Heroic Gardens is a nonprofit that provides free gardening services to U.S. veterans in Philadelphia and the surrounding suburbs of Pennsylvania, Northern Delaware and South Jersey. It also operates a virtual program in 24 states, including Alaska and Hawaii. Founder Collie Turner shares her story behind its creation and the lessons learned along the way.
The seeds for Heroic Gardens were planted many years ago, somewhat unexpectedly. While caring for her grandmother, Collie discovered that her grandfather’s military death benefits had never been claimed. After a frustrating three-year journey of navigating the VA system, she met a local veteran who took time out of her regular role helping veterans secure housing, to help get her grandmother’s application reviewed and approved. This woman’s kindness sparked a question in Collie’s mind: How can I give back?
Collie had been raised to love gardening and horticulture, and had her own garden that she loved spending hours in. So the answer came to her quite naturally - "What if I could help veterans with their landscaping?" It was a simple, yet powerful idea—using nature and gardening as a way to thank and support those who had served. But for years, the idea sat on the shelf as she wrestled with doubt and fear, wondering whether anyone would even be interested.
The year before Heroic Gardens became an official nonprofit, Collie decided to seriously start doing research to figure out if her idea could become a reality. She attended nonprofit conferences, spoke to other founders, and absorbed advice from people who had taken this path before. It was a critical step and assured her that she should take the next step.
The start was anything but smooth. Coming from a background in marketing and advertising, Collie was familiar with building a brand. However, launching a nonprofit brought unique challenges. “No one returned my calls or emails in year one,” she recalled. As an outsider to the veteran community, her early efforts to connect fell flat. She had no brand story, no pictures, no brochures—nothing to show, just a vision in her mind. But that didn’t stop her. “I kept showing up. I kept practising the story,” she said.
The biggest challenges weren’t just external. "Who were we, and what was our mission?" Collie often asked. The organization finally found its niche by focusing on healing through horticulture. Wanting to be informed about the space she was operating in, she went back to school to earn a certificate in horticultural therapy.
As the organization grew, so did the challenges. Building a volunteer base was tough when no one had heard of Heroic Gardens. But with determination, Collie connected with influential people in the Philadelphia area who helped spread the word. Over time, the organization became known for helping veterans heal through gardening.
The COVID-19 pandemic disrupted the momentum of Heroic Gardens. But instead of halting their work, they took their horticulture classes online. This successful shift not only kept their programing alive but also allowed over 75 veterans from as far as Alaska and Hawaii to join in.
In 2023, after years of juggling Heroic Gardens and another job, Collie made a life-changing decision. A breast cancer diagnosis shifted her perspective, and she finally made the leap to take on the Executive Director role full-time. This transition has allowed her to focus on the bigger picture, writing grants, expanding outreach, and increasing the organization’s visibility, enabling it to serve over 700 veterans in 2023.
The road has not been easy, but Collie credits a few key things for helping her push through: meeting new people, being open to learning, and following her core values of community, compassion, and joy. These principles have kept her grounded, even when faced with setbacks. “I’ve learned it’s ok to say no or not now,” she said, staying true to the mission despite outside pressures.
Through it all, Collie remains deeply grateful. “This is something I truly wanted to do, and I’m getting the opportunity to do it. I must be the luckiest person on the planet!” She is stoked by recent surprise opportunities, such as being recognized as a Therapeutic Horticultural Practitioner and receiving a commendation from the U.S. Department of Veterans Affairs.
For other nonprofit founders, Collie’s advice is simple but powerful: Keep going. Ask for help, build a team of people who believe in your mission, and be humble - you won’t know everything, and that’s okay. “Recognize that a day may come when you have to shut the doors or morph into something else—that’s ok too—this is a journey.”
For those who are thinking of starting their own nonprofit, Collie Turner’s story serves as both inspiration and a reminder that nothing worth building happens overnight. Stay patient, stay true to your vision, trust and believe that things will unfold in the right time. And, above all, keep showing up.
Written by Greater Sum volunteer Mindy Ong, Deputy Director (Manpower Policy and Planning), Ministry of Social and Family Development, Singapore
