The SLNN has a nice write-up about the American Cancer Society's activities in Second Life beyond the Relay for Life. It's a good summary of how an effective real world non-profit is learning now to leverage Second Life's strengths to reach their target audience and promote their cause. RC Moss of the ACS noted that, "Anyone who will be a success in SL has to understand SL the culture, the technology. Know what you as an NGO want to get out of your SL experience." Moss explained, "I always look to our RL success and imagine new ways to transfer programs and mission delivery into SL."

Read the whole article here.