Grand Rapids approves donor-funded college access campaign

Overview

Updated Oct 13

Grand Rapids is running an 11-month campaign to raise college-going aspirations among first-generation and underserved students, funded by a $70,000 donation from Matt Richenthal. The city's Fiscal Committee approved the donation and an agreement with SeyferthPR to run the campaign on October 6.

The College Is Possible campaign is part of the city's To College, Through College Initiative. It runs from Sept. 29, 2026 through Aug. 31, 2027 and uses storytelling, school activities, community partnerships and family engagement to help students and families learn about affordable paths to college, financial aid and the benefits of earning a degree. The campaign launches as Grand Rapids expands other college access programs, including a Promise Zone benefit that starts covering bachelor's degrees in January 2026.

Why it matters

The campaign helps first-generation and underserved Grand Rapids families find affordable college paths, at a time when those options are growing.

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Key Indicators

$70,000

Donation amount

Matt Richenthal's donation to fund the College Is Possible campaign

11 months

Campaign duration

Runs from September 29, 2026 through August 31, 2027

Voices

Curated perspectives — historical figures and your fellow readers.

People Involved

Matt Richenthal

Donor funding the College Is Possible campaign

Donated $70,000 to fund the campaign

Organizations Involved

City of Grand Rapids

Municipal government

Administering the campaign and donation

The City of Grand Rapids approved the donation and agreement to run the College Is Possible campaign.

SeyferthPR

Public relations firm

Contracted to run the College Is Possible campaign

SeyferthPR is a Grand Rapids public relations firm authorized to run the College Is Possible campaign.

To College, Through College Initiative

City initiative

Parent initiative for the College Is Possible campaign

The To College, Through College Initiative is the parent initiative for the College Is Possible campaign.

Timeline

September 2026 August 2027

4 events Latest: October 9th, 2026 · 1 month ago

Tap a bar to jump to that date

August 2027
Campaign scheduled to end
Upcoming Campaign

The College Is Possible campaign is scheduled to conclude after 11 months.
August 31st, 2027
October 2026
Michigan lands $5M federal grant for student basic needs
Latest Funding

The U.S. Department of Education awarded MiLEAP nearly $5 million, the largest of three grants in its Basic Needs for Postsecondary Students program. The four-year grant funds campus navigation hubs, help connecting students to benefits like Medicaid and SNAP, and staff training.
October 9th, 2026
City Fiscal Committee approves donation and agreement
Approval

The committee accepts Matt Richenthal's $70,000 donation and authorizes SeyferthPR to run the campaign.
October 6th, 2026
September 2026
College Is Possible campaign begins
Campaign

The 11-month campaign launches to raise college-going aspirations among first-generation and underserved students.
September 29th, 2026

Scenarios

Campaign lifts college-going metrics

Possible Resolves by End of 2027

Discussed by: City officials and education advocates

The campaign raises awareness of financial aid and college paths, leading to measurable increases in FAFSA completions and college applications among first-generation and underserved students in Grand Rapids Public Schools.

Campaign ends without measurable impact

Possible Resolves by End of 2027

Discussed by: Education researchers

The campaign generates awareness but doesn't produce measurable changes in college-going behavior. Structural barriers like cost and academic preparation may outweigh the campaign's messaging.

Campaign expands with additional funding

Unlikely Resolves by Aug 31, 2027

Discussed by: Local philanthropy observers

The campaign's early success attracts additional donors or leads to an extension beyond August 2027, possibly expanding to other grade levels or school districts.

Promise Zone bachelor's benefit and campaign lift transfers together

Possible Resolves by Aug 31, 2027

Discussed by: Grand Rapids education observers

The Promise Zone's bachelor's benefit starts January 2026, mid-campaign. If the campaign's messaging reaches families as the scholarship begins covering four-year degrees, more GRCC graduates may continue at Ferris State or Grand Valley State.

Historical Context

2 moments from history that rhyme with this story — and how they unfolded.

November 2005

Kalamazoo Promise (2005)

In November 2005, anonymous donors announced the Kalamazoo Promise, a scholarship covering up to 100% of tuition for Kalamazoo Public Schools graduates. The program was designed to boost college-going and revitalize the city.

Then

College enrollment among Kalamazoo Public Schools graduates rose sharply in the years after the announcement.

Now

The Promise has been credited with increasing college attainment and attracting families to the district, becoming a model for place-based scholarships.

Why this matters now

Like the College Is Possible campaign, the Kalamazoo Promise is a private-funded intervention in a Michigan city aimed at increasing college access. But the Promise is a scholarship while College Is Possible is an awareness campaign.

2014-2017

Reach Higher (2014)

First Lady Michelle Obama launched Reach Higher in 2014 to encourage college-going, especially among first-generation and low-income students. The initiative used school activities, community partnerships, and celebrity endorsements to raise awareness.

Then

Reach Higher raised awareness of college access issues and promoted FAFSA completion.

Now

Studies showed mixed results, with awareness increasing but college-going rates not dramatically changing.

Why this matters now

The College Is Possible campaign uses similar strategies to Reach Higher, and its mixed results show the limits of awareness-focused approaches without structural support.