Too few students know how to obtain scholarships to attend college. What are your suggestions?

Some parents look at the cost of college and they give up right away. They don't know that there is money that goes unused every year. How can we reach these parents? Some start telling their students that they do not have money for college in midddle school. We must break down this barrier early. I have been working with economically challenged students for twenty five years. I know that they can succeed.