How do we mobilize in rural communities/small cities?

Rural or small city organizing presents challenges that are unique from urban or larger city environments. Many organizers may feel discouraged by limited turnout to their events compared to more populated areas. There are several considerations for organizing in rural areas/small towns, and also several things that can be leveraged to build successful campaigns. The following responds to a request asking for tips on organizing outside larger urban environments, using information compiled from organizers in rural America, and input from experienced organizers here in so-called Canada.

Building connections

Talk to family, friends and people you know!	Your personal address book is useful for organizing. "Don't be afraid to ask friends and relatives for help. Your contacts have contacts; you will be amazed at how far your request will go!" -Sharon Collingwood (Perth Sustainability Hub) "In order to encourage involvement, one must be involved in the community and rely on people who already have a network in the area. We must also not hesitate to call on people who speak out publicly to denounce certain situations in order to give them our support." (Translated from French) -Pierre Avignon (Organizer against pig farming in rural Quebec)
Contact local businesses	"Could they support an event or participate in an action? Would they donate to your organization? (You could reciprocate with an acknowledgement on your webpage or leaflet). Could you put a poster or a basket of informational cards or leaflets in their reception area?" -Sharon Collingwood (Perth Sustainability Hub) Share posters for upcoming events or notice of your group with local businesses. Some are more than willing to post your poster on a bulletin or on their shop window if they support your cause! -Member of Reseau Demain le QC
Connect with other local organizations and groups	Identify: "who has influence in your community? Do they have ideas or suggestions for you? Will they help spread your message? '" Work on creating a sense of community and shared purpose. "Create a network of support by working with local organizations - churches, school clubs, your local horticultural society, bicycling clubs, women’s institutes, field naturalist societies, rod and gun clubs. Participate in their actions and events. How do you complement each other? How are you different?" -Sharon Collingwood (Perth Sustainability Hub) "Look for local branches of national and provincial organizations, and network with local people involved in these groups. Many of these groups may also be a good resource for speakers at events. For example... The Ontario Federation of Agriculture National Farmers Union Christian Farmers Association Your regional Conservation Authority Future Ground Network (The Suzuki Foundation) The Council of Canadians Alliance for a Liveable Ontario" -Sharon Collingwood (Perth Sustainability Hub) "There are many boards of directors, school councils or other forms of coordinating committees made up of citizens who are already involved and can support you in your mobilization." (Translated from French) -Pierre Avignon (Organizer against pig farming in rural Quebec)
Connect with local politicians	Get to know your local politicians. Many may be "sympathetic to what you are doing. Develop a relationship with your MP and MPP, and particularly with councillors and other local representatives. Be friendly and receptive, but be persistent. Letters and calls are important; personal meetings are even better." Congratulate them when they do something good.
Turn to National organizations for support	"Look for organizations that can help you understand the complexities of the issues you face." Keep in contact, and ask if they have any local connections. "Your organization is a part of a larger movement." For example... Canadian Environmental Law Association   Ontario Yours to Protect Ontario Nature Ecojustice Environmental Defence -Sharon Collingwood (Perth Sustainability Hub) "Many provincial organizations also have networks made up of local groups that can be put to good use. For example, the Union paysanne or the network of family farmers. In the same vein, two movements have developed to promote local mobilizations: the David Suziki Foundation's Réseau Demain le Québec and the Front commun pour la transition énergétique (which brings together dozens of organizations)." (Translated from French) -Pierre Avignon (Organizer against pig farming in rural Quebec) You can also participate in actions with National orgaizations (e.g. Banking on a Better Future, Decolonial solidarity, Réseau demain le Québec, Vire au vert) -Member of Reseau Demain le QC
Encourage those involved!	Use 'wolf nudges'! "When wolves move as a pack, they are constantly bumping into each other. That’s intentional; it’s just a little signal of solidarity to the other wolves, a reminder that their group is made up of individuals. Your “wolf nudges” could be directed to others in your organization, people you consider allies, or those you’d like to develop a stronger relationship with.  A wolf nudge can be as simple as copying a notification of an event to someone who may not know about it, or sharing your notes from that event. You might send a copy of a picture taken at a rally with someone who was there. You could send a short note of thanks to someone who helped out. A wolf nudge is usually something that doesn't need to be acknowledged, but it strengthens your whole community.
Seek Indigenous Perspectives Above: Protest, Western University, December 2022. Credit: S. Collingwood	Learn about the language and culture of the people of your area. Study your common history, and find out what treaties apply. -Sharon Collingwood (Perth Sustainability Hub) "Discuss a land acknowledgement for your meetings and events. Learn to pronounce names." -Sharon Collingwood (Perth Sustainability Hub) "Promote Indigenous events" and "reach out to Native friendship centres, who may be able to suggest a speaker to help inform your own events. Learn about the appropriate protocol for inviting Indigenous speakers. Remember that the people you will meet are usually busy volunteers; be respectful of their time. " -Sharon Collingwood (Perth Sustainability Hub)
Try door knocking!	"Door to door canvassing is a great way to establish connections. Take your time, and be sure to listen: you will learn a great deal of useful information about the community. You can also organize canvassing trips around farmers’ markets, local fairs, plowing matches, many other local events. Make it fun, and stop for coffee afterwards." -Sharon Collingwood (Perth Sustainability Hub)
Build a media list	"The use of local media, no matter how 'small' they may be, constitutes a gateway into each community, either through the distribution of newspapers or through local radio. However, it is necessary to multiply the ways to reach the population. This diversity of strategies to be implemented is even more important in the regions, since older populations, less adept with digital technology, are present." (Translated from French) -Pierre Avignon (Organizer against pig farming in rural Quebec) Local media sources are more trustworthy to people in rural regions than national news. Facebook and local news stations are the top platforms to seek news for people in rural communities. Utilize this; reach out to your local news outlets to feature your actions and demands. Invest time in making local news connections. -Ruralorganizing.org "Small local newspapers, whether printed or digital, should be considered either to distribute open letters or to challenge journalists." (Translated from French) -Pierre Avignon (Organizer against pig farming in rural Quebec) Research the main newspaper/radio/television contacts in your area, then learn what will interest the regional and the national outlets. -Sharon Collingwood (Perth Sustainability Hub) "Find out who writes on rural issues. When you read the news, always be on the lookout for authors who will be interested in your work." -Sharon Collingwood (Perth Sustainability Hub) "Use your press releases judiciously, and journalists will pay more attention to you. Do follow-ups with the people you send them to. Remember that a press release is used to announce an event, not to complain about or denounce an ongoing problem. It must have a quote from a source (often a member of your own organization) and it should follow an established format." -Sharon Collingwood (Perth Sustainability Hub)
Build networks and coalitions	"It is by taking one step at a time, by establishing a core of more committed people that the circle of people ready to get involved will gradually expand. Do not hesitate to create an informal network by giving it a name and taking the time to structure it little by little." (Translated from French) -Pierre Avignon (Organizer against pig farming in rural Quebec)"Partner with other types of committed groups (community gardens, parent groups, women's groups, workplaces, etc.) and collaborate could be a good strategy, as mobilizing people from scratch can take a lot of energy in areas with less density and diversity. Create links and partnerships with the people in charge of gathering places, like the library, cafés, the city (for the organization of events in parks), schools, local businesses, youth centres, community and/or cultural centres etc." -Member of Reseau Demain le QCFor example, a coalition of citizens, politicians and community groups formed a coalition for Quebec to intervene in the management of the Lac Barrière dam. -Member of Reseau Demain le QC For more on forming coalitions, see this guide by Blueprints for Change.
Socialize and get to know others!	Don't do mobilizing alone; include social events to keep your spirits high and form deeper bonds.-Member of Reseau Demain le QC

Narrative and messaging

Listen to and learn from locals	Subscribe to farm magazines, and learn a little about farm concerns." You might even be able to find articles written by people in your area who may be interested in your issue. For example... Farmtario Country Guide Bulletin des Agriculteurs -Sharon Collingwood (Perth Sustainability Hub) "Find out what rural residents are concerned about before coming in with your message." Your narrative should resonate with rural residents. -Sharon Collingwood (Perth Sustainability Hub) Survey people on their needs and concerns. E.g. Alma en Transition used a google form to compile results on top issues. -Member of Reseau Demain le QC Top issues for rural Americans (according to research from ruralorganizing.org) include  : Wages increases  Prioritizing small, local businesses Incentivizing local construction, manufacturing and agriculture Investment in rural jobs Decreasing daily expenses such as the cost of health, child and elderly care Expanding access to affordable housing Increasing investment in transportation and connectivity (internet) Promoting safe rural communities Investing in rural education and arts Promoting outdoor recreation and the protection of the environment
Craft a narrative and image that suits the needs of locals	*"When you are confident you understand your audience, communicate a sense of purpose by setting out the main points of what you want to do. Save the details for later." -Sharon Collingwood (Perth Sustainability Hub) Think about a simple slogan that is easy to recognize and remember. 'Take a picture, or find a representative image you could use as a brand. Develop a logo" (see the following logo making tool). -Sharon Collingwood (Perth Sustainability Hub)
Leverage key community members/people who are trusted	E.g. Vire Au Vert made a video for distribution (which could be done in local facebook groups, for example) including the viewpoints on key issues from community members who have some local recognition. You might also include their quotes in written materials (E.g. flyers) -Member of Reseau Demain le QC According to research by Ruralorganizing.org in rural America, the people most trusted include doctors and nurses, farmers and ranchers, local business people and teachers and educators.'  '
Address stereotypes and tailor messaging	The following insight comes from organizers with ruralorganizing.org based in the so-called US: A high majority of rural voters in the US believe “the government mostly reflects the will of the rich and influential.” ; 87% from polling data in the US and 69% agree our economic system is rigged for the wealthy and powerful. Rural voters support key progressive policies. For example, US polling data shows 36% of rural voters strongly agree the government has a responsibility to combat climate change, and 25% somewhat agree. That’s a majority! “While rural voters do lean right when it comes to political identity, the breakdown is not nearly as dramatic as often portrayed in the media.” Rural US data suggests there’s only about an 8% difference between the presence of “strong Democrats” and “strong Republicans” when comparing voters in cities to rural areas. Most rural citizens are not farmers; they work in sectors such as education, healthcare, industry etc.
Use community care values-based framing	The following insight comes from organizers with ruralorganizing.org based in the so-called US: Rural voters believe rural communities look out for each other (particularly friends and family). This value, community care, should be central to campaigning efforts and messaging. (E.g. instead of critiquing what’s wrong in rural areas, point to what is right!)
Embrace local businesses and oppose corporate corruption	Rural people are looking for authentic leaders who understand their needs, which they feel aren’t being met by politicians. Leverage this! -Ruralorganizing.org' '  According to surveys conducted by ruralorganizing.org, '“Rural respondents demonstrated significant support for candidates who expressed anti-corporation and pro-small business sentiment.” (E.g. against monopolies of food system, tax incentives for corporations). '

Online presence

Hold hybrid/virtual meetings	*"The organization of virtual meetings also helps to promote involvement, especially because public transportation is sometimes non-existent or difficult to access." (Translated from French) -Pierre Avignon (Organizer against pig farming in rural Quebec) Holding meetings online can be particularly accessible for rural organizing where people are spread out, and it can be difficult to come together in-person often. E.g. Mouvement Mare. -Member of Reseau Demain le QC
Use online organizing tools	1. "Slack allows you to easily post files, calendars, pictures, links and videos. Posts are kept for 3 months" on the free version. "The program works on desktops and other devices, and allows for fast and effective communication." Create a channel for easy sharing of links, and for gathering photos of events. -Sharon Collingwood (Perth Sustainability Hub) 2. Zoom allows you to create recurring meetings, and you can post the link in a google doc/share widely. It's easy to bookmark and reuse. -Sharon Collingwood (Perth Sustainability Hub)
Keep a shared drive to distribute and access resources	Google workspace is a "familiar standby for collaborative work." It can be linked to slack. -Sharon Collingwood (Perth Sustainability Hub) A shared drive could include, for example: Flyers to print out, examples of chants, slogans, a list of videos and documentaries, example letters to the editor, media advisories, example petitions, action photos etc. You might also consider using a google form for folks to fill out and compile everyone's available skills and interests, or to use as a contact list. -Member of Reseau Demain le QC
Create an email list	Consider purchasing a domain name for email (around $25 yearly). "This will allow you more consistent branding of your messaging" (contact@yourorganization.ca, name@yourorganization.ca etc.). A domain name is also useful in setting up newsletter software." -Sharon Collingwood (Perth Sustainability Hub) "Mass messaging sent out by email is often caught in spam filters, particularly if links, photos and files are included. This is why mass mailing programs like MailChimp are so popular. Many are free, with some sending limitations. Most programs are easy to learn, and allow people to self-subscribe (a good way to pick up new members). NOTE: These programs will not work well when senders use free email services like Gmail. -Sharon Collingwood (Perth Sustainability Hub) For email newsletters, try to involve readers in what you publish. "Report on local news stories and upcoming events that connect with your issue, and include pictures of local people and landmarks. Quote the opinions of locals, even if they don’t always agree with you. Make sure your newsletter is useful to your community." -Sharon Collingwood (Perth Sustainability Hub)
Create social media accounts	Social media accounts also help with community building, "particularly since broadband access is increasing in so many rural communities. Be sure to set up some rules about appropriate content, and find an easy way to share links and other material to your social media group (e.g. slack). Follow like-minded groups and individuals, share their posts, and comment. Create online community." -Sharon Collingwood (Perth Sustainability Hub) "Everyone in your group should brush up on their camera techniques" and be ready to send in their photos and videos after an action as soon as possible. "HINT: Shoot in landscape format, and crop your images tightly to focus on the human elements. This makes crowd scenes much more powerful. 'You should try for the best quality videos, but speed of publication is also very important. Learn more about video recording on cell phones (list of equipment suggested in the video can befound here)." -Sharon Collingwood (Perth Sustainability Hub) Instagram, twitter, facebook, a website, a podcast. Use whatever feels most accessible for reaching people in the area. -Member of Reseau Demain le QC In the US, many rural citizens (and also many urban citizens) use Facebook as their primary news source because “users tend to read and share news from friends and family; those on the inside that they already trust.” -Ruralorganizing.org
Create an events calendar	*"What will be going on in your area over the next year that you can participate in?" Plan for events in advance, and "be sure that your calendar can be easily accessed by all members of your group. A Google calendar works well for this." After events, "don’t forget to take notes for next year - contacts, emails, telephone numbers and reminders of what was needed for the event.  '-Sharon Collingwood (Perth Sustainability Hub)
Develop affinity groups online to cover large areas	*"The use of digital technology makes it possible to cover sometimes very large geographical areas. As for all mobilizations, the creation of affinity groups on social networks becomes a very useful virtual rallying space that must be maintained and fed regularly." (Translated from French) -Pierre Avignon (Organizer against pig farming in rural Quebec)

Tactics and strategy

Get creative!	"Art shows, speeches, parades, dinners, bicycle safaris, picnics, festivals, silent auctions, free concerts." Use your imagination, e.g. "a popup barbershop quartet or rap contest with comic protest songs. A chalktivism event held at the same time as a hopscotch tournament. A puppet making workshop showcasing the use of recycled material, followed by a parade." -Sharon Collingwood (Perth Sustainability Hub) Ask for support in holding more impactful actions (E.g. are their local artists who could provide music at your event?) -Member of Reseau Demain le QC
Set SMART goals and expectations	"On the one hand, sometimes all it takes is a spark plug to get people who are sensitive to the causes you are defending to join you. On the other hand, it is necessary to'' deconstruct somewhat the idea that organizing a mobilization in urban areas is much easier and very different from rural areas." (Translated from French) -Pierre Avignon (Organizer against pig farming in rural Quebec) "While it is true that the often younger, university-educated population of cities has a large number of committed people, this must be put into perspective. For example, a demonstration of 1,000 people in Montreal, which has 2 million inhabitants, is the equivalent (proportionately) of a march of 50 people in an entire region like the Gaspé, which has less than 100,000 inhabitants. It is therefore necessary to begin by readjusting the mobilization objectives according to the population density in presence." (Translated from French) -Pierre Avignon (Organizer against pig farming in rural Quebec)
Hold marches, rallies and blockades	Mothers at the Rouyn-Noranda front and their allies organized a train blockade. -Member of Reseau Demain le QC Wellington Water Watchers organized a blockade at a local Nestle water plant. Marches and rallies are also effective in smaller cities/rural areas. e.g. check out this march that took place in Guelph, ON targeting a local Nestle plant.
Promote positive changes you see in the community	Organize both around what needs to be replaced, and what our systems will be replaced with! E.g. see Mouvement Mare's agenda. -Member of Reseau Demain le QC E.g. share a post about a community member who re-wilded their garden, or about a community member who repurposed an old item for continued use! -Member of Reseau Demain le QC
Host booths at local events	Tabling could include educating local residents, petitions for folks to sign, sign up sheets to join an email list etc. -Member of Reseau Demain le QC
Get involved in local politics	It is "essential to identify the different places of power, involvement and information dissemination. While municipal politics in the region may not be attractive to many, the public meetings of municipal councils that take place on a fixed date each month are important places to understand and influence local issues. This space is also a place for citizen engagement that should be utilized." (Translated from French) -Pierre Avignon (Organizer against pig farming in rural Quebec) "Each set of towns is overseen by another institution: the regional county municipality (RCM). Bringing together the mayors and having teams of employees more important than many small villages, it is important to be interested in them." (Translated from French) -Pierre Avignon (Organizer against pig farming in rural Quebec) Groups such as Mères au front - Saguenay use town halls and citizens assemblies to discuss local issues. -Member of Reseau Demain le QC Alma en Transition uses a google form to compile responses to questions raised on key issues in municipal assemblies and at electoral debates. -Member of Reseau Demain le QC Provide well researched, clearly written information on candidates and how to register to vote in a simple format. "A 'get out the vote' campaign should be planned well in advance." '-Sharon Collingwood (Perth Sustainability Hub) "Send letters to candidates asking them for their support on a clearly-defined position or issue. Include a card that identifies your organization. If they support you, have the candidate take a picture of themself holding your poster. You can then publish candidate pictures in your own campaign. Later, you will be able to remind the winning candidate of their promise."  -Sharon Collingwood (Perth Sustainability Hub) "In the case of these public institutions, whatever the cause, demands to multiply consultation spaces and transparency practices must be claimed upstream. It is indeed thanks to such practices that citizens will have access to the information necessary for the debate as well as to spaces to present their opinion. We must not forget to call on the local media before such events are held." (Translated from French) -Pierre Avignon (Organizer against pig farming in rural Quebec)
Create subcommittees	You don't all have to be on the same page; create subcommittees that can compliment one another if you have enough people to organize around different focuses and/or approaches to taking action -Member of Reseau Demain le QC
Create bulletin and leaflet networks	"Create a bulletin board network. Are there cafes, businesses, libraries, grocery stores, churches, sporting facilities, long-term care residences, or other locations that would allow you to post on their bulletin board? Make a list of the boards you find, then divide the list up geographically among volunteers, so that no volunteer has too many bulletin boards to cover. Announcements can be sent out by email, printed off, and posted quickly. Design your announcements so that they do not require too much printer ink. Consider that some members of your network will only have a black-and-white printer. These members should colour in a few elements of the poster to call attention to your message. Libraries will often take multiple copies of an announcement, sending them out to be posted at the smaller branches. They may also partner in an event." -Sharon Collingwood (Perth Sustainability Hub) "A leaflet network asks volunteers to print off a message from their email and distribute in a defined area. For example, volunteers could drop off a few leaflets on their rural route on the way to the grocery store. The message should be carefully designed in order not to waste paper or ink. For example, you might think of printing announcements two to a page. It’s important not to overwork volunteers."  -Sharon Collingwood (Perth Sustainability Hub) Don't forget to hand out leaflets and sign up sheets at your actions!
Plan events that are easy to engage in for new volunteers	*"Help volunteers overcome their shyness with actions that are easy to engage in such as "a 'phone canvass party’ where volunteers get together and make calls over tea & coffee. This should be a pleasant social experience. You could have a script made up in advance, and maybe do a few rehearsals together. There are many tools to help you in this, like this one."  -Sharon Collingwood (Perth Sustainability Hub) "A letter writing party can work in the same way. A hand-written letter to local officials will stand out, but email is also effective. If volunteers bring electronic devices you can get a great deal done in a short time. Have a few model letters prepared in advance, and help each other. You can also send out a mailing with links to letter-writing tools like this one. "  -Sharon Collingwood (Perth Sustainability Hub)
Offer public shows of support	E.g. hand out stickers or make yard signs for people to show their support for a local issue or your campaigning group! Note that this will require a small amount of funding -Member of Reseau Demain le QC Asking supporters to add a sign to their lawn helps to create excitement and a sense of viability. In communities where driving is necessary to get everywhere, signs can help to identify your supporters to engage them in future organizing opportunities. -Ruralorganizing.org '

Unsure of what to campaign around in your small city/rural area? Check out this list of ideas from Tool Complices Pour Notre Communaute. You might also draw ideas from Mouvement Mare's campaigns, which range in focus from local community-specific to National issues. 

If you have any suggested revisions or additional resources to share related to the above content, please email them to kenzie@lehub.ca.

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