As families across Northwest Arkansas settle into a new school year, our September Back-to-School nonprofit spotlight could not be a more perfect fit. Roo’s World is built on one simple but life-changing belief: every child deserves to feel safe, seen, supported and valued. Founded by Jerusha “Roo” Winchester, Roo’s World has grown into far more than an after-school program. It has become a lifeline for children and families across the community, offering enriching programs, emotional support, leadership opportunities and a true sense of belonging.

For Roo, this mission is deeply personal. Having experienced difficult seasons growing up herself, she knows firsthand the impact one caring adult can have on a child’s future. That experience inspired her to create a place where no child would ever feel overlooked or forgotten. Today, Roo’s World serves hundreds of children and families through after-school care, summer programming, scholarships, meals, mentoring, and enrichment opportunities designed to help children thrive emotionally, socially, and academically.

What makes Roo’s World unique is its intentional focus on the whole child. Through its “program within a program” model, children are exposed to opportunities they may not otherwise experience, including dance, coding, music lessons, second language learning, yoga, tutoring, entrepreneurship programs, fitness classes, and more. Therapy dogs also play a meaningful role, helping children navigate anxiety, build trust, and feel emotionally supported.

The organization also steps in to meet real-life needs many families quietly face. Roo’s World has helped families experiencing homelessness, provided clothing and school supplies, offered scholarships to high-need families, and ensured children have meals when needed. Their annual Christmas Giveaway brings joy to children through personalized gifts, books, games, winter essentials, and reminders that they matter.

Roo officially founded the nonprofit nearly six years ago and continues to lead every aspect of the organization with a hands-on approach. Under her leadership, Roo’s World has maintained a 100% clean licensing record, supported more than 900 children and families, returned over $537,000 in support and tuition assistance to families, and recently announced expansion into six Rogers Public Schools locations and will also serve Arkansas Arts Academy for the upcoming school year.

Despite the challenges that come with building a nonprofit from the ground up, Roo says she has remained grounded in purpose and committed to creating a sustainable organization that serves children with excellence and compassion. Her dedication has helped Roo’s World earn recognition as one of the top after-school programs in Arkansas.

Perhaps the most inspiring part of Roo’s World is the ripple effect it creates throughout families and the community. Parents are able to work, pursue education, and build stability knowing their children are in a safe, nurturing environment. Children gain confidence, leadership skills, and a support system that helps shape their future. Through programs like the Art of Giving Summer Camp, students also learn the importance of empathy, service, and giving back to others.

For Roo, the work has always been about more than childcare. It’s about changing stories, strengthening families, and building a community where every child truly belongs.