This qualitative research aims to describe the strategies applied by female parliamentary candidates to develop empathy values to gain constituent support in the legislative general election in 2014. Research subjects comprise 12 female members of parliament from seven regencies/cities in South Kalimantan who were chosen from different regencies/cities and different political parties. The research findings showed that in developing empathy values, female candidates were able to gain sufficient votes to be members of parliament. The strategies applied were as follows: first, the use of political marketing strategies that covered mapping or segmentation, positioning, and campaigns then monitoring and social capital strategies; second, socialization of empathy developing values conducted internally by meeting the constituents directly (door to door), whether individually or in groups; and third, utilizing their good social capital in relating to and working with other people. The social capital referred to covers: ability to build a network, build confidence, and attach themselves to Islamic values.