The non-profit sector of recent decades arises the interest of public for its growth, but also the benefits it brings to the entire society. In order to successfully dedicate non-profit organizations to target groups, the importance is assigned to performance of marketing activities. Target groups are represented by users, donors, volunteers, employees and the general public. For realization successful business is necessary to invest financial resources that non-profit organizations collect from their target groups. The public library in Pula influenced by information-technology development follows modern trends in transforming its traditional role in society. Besides book loans and acting as cultural heritage institutions, modern public libraries are also the multi-functional information, educational, cultural and communication centres of their local communities with a focus on users instead of book collections. The aim of this paper is to explore and demonstrate the importance of marketing activities in public library in Pula. The results of the research contribute to a better undestanding the active role of the non-profit organizations in its development by applying the optimal combination of marketing activities.