This paper examines the importance and specifics of nonprofit marketing with the importance of their role in the development of society on the example Croatian Music Union. The development of non-profit organizations and the application of marketing concepts have made it possible to solve key problems that have hindered the further development and functioning of particular societies. Non-profit organizations are considered to be all organizations whose main purpose for existence is not to achieve "profit" but to achieve higher social goals. The paper is conceived in several sections, with the aim of theoretical elaboration of the marketing of non-profit organizations, and analysis of the marketing mix of the non-profit organization of the Croatian Music Union. In the first, introductory section, to help you understand the topic of the paper, an overview of basic concepts such as a non-profit organization is provided, as well as a basic concept paper's layout and goals that are to be achieved. The theoretical part of the paper is designed to elaborate the specifics of nonprofit marketing as well as the development of nonprofit organizations, and focus on the nonprofit sector in which nonprofit organizations operate. The following part of the paper presents the application of non-profit marketing on the example of Croatian Music Union. The structure of the association and its goals, target stakeholders and the development of a marketing mix for users are highlighted. The marketing mix provides insight into the analysis of the products offered by the association, the prices, promotions and distributions of the non-profit organization. Recommendations for the future work of the non-profit organization were also provided so that the organization could improve its business with a few modifications that would certainly enable them more users, and better ways to achieve their set goals. The last part of the paper provides a conclusion that presents an overview of the final work in its entirety.