The Heart & Soul of Community: A Proven Process for Local Transformation

In small towns across America, something remarkable is happening—not through flashy top-down programs or one-size-fits-all policies, but through stories, shared values, and the voices of everyday residents. This is the power behind the Community Heart & Soul process, a proven model that puts people—not politics—at the center of community planning and transformation.

Founded by Lyman Orton, proprietor of The Vermont Country Store, Community Heart & Soul was born from a simple yet profound belief: that small towns hold deep reservoirs of resilience, pride, and possibility. With the right framework, these qualities can be harnessed to create stronger, more vibrant, and inclusive communities. Over the past decade, more than 120 communities—mostly with populations under 30,000—have implemented this process with lasting results.

So what exactly is Community Heart & Soul? At its core, it’s a four-phase, community-led planning model that helps towns discover what matters most to their residents and use those shared values to shape future actions. It’s about more than visioning. It’s about building trust, growing leadership, and translating local pride into sustainable change.

The Four Phases of Heart & Soul

The process unfolds in four intentional phases: Imagine, Connect, Plan, and Act. Each one builds momentum, strengthens relationships, and paves the way for inclusive decision-making.

1. Imagine: The journey begins by assembling a diverse team of volunteers—people of all ages, cultures, and perspectives—tasked with raising awareness and building trust. Early outreach is key, as is the commitment to engage everyone, not just the usual voices at the table.

2. Connect: This phase focuses on storytelling. Residents are invited to share their personal experiences of life in the community—what they love, what they miss, what they hope for. These stories are gathered in everyday settings like kitchens, sports fields, churches, and senior centers. Barriers to participation are intentionally removed—childcare, translation, and transportation support are common tools. From these heartfelt stories emerge Heart & Soul Statements—community-crafted declarations of shared values. Examples include:

   • “We treasure our vibrant downtown.”

   • “We value our youth and their future.”

   • “We celebrate our history and volunteers.”

3. Plan: Guided by these statements, residents and local leaders collaborate to develop actionable plans rooted in the community’s expressed values. These aren’t abstract goals—they’re concrete, community-led strategies with measurable outcomes.

4. Act: The final phase ensures follow-through. Projects are launched, policies are aligned with local priorities, and community “stewardship teams” carry the work forward. Often, Heart & Soul Statements are incorporated into municipal planning documents and budgets, ensuring long-term commitment.

Real-World Impacts

Across the country, Heart & Soul has sparked real change. In Bucksport, Maine, a small town on the Penobscot River, 82 community ideas blossomed into projects—including a storybook walking trail created by the local library. Volunteer participation skyrocketed from 30 people to more than 400 at a single town cleanup.

In Clinton, Iowa, 1,200 residents helped define six core values that led to a Creative Places Accelerator grant. The funding jump-started public art initiatives that directly reflected community desires.

These aren’t isolated cases. From Montana to Indiana, from the Pacific Northwest to New England, towns report stronger civic engagement, deeper trust among neighbors, increased volunteerism, and a renewed sense of place. It’s not unusual to see new leaders emerge—people who had never run for office or led a community group but who found their voice through the Heart & Soul process.

Why It Works

Unlike traditional town halls or top-down planning efforts, Community Heart & Soul meets people where they are—literally and figuratively. Instead of relying on formal hearings or surveys alone, it creates space for real conversations and shared human experiences. In doing so, it uncovers not just problems but possibilities.

The emphasis on values-driven planning is what sets Heart & Soul apart. By starting with what people love—and fear losing—communities anchor their future in authenticity. This emotional connection motivates people to act and sustains engagement long after the final workshop ends.

Moreover, the process builds social capital. Neighbors who may not have spoken before begin to trust one another. People feel heard. Residents who once felt like outsiders become insiders. And when communities align around common values, even divisive issues can be approached with greater empathy and mutual respect.

Funding and Support

While the model was initially funded by The Vermont Country Store, it has since been embraced by regional foundations and organizations who see its potential. The Montana Community Foundation, for example, offers grants of up to $20,000, plus coaching and a $10,000 local match to implement the two-year process. Indiana’s Legacy Foundation commits up to $80,000 in technical assistance and implementation funds. The Innovia Foundation in the Pacific Northwest has seen outcomes that include not only downtown revitalization but also increases in local endowments.

Seed grants—often around $10,000—help communities get started. Importantly, these grants require local matching funds, reinforcing the notion that the community itself must be an equal partner in the work.

Long-Term Vision

Community Heart & Soul isn’t a one-and-done program. It’s a mindset shift. It teaches communities how to listen, plan, and act together—and then do it again and again. The tools developed during the process (like shared language, inclusive engagement strategies, and Heart & Soul Statements) become lasting assets.

In an era when rural towns are too often written off or subjected to cookie-cutter development strategies, Heart & Soul offers a better way. It honors local identity, encourages creative solutions, and fosters leadership from within. Whether a town wants to revitalize its downtown, boost youth engagement, celebrate diversity, or simply build a stronger sense of belonging, this process provides the roadmap.

Why Your Community Should Consider It

If your town is struggling with low engagement, leadership fatigue, or a lack of unified vision, Community Heart & Soul may be exactly what you need. It’s not magic. It’s not easy. But it’s transformational.

Imagine a future where planning meetings are filled with new voices, where every age group feels invested in the town’s future, and where decisions reflect what residents genuinely care about. That’s not a fantasy—it’s what Heart & Soul has made possible for over 120 towns and counting.

As Lyman Orton once put it, “It’s about involving everyone, focusing on what matters most, and playing the long game.” In today’s world of quick fixes and short-term thinking, that’s a strategy worth embracing.

To learn more or explore how your community can begin its own Heart & Soul journey, visit www.communityheartandsoul.org. The heart of your town might be waiting to be rediscovered.

Written by David L. Burton

MORE INFORMATION

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