For many Americans, the name 4-H still evokes images of kids raising sheep for the county fair. But today, the nonprofit organization serves more young people in urban and suburban areas than in rural ones. In addition to courses in animal husbandry, 4-H offers school and community programs in robotics, rocketry, and computer coding—which increasingly provide students in cash-strapped school districts, from Appalachia to Ferguson, Missouri, with their sole opportunity for hands-on STEM education. In 2016, CEO Jennifer Sirangelo launched the “Grow True Leaders” rebranding initiative to promote the diversity of 4-H programs and participants—with the aim of boosting membership from 6 million to 10 million by 2025. A splashy event at the Four Seasons Hotel in Washington, D.C., in March, for example, honored past 4-H’ers including actress Aubrey Plaza and Atlanta Hawks forward Kent Bazemore. “Our alumni are at different places than you might think—from NASA to the NBA to Facebook,” Sirangelo says. “Ten governors and over 50 members of Congress are 4-H alumni.” Her efforts are paying off: Alumni social media engagement is up 40%, and unrestricted fundraising has grown 27% in the past year.