RVI Report: Attributes Rural Voters Seek in a Candidate
The Rural Voter Institute’s research found a plurality (41%) of rural voters were more inclined to think state government has the most impact on their life (compared to federal government), underscoring both the importance of Democratic candidates at a national level emphasizing localization in their campaigns and the opportunity for local and state-level Democrats to improve margins with rural voters.
We examined key attributes rural voters look for in a candidate. Given a blank slate for an ideal legislative candidate, these voters lasered in on a bipartisan, independent profile and someone with working-class roots.
Rural Voters’ Desired Candidate Attributes:
A candidate who is localized – through personal biography, issue agenda, values, or validators; rural voters interviewed saw politicians of both parties as “elites” and out of touch with rural priorities, although the concern was more strongly felt toward Democrats. Yet, persuadable rural voters felt that state and local government had a greater impact on their lives and preferred a candidate who prioritized regional agendas over political (partisan) agendas.
A candidate who “shows up” and makes an intentional effort to communicate with rural voters; despite most participants self-identifying as Republicans or Independents, most indicated they would be likely to back the Democrats if they just heard from them – or would at least be willing to hear them out.
A candidate who was raised in a working-class family and understands the struggles families who work for a living face. A candidate who is personally familiar with and has performed hard work and who prioritizes hard work as a value; a candidate who believes personal responsibility and hard work are the keys to getting ahead. Stories of working at an early age to support their family, working to put themselves through college, and whose lives speak to a commitment to hard work can go a long way in grounding Democratic candidates in the values of rural areas.
A candidate who acknowledges and addresses the unique threats and challenges that face rural communities. For example, health care cost is critical in rural communities just like in other areas – but rural communities also face the struggle of having to drive hours to find specialists or hospitals. Weaving in these localized components to Democratic messaging is a way to show shared values and also not sound like a standard-issue candidate.
Download the report for a more detailed list of candidate attributes, as well as findings and recommendations.