Nonprofit organizations are all organizations that are aimed at achieving some public interest and whose main purpose is not a profit. They are also the carriers of development of the nonprofit sector, and in order to achieve their goals and mission, they must engage human resources, of which volunteers play a significant role. In order to achieve that, nonprofit organizations began to apply knowledge and practices from the for-profit sector in their business and began to adopt their way of product promotion as well as the impact on target groups. One of the more important marketing tools used by nonprofit organizations to attract key stakeholders, including volunteers who are also the subject of this paper, are appeals. Promotional appeals are a central part of a propaganda message that seeks to connect what a product or service offers with what the consumer needs or wants. In order for a company, or in this case a nonprofit organization, to choose the most effective promotional appeal, it has to know what its target group prefers and which motive influences them most intensively. The aim of this paper was to determine the importance of different types of appeals in all phases of decision-making process on volunteering among young people and to analyze the attitudes of young volunteers in Croatia. The research involved 168 respondents and the research is aimed at the young population up to the age of 35. The research showed that there is a positive connection between the first three elements of AIDA, that is attracting attention, stimulating interest and encouraging desire, with its last element, encouraging action, or in this case encouraging volunteer engagement, in the example of ads with emotional and rational appeals. This confirms that emotional and rational appeals have a positive impact on respondents’ willingness to engage in volunteer activities.