For many of us, tax season is like a reverse holiday. Instead of hanging lights or taking time off to relax, we all sit down to do some math homework. And there’s the added pressure of an audit if you get your numbers wrong. Fun times.
Gripes aside, there’s good news this year – tax refunds are up 20% for millions of Americans, approaching an average of $3,500. That’s a nice chunk of change for your troubles, and a great opportunity for community financial institutions.
Your account holders will need help putting a windfall like that to work – as savings, as a down payment, or for taking a bite out of debt. Here are a few strong and easy campaign ideas to get you started.
5 Campaigns that Make the Most of Tax Time A Main Street Guide
Believe it or not, most of us use our tax refunds for practical purposes. Some use that money to get ahead on expenses, but most put it aside for a rainy day or to pay down debt. In any case, your account holders are ready to do something smart with their refund.
Choose one campaign from the list below to get started, or select a handful and use core data to sharpen your audience for each. Either way, you’re bound to see engagement with the right messaging, approach, and timing.
1. Encourage Emergency Savings During Refund Season
Sources differ on how much money the average American has saved for emergencies, but most agree: it’s not enough. While we all see the wisdom in emergency savings, we can seldom spare the funds. A larger-than-expected tax refund presents the perfect opportunity.
The Data
Using core data, assemble a list of account holders who have checking accounts but not savings accounts. If you’re looking to expand your audience further, consider including those who do have savings accounts but that hold less than $500 or $1,000.
The Communications
Because this is such a wide-ranging issue, a combination of direct mail marketing and email marketing works best.
Use your email message to educate account holders on the importance of emergency savings, and don’t forget to include a link to your website where they can get started. A follow-up postcard reinforces that message and serves as a physical reminder of your offer, especially among older demographics.
2. Promote Certificates of Deposit (CDs) and High-Yield Savings Accounts
Saving for sudden expenses is one thing, growing your wealth is another. While many of us contribute to retirement plans, we don’t all go the extra mile to multiply our moolah. After a hectic tax time – when our financial picture is laid bare – investing for the future can be especially attractive.
The Data
Money in hand is hard to part with, even for those of us with plenty squirreled away. But the right audience for this campaign can easily spare their refund – if only they knew where to put it. That’s where you come in.
The Communications
If you can only do one email, pick the combo email explaining both opportunities. Bonus points for following up with a postcard advertising your rates in a large font on the front.
3. Highlight Recreational Lending in Time for Summer
Emergency funds and investments are wise, but they’re not often described as fun. Some account holders have been dreaming all winter about a new boat, RV, or ATV. Now, with their refund in hand, these account holders are looking for a sign that the time is right.
The Data
For a niche loan product like this, strong audience segmentation is key. Your core data should be enough, but for even stronger targeting, consider third-party data, too.
The Communications
Ideally, you’ll want a mix of email and direct mail here – both are visual media for advertising the end goal. But if you have to choose one, choose print.
Few of us purchase recreational vehicles (or “toys”) on a lark. More often, we’ve been thinking about this decision for a while. As such, a promotional postcard with images of a boat cutting across pristine water, an RV in a shady park, or a mud-splashed ATV can be more compelling.
The right postcard can give your message a weight and permanence, too, serving as a “sign” that now is the right time to commit.
4. Position 529 Plans as a Timely Savings Options
Beyond retirement and emergencies, many of us have another expense on the horizon – higher education. And while May is the usual season for promoting 529 savings plans, why wait? Especially when refunds can go out as early as February?
The Data
For identifying this audience, life-stage targeting is an absolute must. Here again, some deductive reasoning may be required, but your core data holds the key.
The Communications
The nature of this audience and product suggests stronger outcomes with email. You can certainly work in direct mail, too, but email is more cost-effective overall and supports stronger targeting.
Email is also a better medium for educating parents on the advantages of a 529 plan. And even if they don’t bite the first time around, you can use engagement metrics to retarget later on.
5. Turn Tax Season into Debt
Consolidation Season
For some account holders, a tax refund is less about what’s next and more about what’s already owed. Debt consolidation campaigns work best when positioned as a way to simplify – not just save. Instead of managing multiple payments across accounts, a single loan can bring structure and predictability for the months ahead.
The Data
The goal is to reach account holders who are already carrying debt. Look for patterns that suggest multiple obligations or ongoing balances, especially where payments are being spread across accounts.
If available, external credit indicators can strengthen your audience further.
The Communications
A combination of email and direct mail works best here. Email provides a clear path to action, whether through a loan application or a payment calculator. Direct mail, especially in a letter format, allows for a more considered message and gives account holders space to evaluate their options privately.
Keep the tone practical and grounded. Focus on simplifying payments, reducing complexity, and creating a clearer path forward.
Make the Most of Every Marketing Moment with Connect by Main Street™
We get it – core data isn’t always as accessible as you’d like. And you can only take so many sighs from your IT team after submitting yet another data request. Marketing for banks and credit unions should be easier. To make it easier, we created Connect by Main Street. As a core-integrated marketing and engagement hub, Connect gives you full access to data you’re already collecting and updates nightly so you’re always in the know.
Create and send emails, postcards, and letters – with no order minimums – while we handle the logistics.
Launching responsive campaigns year-round is more manageable and effective with Connect. And with built-in performance and analytics, you can prove your campaigns work in tax time and beyond.
Start a conversation with Main Street today about your current marketing tools, goals, or needs.
Sources
Morgan Stanley Research. “How 2026 Tax Refund Increases Could Boost Consumer Finance.” Morgan Stanley, February 24, 2026. https://www.morganstanley.com/insights/articles/federal-tax-returns-increase-impact-2026
York, Erica. “Tracking Three IRS Datapoints to Watch During the 2026 Tax Filing Season.” Tax Foundation, March 10, 2026. https://taxfoundation.org/blog/2026-irs-data-tax-filing-season/
Hahn, Jordann Brown. “What Do Most Americans Do With Their Tax Refund?” GOBankingRates, accessed March 17, 2026. https://www.gobankingrates.com/taxes/refunds/what-americans-do-with-tax-refund/
