We achieved empathy by including emotive imagery throughout the campaign website. When we simply show what a monetary donation will be spent on, and how it will help real cancer patients, donations are easily justified to the donators. The refreshed donation process resulted in the highest donations ever raised online for the Cancer Society New Zealand.
Before, the donation process was very long and boring form. Analytics showed us that the number of people visiting the form was vastly lower than the number of actual donations. In today busy world when we ask people to give up their time to donate money, the process should be as easy and pain free as possible. Our solution is short, easy, and even gives them that feel good feeling.
In response to making a donation, people can see their digital daffodil grow on a New Zealand map. They can dedicate their digital daffodil to someone who is fighting or has lost their fight with cancer.