Engaging Rural Voters: The Mission of the New Rural Project
In the landscape of democratic republics, maintaining voter engagement remains a challenge, particularly for those disillusioned by electoral outcomes. Yet, organizations like the New Rural Project (NRP) are finding innovative ways to keep these voters involved, particularly in rural areas where engagement is often lacking.
Established in 2021, the NRP emerged in response to the 2020 General Election, where nearly 60,000 Black, Hispanic, Native American, and AAPI voters were unable to vote. By initiating “County Conversations” in seven focus counties, NRP set out to inspire hope among rural voters who felt marginalized. These discussions take place in familiar community spaces, allowing for genuine dialogues about local concerns.
A striking discovery was that 60% of disengaged voters were aged 18 to 40. This led to the creation of the “Young People’s Conversations,” aimed at understanding young voters’ expectations from elected officials, especially regarding pressing issues like affordable housing, healthcare, and crime reduction.
NRP’s strategy includes highlighting young leaders and connecting them with rural voters, thus bridging gaps in service delivery and ensuring voices are heard. Their efforts extend beyond elections, with significant outreach activities from July to September, including engaging over 100 women through Beauty Salon Conversations and canvassing more than 36,000 doors.
The organization measures success through stories of individual empowerment, such as a 22-year-old new mother voting for the first time after attending NRP events, or two young Black men who became first-time voters shortly after joining the canvassing team.
In a first for NRP, the organization endorsed candidates in alignment with their focus on education, public safety, healthcare, and voting rights. All five endorsed candidates, including Governor Josh Stein and Attorney General Jeff Jackson, secured victories, marking a significant achievement for NRP’s advocacy efforts.
NRP also backed Justice Allison Riggs in her state Supreme Court re-election, a race won by a narrow margin, amid challenges to disenfranchise 60,000 voters. Representative Garland Pierce’s victory further demonstrated NRP’s impact, aiding in breaking the Republican supermajority in North Carolina.
Despite President Donald Trump’s re-election, rural voters felt neglected as their priorities were absent from his initial executive orders. NRP remains committed to ensuring these voices are heard, particularly as new laws were enacted by the North Carolina General Assembly just before new representatives took office in 2025.
One controversial policy is the Opportunity Scholarships program, which could divert up to $625 million from public schools to private institutions. This poses a threat to rural communities relying on public education as a path to socioeconomic improvement, particularly for Black and brown students.
NRP continues to advocate for these communities, striving to be a visible and effective resource in economically distressed areas of North Carolina. Their work underscores a commitment to listening and facilitating change for the betterment of rural voters.
Cynthia L. Wallace is co-founder and executive director of New Rural Project.
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