Because students and prospective students do not apply. Good academics help, but you do not have to have the highest GPA to get a scholarship. Scholarships are never too large or too small.
Many applicants make the mistake of overlooking the smaller scholarships.
The larger the scholarship - the more competition you have. The scholarship registry in the Office of Prospective Student Services is a great place to start your scholarship search. There are companies who might contact you and offer to do a search for you for a fee. These companies do not have any secret information. They will do exactly what you can do for yourself.