At a business-to-business trade fair I visited earlier this month, I did the usual checking out of booths and entering of contests. Contests, of course, are wonderful tools for trade fair vendors to collect contact information for potential customers/supporters. I am all about giving potential customers a reason to hand over their contact information.

In the weeks since the trade fair, I didn't think much about the businesses and organizations with which I left my information. Until yesterday.

I got an oddly shaped package in the mail with a return address of one of the nonprofit organizations that was there. I can only assume the contents of this package is my prize for winning their drawing. I say that I have to assume this, because there is no note to say congratulations, explain the gift, or say anything about hoping to have my support in the future. In fact, if it weren't for the tiny return address on the label (and, OK, the logo on the gift inside), I wouldn't know who sent it. That was their first mistake: missing the opportunity to create further goodwill with a note to say, "Thanks for stopping by. Hope to see you again."

Mistake number two: They spelled my name wrong on the address label: Munniksina. (It's Munniksma, folks.) Certainly my name has been butchered worse than that, but who labeled this thing? All they had to do was copy the letters from my business card onto this little sticky paper. Now they look forgetful and sloppy.

The gift in the bag is not inexpensive. I'm going to guess the gift alone cost them $15-$20. Postage was $4.20. Then there's the heavy-duty plastic bag they mailed it in, the mailing label, and the postage label. That's a lot of their donors' money to essentially waste on a poorly done attempt at goodwill. And that's just one of the who-knows-how-many prizes they gave away. (Perhaps I would know how many and feel really special to be one of three out of 300—or whatever their true numbers are—if they'd written me a note.)

I have to ask you to consider, if you were in my position, would you contribute to this organization with either your time or your money? On one hand, yes, you would, because you feel bad for them and can see they obviously need some competent volunteer help or some money to hire competent paid help. On the other hand, no, because what a waste of their current donors' money.

I'm sad for this organization but happy to give you the opportunity to learn from it. This is an example of how goodwill gone wrong can give a poor image to an organization. Whether you're a for-profit or a non-profit, pay a little attention to detail and make your next promotional effort work for you, not against you.