It all started with a children’s book fair.
Janelle Grissinger, founder and president of JCo Travel, used to discreetly buy books at her own children’s book fairs for other kids who couldn’t afford them.
“It was just important to me to do those kinds of things,” she said. “And then I started sponsoring these kids … through teachers I knew [who told me] they were having a hard time. So, I’d send in clothes, and all they would tell the kids is ‘It’s from somebody who cares.’”
Eventually, Grissinger’s accountant came up with a better idea: Starting a federally-recognized nonprofit to widen her impact.
“My accountant said, ‘You’re going to put yourself under,’” Grissinger recalled. “‘But with a [nonprofit], you’re going to be able to do more good.’”
With that advice, The Heart of JCo was born seven years ago. Now, the nonprofit — dedicated to “Kindness for Kids” — raises money to support young people across Grissinger’s central Pennsylvania community. While the primary mission is to feed hungry children, Grissinger and her team have also provided seasonal clothing, new shoes, full-blown prom experiences, Thanksgiving and Christmas assistance, sports equipment, books, feminine hygiene products and more to local kids and their families, all without making them feel “less-than” their peers.
In 2023, The Heart of JCo handed out more than 150 “back to school bundles” with personalized donations based on favorite colors, TV shows, characters and more.
Credit: 2025 The Heart of JCo"We do Santa workshops at the elementary schools,” she explained, as an example. “The kids can bring in money and buy trinkets for their families. But there’s always a group of kids who can’t afford to participate. So, we created a system where they can pick out some things for their family, and we cover it. And [the staff] isn’t allowed to single anyone out by telling everyone it’s handled — it’s designed to be discreet.”
And if those myriad efforts weren’t enough, Grissinger continues to take on even bigger challenges in the name of helping those in need.
A few years ago, a local family applied for assistance around Christmastime; a mom was struggling to support her four kids after losing her husband to a brain aneurysm in October. In a heartbreaking twist of fate, soon after reaching out to JCo, she, too, passed away, leaving the children orphaned.
After spending some time with the kids, Grissinger started a fundraiser with the goal of sending them to Disney World, which had always been anaspirational family vacation. Within 48 hours, the fundraiser had brought in $99,000. After buying the family a van and sending them on their Disney trip, $35,000 remained.
And what did Grissinger decide to do? Buy them a house, of course.
“I went to the board [of The Heart of JCo] and said, ‘Please, let me buy them a fixer-up house,’” she said. “And they were like, ‘You’re crazy, this is never going to work.’ But eventually, they agreed.”
She did indeed find a house, though it needed — in her words — “everything.” After an appeal to the community via Facebook Live for supplies, contractors and other assistance, Grissinger “learned to run every power tool known to mankind” and worked to get a new roof, a new heating system, an additional bathroom, furnishings, decorations and more set up in the house. Two days before Christmas, the family was presented with their new home — outfitted all the way down to a fully stocked freezer.
“It nearly killed me,” she said of the experience, adding that it led The Heart of JCo to hire its first employee, an executive director. “That’s our only overhead. Every other penny is donated.”
The Heart of JCo hosts a black-tie gala each year to raise funds for its charitable work in the Central Pennsylvania community.
Credit: 2025 The Heart of JCoMost of those funds come by way of an annual black-tie gala — this year’s “Under the Sea” event will take place April 26 — as well as support from within the travel industry. Other upcoming initiatives include Easter assistance and “Prom Magic,” which helps buy dresses, tuxes, tickets, jewelry and more for high school students.
And, just this past November, Signature Travel Network honored JCo Travel with a Travel Elevates Spirit Award — which recognizes advisors and agencies that promote sustainability and enrich communities through education and economic empowerment — at its annual conference.
As well-deserved as that recognition is, Grissinger will be the first to tell you that it’s far from the point of what The Heart of JCo does.
“The agency doesn’t benefit,” she said. “We use all of our connections to benefit the foundation. At our hearts, this is who we are.”
