A digital and grassroots campaign that inspired young professionals and college students to give back to their community as free tax prep volunteers.
Redhead partnered with the Community Economic Development Association of Michigan (CEDAM) to boost volunteer recruitment for free tax preparation programs that return millions to Michigan residents each year. To reach young adults, especially college students, we developed a multi-channel campaign (“Transforming lives, one return at a time”) that balanced the selling points of giving back and gaining professional experience. After refreshing their website and developing a statewide volunteer interest form, we executed a digital-first outreach strategy using mobile, Instagram, and TikTok ads, supplemented by university outreach, career-center mailed toolkits, and statewide media relations. The campaign generated a rise in volunteer sign-ups and strengthened tax prep program capacity.
email open rate for student organization and career center outreach.
