We recently launched a new website for the AFC Scholarship Fund.
But before I tell you what’s on it, I want to tell you why it exists.
It starts with a child
Somewhere in America right now, a parent is doing the math on their child’s education. They know the school their child is in isn’t the right fit. They know a better one exists. They may drive past it every morning. What stands between their child and that school isn’t ambition or love. It’s a tuition bill.
That parent is why the AFC Scholarship Fund exists.
On January 1, 2027, the Education Freedom Tax Credit (EFTC) takes effect. It works like this: you give first, and the dollar-for-dollar federal credit of up to $1,700 comes back when you file. Multiply that across millions of Americans and you get scholarships at a scale this country has never seen. This isn’t a fringe idea, either. In fact, 73% of Americans support school choice.
But a tax credit doesn’t move anyone on its own. Nobody was ever inspired by a mechanism.
People are moved by people. By the family down the street whose daughter finally found a classroom where she belongs. Trust comes before the transaction. Every time. The site we launched is that trust layer. It’s where belief in this movement gets built, one story at a time.
The choice we made
Here’s the honest version of how we built it. I’ve spent my career in marketing, and I’ve never seen an inflection point like this one.
Every organization now has access to the same artificial intelligence (AI) models. Content has been commoditized. When everyone can produce fluent copy instantly, fluency stops being an advantage. Everything starts to sound the same. The conversation at Davos this year named it plainly: AI creates brand sameness. Knowledge and design collapse toward the average, and for the person on the other side of the screen, nothing stands out. That’s a lose-lose.
We had a choice. Use the tools the way everyone uses them and publish faster. Or go a different direction.
We chose stories, authenticity over automation, narrative over noise. Not as decoration, but as the organizing principle of the entire site. Real families, real students, real donors, placed at the center as the primary signal of what we believe: that every child deserves access to a great education, and that a family living that reality is more persuasive than any headline we could engineer.
Be the First to Know
Get notified when the Education Freedom Tax Credit launches so you don’t miss the opportunity to support K–12 students while benefiting from a federal tax credit.
The bet isn’t that AI is bad. We use it every day, and we use it well. The bet is that distinctiveness is the new moat. Positioning. Narrative. Taste. The lived experience of actual families. The things that can’t be averaged out of a training set or conjured by a prompt. A machine can summarize a scholarship program. It can’t sit across from a mother describing the morning her son stopped dreading school.
What you’ll find
The new site has been built to do three things well.
One, tell the stories of the families this movement serves, in their own words.
Two, make the EFTC clear enough that any American can understand how it works and what it asks of them.
And three, connect donors to the communities they care about most, from faith communities to military families to students with special needs, through dedicated funds that turn belief into action.
It’s the beginning of America’s scholarship network: the most-connected path between donors and students, powered by Odyssey’s national scholarship infrastructure and AFC’s footprint across the country, so that every family can reach the school that’s right for their child.
The result is a platform that doesn’t just explain what the AFC Scholarship Fund does. It shows why it matters.
It’s a foundation for the future of the EFTC, and for our mission of connecting donors with life-changing educational opportunities for students and families nationwide.
More soon
The credit goes live January 1, 2027. Everything between now and then is about earning trust. With families, with donors, with the schools and communities who make this work. This website is where that work starts, and I’m proud of the team that shipped it.
A child. A credit. A family’s choice. That’s the whole story. Everything else is infrastructure.
Every state. Every school. Every family.
