TAX CREDIT CAMPAIGN - Anderson Advertising

TAX CREDIT

Campaign

Free Arts for Abused Children of Arizona is a non-profit organization dedicated to transforming childhood trauma into resilience through the power of the arts. They provide creative and therapeutic arts programs for children who have experienced abuse, neglect, or homelessness.

As a Qualified Foster Care Organization (QFCO), Free Arts is eligible to receive donations that Arizona taxpayers can claim as a dollar-for-dollar credit, making charitable giving both impactful and financially beneficial. But many residents weren’t aware of this opportunity. Free Arts needed a fresh campaign to raise awareness, clarify the tax benefits, and drive urgency around the donation deadline. The creative also needed to align with their broader Evergreen branding while speaking directly to the timely action this initiative required.

What We Did

STRATEGY

ACCOUNT PLANNING

MEDIA

Digital

Creative

SOLUTION

To promote Free Arts’ QFCO designation and boost year-end donations, we extended the visual style of the Evergreen campaign ANDERSON had created, building on its scrapbook-inspired aesthetic with bright, layered imagery that captured the joy and transformation Free Arts provides.

At the same time, we developed a full-funnel media strategy that balanced high-impact awareness with strong conversion tactics. We activated paid placements across Meta, YouTube, Google Display, and Google Performance Max—supported by targeted radio and digital out-of-home—to meet donors at every stage of their decision-making journey.

Our creative team produced static and animated assets tailored for each platform, using motion in carousels and stories to create a more dynamic and engaging experience on Meta, while building skippable and non-skippable YouTube ads that kept the message clear and direct. Messaging emphasized how every tax credit donation helps vulnerable children while offering a financial benefit to the donor, making action feel urgent, easy, and rewarding.

Together, creative and media worked hand in hand to drive both awareness and action, leading to strong year-end performance and a significant lift in donations.

Results

CAMPAIGN DATES: NOVEMBER 11, 2024 – APRIL 15, 2025

The campaign helped Free Arts raise over $655,000 from 1,025 total donations—surpassing expectations for year-end giving. Paid media played a key role, directly driving 151 of those donations through targeted digital, social, and search placements. A cross-channel strategy—combining search, display, social, YouTube, radio, and OOH—allowed us to drive performance while maximizing reach.

YouTube and Google Performance Max proved especially effective, with the latter responsible for nearly two-thirds of paid media donations.