Non-profit organizations exist for the sake of achieving the goals of society, for example the public interest, and their purpose is not to make a profit. For this reason, the main problem they face is a lack of financial resources. In today's world, an important role in the financing of non-profit organizations is played by Internet marketing, or more precisely, social networks, which have become an important force in marketing intended to motivate donors because they allow organizations to attract as many donors as possible with as little funding as possible. The aim of this paper is to show what role social networks play in donor motivation and whether they can positively influence donor intent. Survey results show that the majority of those surveyed actively use social networks, and the majority of those surveyed have so far seen an advertisement for a charity or non-profit organization on social networks, and also more than half of those surveyed donated funds after the ad appeared. Additionally, most surveyed believe that social networks, as a tool that enables nonprofits to advertise quickly and cheaply, greatly assist nonprofits in raising funds. Also, it has been found that a media platform, such as social networks, has a positive impact on empathy and donation intent. In other words, the majority of those surveyed believe that social networks have a positive influence on the intention to donate because donor behavior is more visible on social networks than in the offline world. Thus, it can be concluded that social networks have a positive effect on the motivation of small individual donors and therefore on the sustainability of non-profit organizations. Considering that almost everyone is using social networks today, it can be concluded that advertising through social networks is not necessarily a tactic to try to get the attention of a potential donor.