Bez dobrog upravljanja marketingom je danas nemoguće zamisliti poslovanje. Dosad su marketing najviše koristila poduzeća, koja su dobrim marketinškim odlukama povećavala svoj ugled na tržištu i prednost kod svojih tržišnih konkurenata, tu je naravno nezaobilazni profit i dobit. Neprofitni sektor je počeo sve više shvaćati da su dobra reprezentacija, oglašavanje i marketing neophodni za upoznavanje javnosti sa radom kojim se pojedina neprofitna organizacija ili Udruga bavi. Glavni cilj neprofitnih organizacija je potaknuti javnost da se aktivno uključi u njihov rad bilo kao volonteri, simpatizeri ili jednostavno potpomognu rad donacijama. Da bi se postigao glavni cilj, potrebno je na sve moguće načine ciljane skupine potaknuti na djelovanje. Udruga za palijativnu pomoć „Srce“ je relativno mlada udruga osnovana tek 2014. godine u Novom Marofu, gradiću smještenom u Varaždinskoj županiji, a s ciljem pomoći palijativnim bolesnicima i njihovim obiteljima, te upoznati širu javnost kako pomoći teško bolesnim pacijentima koji su u termalnoj fazi bolesti, te ponuditi obitelji stručnu i psihološku pomoć. Osnovana je kao pomoć Odjelu palijativne skrbi, koji je u sastavu Opće bolnice Varaždin, Službe za produženo liječenje i palijativnu skrb Novi Marof. Na ovom Odjelu liječe se većinom osobe oboljele od malignih bolesti, kojima nažalost današnja medicina više ne može pomoći. Nažalost u Republici Hrvatskoj, zbog ubrzanog tempa i sveprisutnog stresa sve više od malignih bolesti obolijeva radno sposobno stanovništvo, te tu treba spomenuti i natalitet koji godinama opada, te zbog negativnog prirodnog prirasta postajemo sve starija nacija, pa su nam potrebe za ovakvim udrugama povećane.

It is impossible to imagine conducting business without quality marketing today. Until recently marketing was employed mostly by the private businesses, which have used marketing decisions to increase their reputation on the market and achieve advantage over their competition, as well as to maximize profit. But recently the non-profit sector has started to realize that good representation, advertising and marketing are inevitable in acquainting the public with the work of non-profit organisations or associations. The main aim of non-profit organisations is to entice the public to actively participate in their work, either as volunteers, sympathizers or simply to support their work through donations. In order to achieve the main goal, it is necessary to motivate the targeted groups to action in all possible ways. The association for palliative care “Srce” was founded only recently, in 2014, in the town of Novi Marof in Varaždin County, with the aim of providing help to palliative patients and their families, and to familiarize the broader public with ways to help terminal patients in the final stage of disease, as well as to offer their families professional and psychological help. The association was founded as a form of assistance to the Palliative care department within General hospital Varaždin and its Service for long-term treatment and palliative care Novi Marof. The Department mostly hosts patients suffering from malignant diseases, to whom, unfortunately, contemporary medicine can no longer help. Unfortunately, in the Republic of Croatia, due to fast-paced lifestyle and omnipresent stress, more and more of the work force succumbs to malignant diseases. There is also the declining birth rate and negative population growth, making Croatia a quickly aging nation, which makes the need for associations such as “Srce” even direr.