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Digitunity’s Impact in Rural Communities
Rural Challenges and Innovative Solutions to Computer Ownership
Since 2021, Digitunity has partnered with AT&T through its Connected Learning initiative to increase computer ownership across the United States. Our previous research has highlighted the unique challenges that rural communities face with respect to computer ownership and use. With ongoing support from AT&T, we continue to address the unique challenges that rural communities face. We are working in partnership with three rural communities to better understand these challenges from the perspective of residents and local organizations, and to help develop or improve sustainable, local pathways to computer ownership.
Our ongoing work in rural communities is a direct continuation of the insights gained from the 2022 report we commissioned from Dr. Brian Whitacre titled Rural Communities & Digital Device Ownership. This report reinforces our commitment to bridging the digital divide through local partnerships, sustainable strategies, and a focus on digital equity.
Rural areas face unique challenges in achieving digital equity, including fewer businesses able to donate used devices, limited refurbishing services, and a lack of local nonprofits to support device distribution and digital literacy programs. These barriers emphasize the importance of community-based solutions to bridge the digital divide.
-Rural Communities & Digital Device Ownership Report
Our work in rural communities focuses on three aspects of a Sustainable Device Ecosystem:
Device Supply
Digitunity initially stimulates supply by connecting the community with one of our AFTRR members or developing a relationship with another supplier. We then work with the community to develop strategies to connect with potential local suppliers and to leverage existing resources to build a sustainable supply of computers.
Device Deployment
Digitunity conducts focus groups to gather resident input, shaping our work and directly informing funders and decision-makers. These insights ensure our strategies align with community needs. We collaborate with stakeholders to improve processes, remove barriers, and create effective pathways to sustainable computer ownership.
Digital Skills
Digitunity partners with community-based organizations to jumpstart digital skills programming and aligns device distribution with digital skills instruction to provide residents with the tools and resources needed for successful computer use and ownership.
Spotlight on Warren County, MS
Digitunity partners with community-based organizations to jumpstart digital skills programming and aligns device distribution with digital skills instruction to provide residents with the tools and resources needed for successful computer use and ownership.
We are proud to partner with Quinn Jordan, Executive Director of the Mississippi Broadband Association (MSBA), and his Connect and Literacy Program, to address the digital divide in rural Mississippi. These efforts focus on enhancing broadband affordability, digital literacy, and large-screen device ownership in Warren and Coahoma Counties
In collaboration with AT&T and MSBA, Digitunity distributed 30 laptops sourced from the nonprofit Computers 2 Kids to residents in Warren County. These laptops were used for digital skills training and focus group participation, marking progress in enhancing rural access to digital opportunities. Learn more about these ongoing efforts in rural communities.
Focus Groups in Coahoma County
Digitunity facilitated a focus group in Coahoma County, Mississippi, bringing together 15 local voices to explore pathways to increasing community computer ownership and improving digital access. Key insights from the discussion revealed that 70% of participants rely on their phones for online tasks, highlighting the pressing need for accessible computer options. Participants expressed a strong desire to own a computer to remain competitive in the workforce, support their families, and meet everyday needs. While many participants accessed computers at the local library, they noted challenges such as limited availability and transportation barriers, underlining the need for more convenient and reliable solutions within the community.
Developing a Long-Term Commitment to Digital Equity in Mississippi
In our interview, Quinn Jordan discusses the unique challenges and opportunities faced by rural communities in closing the digital divide. He emphasizes the importance of local partnerships, like the one with Digitunity, in creating sustainable solutions for digital equity. Through his leadership at MSBA, Jordan sheds light on the critical role that broadband access, digital literacy, and device ownership play in empowering residents and fostering economic growth in rural areas.
He also highlights the valuable contributions of partners like Computers 2 Kids (C2K), a nonprofit technology refurbishing organization and member of the Alliance for Technology Refurbishing and Reuse (AFTRR).
What strategies have you found most effective for reaching out to and involving the community?
We follow a three-step process for community engagement. First, we identify a local champion—someone who is trusted and respected within the community. This person knows the area and the people, and we ask them to invite stakeholders. Then, we move to a stakeholders meeting, involving individuals and organizations with a vested interest in the goals of our program. We remind them that what’s good for their local economy is good for the sustainability of these rural networks. This initiative helps households gain access to broadband connectivity, which is essential. But it goes beyond just providing access. It opens up better educational opportunities for children and allows them to stay in their communities and contribute through remote work when they enter the workforce. It’s also great for local small businesses to tap into the online market. Finally, we recruit participants from various parts of the community to ensure broad representation and buy-in. This approach builds trust and ensures that our initiatives are well-received and effective.
What are some of the key challenges you face in your role, and how do you tackle them?
One of the challenges is gaining the trust of the community. We tackle this by working closely with local champions and stakeholders who are already trusted within the community. Another challenge is ensuring the sustainability of our initiatives, which we address by demonstrating the economic and social benefits of broadband connectivity and digital literacy to both individuals and local economies.
Creating sustainable pathways for people to learn digital literacy and achieve device ownership could be the difference between areas being successful or not. We have a new world that is digitally based, and I’ve said this before: if you think your area is behind socially and economically and you don’t do your part to include connectivity, literacy, and device ownership in your area, you’re going to be further behind than you’ve ever been. This is your chance to become on par with the world by having that connectivity in your community. It’s a dichotomy—if we don’t do something about it, areas like the Mississippi Delta that have been left behind financially and socially will be left even further behind without connectivity, literacy, and device ownership.
Why do you think it’s important to combine device deployment with digital skills training?
Combining device deployment with digital skills training is crucial because just providing a device isn’t enough. People need to know how to use these devices effectively to fully benefit from them. In my experience, broadband connectivity and digital literacy can open up numerous opportunities for individuals and families. For example, children can access better educational resources, which can lead to improved academic performance and future job prospects. Having digital skills allows adults to participate in the modern economy, whether through remote work, online businesses, or accessing essential services like telehealth and online banking.
The goal is not just to provide technology but to empower people with the knowledge and skills to use it effectively. This combination helps break the cycle of persistent poverty by giving people the tools they need to improve their lives. For instance, during our Warren County event, a 70-year-old participant intends to use her new laptop and digital literacy training to earn her GED, setting a powerful example for her family to break the cycle of poverty.
What is your biggest hope for the impact of your work?
My hope is that households in these communities will gain access to broadband connectivity and fully utilize the benefits it brings. This means better educational opportunities, improved health outcomes through telehealth, and economic growth through remote work and online business opportunities. In the end, it’s about transforming lives and creating self-reliant, sustainable communities.
One of the other things we’re working on is our state capacity grant. We want to go around to all the state’s underserved and socio-economically challenged areas to educate stakeholders. Our goal is for them to turn around and provide important information to their constituents about why they need broadband services and the benefits they afford. I don’t think the average person fully understands the breadth of services that broadband brings. Many people think of broadband as just for entertainment or social media. But when we educate them about online banking, telehealth services, workforce development, and in-home tutoring, they realize its true value.
For example, a $50 monthly broadband bill might seem expensive at first. But if a family uses just one telehealth service, they’ve already saved money compared to traveling to a doctor. Or if they switch from a satellite provider to streaming services like Netflix or Hulu, they’ve covered most of that cost. Online banking can save money that would otherwise be spent cashing checks, which often leads to untracked spending.
There are so many educational opportunities around this. Our program focuses on three main areas: affordability, literacy, and device ownership. We’ve broadened the definition of affordability to look at the return on investment for the household and how it can improve their lives. By providing both the tools and the knowledge, we’re aiming to create lasting, positive change in these communities.
What are your goals for the next six months in Warren County and beyond?
The most important thing is to get the majority of these households to understand the benefits of connectivity and remove these barriers. That’s the whole goal. In order for households to take advantage of broadband connectivity’s benefits, they must have access. Secondly, we want to help individuals understand and take advantage of these services. By doing so, we not only improve their lives but also ensure that our rural networks remain sustainable. It’s like the saying goes: when you’re on a plane, and it’s going down, you have to put your own oxygen mask on first before helping others. We need to make sure our networks are strong and sustainable so we can continue to support rural America effectively.
We aim to expand our digital literacy training programs, increase device ownership among underserved populations, and ensure the sustainability of rural broadband networks. We build these networks with the hope of achieving a high take rate. We can ensure the networks remain viable if we get 30-40% of households to participate. But if these networks fail, not only do we lose the other 30% who didn’t participate, but the initial 30% who did will also lose connectivity. It’s crucial that we build a foundation of trust and understanding so these communities can thrive and remain connected.
As states, regions, and localities strive to achieve digital equity, the need for tailored support in implementing sustainable solutions is critical. Digitunity offers expert advisory services focused on creating long-lasting impact by developing resilient pathways to computer ownership. By partnering with local organizations, we ensure our strategies are rooted in the unique needs of each community, especially in rural areas where the digital divide is most pronounced. Contact Digitunity to discover how we can help support your digital equity initiatives and build sustainable, community-driven solutions that close the digital divide.
This project is made possible through the generous support of AT&T.