The purported "Golden Age" of American higher education, typically associated with the two decades following World War II, was marked by increasingly generous federal support of the nation's postsecondary institutions and their students. Unlike analyses that attribute this largesse to factors like geopolitics (i.e., a response to the Cold War) or demographics (i.e., expansion to accommodate the Baby Boom generation), this article argues that a deliberate strategy rooted in rhetoric enabled "higher education partisans" to successfully push generous higher education policy in Washington, DC. Specifically, the language of crisis and emergency enabled these advocates to frame college-going as a tool that could solve social and economic problems, defend the nation and its values, and chip away at prejudice and inequality. Their success is evident in a "policy cascade" initiated by the 1944 GI Bill and reaching its apex with the 1965 Higher Education Act. This article relies on new archival research and document analysis to examine the trajectories of six key pieces of federal policymaking, which together constituted "a sheep in wolf's clothing" by couching funding for colleges and universities as a response to urgent, even existential, crises.