Borrowing insights from the fields of customer sales and marketing, a Voter Relationship Management (VRM) strategy represents a comprehensive approach to manage, and maximize the value of, the interactions between a political organization and its volunteers, supporters, and, ultimately, target voters.

Such a strategy is underpinned by new technologies and methodologies, such as Political Software (e.g. NationBuilder and NGP VAN), Addressable Ads, Big Data and Data Analytics or Behavioural Science.