Calling on Philanthropy to Partner with Rural America

Heartland Fund’s Peter Martin represented rural at the 2026 GEO Conference

In early June, I had the opportunity to participate in the plenary panel discussion at the 2026 GEO Conference, which brought together more than 1,000 philanthropic practitioners for learning and collaboration. We explored how philanthropy can reclaim and renew democracy as the nation approaches its 250th anniversary. The experience left me feeling energized and grateful. It was a privilege to share the stage with other philanthropic leaders whose work I deeply admire. And I am thankful to GEO for elevating the value of investing in rural with a room full of grantmakers. Our discussion offered a rare opportunity to strategize on how to build enduring networks and a more inclusive and thriving future. 

Doing More With Less

A common thread throughout the conversation was the idea that democracy is strongest when everyone has the opportunity to participate in shaping the decisions that affect their lives. The reality is that participation can be harder in rural places, where limited civic infrastructure and resources strain the capacity of local organizations. Yet, the tight-knit features of rural communities often mean that organizing can be especially effective in driving change that extends beyond local communities to impact state and national outcomes. We see this across our network of grantees — they are advancing policy, protecting election integrity, and fighting for tangible progress that helps working families put food on the table and access health care. They are carrying this load without sufficient support from the philanthropic community. Estimates suggest that only 6-7% of philanthropic dollars end up in rural communities even though they represent 20% of the population. Just imagine what they could do if we double our investment to scale up practical solutions for our lives, communities, and nation.

From decades of working with funders, I’ve seen firsthand how outdated or inaccurate assumptions about rural America shape philanthropy’s approach to rural investment. One of the biggest misconceptions funders need to unlearn is that America's political divide is primarily a story of rural versus urban, conservative versus liberal. Rural America is far more diverse, politically complex, and dynamic than these stereotypes suggest. In reality, rural communities are diverse places where people are solving problems, building institutions, and working together to create opportunity. Millions of people of color, immigrants, Tribal citizens, and young people call rural places home. 

What’s at Stake

Our collective underinvestment comes at a cost. Rural and small-town residents hold tremendous influence in shaping state and national outcomes, and many of them feel left behind, in part because they have been. Reimagining democracy starts with recognizing rural America not as a political monolith, but as an indispensable partner in building a country that lives up to our ideals of freedom, equality, and shared prosperity. Whatever issue you care about — climate, education, healthcare, democracy — solving it for the long haul requires a rural strategy.

Investing in the Future We Need 

Our discussion challenged all of us who work in philanthropy to think about how our own practices can better align with our values. It was this kind of reflection that ultimately drew me to join the Heartland Fund last year. I believe that the path to lasting progress runs through rural America, through small towns like the one where I grew up in rural Ohio. Rural people are already building the future we need. It's time for philanthropy to recognize that reality and invest accordingly. Whether through funding approaches, partnerships, or decision-making structures, philanthropy has an opportunity to build deeper trust, share power, and support the long-term work of community building in all of our nation’s communities. 

At a time when many of our challenges can feel overwhelming, these conversations are an important reminder that there are thoughtful, committed leaders across the country working toward a future where every community has the opportunity to thrive. I’m grateful to GEO for giving me the chance to lift up rural progress, power, and potential in pursuit of this worthy goal.