Free Tax Preparation Outreach & Promotion. December 17, 2015
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1 Free Tax Preparation Outreach & Promotion December 17, 2015
2 Agenda 1. Benefits of free tax preparation 2. In-person free tax preparation (VITA) 3. On-line free tax preparation (MyFreeTaxes) 4. Outreach Strategies 5. Marketing Insights 6. Next Steps 2
3 Free Tax Preparation helps people save money The average cost of tax preparation in 2015 was $273 20% of paid preparer customers purchase refund anticipation loans helps reduce poverty Free tax preparation sites help eligible filers claim valuable tax credits like the Earned Income Tax Credit (EITC) and Child Tax Credit (CTC). The EITC lifted 9.4 million people out of poverty in 2013, including 5 million children. 3
4 Free Tax Preparation is good for the economy Brookings estimates that nearly 50,000 filers in Dallas are eligible for the EITC but do not claim, which costs the Dallas economy nearly $70 million each year. can start the conversation Free tax preparation sites are great venues to help individuals learn about other important services like healthcare, financial education, FAFSA preparation, savings opportunities, etc. 4
5 The market opportunity is HUGE Number of filers who used in-person free tax preparation in 2015: 11,535 Number of filers who used MyFreeTaxes in 2015: ,572 Eligible Filers in Dallas County 5
6 United Way s Role in Free Tax Preparation Free tax preparation is one of United Way s primary strategies to reduce poverty and promote financial stability in North Texas. United Way efforts include: Funding in-person free tax preparation programs Promoting MyFreeTaxes as an online alternative to in-person programs Raising awareness of the benefits of free tax preparation locally Advocating to protect federal tax credits and local support 6
7 MyMoneyDFW.com/free-tax-preparation 7
8 In-person Free Tax Preparation: Volunteer Income Tax Assistance (VITA) Operated by local nonprofits Free for filers that earned less than $54,000 in 2015 Tax returns prepared by IRScertified volunteers 30+ locations in DFW open evenings and weekends Services in English and Spanish Target Audience: Filers who are less tech savvy, have more complex returns, and/or have low English proficiency 8
9 Online Free Tax Preparation: MyFreeTaxes Web-based, self-preparation product from United Way Worldwide Free for filers that earned less than $62,000 in 2015 Uses H&R Block software Free customer support line Mon-Sat 8am-9pm Partner Portal Target Audience: Filers who are more tech savvy, have more simple returns, and/or live in suburban areas far from in-person sites 9
10 MyMoneyDFW.com Free resources and easy ways to make your money go further Boost Income: benefits, tax credits, FAFSA, local programs Manage Money: goal setting, saving, credit, debt, advanced tools Protect Money: insurance, comparison shopping, payday loan alternatives Find Local Support: local providers that offer free financial stability services Partner Resources: tax outreach toolkit, financial education and coaching resources for front-line staff 10
11 Free Tax Preparation Outreach Materials URL: mymoneydfw.com/free-tax-preparation-outreach/ Sample s: multiple options for different audiences Collateral: flyers, posters, payroll inserts Social Media Posts: sample posts for each month How to Host a MyFreeTaxes Site Informational Resources: tax checklist, FAQ Sponsorship opportunities 11
12 Strategy #1: Send an Basic Instructions Copy one of the four sample s included in toolkit Modify language as needed Send s BEFORE and DURING tax season (January 1 April 15) Additions Consider attaching a Free Tax Prep Checklist If promoting a specific site, indicate when the site will open 12
13 Strategy #2: Post Flyers Flyer Options 8 ½ x 11 (3 versions) 11 x 17 Poster Payroll Insert Collateral questions? Contact Galen Smith at or gsmith@unitedwaydallas.org 13
14 Strategy #3: Post on Social Hashtags #TaxTimeSaving #TaxFactTuesday #LiveUnited #UniteDallas Sample Posts Located in toolkit Posts organized by month (to make it easy to schedule posts now) Add your own handles or hashtags as needed United Way will also be posted on social media, so feel free to repost/like 14
15 Strategy #4: Host MyFreeTaxes Site What is a MyFreeTaxes Site? Public place where individuals are allowed to access MyFreeTaxes to complete their tax return Site Requirements Computer(s) Internet Connection Sign up as MyFreeTaxes Partner Site Enhancements Method for clients to receive a copy of completed tax return (printout, PDF) MyFreeTaxes Help Sheets Marketing efforts Volunteer or staff support to help clients get started, use help line, and complete returns (should not be used to provide tax advice or fill out returns) 15
16 MyFreeTaxes Site Resources MyFreeTaxes Guide Presentation MyFreeTaxes Site Checklist (pictured) MyFreeTaxes Help Sheets 2 upcoming webinars to explore MyFreeTaxes product (January) 16
17 Additional Resources Tax Prep Checklist MyFreeTaxes FAQ Local Business Engagement in Tax Prep Promotion Sponsorship Opportunities 17
18 Key Dates in 2016 January 1: Tax season begins January 7: MyFreeTaxes goes live January 18: VITA sites begin opening January 25: IRS begins accepting electronic tax returns April 15: Last day to file 2015 taxes 18
19 Tax Filing Trends 18% Returns Refunds 16% 14% 12% 38% of returns completed 43% of refunds received 10% 8% 6% 4% 2% 0% 30-Jan 6-Feb 13-Feb 20-Feb 27-Feb 6-Mar 13-Mar 20-Mar 27-Mar 3-Apr 10-Apr 17-Ap January 25, 2016: E-Files Accepted 19
20 Timing Outreach Efforts The timeline below shows the ideal outreach strategy for successfully promoting free tax preparation Dec 2015 Jan 2016 Develop outreach plans Print collateral Set up web banners Send out initial s March Continued outreach More limited site hours (if hosting site) Jan 18 Feb 29 Aggressive outreach Regular s Promotion in newsletters Generous site hours (if hosting site) April Aggressive outreach Regular s Promotion in newsletters Generous site hours (if hosting site) 20
21 Key Marketing Messages Free tax preparation saves money ($273 average cost of tax preparation) makes it easy to claim valuable tax credits is available for filers earning less than $54,000 for in-person services and less than $62,000 for MyFreeTaxes. processes returns just as fast as fee-based tax preparation is convenient (web-based, sites across DFW) is reliable and high quality (IRS-certified volunteers, H&R Block software) 21
22 Next Steps Please use and share the Outreach Toolkit! Webinar recording and presentation will be added to the list of resources Want to discuss outreach strategy? Feel free to contact me and we can work together to develop the best strategy. Need collateral? We may be able to help. Please contact me so we can discuss the details of the collateral request. Contact Information: Galen Smith Director, Community Financial Stability Other Questions? 22
23 Thank You for Attending! 23
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