RVI Report: Rural Voters’ Perceptions of Democrats and Republicans

Rural voters’ notions of the political parties and the candidates who run on each ticket highly influence voting patterns, and understanding the presuppositions, as well as how to address them, can help narrow the gap for Democratic candidates. Testing ad concepts proved negative attitudes towards Democrats could be overcome by both Democratic candidates and the Party brand if more effective message constructs are utilized.

Although local Democrats were generically viewed as in step with national Democrats, a Democrat willing to voice independence from political agenda, to prioritize his or her local community, and to emphasize personal narratives and values-driven communications can effectively reach rural voters. The importance of long-term Party building in rural communities to offset false and misleading misinformation that is perceived to be true about the Democratic Party cannot be overstated.

Survey research found soft Republicans in rural communities who are open to voting for the “right Democrat.” This group disproportionately includes women, younger voters, those with higher educational attainment, and those who are less dogmatically conservative. But in many instances, focus groups revealed preconceived notions of Party brands that will need to be addressed by Party committees and progressive organizations over the long-term in order to reach persuadable rural voters.

For detailed findings and recommendations, download the report here.