Main Subject - Business

In the fundraising profession, appeal letters that you mail to existing donors are called renewal letters. They are designed to solicit a gift, but, more important than that, they aim to persuade your current

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 to renew their support of your organization. Donors renew their support with their cash, of course, but they also renew it with their commitment—with their hearts and minds. And that’s why renewal lette

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

Examples of combination products may in

rs are so vital. They help you maintain your broad base of support year after year, cost-effectively.

Renewal letters are part of a year-long program that is usually called the Annual Giving Program. “Annual”

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

does not mean that you mail just one letter a year (you shouldn’t). It simply means that you look at your fundraising efforts as a year-by-year activity, one where you must persuade your active donors to rene

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

their commitment each year.

Goal #1: Renew donor commitment
The primary goal of your annual appeal letters, then, is donor renewal. Some donors give only once a year. Others give regula

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

Combination pro

rly. And others send a few gifts during the year, but sporadically. You cannot expect that any of these donors will stay with your organization until death, theirs or yours. “Donor renewal is not automatic,” s

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

ays James Greenfield, in his book, Fund Raising: Evaluating and Managing the Fund Development Process.

This means that each letter you mail should aim to re-motivate, re-invigorate and rejuvenate you

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

donors, encouraging them, explicitly or implicitly, to renew their commitment to your organization, or, more accurately, to the people that your organization serves. This is often done with the first appeal l

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

etter of the year, but donor renewal is really a year-long activity that takes place with every contact you have with each donor, whether it’s a phone call, a personal visit or their presence at a banquet or o

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

ther event.

Goal #2: Renewed gift
Naturally, your goal with every renewal fundraising letter is also to raise funds. So you must ask for a gift in each renewal letter you mail. Wherever

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

ossible, make a mention of the last gift that your donor sent, and thank them again for their support. And remember, the most effective renewal letters are those that ask for funds for a specific need, usually

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

Following aspects would a

a project.

Goal #3: Upgraded gift
This goal is optional. In some of your letters during the year (usually at year-end), you have the option of asking your donors to renew their support

dd to the challenges in developing combination products:

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

at a higher level. This usually means asking donors to increase the size of each gift. For example, as Christmas approaches, you can mail your donors a letter that says, “I am inviting you to renew your commit

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

ment by 10 percent this year, to help us keep pace with inflation, and to meet our ambitious goals for the coming 12 months.”

Goal #4: Conversion to monthly giving
Does your non-profit o

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

ganization have a monthly giving program? If you do, then you know how gratifying it is to have donors who send you a gift each month automatically from their bank account or credit card. Annual renewal letter

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

s are a perfect way for you to convert your annual givers to monthly givers. There are a few ways to do this:

1. Send a letter whose primary goal is to persuade annual givers to join your monthly giving progr

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

Professional from academic institutions, pharmaceutical industries, health care indust

am. Spell out the benefits that the donor and your organization enjoy from monthly giving.

2. Use your postscript (your PS at the bottom of each letter) to invite annual givers to join your monthly giving pro

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

ram.

3. Include a buckslip or liftnote in your letters, describing your monthly giving program and inviting donors to sign up.

Asking recent donors to send you another gift is a lot easier and less expensive

.

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

than acquiring a new donor. That’s why renewal letters play such a vital role in helping your non-profit raise funds affordably. Most donors who respond by mail do not send with their first gift enough money

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

Companies that provide selfless information through particip

to recover your costs of acquisition. That’s why their second gift and subsequent gifts are so crucial. My hope is that your fundraising letters will persuade your donors to stay with you for a long, long time

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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