This paper demonstrates the brand impact on the loyalty of the nonprofit’s stakeholders. Loyalty is defined through two dimensions (attitude and behavior), their characteristics and the impact of affect and trust on each individual dimension. Although marketing, including brand and loyalty, arose from the for-profit sectors, the strong development of the non-profit sector indicates the need to adapt and apply marketing in this sector as well. The survey found a positive brand impact on loyalty through two dimensions based on the work of the nonprofit organization "Naš Hajduk". This could be explained by the sports component of the association's work because in modern times sport is a source of multimillion-dollar revenue, so the work of the non-profit association is closely linked to the very profitable sector. Based on this, we can conclude that non-profit organizations should work on building stakeholders brand affect, because brand affect represents a deeper emotional connection with the brand, and as such is a great platform for building marketing programs that will affect not only the customer's attitude to the brand but also his purchasing behavior. Trust has a strong influence on loyalty through attitude as stakeholders build their opinion on the association through the fact that the association will perform its function transparently and reliably. They will also be ready to advocate, defend, donate and be a member of an association that gives the impression of a trusted nonprofit organization. The results of this paper can be used to advance the marketing of nonprofit organizations.