We investigate factors influencing student sign-ups for Washington State's College Bound Scholarship (CBS) program and consider whether there is scope for the program to change college enrollment expectations. We find that student characteristics associated with signing the scholarship closely parallel characteristics of low-income students who attend 4-year colleges, suggesting that signing the pledge is driven largely by pre-existing expectations of college-going. We also find evidence that student sign-up rates are lower than has been previously reported, which is important given the perception among program administrators that nearly all eligible students sign up.