I don't know if making people feel guilty is effective or not, but I can think of two frames for raising taxes. The first one, which I use in conversation, consists of "do you think its more important to have more stuff, more cars, more TVs, etc. or do you think its important to live in a society where everyone is taken care of?"
The other thing is, we need a counterweight to Grover Norquist. We don't want to be the party of taxation, but we also can speak about how our taxes pay for so many wonderful things. A list of important programs being funded and a thank you from Uncle Sam would work well, though I can see the Republicans running the same ad to good effect.