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

In 1936, thanks to a suggestion by Marjorie G. Illig, an ACS field representative and chair of the General Federation of Women’s Clubs Committee on Public Health, the organization created a legion of khaki-clad volunteers called the Women’s Field Army, who canvassed the streets to raise money for ACS and help educate the public. This “all hands on deck” spirit has continued within the organization, with a volunteer force now totaling more than 3 million that helps plan fundraising events (Relay For Life, bike-a-thons, golf tournaments), legislative advocacy and awareness-raisers throughout the country. But now the venue for organizing and educating the public has moved from the streets to the Web.