Princess Margaret Cancer Centre is a place where history is written. Since 1952, Princess Margaret Cancer Centre has been the home of groundbreaking research that redefines the way we understand and treat cancers.
Princess Margaret Cancer Centre relies heavily on donor funding, and this fundraising is managed by The Princess Margaret Cancer Foundation (The PMCF). The PMCF website acts as a critical hub for information to inspire donors and facilitate online donations. But with so many stories to tell, its website had gradually grown into a disorienting, hard to navigate sprawl of content. As a result, donors weren’t able to find the info they wanted, resulting in high bounce rates and a lower percentage of online giving.
The PMCF came to Apply in search of a content strategy, CMS validation, and website redesign that would bring clarity to its messaging, reduce bounce rates, improve engagement, and increase donations. Cancer is an issue that touches everyone, and our team is no exception. We were thrilled to create a website built to tell the next chapter of this exceptional story.
Framing the Story
The PMCF’s story is, at its core, all about people and their communities. With this in mind, we developed a design framework with a friendly, editorial, and accessible feel. To bring unity to The PMCF brand across every aspect of the website and a third-party donation processing portal, we curated a more continuous presentation of branded color and graphic themes, and enhanced these with new complementary color schemes and gradients.
To provide a frame for The PMCF’s evolving story moving forward, we created a collateral library of templates and components designed for effective digital storytelling for use on Kentico, a CMS platform. As a way to bring these elements to life for The PMCF, we presented them on Zeroheight, an interactive online document that will remain in place as a style guide moving forward. Finally, we optimized these templates for presentation on both mobile and desktop devices.
Behind the Scenes
Our technology team started its work updating the existing Kentico CMS and transforming it into a more modern framework. Using an agile approach, we focused on creating a solid backend that could support the refreshed UX/UI, and act as an effective, easy to use repository for a large collection of newly introduced templates and components. We also updated and tailored The PMCF’s donation platform, Raisin, with a focus on improving brand parity and adding trust to the payment and check out process.
Kentico was going through a period of transition alongside The PMCF website redesign, moving from a Portal Engine framework to a new MVC-based framework. Our technology team began with Kentico 12, but then upgraded the website once Kentico 13 was released due to the benefits of this most up-to-date feature set. This gave The PMCF a state of the art Kentico CMS platform, ensuring the final product has a long service life.
A Story of Hope for Everyone
With cancer impacting the lives of millions of Canadians and Americans annually, Apply’s team knows first hand the devastation of a diagnosis and the hope that comes with successful treatment. Driven by excellence at all times, our team donated 7000+ hours of pro-bono work beyond the project scope to ensure that The PMCF’s new website continues to foster growth and understanding in the impact of donor dollars on cancer research and care.
This website redesign has helped us refine, reframe, and focus our story in a way that connects authentically with our donors. We’re confident it will serve us as our story continues on, and support us in our mission to improve the lives of cancer patients across Canada and around the world.