North Carolina’s electoral future may depend on engaging rural Black voters who feel overlooked by the Democratic Party. Democrats in the state acknowledge they cannot secure victory without a strong turnout from this demographic.

The Challenge of Rural Outreach

Ricky Brinkley, a 65-year-old resident of rural North Carolina, expresses a common sentiment: “People don’t come out like they should and ask you how you feel about things.” He believes genuine engagement is essential for motivating voters. Brinkley, a former truck driver, feels disconnected when election season arrives.

Democrats have historically struggled to mobilize rural Black residents, despite their consistent support for the party. This presents a significant challenge in a crucial battleground state.

A Demographic Puzzle for Democrats

State party chair Anderson Clayton, 28, emphasizes the need to recognize the importance of rural Black voters. “In my vision of a Democratic Party, when you talk about reaching out to rural voters, you are talking about rural Black voters,” she stated. The Rev. James Gailliard, a former state lawmaker, succinctly put it: “You don’t win this state in Durham, you win it in the east.”

The Stakes are High

Success in mobilizing this demographic could be pivotal for former Gov. Roy Cooper in his U.S. Senate race, potentially shifting the balance of power in Washington. It could also broaden the path to the White House for Democrats in future presidential elections.

North Carolina’s political landscape is diverse, encompassing the Research Triangle (Durham, Raleigh, Chapel Hill) and Charlotte’s financial hub, alongside extensive rural areas. However, Democratic support has waned in these rural regions in recent decades.

Cooper's Efforts and Ongoing Concerns

Cooper has already begun outreach efforts, holding roundtable discussions with Black farmers, business owners, and students from North Carolina A&T University. His campaign promises a statewide organizing effort leading up to November.

However, leaders like Rev. Gailliard are calling for more substantial investment and neighborhood-level organizing. He expressed frustration with the lack of attention from the Kamala Harris 2024 presidential campaign, recalling, “I couldn’t get any traction…I begged them to bring her to Rocky Mount.” He noted Donald Trump visited Rocky Mount shortly after his request was denied.

Local Organizing and Funding Gaps

Camille Taylor, chairwoman of the Bertie County Democratic Party, highlights the challenges of engaging rural voters beyond presidential elections. She emphasizes the importance of explaining the relevance of state and local races.

Clayton acknowledges that the national party and its donors haven’t prioritized North Carolina early enough in recent election cycles. She has primarily relied on local funding to support 25 full-time staffers, a significant increase from the 2022 midterms.

The Importance of Relational Politics

Gailliard believes Democrats need to prioritize building relationships with rural Black voters. “Black and rural voters are not transactional, they are relational,” he said. He is working to connect local nonprofits and community groups with precincts to facilitate voter outreach.

He stressed the need for trusted messengers, stating, “We can’t have 21-year-old recent college graduates from Utah knocking doors…That just does not work.”

Voter Turnout Trends

According to AP VoteCast, roughly 2 in 10 North Carolina voters in recent elections were Black. Approximately 4 in 10 Black voters reside in small towns or rural communities. Voter turnout declined more significantly in counties with larger Black populations between 2020 and 2024.

Brinkley, reflecting on the importance of personal connection, stated, “You get to be a big wheel, and you can forget where you came from.” While he intends to vote for Cooper and other Democrats, he remains undecided, saying, “I could. I could. I may vote. There’s just so much going on.”