Private Scholarships are funds awarded to lower the college costs of students deemed deserving by the awarding organization. The most famous is the National Merit Scholarship, but it is far from the only one, and is not representative of what every awarding institution is looking for. There are thousands of private scholarships out there, and not all are purely merit or performance based. Some are reserved for students of a particular ethnic group or religious affiliation. Others are granted by organizations such as labor unions or veterans groups to students who best demonstrate (typically via an essay) a kinship with the organization’s principles. There are even a few humorous scholarships: the Duck brand duct-tape company awards a scholarship to students who attend prom in attire crafted solely from their product, and talk-show host David Letterman, in a nod to his own admittedly average academic record, created a scholarship for “C” students at his alma matter of Ball State.

It’s easy to find seemingly endless lists of private-scholarship possibilities, especially in the era of the internet. The potential savings add up very quickly in our minds, and the temptation to apply for every private award under the sun can be strong. But don’t get carried away. The increased visibility brought by the web means a lot more competition for the juiciest awards, and the old saw about a scholarship so obscure that the winner was the only person who applied becomes less true every year (and many private scholarships reserve the right not to award any money in a given year if no applicants cut the mustard).

Finding all those awards and writing all those application essays takes time. If you were Bill Murray’s character from the movie Groundhog Day, you would have endless time in which to craft perfect applications to so many private scholarships that college would end up free—but in real life, time is precious, and there are more pragmatic things an incipient college applicant could be doing with her or his time than chasing every private award there is. Remember, scholarships don’t help you get accepted to college, so there is still that little matter to worry about: it would be bad news for a student’s grades, extracurricular participation, or community involvement to suffer because of time spent laboring over scholarship applications. (If parents are involved in the process, hunting down scholarship leads on the web and refining them into a “best-of” list for the student makes a good task for a parent who does not work full-time.)

Locating the necessary info about private scholarships is not rocket science. It is usually as simple as typing a search term (e.g., “hockey” or your ethnicity) into Google followed by the word “scholarship.” It is simply not necessary to pay a scholarship-search company to seek out the opportunities for you—such companies merely charge you a fee for research you could have easily done just as well (and probably more quickly) on your own, and don’t better your student’s chances of winning any of the awards.

So how should a student go about seeking private scholarships? Well, you should always play to your strengths, and when it comes to private scholarships, here are a few of the best situations you can be in:

• You are a member of a minority or special-interest group. And this doesn’t just mean ethnic or religious minorities. There are scholarships for students with every imaginable disability or handicap—even psychological conditions like bipolar disorder or ADHD, or purely cosmetic conditions like the skin disease psoriasis. Remember to think outside the box: if there is anything at all statistically unusual about a student, there’s a good chance a scholarship exists for it—there are even scholarships for students who are interested in polka music! And be advised that a “special” group doesn’t necessarily have to constitute a statistical minority—for example, Christians and women are both numerically majorities of the population, but there are plenty of scholarship opportunities specific to those groups.
• You are extremely good at something. Academic and/or athletic merit are the forms of excellence most commonly honored by scholarships, but not the only ones. Skill at a musical instrument, or at the visual arts, or at composing poetry, can garner financial awards as well. There are even scholarships awarded to promising young stand-up comics! But it is a poor use of a student’s time to suddenly try to get good at something just for a scholarship (since you will be competing against other applicants who are lifelong devotees). The best route is to identify what you are genuinely already interested in and skilled at, and seek out scholarships in that area.
• You are a skilled (i.e., convincing) writer. The last point already established that skill in a given art form can earn scholarship money, so why is writing singled out separately? It’s simple. Because so many scholarship competitions hinge on the composition of an essay, a good writer with a questionable relationship to the awarding organization’s goals will usually outperform a mediocre writer who is more sincere in her or his heart. Maybe you don’t really feel more passionately about endangered species or the swing-dance revival than any other applicant, but if you are a good enough writer and can empathize with the core concern of the organization, it may be a good idea to try. It may not be fair, but it is how things are. Writers with the chops to pull it off should seek out the most lucrative scholarships and tell them what they want to hear.

When it comes to private scholarships, the name of the game is focus. A student who applies willy-nilly for fifty scholarships may feel lucky when she or he drops the envelopes into the mailbox, but then not win a single one. Conversely, a student who carefully selects three well-fitting scholarship opportunities and meticulously crafts those apps stands a much better chance of seeing her or his efforts pay off.