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

Though Music says the organization has raised probably less than $500,000 in Second Life so far, the main objective of its work there has less to do with dollars and more to do with awareness.

“It’s really totally about awareness,” she says. “None of these have been mainstream revenue opportunities or strategies for us. It’s about having the American Cancer Society be a ubiquitous brand and being where people are.”