What it comes down to is you have to advertise. You have to sell the scholarship info, but don't oversell. Because you are in band doesn't mean you get money. Depends on which school you go to. Same with athletics and same with academics. Most kids won't get a sports scholarship. Realistically, more kids would get a little something in band so YOU have to sell that to the parents starting with the middle school. How many high school directors are going to the middle school concerts and spending 5 minutes talking up the program with the parents and what awaits the kids in 2 or 3 years when they get to high school?
Athletes don't have this magic well of info that band kids don't. The coaches do a better job selling it and getting the info out. And the NCAA helps coaches do that. So get your local college directors involved and get those recruiters on campus for band just like athletics. It can be done! But it won't be done at halftime of a NFL game.