devastation kept his interest. And the human suffering, pla

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

yed out hourly on his television screen, created in him a deep desire to help. A desire so deep that he grew depressed because he could not satisfy it.

That’s the level of desire that you want to awaken in your d

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

Professional from academic institutions, pharmaceutical industries, health care indust

nor’s, except that you want to give them a really easy way to satisfy it! And that’s where the final A in AIDA comes in.

ACTION
The A in AIDA stands for Action, or Ask. Professional direct m

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

ail copywriters always ask for the order. They want their readers to buy, and buy today. This simply means that every fundraising letter you write has to ask for the gift. Informing donors is all very well, but yo

.

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

ur letter is designed to raise funds. You can ask for the donation in a forceful way or in a gentle way, but either way you must ask for it.

If you follow these four simple, time-tested steps every time you sit d

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

Companies that provide selfless information through particip

own to craft an appeal letter, you will find that your writer’s block doesn’t last as long. And you’ll find that your letters take on a more logical, compelling format, one that should increase your response rates

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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Main Subject - Fundraising Letters Are Easier To Write With AIDA

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