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.