Hey flyover country Do-Gooders! When’s the last time you used a Magic 8-Ball?
I feel like it might be the best way to go about decision-making nowadays, as we seem to be living in some sort of TV show, where the writers have a case of Game of Thrones Final Season-esque burnout.
If we’re asking it, “How is Rural Fundraising Going?” the answer is more than likely going to pop up as “OUTLOOK NOT SO GOOD.”
Sure, we know this.
It’s something we have been feeling, seeing, absorbing and dealing with for quite some time.
But with the economy still a bit turbulent, and more and more donors sitting on the sidelines or reevaluating what organizations they want to fund, it’s time we address the elephant—or should I say, bison—in the room: the glaring lack of investment into rural communities.
Buckle up, because the latest story from the Chronicle of Philanthropy is a bumpy ride to discussing giving in small towns, the rolling hills of up-and-down momentum, and wide-open spaces of opportunity for nonprofits to dream big.
Let’s start with a story that is practically begging for a feel-good Hallmark Movie deal.
Jason Baldes, a member of the Eastern Shoshone tribe and executive director of the Wind River Tribal Buffalo Initiative, is hand-feeding a three-month-old bison calf on a crisp Wyoming morning. Now, if you’re thinking, “Awww, that’s cute,” you’re not alone. But Baldes isn’t just out there playing with calves—he’s rebuilding a legacy, reclaiming thousands of acres, and ensuring that bison once again roam the lands of the Wind River Reservation.
And guess what? A little strategic philanthropy helped him get there. Thanks to a modest grant of $100,000 from the Just Transition Fund to help with a federal application, the Wind River Tribal Buffalo Initiative just snagged a whopping $36 million from the Economic Development Administration. That’s right—$100,000 unlocked $36 million.
A classic David and Goliath story where David is holding a bison calf instead of a slingshot and a handful of rocks.
Now, let’s pause and consider what smart, targeted giving can achieve in rural communities. It’s not just about keeping the lights on; it’s about transforming communities and creating opportunities where they’ve been lacking for generations.
The catch? Stories like Wind River are still the exception, not the rule.
Here’s the cold, hard truth: Rural areas receive a just a tad over 5% of philanthropic investment despite making up nearly 20% of the U.S. population.
Freaking WOOF.
Rural communities are getting a quarter of the philanthropic dollars they’d get if anyone bothered to crunch the numbers and realize they exist.
Now, I can almost hear you asking, “Why does this matter to me? I live in a booming metropolis of over 2,500 humans!”
Because rural doesn’t just mean white picket fences and cornfields or a 1-1 Bar-Church ratio. It’s diverse, complex, and often the testing ground for real-world solutions.
Over 60% of residents in persistently poor counties are people of color. Yet, many national foundations haven’t made investing in rural America their big, bold, shiny issue.
Frankly, I don’t think they even know these issues exist.
Apart from some Foundation’s efforts to improve health outcomes in some of our nation’s most diverse and poverty-stricken rural areas, it’s like trying to find a needle in a haystack.
Now, of course we’re not going to wallow in bad news.
Because there’s a little movement brewing.
Over a dozen new philanthropic collaboratives are popping up, with fresh focus on rural areas. Wealthy individuals are also stepping up in significant ways. In 2021, Denny Sanford donated $350 million for a virtual-care hospital for rural communities, and just this past July, Byron Trott gave $150 million to help rural students attend universities.
There’s also hope that having national leaders with rural roots could make a difference. Candidates like Tim Walz, who grew up in a small Nebraska town, or J.D. Vance, who penned a memoir about his Appalachian upbringing, might bring some rural love back to the forefront.
But let’s not wait for political winds to change. God knows we can’t rely on elected officials to do much but speak in platitudes for the sake of garnering one more extra vote.
We know there’s real power in local ideas. As Tony Pipa from the Brookings Institution says, “There’s a real opportunity for it to be consequential… we just need to continue to take those conversations and those collaborations further.” It’s time to push those conversations into action.
So, what does this all mean for rural nonprofit rock-stars?
First, don’t get discouraged by those grim stats.
Instead, use them to light a fire under your board and leadership’s rear end. Take this as an opportunity to start a brand new conversation.
Here are three ways to flip the script:
Get Creative with Collaborations: Look for ways to partner with other nonprofits, community groups, and even businesses in your area. Think about creative approaches like sharing resources or forming regional alliances to apply for larger grants together. Remember, a little support can snowball into a bison-sized impact.
No idea is a dumb idea here. Bringing in local and regional businesses to brainstorm on ways they can work with their own leadership, employees and business partners to increase giving is a wonderfully proactive way to increase giving. But that requires you get out from behind your computer and have meaningful face-to-face conversations! Get out! Get creative!
Leverage Federal & Local Dollars: The federal government has allocated over $450 billion for rural areas, but many communities don’t have the capacity or know-how to apply. Consider training programs to build grant-writing skills (HEY! Did you know we are rolling out a Grant Writing Readiness Course!? Want Details? EMAIL US!) to partner in helping rural communities navigate the funding maze.
Locally, a lot of community foundations are doing their damndest to open up funding channels through their donors, looking to increase their own funding dollars, and building closer relationships with partner organizations to make up for funding gaps. Cheerlead the ones who are doubling down on this effort. And aggressively (but nicely!) suggest to those who are holding steady that they need to step up.
Tell Your Unique Story: Rural America isn’t a monolith, and your community’s story is one of a kind. Use that uniqueness to your advantage…but don’t just write it. Shout it from the rooftops! Get in front of everyone you can to match your mission with those who have affinity for it! Whether you’re a small town with a big heart or a reservation reclaiming its roots, let your story shine in your grant proposals, marketing materials, and donor communications.
We need more stories like the Wind River Tribal Buffalo Initiative—stories that prove what’s possible when philanthropy doesn’t just dip its toes into rural waters but takes a deep dive.
And for the funders reading this, remember that rural isn’t just one thing. We need big and bold individuals to understand what the opportunities are for giant investments. You get to be the big fish in a small pond. Sonds pretty badass doesn’t it!?
All of this is an opportunity, waiting for the right partners to step up and make a difference.
So let’s keep the momentum going, folks!
Share this post, write your own, spark some conversations and let’s make sure donors know that rural America is ready, waiting, and worth it.
Let’s freaking DO THIS!
-Patrick
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