INTRODUCTION
Encouraging rural communities to participate in online surveys can be challenging, especially compared to urban, denser populations. The reasons often include limited internet access, lower digital literacy rates and overall less trust with unfamiliar organizations or online platforms.
Here is how to promote an online survey in rural communities.
PARTNER WITH THE RIGHT PLACES AND PEOPLE
Reach out to the heart of rural communities, including schools, community centers, grocery stores, churches, libraries and even restaurants. Ask if they are willing to promote the survey in their newsletter, social media channels and bulletin boards.
In addition, identify and contact key stakeholders like local officials, principals and business owners. A simple email or phone call asking them to promote your survey can help get your survey in front of hard-to-reach populations.
MEET PEOPLE WHERE THEY ARE
Face-to-face interaction is invaluable in rural communities. Research and attend local events like farmers markets, county fairs or town hall meetings and set up a table. Bring laptops or tablets (along with a wifi hotspot) to have people passing by take your survey on the spot.
For folks who may want to take the survey later or share it with others, bring printed materials with a large, clear QR code that links directly to your survey.
USE LOCAL MEDIA OUTLETS
Local newspapers, shoppers, local radio stations and even community Facebook groups have loyal audiences. These outlets are typically trusted and widely read or listened to, making them ideal for promoting your survey.
USE DIRECT MAIL
Send postcards with clear instructions on how to access the survey online, including both a QR code and the survey website. Make sure the text on the postcard explains who you are, why their input matters and how the survey results will benefit their specific community.
Since rural addresses can sometimes use PO boxes or rural route numbers, use a reliable address validation service and consider adding “or current resident” to account for any recent address changes.