More than $40,000 has been raised in Rotorua for the Waikato/Bay of Plenty Cancer Society's 2016 Daffodil Day campaign.

Since it was introduced as a nationwide event in 1991, Daffodil Day has become one of New Zealand's most recognisable campaigns, and the Cancer Society's biggest fundraiser.

"Every donation received from our Daffodil Day appeal will stay in the region and continue to help people in our local communities," said Catriona Findlay, fundraising manager for the Cancer Society's Waikato/Bay of Plenty division.

"We are so grateful for the ongoing support of the Rotorua community, and would like to thank everyone who gave so generously with time and money this Daffodil Day."

The Cancer Society does not receive any direct government funding, and relies on community support to provide free services and programmes for people affected by cancer.