The Mental Health Foundation of West Michigan

Name

The Mental Health Foundation of West Michigan

Legal name

Mental Health Foundation of West Michigan

Website

https://benice.org

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Mental Health Education Services

NAICS

Child and Youth Services (624110), Voluntary Health Organizations (813212), Educational Support Services (611710)

SIC

Services-Social Services (8300), Services-Educational Services (8200)

akta.pro primary industry

School-Based Mental & Behavioral Health Services (EDAJAIAB)

akta.pro secondary industries

Suicide Prevention, Self-Harm Prevention & Threat Assessment Programs (EDAKAMAI), Social-Emotional Learning (SEL) Programs & Supports (EDAJAIAC), Youth Mental Health, Counseling & Wellbeing (Education-Linked) Nonprofits (BPAGADAK), Student Wellness & Prevention Programs (Substance Use, Sexual Health, Bullying) (EDAJAIAG)

Keywords

• Mental health education
• Suicide prevention training
• School wellness programs
• Workplace mental health
• Evidence-based training

Headquarters

HQ city

Grand Rapids

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others, Technology or R&D

Revenue model

1. Donations and Contributions: General contributions and designated donations support mental health education and suicide prevention programming. Multiple donation tiers from $50 to $10,000 supporting specific programs.
2. Merchandise and Book Sales: Online shop selling be nice. branded merchandise including clothing, accessories, and the be nice. book ($12.99). Products range from $1 to $65.
3. Event Registrations and Fundraisers: Registration fees for events including golf outings, Shining Through Art Show, and Family Fun Fest. Third-party event fundraising guidelines for community support.
4. Training Fees: Mental Health First Aid certification courses (8-hour training) provided, with e-book versions of the be nice. book available on Amazon.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

The Mental Health Foundation of West Michigan delivers the "be nice." mental health education and suicide prevention program, built on a trademarked four-step action plan (Notice, Invite, Challenge, Empower). The program is offered through dedicated tracks for K-12 schools, workplaces, athletic teams, and faith institutions, supported by training courses (Mental Health First Aid, QPR), a published book, branded merchandise, and signature fundraising events.

Product overview

The Mental Health Foundation of West Michigan operates primarily through its flagship program, 'be nice.', an evidence-based mental health and suicide prevention education program built on a four-step action plan: notice, invite, challenge, and empower. The program is delivered through multiple channels including schools (be nice. Schools with elementary, middle/high school, and extension tiers), workplaces (be nice. Business), and athletic teams (be nice. Team). Supporting offerings include Mental Health First Aid and QPR training certifications, HSAA state athletic association trainings, and the be nice. Book. The organization also runs signature events including Stomp Out Stigma walks, the Shining Through Art Show & Auction, and the Family Fun Fest. A bilingual (English/Spanish) version of the program and a dedicated podcast series extend reach. The architecture is best described as a single mission-driven program with multiple delivery channels, rather than a software platform with integrated modules.

Differentiator

Problem solved

Functional benefit

Brands

• be nice. Flagship mental health and suicide prevention program with a four-step action plan (notice, invite, challenge, empower). Evidence-based program implemented in schools, businesses, and faith institutions.
• be nice. extension
• be nice. book

Products and services

• be nice. Schools

Quantifiable outcome

• Creates positive culture change within school buildings
• +6 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

18 partnerships are on record, tiered core and minor.

• Jacksonville JaguarscoreStrategic or Co-development PartnerNFL team partnering with MHF to introduce the be nice. action plan within the organization. Megha Parekh of the Jaguars discusses prioritizing mental health in the workplace and involvement with 988 Suicide & Crisis Lifeline. Partnership showcases professional sports team commitment to employee mental health.
• AmwayminorGTM or Marketing PartnerCorporate supporter of be nice. program with logo displayed on supporter page
• Atonne GroupcoreGTM or Marketing PartnerParent organization managing diverse family-owned businesses. CEO Lori Balow serves on MHF Board of Directors. Presenting sponsor of Shannon Benton Memorial Golf Outing. Spearheaded creation of Jack and Aletha Goodale Family Charitable Foundation.
• Forest View HospitalcoreGTM or Marketing PartnerMental health treatment provider and Mission Sponsor of Family Fun Fest event. Co-branded logo displayed.
• LMCU (Lake Michigan Credit Union)coreGTM or Marketing PartnerMission Sponsor of Family Fun Fest with co-branded logo on supporter page
• 2 C MeijerminorGTM or Marketing PartnerEntertainment Sponsor of Family Fun Fest event
• Network180coreGTM or Marketing PartnerKent County's community mental health authority and Entertainment Sponsor of Family Fun Fest. Access Center provides services for mental illness, substance use disorder, and developmental disabilities.
• XFinityminorGTM or Marketing PartnerActivity Sponsor of Family Fun Fest event
• Grand Valley State UniversitycoreStrategic or Co-development PartnerConducted three-year evidence-based study on be nice. program effectiveness in 74 schools. Research professors studied program to prove effectiveness in making change regarding mental health.
• Pine Rest EAPcoreStrategic or Co-development PartnerPartnered with MHF for workplace mental health training focused on crisis response, employee support, and creating psychologically safe workplaces. Training for leaders with practical tools.
• The Employers' AssociationcoreStrategic or Co-development PartnerPartner with MHF and Pine Rest EAP for workplace mental health training and education initiatives
• Michigan High School Athletic Association (MHSAA)coreChannel Partner/ Reseller/ DistributorStatewide partnership providing be nice. mental health training to member schools and athletic departments through video access
• Alaska School Activities Association (ASAA)coreChannel Partner/ Reseller/ DistributorStatewide partnership providing be nice. mental health training to Alaska member schools through password-protected portal
• Iowa High School Athletic Association (IHSAA)coreChannel Partner/ Reseller/ DistributorStatewide partnership providing be nice. mental health training to Iowa member schools through co-branded articulate training module
• New Jersey State Interscholastic Athletic Association (NJSIAA)coreChannel Partner/ Reseller/ DistributorStatewide partnership providing be nice. mental health training to New Jersey member schools through Rise platform
• Virginia High School League (VHSL)coreChannel Partner/ Reseller/ DistributorStatewide partnership providing be nice. mental health training to Virginia member schools through Rise platform
• WKTV Community MediaminorGTM or Marketing PartnerProduces the be nice. Podcast, helping amplify mental health messages through multimedia content
• 988 Suicide & Crisis LifelinecoreOthersNational crisis hotline promoted across all MHF materials and resources as critical suicide prevention resource

Scale indicators8 records

Recent moves13 records

Expansion highlights7 records

Direct peers

• MindUP (Goldie Hawn Foundation): K-12 SEL and mindfulness program for schools, providing curriculum, training, and teacher resources. Comparable to be nice. in mission (mental wellness in schools), delivery model (educator-led), and target buyer (school districts).
• JED Foundation: Nonprofit focused on youth and teen mental health and suicide prevention, working with schools and colleges on comprehensive mental health programming. Comparable to be nice. on school channel, youth/teen focus, and prevention mission.
• Jason Foundation: Suicide prevention and awareness education program focused on youth and schools, offering curricula and training for educators, coaches, and communities. Directly comparable to be nice.'s suicide prevention, school-based delivery, and youth/athletic channels.
• Committee for Children (Second Step): Provider of Second Step, one of the most widely adopted K-12 SEL curricula in U.S. schools. Direct competitor for school mental health and SEL budgets, with broader distribution and longer procurement history than be nice.
• Sources of Strength: Youth-led suicide prevention and upstream mental health program implemented in schools through peer leadership groups. Most directly comparable peer to be nice.: same K-12 channel, evidence-based positioning, train-the-trainer delivery, and similar mission of upstream prevention.
• SAVE (Suicide Awareness Voices of Education): National nonprofit providing suicide prevention education, training, and resources to schools, workplaces, and communities. Comparable to be nice. on suicide prevention curriculum, school/workplace channels, and awareness programming.
• Mental Health First Aid USA (National Council for Mental Wellbeing): National mental health training and certification program (8-hour course) that trains adults to recognize and respond to mental health and substance use challenges. Directly comparable to be nice.'s Mental Health First Aid / QPR certification offerings and target audience.
• Yellow Ribbon Suicide Prevention Program: School- and community-based suicide prevention education program providing training to students, teachers, and communities. Comparable to be nice. on suicide prevention focus, school delivery, and train-the-trainer methodology.

Broad incumbents

• American Foundation for Suicide Prevention (AFSP): Largest national nonprofit dedicated to suicide prevention through research, education, advocacy, and loss support. Comparable mission to be nice.'s suicide prevention focus, but operates at significantly greater scale and broader scope (research, lobbying, survivor support).
• National Alliance on Mental Illness (NAMI): Largest U.S. grassroots mental health organization providing education, support groups, advocacy, and public awareness. Comparable to MHF as a community-based mental health education nonprofit, but operates at significantly broader national scale across all mental health conditions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/playlist?list=PL7WFJhVpoGNmqi39cshX3oCV2UurreHuO
• Xx.com/benicemi
• Facebookfacebook.com/themhf
• LinkedInlinkedin.com/company/benice

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Mental Health Foundation of West Michigan