California’s Social Media Campaign for Financial Aid Embraces Authenticity

Even when California high school seniors established a new mark last year in submitting college financial aid applications, more than a quarter opted out, missing out on substantial funding.

The state organization overseeing student grants and scholarships is gearing up for a fresh campaign to encourage more students and parents to seek financial aid. The approach is supported by innovative market research that yielded unexpected insights on motivating individuals to pursue financial assistance for college.

This initiative is particularly timely as the number of financial aid applications in California and nationally has decreased compared to the previous year, primarily due to significant challenges with the revised federal application process.

The key findings from the research indicate that low-income families understand the value of a college degree in increasing future earnings but harbor substantial concerns about affording higher education.