The research, conducted by Gallup in partnership with the LOR Foundation between June and August 2025, surveyed 4,577 Americans nationwide to understand what motivates people to take action in their communities.
The study found that 68% of rural residents report regularly helping neighbors or local community members, a higher rate than their urban counterparts. However, fewer than one in 10 rural Americans have organized or led community programs, initiatives, or events.
Despite low formal leadership participation, nearly half of rural residents — 46% — expressed a desire to be more involved in their communities. When asked specifically about motivation, 7% reported being "very motivated" and 15% "somewhat motivated" to lead local projects.
The research identified social connections as the primary driver of rural leadership. Sixty-five percent of rural Americans said being connected to people in their community who want to work with them would make them more likely to organize or lead a project. Access to financial support ranked second at 64%.
However, rural residents face substantial barriers to stepping forward. The most common challenge cited was lack of financial support, with 68% identifying it as an obstacle. More than half also mentioned not having enough people to help with the work (60%), not having time (59%), and not knowing how to get started (52%). Additionally, 40% said they simply had not been asked or encouraged to lead.
The study also examined the relationship between community cohesion and leadership potential. Rural Americans who perceive high levels of social cohesion in their communities — feeling connected, valued, and supported — are significantly more likely to believe they can make a positive impact and have ideas for doing so, with over 90% expressing confidence in their ability to contribute.
