The release of the 2020 Census data offered a new look into the demographic trends shaping our country. One of these key trends is that rural America has become much more racially and ethnically diverse over the past decade, particularly in the last couple of years. A Brookings Institute analysis of the data found that 24% of rural Americans are now people of color: "The median rural county saw its population of color increase by 3.5 percentage points between 2010 and 2020," with the rural Hispanic population alone increasing by 19.7%.

In my organization, 4-H, we have seen this demographic shift in real time, and our programming has evolved to meet the needs of these diversifying communities, as underlying issues around poverty and access to opportunities persist for many. In fact, while there are disparities in health, education and economic opportunities for many living in rural America, these challenges are exacerbated for rural communities of color. For example, in 2019, the poverty rate for whites in non-metro areas was 13.3%, but for African Americans, it stood at 30.7%. For non-metro Native Americans, the poverty rate was 29.6%, and for Hispanic households, it was 21.7%. The Covid-19 pandemic has only compounded these issues.

I have found that a community-driven, tailored approach that recognizes the uniqueness of each community’s challenges is most effective at creating opportunities for young people of color in rural America. Nonprofits should work directly with trusted local partners, such as schools, libraries and faith-based institutions. As part of America's Cooperative Extension system, delivered through the nation's land-grant universities, 4-H works directly in the communities it serves with local partners. This way, rural residents and leaders who best understand the nuances of their community’s needs can provide valuable insights on how nonprofit programming can be the most impactful, since rural communities often have distinct local institutions that serve their populations.

At the same time, some diverse communities in rural America may not have strong ties to existing organizations and leaders due to a variety of barriers keeping them isolated and without the support they need. This is why it’s so crucial that organizations do their homework. Engaging leadership in these communities is important, but equally as critical is grassroots community engagement.

Read the full article about opportunity gaps in rural areas by Jennifer Sirangelo at Forbes.