Sarah Rice

Sarah Rice brings more than 20 years of combined experience in communication, public relations, broadcast journalism, fundraising, corporate philanthropy, and higher education. Sarah founded C Group in the summer of 2023. 

“2023 was a turning point for me. My personal values truly became my north star, which ultimately empowered me to focus on me: my passion for storytelling, my family, and my goal of becoming an entrepreneur.”

Sarah was born and raised in Niles, a small town in southwest Michigan. Her father is an accomplished mechanical engineer and her mother, an immigrant from Japan, is an accomplished disciplinarian, who many referred to as “Gunny”, after a gunnery sergeant. 

Sarah holds a bachelor’s degree from Western Michigan University and a master’s degree from Trine University. She worked as a local TV news producer and reporter in Indiana and Minnesota. Her most memorable TV moments include interviewing a woman at a local 7-11 who just learned she won the lottery, a story that later aired on CNN. Sarah also enjoyed covering a campaign stop by then Senator Barack Obama, an in-depth investigation into the local prostitution crisis, and featuring CSI investigators who helped solve a series of murders in the area. 

Sarah also spent more than 10 years in higher education where she grew the institution’s high school dual credit program by more than 400% and raised more than $10 million dollars in philanthropic support. 

Sarah also worked in the private sector focusing on corporate philanthropy, public relations, and corporate communication. During this time, she created a company’s first public charity and community grant program. She also launched a company’s first employee engagement and communications platform with an 80% adoption rate during the first week of implementation. 

Sarah is married to Matt Kruyer, who is a real estate agent at Irish Realty in South Bend, Indiana. They have two children, Olivia and William. Sarah enjoys watching Dateline, being a dance mom, and volunteering for several nonprofit organizations in the community. She serves as a board member for Hello Gorgeous, the Lippert Cares Foundation, and the Renaissance School.

Sarah is also a children’s book author and informal caregiver to her mother (AKA #Asianmom) who was diagnosed with dementia in 2020. Sarah loves using humor, along with her no-nonsense attitude and authentic storytelling style when she speaks to audiences about her unique upbringing as an Asian American and her journey with her mother.