Initiatives + Projects


Claim it! campaign

Claim it! is a statewide Earned Income Tax Credit (EITC) awareness campaign that we manage. The campaign’s goal is to increase the number of people claiming the EITC and using free tax preparation to do so. With one in five people missing the credit, it’s an important message. Hundreds of organizations and community leaders participate in the campaign, which is funded by Greater Twin Cities United Way.

Market Research

Why do people who know about and qualify for free tax prep choose to pay instead? That’s a question we’ve long had and answered with consumer market research we conducted with the help of consultants. We interviewed and followed people as they prepared for tax season. We held a brand debate where people advocated for their preparer—free or paid. We used what we learned to create marketing messages that we tested. Check out what we learned:

Tax-time savings research

As providers of free tax prep, we and our partners in Chicago, Center for Economic Progress, are in a unique position to have honest and authentic conversations with people who trust us with their tax needs. “Moving People to Save at Tax Time” is our contribution to the field about what works in supporting people to save, according to thousands of taxpayers, volunteers, and front-line staff.