Running a political campaign today looks different than it did 10 or 15 years ago.
While traditional campaign tactics like door-to-door canvassing are still important, candidates now have far more options for voter outreach. Between campaign websites, Facebook ads, and personalized digital outreach, there are more ways than ever to get your message in front of voters.
In this guide, we’ll break down how digital tools make a difference, the best tools for local candidates, and how to choose the right ones for your campaign.
How Political Campaigns Use Digital Software
Campaign software is used by political candidates, political parties, PACs, and advocacy organizations. It can serve a variety of purposes, from the beginning of a campaign all the way through election day.
Here are some of the ways you might use digital tools while running for office:
- Developing a data-driven campaign strategy
- Building a voter-friendly campaign website
- Sending personalized texts or emails to voters
- Fundraising and processing online donations
- Coordinating in-person outreach, like canvassing or campaign events
- Managing your campaign’s social media presence
- Launching digital advertising campaigns
Why Invest in Campaign Software?
At both the local and federal levels, candidates turn to digital platforms to give their campaigns an edge over the competition. The global market for political campaign software is projected to grow from $1.45 billion in 2023 to $3.8 billion by 2032.
The benefits of using campaign software include:
- Running a more data-driven campaign. Getting access to voter data and analytics gives you insights about your race and district, which can inform your entire outreach strategy.
- Scaling your outreach efforts. When candidates take advantage of tools for SMS/MMS messaging, phone banking, or online advertising, they unlock the ability to reach more voters at once.
- Keeping your campaign organized. Instead of juggling spreadsheets and stacks of paperwork, campaign software lets you easily store voters’ contact information, outreach templates, and other data.
- Saving time. With digital tools and online templates, you can get your message in front of voters sooner.
- Lowering the barrier to entry. Campaign software helps first-time candidates run more effective campaigns, even without party backing.
Free software options make it even easier for local candidates to get started with modern campaign tactics.
Andy Ellis, a Green Party candidate for governor of Maryland, described GoodParty.org's impact this way:
LEARN MORE: Explore 10 ways to use campaign tools to level up your run for public office.
The Best Digital Tools for Local Campaigns
Local candidates need accessible, affordable tools to win their elections. Here are some of the best options for community-level races:
GoodParty.org: Empowering Independents
GoodParty.org stands apart from traditional campaign tech for a simple reason: we empower independent and nonpartisan candidates, not party machines.
Since 2025, GoodParty.org has been rated #1 in the political campaign software category. With dozens of five-star reviews and a full suite of free and low-cost campaign tools, GoodParty.org has empowered thousands of independent candidates to run for office, win elections, and serve their communities.
Our campaign toolkit includes:
- A downloadable, personalized campaign plan, including your number of votes needed to win, contact goal, recommended budget, key dates, and a week-by-week voter outreach cadence
- Access to the full voter file for your district
- Fully-managed, fully compliant text messaging, with 10DLC registration handled automatically
- Free templates for social media posts, press releases, and more
In 2024 and 2025, over 13,000 independents empowered by GoodParty.org won their elections. The winners included candidates for mayor, city council, school board, and other local offices.
In 2026, 2027, and beyond, we’re empowering more independent victories across the United States.
Here's how one candidate, Andy Ellis, described the impact of GoodParty.org's digital tools:
I love GoodParty.org, and I'm encouraging all the candidates that I know here in Maryland to work with it. I think for small candidates and municipal races or even races the size of a state delegate race, the text messages, signs, the robocalls, those make all the difference in the world.
The templates are also incredibly helpful. I think so much of the time people spend getting started, they try to figure out what it is to run a campaign. The fact that you all have collected the resources that are necessary for folks in order to go out there and figure out, fill something out, I think it may not get you to 100%, but it gets you from like 0 to 40%. Sometimes that start can be the hardest part.
The lifting up that GoodParty.org does of new candidates is amazing. I think any candidate that is trying to run and change the system, should you take the hand GoodParty.org is reaching down.
LEARN MORE: Take a virtual tour of GoodParty.org’s campaign tools.
Free tools to empower your campaign
Take a tour of our free campaign tools for Independent candidates
NationBuilder: Community-Focused Software
NationBuilder provides solutions for political candidates, advocacy groups, nonprofits, and brands. With tools for fundraising, volunteer management, and get-out-the-vote (GOTV) efforts, NationBuilder can be a good investment for large-scale campaigns.
While this toolset is powerful, it can be expensive or overwhelming for local campaigns.
NGP VAN: Democratic Campaign Software
NGP VAN is a widely-used suite of campaign software for Democratic candidates. Its features span fundraising and compliance reporting, phone banking, turf cutting, and more.
While big names in the Democratic Party have used NGP VAN for their campaigns, the tools are also available for Democrats and progressives running at the local level.
Other Campaign Software Options
There are plenty of options for digital campaign tools, though their usefulness will depend on the particulars of your campaign. Are you looking for an all-around campaign management tool — or are you looking for a solution to a specific problem? Some platforms, like the ones listed above, cover many parts of running a campaign. Others only serve specific purposes, like accessing voter data or texting voters.
Software marketplaces like G2 offer an easy way to explore your options. Read user reviews and compare ratings to understand the pros and cons of each tool.
LEARN MORE: Discover more options for political campaign software.
How to Choose the Best Software for Your Campaign
Here are a few questions to ask as you make your decision:
- Does the software company align with your political affiliation? Certain tools are only available for candidates of a specific party or affiliation. Some companies only work with Democrats or only work with Republicans.
- How much do the tools cost? Make sure the cost of your chosen software fits into your campaign budget. You don’t have to break the bank to get powerful tools for your campaign.
- What’s the track record? It’s helpful to explore case studies, testimonials, and user reviews before deciding to invest in digital tools. You can view these on software review sites, community forums like Reddit, or the company's website.
- How easy is the software to use? Political software should make your life easier, not harder. Especially if you’re new to politics, consider skipping any options with steep learning curves.
- What kinds of community support do the tools offer? Some tools, like GoodParty.org, offer online communities to help you find answers to your questions and get the most out of your experience.
If you’re investing in multiple digital tools, you may also want to consider how well each platform integrates with the others.
Free Digital Tools for Local Campaigns
If you’re running for office, you need the right tools and support.
More than ever, local candidates are using campaign software to run data-driven operations and win their elections. From building your strategy to getting out the vote, effective tools go a long way toward running a successful campaign.
GoodParty.org empowers independent and nonpartisan candidates with free and affordable campaign tools.
Here's how one winning candidate, Tom Lambert, described the difference GoodParty.org made for his campaign:
“Without GoodParty.org, I probably could have gotten those resources but would have had to spend a lot more money. The text messaging, canvassing lists, those were really vital. Having a reference to check in on strategy, especially messaging timing, was really helpful. It helped level the playing field for me running against someone who had party support.”
Whether your election is years or just weeks away, we have the tools you need to compete and win your election.
Take a virtual tour of GoodParty.org, or book a meeting with our team to learn how we can empower your campaign.
Photo by DISRUPTIVO on Unsplash
