As the annual scholarship season gets underway, now is the time to check out the myriad of scholarships available to college students. Please don’t fall into the mental trap that you would never have a chance of winning. It’s easier than you might imagine. Just think strategically.
While the chances of winning a major national scholarship are slim (1-5%), scholarship experts say you can increase your odds when you explore less competitive scholarships — mid-sized/regional scholarships (10-25%) and local/niche scholarships (30-60%). I’ve judged numerous niche scholarship applications (not my own), and I have been surprised by how few students apply for some really great scholarships. Sometimes as few as five to 10 students apply!
Don’t just apply for one scholarship and hope for the best. At the last PRSSA awards dinner I attended, one co-ed walked away with four separate scholarships. Afterwards, I asked her how many applications she applied for — more than 30. Keep in mind, scholarships aren’t about being the “best student.” They’re about fit, story, effort, and volume.
Your odds are particularly good when multiple scholarships are available, which is why I urge students to check out the LAGRANT Foundation scholarships. Not only do students receive cash, but they also receive a trip to New York City for a 3-day career development workshop that closes with a dinner celebrating them and some of the best mentors in PR and advertising. LAGRANT awards 30 $2,500 scholarships to diverse undergraduates, and 30 $3,750 grants to graduate students. If interested, apply soon since the deadline is Feb. 27.
PRSSA also offers more than 40 scholarships, ranging from three major new ones for first-generation students, underwritten by former CCO Geoff Curtis, to my student mentorship scholarship. Deadlines range from now through mid-May.
Definitely check out the hundreds of scholarships usually available from your own college. Many generous alumni, area foundations, and companies provide scholarships for local colleges. Indiana State University students can check out my leadership scholarship for communication majors, and DePaul communication students should apply for my Scholarship for Leaders in Public Relations.
Scholarships don’t usually find you, so you’ll have to find them. Then, don’t put off applying. Start by researching your own university’s official website—especially the admissions, financial aid, or scholarships pages—since many institutions offer merit-based, need-based, or program-specific awards. Make note of eligibility criteria, deadlines, and required materials, which often include transcripts, recommendation letters, personal statements, or portfolios. It’s smart to apply early and organize applications with a checklist or calendar so you don’t miss deadlines. Tailor your personal statements to align with the scholarship’s goals, and follow all instructions carefully, as incomplete or late applications are usually not considered.
Most students say, “Scholarships are impossible to win.” That’s good news for students who take a strategic approach to their scholarship application game plan.
Here are scholarship application tips that might help you more strategically approach your search for much-needed college funds:
Apply broadly
Most students apply to only a few scholarships. That’s your edge.
- Apply to many small and mid-sized awards ($500–$3,000) in addition to big ones.
- Niche scholarships (major, background, hometown, career goal) have far less competition.
Rule of thumb: Treat scholarships like internships—numbers game + quality effort.
Reuse and adapt essays (don’t start from scratch every time)
Create a “master doc” with:
- Leadership example
- Challenge you overcame
- Career goals
- Community service story
Then tweak each one to match the prompt. Reviewers can tell when it’s customized.
Be specific, not impressive-sounding
Weak: “I am passionate about helping others.”
Strong: “After tutoring first-gen students in writing twice a week, I saw how access—not ability—was the real barrier.”
Specific stories > big words.
Match your story to the scholarship mission
Always ask:
- Who funds this? Research them, mention them.
- What is the precise focus of the scholarship?
Then mirror their language (without copying). If it’s about leadership, emphasize leadership. If it’s about research, emphasize curiosity and impact.
“Guide” Your Recommender
If you are asked for a letter of recommendation, don’t expect them to start from scratch. Send them:
- Your resume/CV
- Your draft essays
- A short note saying what the scholarship values
A focused letter beats a generic “great student” letter every time.
Grades matter—but they’re not everything
Scholarships usually prioritize
- Financial need
- Service
- First-generation status
- Career path
If your GPA isn’t perfect, lead with growth and trajectory.
No luck? Apply again next year
If at first you don’t succeed, apply again next year. Scholarship committees often change annually.
Rejections are often about fit or volume—not your potential.
Good luck!