Manners of the Heart

What Manners of the Heart does

Manners of the Heart is a 501(c)(3) nonprofit organization headquartered at 763 North Blvd., Baton Rouge, Louisiana, founded in 2002 by Jill Rigby Garner. The organization develops and distributes a story-based "Heart Education" curriculum for Pre-K through 2nd grade, set in the original fictional town of Merryville and built around a proprietary library of teacher manuals, student workbooks, classroom visual aids, puppet bundles, animated videos, audio theater dramas, and 161 interactive whiteboard activities aligned to ActivInspire software. The curriculum is anchored in a "Heart Attributes" framework that teaches self-respect, kindness, forgiveness, and citizenship, and is supported by bilingual Home Connection Letters that bridge classroom and family learning.

The business operates five complementary revenue streams: one-time sales of physical curriculum kits and teacher materials; recurring annual subscriptions to the My Manners digital intranet portal (homeschool and school tiers); professional development workshops for educators; keynote speaking engagements and family workshops led by the founder; sales of founder-authored parenting books (StrongHeart, Raising Respectful Children in a Disrespectful World, Raising Unselfish Children in a Self-Absorbed World) and HeartBeats card sets; and tax-deductible donations, with the organization stating that 100% of individual contributions fund the mission. Go-to-market combines an Ambassador-led direct-sales channel for schools and districts, an e-commerce storefront, a community-led BRRespect social movement that has gathered 1,300+ pledges, and earned media through iHeart Radio, Moody Radio, Focus on the Family, and WAFB. Customers include elementary schools, homeschool families, civic organizations, and corporate community partners such as Bank of St. Francisville, Louisiana Bar Foundation, Dow, ACBL, and the East Baton Rouge School System.

Manners of the Heart is governed by a board chaired by Joe Juban and operates with a small team of approximately five named executives plus a contracted Finance Director. Over 20 years the organization reports impacting approximately 200,000 elementary students and 150,000 parents, and has accumulated industry recognition including the Character.org Global Award (2022), the Character.org Champions for Character designation, the SELAH Award (2024), and the AWSA Award (2024). Revenue figures, funding totals, and detailed headcount are not publicly disclosed.

Name

Manners of the Heart

Legal name

Manners of the Heart

Website

https://mannersoftheheart.org

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

Manners of the Heart is a 501(c)(3) nonprofit providing a story-based Heart Education curriculum for Pre-K through 2nd grade students, teaching self-respect and civility through the fictional Merryville universe. It serves elementary schools, homeschool families, and communities via curriculum kits, digital subscriptions, workshops, and donor support.

Ownership category

akta.pro rank

Product category

Character Education Curriculum

NAICS

Educational Services (61), Educational Support Services (6117)

SIC

Services-Educational Services (8200)

akta.pro primary industry

K–12 Instructional Design & Curriculum Development Services (EDAGAKAA)

akta.pro secondary industries

Positive Discipline & Behavior Support Programs (EDACALAD), Family Engagement & Take-Home Learning Materials (Home Packs, Parent Guides) (EDACAJAL), Family & Parenting Education (Family Literacy, Parenting Skills) (EDAAAFAF)

Keywords

• Character education curriculum
• Social-emotional learning
• Heart education programs
• Parenting workshops resources
• Respect-based curriculum

Headquarters

HQ city

Baton Rouge

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Others

Revenue model

1. Curriculum Sales: Sale of Heart Education curriculum materials including Grade Level Classroom Kits, Teacher Manuals, Student Workbooks, Visual Aids, and Banners to schools and homeschool families. One-time purchase of physical materials plus annual digital subscription for online portal access.
2. Homeschool Online Subscription: Annual subscription providing access to the My Manners intranet portal with grade-level components, supporting activities, audio files, animation content, and digital resources. Grade level workbooks purchased separately.
3. Professional Development Services: Professional development workshops and training for educators on implementing Heart Education curriculum, creating respectful classroom environments, and social-emotional learning integration.
4. Speaking Engagements: Keynote addresses and workshop presentations by Jill Rigby Garner on topics including moral courage, heart education, and respect-based parenting at conferences, schools, churches, and civic organizations.
5. Donations and Charitable Support: Individual contributions and partner donations fund emotional wellness programs for children, with stated commitment that 100% of individual contributions support the mission.
6. Book Sales: Sale of parenting books authored by Jill Rigby Garner including StrongHeart, Raising Respectful Children in a Disrespectful World, and Raising Unselfish Children in a Self-Absorbed World, along with Heartbeats card sets.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Manners of the Heart sells a 23-week Heart Education Curriculum for Pre-K through 2nd grade students, delivered through physical classroom kits (teacher manuals, student workbooks, puppets, visual aids, banners) and the My Manners digital subscription portal. The story-based curriculum is set in the fictional town of Merryville and teaches heart attributes such as respect, kindness, and forgiveness, supported by 161 interactive whiteboard activities, animated videos, audio theater, and bilingual Home Connection Letters. Complementary offerings include professional development workshops for educators, family workshops, parenting books authored by founder Jill Rigby Garner, speaking engagements, and the BRRespect community social movement.

Product overview

Manners of the Heart is a nonprofit organization offering a comprehensive heart education curriculum and related products for Pre-K through 2nd grade students. The core product is the 23-week Heart Education Curriculum, which uses story-based lessons set in the fictional town of Merryville to teach respect, self-control, and responsibility. This curriculum is delivered through multiple formats including physical products (Classroom Kits, Teacher Manuals, Student Workbooks, Visual Aids, Puppets) and the My Manners digital portal subscription. The company also offers parenting books authored by founder Jill Rigby Garner (StrongHeart, Raising Respectful Children, Raising Unselfish Children), professional development workshops for educators, family workshops, and the BRRespect social movement. The product ecosystem is designed for schools, families, and communities to work together in developing character education, with Home Connection Letters bridging classroom learning and home reinforcement.

Differentiator

Problem solved

Functional benefit

Brands

• BRRespect: A social movement created by Manners of the Heart that encourages citizens to take The Pledge of Respect and commit to treating others with kindness, forgiveness, and respect. The movement includes weekly Good Deeds and has gathered over 1,300 signed pledges from individuals in the Baton Rouge community.
• HeartBeats
• Merryville

Products and services

• Heart Education Curriculum A 23-week respect-based heart education curriculum for Pre-K through 2nd grade, teaching self-control, responsibility, and respect through story-based lessons set in the fictional town of Merryville. Designed for elementary schools and homeschool families.
• My Manners Portal Intranet portal providing digital access to curriculum materials including lesson plans, 161 interactive whiteboard activities, audio recordings, animation videos, journal prompts, and bilingual Home Connection Letters in English and Spanish. Available via paid subscription.
• Grade Level Classroom Kit Physical implementation kit containing teacher manual, At the Table book, Little Patriot With A Big Heart book, Wise Ol Wilbur and Peter and Penelope puppets, classroom visual aids kit, Happle Tree poster, set of Happles, and red canvas tote.
• Professional Development Workshops Teacher training workshops covering The Education of the Heart, The Foundation of Education, and The Respectful Classroom to help schools change culture and reduce discipline issues.
• Family Workshops Onsite interactive workshops for parents on topics including Being a Coach Not a Cheerleader, Effective Discipline, Purpose Over Performance, and The Home of Respect.
• Speaking Engagements Keynote addresses and presentations by Jill Rigby Garner including Moral Courage: It's a Heart Issue, Grounded in Truth: Self-Respect Over Self-Esteem, and A Heart Talk sessions for educators.
• Homeschool Online Subscription One-year subscription to My Manners intranet portal providing grade-level components including supporting activities, audio files, animation, and more. Grade level workbooks purchased separately.
• StrongHeart Parenting book by Jill Rigby Garner providing biblically-based solutions for parents seeking to raise children of character. Covers self-respect, joy, gratitude, GRIT development, and other-centeredness.
• Raising Respectful Children in a Disrespectful World Inspirational parenting guide by Jill Rigby Garner offering practical steps for raising respectful, engaged, and grateful children. Includes small group study guide.
• Raising Unselfish Children in a Self-Absorbed World Parenting book by Jill Rigby Garner helping parents develop a plan for setting their child's heart in the right direction, focusing on forgiveness, generosity, and compassion.
• Heartbeats: Wisdom for the rhythms of life 4x4 set of uniquely designed cards with wisdom for daily life, suitable for display on coffee tables or bedside tables.
• Manners of the Heart At the Table Ten practical lessons teaching children respectful behavior at the dinner table through fun activities, enhancing mealtime for everyone.
• The Little Patriot with a Big Heart Children's Merryville Story teaching children what it means to be a respectful citizen with a deep love for country.
• Merryville Stories (The Watchman of Merryville) Audio theater dramas of weekly collection featuring action-packed stories set in Merryville. Improves listening comprehension, cultivates imagination, and inspires reading.
• Merryville Animated Videos 23 animated short videos for parents and children featuring characters from Merryville, teaching heart attributes like Manners, Respect, Helping Others, and more through weekly lessons.
• BRRespect Movement Social movement born in Baton Rouge, Louisiana, encouraging citizens to take The Pledge of Respect and commit to treating others with kindness, forgiveness, and respect. Provides weekly Good Deed activities and has gathered 1,300+ pledges.

Quantifiable outcome

• 30% decrease in disciplinary referrals documented in university research study
• +5 more outcomes

Named customers14 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

19 partnerships are on record, tiered core and minor.

• Bank of St. FrancisvillecoreGTM or Marketing PartnerBank of St. Francisville is honored as a StrongHeart Partner supporting the mission to reawaken respect in society for the sake of the next generation. The partnership includes financial support as well as community endorsement of the organization's character education initiatives.
• Louisiana Bar FoundationcoreStrategic or Co-development PartnerLouisiana Bar Foundation partnered with Manners of the Heart to support the organization's mission and programs, demonstrating cross-sector collaboration between legal community and character education.
• Dow ChemicalminorGTM or Marketing PartnerListed as a community partner supporting Manners of the Heart through corporate sponsorship and community investment.
• ACBL (American Commercial Barge Line)minorGTM or Marketing PartnerCommunity partner providing support for Manners of the Heart programs and mission.
• RotaryminorGTM or Marketing PartnerCommunity partner supporting Manners of the Heart through Rotary club network.
• LamarminorGTM or Marketing PartnerListed as community partner with Lamar advertising and Lamar Family Foundation support.
• Wampold CompaniesminorGTM or Marketing PartnerCommunity partner supporting Manners of the Heart mission.
• Zen-NohminorGTM or Marketing PartnerCommunity partner listed among supporters of Manners of the Heart.
• EBR School SystemcoreStrategic or Co-development PartnerEast Baton Rouge School System is both a community partner and primary customer implementing the Heart Education curriculum in local schools.
• iHeartRadio / iHeart MediacoreGTM or Marketing PartneriHeart Media provides platform for HeartBeats daily inspirational spot voiced by Jill Garner, and is listed as community partner supporting the organization's mission.
• Junior League of Baton RougeminorGTM or Marketing PartnerCommunity partner supporting Manners of the Heart through women's leadership organization network.
• First Presbyterian Church Baton RougeminorGTM or Marketing PartnerCommunity partner providing support for Manners of the Heart programs.
• BRAC (Baton Rouge Area Chamber)coreGTM or Marketing PartnerBRRespect movement draws wide community support from BRAC and other area businesses with signed pledges from over 1,300 individuals.
• BRG (Baton Rouge General)minorGTM or Marketing PartnerListed as community supporter of BRRespect movement.
• WAFBcoreGTM or Marketing PartnerBaton Rouge CBS affiliate provides regular media coverage of Manners of the Heart programs, events, and community initiatives through news segments.
• YMCA Baton RougeminorGTM or Marketing PartnerCommunity partner supporting BRRespect movement and character education initiatives.
• Focus on the FamilycoreGTM or Marketing PartnerFeatured Moral Courage program through Focus on the Family platforms, expanding reach to their extensive parenting and family audience network.
• Character.orgcoreStrategic or Co-development PartnerInternational character education organization that has awarded Manners of the Heart the Global Award and Champion for Character recognition, providing credibility and industry endorsement.
• Moody RadiocoreGTM or Marketing PartnerStrongHeart Radio program airs on Moody Radio network, providing regular platform for heart education messaging and inspiration.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Positive Action: Positive Action provides SEL and character education curriculum for PreK-12 with evidence-based outcomes, comparable to Manners of the Heart in target market and approach.
• CharacterStrong: CharacterStrong provides K-12 character education and SEL curriculum with a focus on school-wide culture and student wellbeing. It competes directly with Manners of the Heart for elementary SEL and character education adoption.
• Committee for Children: Committee for Children produces Second Step, one of the most widely adopted SEL curricula in U.S. elementary schools. Both organizations deliver evidence-based SEL curriculum to PreK-2 classrooms, making them direct competitors in school district RFPs.
• Second Step (Committee for Children): Second Step is the flagship SEL curriculum from Committee for Children, widely adopted in U.S. elementary schools and one of Manners of the Heart's most direct substitutes in PreK-2 SEL purchasing decisions.
• Jesse Lewis Choose Love Foundation: The Choose Love Movement offers a PreK-12 SEL curriculum rooted in social-emotional learning for elementary students. It is a direct peer in the character education/ SEL curriculum space.
• Sanford Harmony (Sanford Inspire): Sanford Harmony is a SEL program for elementary students centered on building respectful classroom communities. It overlaps with Manners of the Heart's Heart Education focus on respect and behavior management.
• Core Essentials: Core Essentials delivers a character education curriculum to elementary schools, similar in scope and approach to Manners of the Heart's Heart Education, making it a direct competitor.

Broad incumbents

• Scholastic Education: Scholastic is a major educational publisher offering classroom resources and SEL materials at scale. While its portfolio is far broader than character education alone, it competes for the same instructional budget in elementary classrooms.
• Imagine Learning (formerly Benchmark Education): Imagine Learning is a large K-12 education company offering SEL, literacy, and supplemental programs. It competes broadly for school district discretionary budgets that include SEL and character education investments.
• FranklinCovey Education (Leader in Me): FranklinCovey's Leader in Me is a whole-school leadership and character development framework for K-12. While broader than PreK-2 character education, it competes for the same district SEL/character education budget.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/MannersofHeart
• Facebookfacebook.com/mannersoftheheart

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Manners of the Heart