Kada se pojedinac ponaša društveno odgovorno, ponaša se moralno i vođen je savješću. Razvoj društvene odgovornosti tekao je postepeno. Društveno odgovorni pojedinci oduvijek su bili prihvaćeni i važni u društvu. Danas uživaju veću popularnost jer imaju mogućnost rješavanja društvenih problema. Primaran cilj neprofitnog sektora jest pružanje usluga društvu bez ostvarivanja profita. Iako takve organizacije financira vlada i privatno poduzetništvo, profit se ne raspodjeljuje, nego služi društvu, odnosno određenim društvenim skupinama. Glavna zadaća i krajnji cilj jest pomaganje društvu, poticanje humanosti, podizanje svijesti o društveno važnim temama, zaštita ugroženih skupina te poticanje na komunikaciju i interakciju kada se radi o društveno važnim pitanjima. U skladu s ovim ciljevima, važno je da javnost čuje za neprofitne organizacije, njihovu svrhu i područja djelovanja kako bi lakše i brže došli do ljudskih resursa i izvora financiranja. U prvom dijelu ovoga rada objašnjena je uloga i zadaća odnosa s javnošću, kao i vrijednost neprofitnih organizacija društvu. U radu će se, između ostaloga, proučiti uloga odnosa s javnošću u neprofitnim organizacijama, odnosno njihov značaj i položaj te korelacija s djelovanjem neprofitne organizacije. Osim teorijske osnove, do konkretnih pokazatelja došli smo i istraživanjem koje je provedeno na neprofitnim organizacijama.

When an individual behaves socially, he acts morally and is guided by conscience. The course of development of social responsibility was applied in all branches, and development was progressing gradually. Socially responsible individuals have always been accepted and important in society. Today they enjoy greater popularity because they have the ability to solve social problems. The primary goal of the non-profit sector is to provide services to society without making profit. Although such organizations are financed by governments and private entrepreneurs, profit is not distributed, but serves society or certain social groups. The main task and ultimate goal is to help society, promote humanity, raise awareness of socially important topics, protect vulnerable groups, encourage communication and interaction when it comes to socially important issues. In line with these goals, it is important for the public to hear about non-profit organizations, their purpose and areas of action in order to more easily and quickly reach human resources and sources of funding. The first part of this paper explains the role and purpose of public relations, as well as the value of non-profit organizations to society. The paper will, inter alia, examine the role of public relations in non-profit organizations, their significance and position, and the correlation with the activities of a non-profit organization. In addition to the theoretical basis, we came to concrete indicators through research conducted on non-profit organizations.