We consultants had a field day ad nauseum back in the day by turning around the old Field of Dreams aphorism to remind people that putting up a website wasn’t enough to generate site traffic – “if you build, they won’t come.”

On the other hand, to borrow from my favorite Seth Godin book, being remarkable *is* a marketing strategy in and of itself. Do remarkable things online, and even more remarkable things happen.

That’s what happened with the Monterey Bay Aquarium’s Seafood Watch program, when a prominent food blogger, inspired by what she was reading, organized other prominent food bloggers into a massive campaign to raise awareness about sustainable seafood issues.

Most non-profits are NOT remarkable because they are afraid to be different. Pity.