The paper deals with marketing of non-profit organizations in the Republic of Croatia. The objectives of the paper are to establish marketing goals in the business of non-profit organizations and to define the elements of marketing mix of nonprofit organizations through theoretical and comparative analysis of case studies. The research results show that strategic marketing approach and adoption of marketing orientation in the business of non-profit organizations significantly contributes to the creation of social exchange values and to establish a relationship of satisfaction and trust with all key stakeholders in the business of non-profit organizations. The traditional marketing elements of product, price, sales and promotion need to be adjusted to the mission and the scope of work of non-profit organizations, that is, the programs and projects they execute to achieve social well-being. Alongside the traditional elements of a marketing mix, it is also necessary to include the element of organizational policy in the marketing orientation of non-profit organizations. Comparative analysis of case studies shows that analyzed organizations have adopted marketing orientation, but there is opportunity for more innovative orientation in terms of adopting new marketing and financial concepts, such as crowdfunding.