McDonald’s: Education and Opportunity

Case Study McDonald’s: Education and Opportunity

McDonald’s invests in students and communities. Our job is to make that investment visible and actionable.

Black & Positively Golden Scholarship: 2025–26 Overview

For over two decades, McDonald’s has partnered with the Thurgood Marshall College Fund (TMCF) to expand opportunities for HBCU students. Since 2021, that partnership has provided over $5 million in scholarships, supporting hundreds of students on their path to success. The Black & Positively Golden® Scholarship extends beyond financial support—investing in students’ well-being, leadership, and long-term empowerment—while continuing McDonald’s legacy of uplifting communities through education.

Packaged Implementation by Super Genius

We partner with the brand and TMCF on the Black & Positively Golden Scholarship. Our support includes application messaging, content systems, and assets for paid and organic distribution. On campus, we build experiences that meet students where they are. The recent HBCU tour delivered hands-on activations, scholarship workshops, and creator-driven content. Post-tour performance outpaced the prior year and reinforced the value of showing up in person.

We produce Scholar Voices stories, influencer toolkits, and campus media that travel across channels. The work is designed for speed, clarity, and trust. It helps students understand how to apply and why it matters.

Looking ahead, we continue to evolve the program with research, refined messaging, and partnerships that keep the platform fresh while maintaining what works.

Featured Campaign: "Black & Positively Golden Scholarship"

Application Window

Opens: September 15, 2025

Closes: April 24, 2026

• Apply at: http://tmcf.org/mcd