Non-profit organizations primary goal is not to create profit it is to accomplish activities that are of public interest. In other words, non-profit organizations are oriented towards users and donors and the satisfaction of their needs, and in order to meet the needs of users and donors, non-profit organizations use different marketing strategies in their business. Through their work, non-profit organizations want to improve the quality of life of people in the community and help solve problems they see in the environment as well as meeting the needs of people in the environment. The subject of this paper is marketing strategies of non-profit organizations. The aim of the paper is to analyze the theoretical approaches and specifics of marketing of non-profit organizations and to analyze the marketing strategy of the City Society of the Red Cross Osijek. The City Society of the Red Cross Osijek is an association that promotes humanitarian goals and carries out actions of general benefit in the area of Osijek - Baranja County. This association has been successfully operating and applying marketing strategies in business through years, and it ensures its long-term survival in today's changing and challenging environment by carrying out various activities that help people in the community and actively work for the betterment of the entire community. Although not overly innovative when it comes to marketing, the City Society of the Red Cross Osijek successfully uses marketing strategies to promote business, communicate with market stakeholders and create opportunities for further action in the environment. Considering the contribution of the City Society of the Red Cross Osijek, it’s expected that it will continue to solve social problems and contribute to the development of society in the future through the implementation of various activities.