McDonald's HACER Scholarship

Business Problem

McDonald's values Hispanic families and education and wants to show that with action.

What We Need to Know

Part of the Ronald McDonald’s House Charities, is a scholarship program designed to support hispanic families on their path to higher education. McDonald’s provides financial assistance to eligible Hispanic high school seniors who face financial obstacles as they prepare to make their dreams a reality. 

Cultural Fuel

The hispanic population has grown exponentially in the U.S. Reaching a record 55 million. 1 in every 6 U.S. residents are hispanic. While the population is growing at a rapid pace unfortunately they haven't been able to earn degrees at that same pace. Just 15% of hispanics ages 25 - 29 have a bachelors's degree or higher, while 40% of Caucasians have a bachelor's degree or higher as do 60% of Asians. One of the pressures that burden the path to a college graduation is the cost. In the United States the cost of a college education has soared, leaving many would-be students worried if college is an option. 

The average annual cost of tuition and fees for the 2014-15 school year was: 

• $9,139 for an in-state public university
• $22,598 for out-of-state public university  
• $31,231 for a private university

Source: Forbes

Our Opportunity

Provide tools that unify dreaming and doing into tangible success.

Exploring the opportunity further...

We have an opportunity to be the bridge that allows dreaming to transform into immediate and future success. Not only does the HACER scholarship help lead the way to a degree, but it allows the immediate tangible success of the college experience, moving out of your parents' home into a dorm. We give tangible success that has immediate and future impact.

Insight

My culture taught me how to dream, my generation taught me how to do.

Exploring the insight further...

This is the insight provided by McDonald's hispanic agency, Alma. The insight leans into how naturally their culture teaches them to dream and be hopeful, while also acknowledge that the millennial generation is about getting out there and getting after it.

One thing

The HACER scholarship bridges dreaming and doing together, making the possibilities a reality.

Exploring the One Thing further...

We bring together their cultural strengths and their generational strengths making their dreams and possibilities a reality.

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