This master's thesis explores the application of social marketing concepts in non-profit organizations, focusing on the example of the DUMP Association of Young Programmers. The theoretical framework includes an overview of the basic concepts and methods of social marketing and its application in the context of non-profit organizations. Additionally, the theoretical part encompasses an analysis of promotional activities, including traditional and digital promotion methods. It also provides an overview of the operations of the DUMP Association and all its projects, with a focus on marketing and promotion. The empirical part of the thesis includes the collection and analysis of data collected through interviews for DUMP Internship and through a survey questionnaire. Data was collected from conducted interviews for the DUMP Internship project over the two observed years, 2022 and 2023. The survey questionnaire was conducted among visitors to the DUMP Days conference in 2023 and aimed to understand how visitors learned about the Association and its projects, which promotional activities they consider most effective, and their opinions and suggestions for improving marketing strategies. The research results will be interpreted through the analysis of the collected data, descriptive statistics, and qualitative analysis of respondents' answers. Special attention will be given to identifying the key factors that influence the success of the Association's marketing activities. The conclusion of the thesis provides concrete suggestions for optimizing the Association's marketing strategy. This work provides a comprehensive overview of the Association's existing marketing activities and offers guidelines for their improvement, aiming to increase the visibility, engagement, and success of the Association in the future. Additionally, the suggestions for improving promotional activities are applicable to similar associations, targeting students and high school students.