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

She adds that one of the biggest challenges is the perception that Web 2.0 is more cost-effective than traditional media and can replace more traditional approaches. The fact is you need both traditional and new approaches to fundraising, and new technology approaches require following many of the strategies used to successfully deploy traditional methods.