Nativa was contracted by the American Red Cross to promote the Más Vida Scholarship Program for the 2024/25 academic year. This initiative aimed to nurture Latino student leaders dedicated to community service and philanthropy. The project focused on targeting Hispanic-Serving Institutions (HSIs), encouraging students to apply for scholarship opportunities that develop leadership skills through activities like hosting blood drives and accessing job placement opportunities within the American Red Cross.

Nativa contacted several schools and organizations that were apart of HSIs to promote the scholarship program. Communication materials, including outreach emails and application forms, were developed, and targeted marketing campaigns were launched through social media, email blasts, and campus bulletin boards. Student applications were collected, reminder emails were sent to interested students, and a preliminary review of submissions was conducted.

Our outreach efforts for the Mas Vida Advocate Scholarship Program have successfully drawn a diverse pool of applicants from 27 colleges across the nation, underscoring the extensive reach and effectiveness of our multifaceted approach.

Metrics:

• Total Schools Contacted: 157
• Organizations Contacted: 22

The significant number of schools and organizations contacted highlights our comprehensive strategy to engage a wide audience. Despite receiving only two rejections, we successfully reached 25 schools directly. We utilized social media as well, posting to LinkedIn, Instagram, and X (Formerly Twitter). 22 students applied through social media.

We exceeded our goal of obtaining 45 applicants, receiving 68 applications by the end of this campaign. 19 students were chosen to move forward with the interview process with ARC.