LOR and Gallup Release New Study: Unlocking Rural Leadership Potential

The LOR-Gallup study finds eight in 10 rural Americans are proud of their communities and nearly half want to be more involved. They just need help overcoming some key barriers.

WASHINGTON, D.C. — Nov. 10, 2025 — Gallup and the LOR Foundation today released a new study, Unlocking Local Leadership: Why Rural People Step Forward to Help Their Communities. The findings reveal that a strong sense of connection to community is a powerful but underutilized asset in rural America, where nearly half (46%) of residents express a desire to become more involved but fewer than 10% lead local action. In the study, improving social connections and creating easier access to financial support emerged as keys to supporting further action.

High Community Connection, Low Leadership Activation

More than eight in 10 rural Americans say they are proud to be part of their community (81%) and that people in their community help one another when needed (82%). This emotional connection forms the foundation for community engagement. Among those who report high levels of community cohesion, 42% are motivated to lead a local initiative, over triple the rate of those perceiving low cohesion (12%).

Rural Americans are especially likely to contribute through informal acts of support: 68% say they frequently help neighbors, compared with 55% of urban Americans. But a gap emerges when it comes to formal leadership, with fewer than one in 10 rural residents saying they have led a local event or program, even though 22% are somewhat or very motivated to do so.

Relationships, Not Just Resources, Motivate Leadership

Although financial resources are often needed to start a project, when asked what would make them more likely to lead a project in their community, the most common motivator (65%) rural Americans report is being connected to others who want to work alongside them.

The data emphasizes that the social infrastructure already present in rural America is a critical resource, and strengthening this connectivity is just as—if not more important—for supporting local leadership than financial considerations. For example, those who are already highly involved in their communities are much more likely to be motivated to lead and to have ideas for making a positive impact in the community compared to those who are not involved.

Barriers Prevent Action Despite Readiness

The most common obstacle to organizing or leading a local initiative is lack of financial support, cited by 68% of rural respondents. Other challenges include not having enough people to help (60%), insufficient time (59%), or not knowing where to begin (52%). Notably, four in ten say they simply haven’t been asked to lead.

“Rural Americans don’t lack ideas or motivation for helping their communities; we see that work in action every day,” says Gary Wilmot, executive director of the LOR Foundation. “What they need is support for what they are already building. Strengthening these local connections and increasing investment is key to unlocking that untapped potential.”

About LOR: LOR works with rural communities in the Mountain West to enhance livability and prosperity while preserving the character that makes each community unique.

About Gallup: Gallup delivers analytics and advice to help leaders and organizations solve their most pressing problems. Combining more than 90 years of experience with its global reach, Gallup knows more about the attitudes and behaviors of the world’s constituents than any other organization.