A pioneer in social networking, the American Cancer Society realizes that Web 2.0 tools are just high-tech ways to continue what it's been doing for a hundred years — building and interacting with a community of constituents united against cancer.

By Abny Santicola

Virtually real
In 2004, when the concept of a virtual world inhabited by avatars still seemed like sci-fi, ACS hosted a gala in Second Life, raising about $2,000 (in real dollars, Music says — not Linden dollars, Second Life’s official “currency”). Invigorated by that success, the organization decided to try its major community event, Relay For Life — which celebrates cancer survivors, remembers loved ones lost and offers participants a chance to pledge to fight against the disease — in the virtual world in 2005. That first virtual relay was a small event, but after taking a few years to perfect its Second Life chops, ACS held the virtual relay again in 2008. More than 80 teams took part, and the event brought in more than $214,000.