Ruritan's purpose is to create a better understanding among people and through volunteer community service, make America's communities better places in which to live and work. The slogan of Ruritan is "Fellowship, Goodwill and Community Service." Club membership represents a cross-section of the community in which the club serves, and is not restrictive with regard to occupation, social position, or any other specific criteria.

Unlike most civic service organizations, Ruritan rarely has national programs. Rather, each club surveys its own community as to the needs of that community and then works to meet some of those needs. Nearly all clubs work locally with FFA, 4-H and other organizations serving youth. Nearly one in every three Ruritan clubs sponsors a Boy or Girl Scout unit.