FastWeb has done a great job of marketing. Even this not-so-complimentary article is giving them publicity. The saying “any publicity is good publicity” fits when trying to assess the value of FastWeb and other “for profit” Internet marketing portals. Stick with me to the end of this article for some excellent resources.
Before seeing the scholarships, the site required me to click “no thanks” to offers from survey companies, online universities and U.S. Navy recruiters. Boyce says that FastWeb tries to maintain a proper balance between users and advertisers who fund the business, but the pushiness of the ads gave me the impression that FastWeb knows that its users won’t bail because they’re desperate for college funds.
Once you get to the scholarships FastWeb finds for you, how many are really worth pursuing? Put aside for a moment the esoteric nature of some of the grants, like the $1,500 scholarship for duck-calling. The Internet’s instant access to information about potential awards, as well as the desire of sites like FastWeb to list thousands of opportunities, has led to an abundance of what are called “promotional scholarships”. These are very inexpensive marketing strategies for a company to woo customers under the guise of kindness to a worthy young person. Since FastWeb doesn’t rate the quality of its scholarships, the listed scholarships are positioned as just as valid as more-traditional, less-exploitative grants. There also seems to be know real way to confirm a scholarship was ever awarded. It would be nice if there were a clearing house that certified the scholarship and verified the money was actually paid out. (Boyce says that the site is working on a system to identify and explain the promotional scholarships.)
Donald Heller, director of the Center for the Study of Higher Education at Pennsylvania State University, says that applying for scholarships found on FastWeb and similar sites isn’t worth the effort for most families.
A case in point is the Coca-Cola College Bound Contest, brought to you by the Chuck E. Cheese pizza operation. The winner gets $25,000 toward a college fund. To qualify, you are asked to register for the “Chuck E-Club,” thus opening one’s IN BOX to a stream of offers from the company. (Tucked in the bottom of the Web page was a link that allowed you to enter the contest without joining the club.) According to Chuck E. Cheese spokesperson Brenda Holloway, more than 1.6 million contestants signed up for the contest. She doesn’t specify how many of those joined the club (typically in contests, the majority of entrants take the suggested path), but did say that the club’s population rose. That’s hundreds of thousands of new Chuck E. members, at a nominal cost to the company compared to other types of marketing. And only one person receives a scholarship. They’ve redefined the saying “one in a million odds”.
Many of the FastWeb offers ask entrants to write essays—in the aggregate, students spend millions of hours creating themes that will pay off to only a very few. Sometimes the assignments appear to be a form of indoctrination, like the ones offered by the Ayn Rand Institute to expound on issues in “The Fountainhead” or “Atlas Shrugged.” Then there is the $250 prize given to the best essay based on the themes of the book “High School’s Not Forever”—a gift offered by the book’s authors.
One of the more ubiquitous scholarship sponsors on FastWeb is a company called Brickfish, which often asks students to compete for small grants ($500 or less) by making a video or blog post involving a consumer product that pays Brickfish to run a marketing campaign. “Offering a scholarship program sends a positive message, one of good will,” says Brickfish CEO Brian Dunn. And though college costs are high, modest prizes are sufficient to get the reaction Brickfish wants. “Oddly enough, people react better to smaller amounts-—they think they’re more likely to win,” Dunn says.
Donald Heller, director of the Center for the Study of Higher Education at Pennsylvania State University, says that applying for scholarships found on FastWeb and similar sites isn’t worth the effort for most families. “The real action is in the dollars given by the institutions themselves,” he says. (FastWeb’s Boyce says he has no statistics to prove it, but “anecdotal evidence suggests we are helping students meet their goals.”)
As for my own family’s strategy, my wife has become an expert on completing the necessary FAFSA forms and following the specific college financial aid process that most colleges post on their website. We also keep an eye out for scholarship programs related to our kids activities (Boys Scouts, Girl Scouts, Athletics, local/community) that don’t involve competing with FastWeb’s 38 million registered users. We also found Pete Becker’s e-book, The College Financial Aid Game: How to Get Your Fair Share to be a refreshing guide and explanation for how “to get your fair share”, which is found on our resources website.
Like Pete Becker, I found Linda Byerly, a dedicated volunteer blogger, writes words of wisdom at http://scholarshipcentral.wordpress.com/. You might check her articles out.
And last but not least, I have compiled a definitive list of Financial Aid and Scholarship books that you can find at Amazon.
Carl Nielson is a professional career coach, creator of Career Coaching for Students™ and managing principal of The Nielson Group, a management consulting firm specializing in hiring and selection, team effectiveness and executive coaching.