It’s getting harder to earn Gen Z’s attention, and even harder to earn their trust. They’ve grown up with endless choices, instant content, and a sharp eye for anything inauthentic. But there’s one thing they never scroll past: real opportunity.
That’s where scholarships come in.
More than goodwill, a branded scholarship tells the next generation what your brand stands for and who it stands behind. Done right, it becomes a bridge between your purpose and your audience, offering real value to real people in a way traditional marketing can’t match.
This guide breaks down how to create a branded scholarship that doesn’t just check a Corporate Social Responsibility (CSR) box, but actively builds your brand, builds community, and builds trust with the people who matter most.
1. Why Scholarships Work for Brand Marketing
“Most Gen Z-ers are high school or college students, and while they may avoid advertising, they proactively seek scholarships for college.”
Gen Z doesn’t want to be sold to; they want to be seen and supported. Scholarships position your brand as an enabler of their goals and not just a promoter of your own.
3 Reasons Scholarships Resonate with Gen Z
- Authenticity: They see scholarships as a signal of real values, not manufactured marketing.
- Social Proof: Seeing others win makes your brand more approachable and aspirational.
- Access & Equity: Supporting education signals that your brand is committed to inclusion and upward mobility.
76% of Gen Z say brands should take action to help them succeed personally, not just sell products. (Source: Edelman Trust Barometer)
2. Design Your Scholarship Around Your Brand’s Purpose
Think of your scholarship as a brand campaign with heart. It should reflect who you are, what you stand for, and who you serve.
Checklist: Aligning Brand + Scholarship
☐ What is your brand’s mission or vision?
☐ What customer or community do you want to elevate?
☐ What future do you want to help shape?
Examples:
- A sustainability brand → “Green Futures” Scholarship
- A fintech platform → “Next-Gen Money Leaders” Scholarship
- A fashion retailer → “Design the Future” Scholarship for BIPOC creatives
Pro Tip: Name your scholarship like a campaign, not a corporate program. Make it aspirational, specific, and aligned with your values.
3. Promote It Like a Product Launch
Don’t bury your scholarship on a subpage of your website. Launch it with the same energy as you would a major product drop.
Content Launch Kit
- Teaser Video: 30-60 seconds of “Why We Created This Scholarship”
- Social Countdown: Build anticipation with a launch date and sneak peeks
- Live Q&A: Go live on Instagram or TikTok to explain how to apply
- UGC Prompt: Encourage students to tag friends who should apply
Students who engage with scholarship-related content are 2–3× more likely to follow your brand on social media, sign up for newsletters, or explore other offerings.
4. Capture and Share Impact Stories
The marketing ROI of a scholarship doesn’t stop at the award; it grows as recipients succeed.
How to Leverage Stories for Brand Building
- Interview recipients about their goals, backgrounds, and dreams
- Create short-form video testimonials or mini-documentaries
- Package their stories into blog posts, reels, or media pitches
- Use visuals to share the human impact (e.g., “Meet Our Scholars” grid)
Example:
A travel brand’s “World Explorers” scholarship featured a series called Where Are They Now?, showcasing recipients studying abroad and tagging the brand on every stop.
5. Measure the Brand Benefits
Unlike typical ad spend, scholarships produce both emotional and tangible returns.
| Brand KPI | Before Scholarship | After Scholarship |
| Gen Z brand sentiment | Neutral | +28% improvement |
| Social share of voice | Low | Doubled in 3 months |
| Applicant engagement rate | — | 3× above average |
Scholarships drive engagement and trust, two metrics money can’t always buy in a digital-first world.
6. Build the Relationship Beyond the Award
Don’t let the connection end with a congratulatory email. Use the scholarship as a starting point for a long-term community.
Tactics to Keep Scholars Engaged
- Invite recipients to join private groups or ambassador programs
- Feature them in brand campaigns or product testing
- Offer mentorship, internships, or networking opportunities
“I applied for the scholarship. I stayed for the community.”
— 2024 Live Más Scholar
Your Next Move
✅ Draft your scholarship concept in 3 sentences: who it’s for, what it funds, and why it matters
✅ Outline a content calendar for pre-, during-, and post-launch
✅ Start collecting Gen Z feedback. Ask them what kind of scholarships they wish existed
Final Thoughts
If your brand wants to reach Gen Z, skip the low-performing banner ads. Start a scholarship. It’s high-impact, high-trust, and built for long-term relationship-building, not just impressions.
At Kaleidoscope, we help brands build scholarship programs that are purpose-aligned, application-ready, and simple to manage. If you’re thinking about launching a scholarship that supports students and tells your story, let’s talk.
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