Armstrong wanted to start a Rural Program that used research and grassroots organizing to advocate for rural issues rather than define what it was not. His long-term goals were to raise awareness of rural poverty at the national level, help the rural poor improve their circumstances, and make rural poverty a higher priority policy issue. The first proposal he considered was a clean water project because clean water is a basic necessity, the organization was already established, and working with the project's leader Wynonie Edwards could combine issues of poverty and natural resources while also encouraging women in leadership roles and public/private partnerships.