Advice You - Business

Want to learn a vital lesson in donor retention? Here’s a tactic from Sunday School to avoid.

I know a Christian church in the United States that uses all s

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

orts of tricks to attract neighbourhood children to its evangelistic Sunday School programs. One trick is to attach a ten-dollar bill to the underside of a chair in

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

Examples of combination products may in

he classroom. The child who happens to pick that chair gets to keep the $10 Cool. Naturally, this trick leads to plenty of free word-of-mouth advertising in the ne

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

ghbourhood on Monday.

Another trick is to give a toy to every child who brings a friend to Sunday School. Naturally, this means the church receives a stead

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

influx of new students each Sunday.

But this church has a problem. And so do you, if you use similar tricks to attract new donors or members. Simply put, t

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

Combination pro

is church attracts children who care more about mammon than they care about God. Which is to be expected. A carnal incentive attracts a carnal student.

In d

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

rect mail donor acquisition, the equivalent of the ten-dollar note taped to the underside of the chair is the lottery or sweepstakes. The equivalent of the free toy

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

is the free sheet of address labels.

The problem with lotteries and premiums, of course, is that they attract many donors. Of the wrong kind. Premiums boost

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

response rates, even triple them on occasion, but usually at the expense of reducing the size of the average gift. And usually by attracting donors who will not rene

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

their support and mail another gift unless they receive another lottery ticket or premium in return.

In the evangelical church circle that I run in, we say

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

“What you win them with is what you win them to.” In other words, if you use weight-loss classes or rock concerts or pizza parties to attract new people to your chu

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

Following aspects would a

ch, those are the things that the people come to receive. They come for the pizza, not the preaching. The music, not the message. The singing, not the Saviour. Churc

dd to the challenges in developing combination products:

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

es and Sunday School programs that use these devices increase their numbers, but only for a season. When the incentives stop coming, the people stop coming.

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

Which is why I always encourage my clients to ask for the second gift first, in their mind at least. Before they mail the acquisition package with its expensive prem

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

ium, they need to know what they are going to mail next to donors who respond. And what they will mail after that. You can’t mail bribes forever. You have to offer d

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

nors a better reason to respond than bundles of free greeting cards.

Your case for support must aim for donor aspirations, not greed. You want donors who a

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

Professional from academic institutions, pharmaceutical industries, health care indust

e sympathetic with your cause, inspired by your goals, and motivated by altruism, not selfishness. As Kay Sprinkel Grace says in her book, Over Goal! What You Mus

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

Know to Excel at Fundraising Today, “You cannot motivate people; they are already motivated, and your job is to find out what motivates them and construct the r

.

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

ght environment in which their motivation will flourish.”

So, when you plan your next donor acquisition mailing, aim to reach the hearts and minds of your p

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

Companies that provide selfless information through particip

tential donors, not just their wallets. And avoid incentives that attract one-time donors and guilt offerings. What you win them with is what you win them to.

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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