Website Priority Issue Navigation

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Introduction

The ACS CAN Digital Strategy Team is currently working to identify opportunities to improve the organization and content labeling (i.e., information architecture) of priority issues on fightcancer.org. 

The priorities section of FightCancer.org supports the following overarching website goals: 

  1. Showcase ACS CAN’s lead role in advocating for strong cancer legislation on a local, state, and national level.   

  2. Engage prospective volunteers, digital activists, lawmakers, thought leaders, and the media with highly relevant content, connecting them with actions and donation opportunities that support the fight against cancer. 

The priorities section should reflect ACS CAN’s overarching strategic focuses. These sections are designed to include overarching issue areas where content related to multiple campaigns would be shown, though they are not meant to be campaign specific. To rise to the level of a priority page, the issue needs to be one that has relevant action opportunities, new resources that are added several times per year, and frequent updates. To help give context to visitors navigating these priorities, the site utilizes a drop-down “mega” menu that allows for grouping related priorities. The current mega menu is listed below. In this menu, both the all-caps categories and items underneath link to pages. Some resources may be best located on the overarching category page rather than on an issue area page.

ACCESS TO HEALTH CARE 

  • Access to Health Insurance  

  • Health Insurance Affordability 

  • Increasing and Protecting Access to Medicaid 

  • Access to Biomarker Testing   

CANCER PREVENTION 

  • Breast and Cervical Cancer 

  • Prostate Cancer 

  • Colorectal Cancer 

  • Multi-Cancer Early Detection Tests  

  • Healthy Eating and Active Living   

CANCER RESEARCH 

  • Cancer Research Funding 

  • Childhood Cancer Research 

  • Voices of Cancer Research 

  • Clinical Trials   

QUALITY OF LIFE 

  • Palliative Care 

TOBACCO CONTROL 

  • Smoke-free 

  • Tobacco Taxes 

  • Tobacco Regulation and Products 

  • Prevention and Cessation 

Target Audiences 

Like the overall website, the priorities section delivers relevant content to the following audience segments ranked in order of priority. These segments, their prioritization and the content they look for on the site were determined by a website discovery audit conducted in 2025 by Teal Media.  

Prospective volunteers   

These are people with no strong tie to ACS CAN, who may be visiting fightcancer.org for the first time. They look for the following content on the website: 

  • Learn what ACS CAN is, what it does, and why its work matters 

  • Understand ACS CAN’s relationship with the American Cancer Society 

  • Learn what “advocacy” means  

  • Learn about ACS CAN’s priority issues  

  • Learn how to make an impact as an ACS CAN advocate  

  • Learn whether ACS CAN is working in their community–and is making a difference 

Digital activists  

These are people who might engage with ACS CAN on digital channels and take online actions and might know a bit about the organization but are not involved on the ground. They are looking for the following kinds of content: 

  • Online advocacy actions  

  • Brief content designed for non-experts, such as lists, Q&As, and articles written in plain language 

  • Federal and State legislative policy information and ACS CAN policy positions. 

  • ACS CAN’s priority issues  

  • Stories about people 

High-level volunteers 

These are people who have accepted roles in the ACS CAN volunteer structure, such as state lead or volunteer affinity groups. They are looking for the following kinds of content: 

  • Online advocacy actions  

  • Brief content designed for non-experts, such as lists, Q&As, articles written in plain language 

  • Federal and State legislative policy information and ACS CAN policy positions. 

  • In-depth content, such as reports, white papers, testimony, and fact sheets  

  • In-person advocacy event registration forms 

  • Stories about people  

National or state lawmakers and their staff  

These are national and state decision-makers or their staff who visit the website to see where ACS CAN stands on issues. They are looking for the following kinds of content: 

  • Quick reads 

  • Data-based feedback or position on a bill or a topic  

  • Deep-dive research (this is for staff, and not needed as often as quick reads)  

  • Downloadable PDFs  

  • Stories about their constituents  

Thought leaders and corporate partners 

These are political insiders or policymakers who are active in other cancer organizations, research groups, think tanks, or represent corporate donors. They visit the site to learn about ACS CAN policies and positions. They are looking for the following kinds of content: 

  • Federal and State legislative policy information and ACS CAN policy positions. 

  • ACS CAN’s priority issues   

Media  

These include reporters who may use ACS CAN as a source. They are looking for the following kinds of content:  

  • Cancer facts  

  • Quotes from ACS CAN experts or leadership  

  • ACS CAN’s policy positions  

  • Stories about people who are in their audience segment  

  • Photos 

The goal of this survey is to capture staff insights about the priority issues navigation on fightcancer.org and help determine what issues should be sunset, updated or added.   

Thank you for your help! 

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