Cancer Society NZ: Digital Daffodil Day

Daffodil Day is an annual appeal run by the New Zealand Cancer Society that is crucial to funding the charity's work providing free support services, including transport to hospital appointments, cancer prevention awareness, education programs, and funding research into the causes and treatment of cancer. Cancer Society relies on donations from individuals and businesses every year but due to Covid-19 disruptions, this brought their annual donations goals into question. Cancer Society brought Somar Digital onboard to design and build a robust and user-friendly digital solution for their Daffodil Day appeal to help them reach their donation goals.

As an alternative to the iconic fabric daffodil, donators instead plant a digital daffodil. Users can 'plant' this digital daffodil in honor of a loved one who has experienced cancer making the donation process more meaningful rather than just being a purely transactional process. A clean and professional-looking user interface is presented up-front. The Daffodil Day site displays simple yet digestible content and payment details are handled on the site rather than on third-party platforms. Very neat and tidy ways of showing content and small yet intuitive micro-interactions make a huge difference to the overall usability of the donation journey.

The Daffodil Day website helped the Cancer Society surpass their donation goals as part of their wider Daffodil Day efforts. Daffodil Day 2020 was the most the Cancer Society had ever received via online donations. Donations from the website go straight into helping fund all of the services Cancer Society provides. Feedback from users over the success of the Daffodil Day website also influenced the redesign of the main Cancer Society website. Furthermore, as more and more people continue to work from home, building a high-performing online donation platform for Daffodil Day helps future proof the appeal in coming years.

Launching a $24 Donation Campaign Mid-Project To help boost donations during the month that the Daffodil Day page was active Somar Digital worked with Cancer Society to build a quick donate campaign. Users were directed to a landing page to make a donation of $24. The idea being that $24 is how much it costs for a Cancer Society driver to take patients to their appointments. Somar Digital was able to adapt to these extra requirements mid-project to help Cancer Society achieve their donation goals.