I see simple mistakes like this all the time. I do a small amount of charity volunteer work and have done so for a few years now. 3 years ago just after the charity launched it's main project I'm involved with here in Queensland I received a hand made Christmas card with my main contacts hand writing a lovely detailed note about why I was valuable to their organisation. I still have that card it meant so much to me. Last year I got what was obviously just their standard Christmas card printed on the office printer titled "Dear Volunteers" with a short generic statement what all the volunteers mean to the organisation. After Christmas when I was deciding what cards I would keep I threw it out because it wasn't personal or unique. This year I received an email version of a Christmas card again titled "Dear Volunteers" again with a short generic statement what all the volunteers mean to the organisation. I read it and then deleted it. I've seen a direct correlation with the organisation's growth and the lack of personalisation in how they talk to volunteers and also how much I as one of the early volunteers gives time to the organisation. I don't sit and stew at home saying they don't love me anymore so I'm not going to give them my time but I have noticed this year I only really did 3 days volunteer work while the two previous years I would help out almost every week. It's new year's resolution to get motivated to my old habit of weekly volunteering but before I didn't seem to need the motivation. It's these little things that small businesses and organisations need to get right to ensure that their customers do continue to buy their product or service otherwise the customer might seek out a company that does get the little things right.