Non-profit organizations as the umbrella organizations of individuals, whose role is solving social problems and participation in social changes, should adapt themselves to these changes and, therefore, choose the appropriate type of communication, or, to be more specific, a type of marketing with customers. Since non-profit organizations do not make profit, many people think they do not need marketing. This attitude does not take into account the fact that the aim of such organizations is to convey values to the society. Today, in an era of globalization, the Internet as a marketing tool and the basis for selling and supplying all products and services, provides the direct and targeted customer base and a database and is a free of charge or cheap tool of communication. Marketing and social networks, especially Facebook, have become more than a pastime, that is, they have become more than “a free and cheap marketing tool” which serves non-profit organizations that promote socially useful work. They are an excellent source of information and call to action all citizens who use the Internet. The aim of this graduation thesis is to confirm the theoretical part of the work which is related to the impact of social networks on the improvement and efficiency of organizations, especially when it comes to non-profit organizations. The association “Shoes 46”, a non-profit organization which aims to convey a positive message, to connect individuals and encourage general social good, is a concrete proof of the successful operation of associations via the Internet, the basic communication channel today.