NGO activity can be represented in general as a kind of activity, offering a wide spectrum of services. Marketing services have four characteristics, which should be taken into consideration, while making marketing programmes:

1. Non-palpable character of the services – senseproof (we cannot taste or touch them) ; appeal to a customer’s previous experience.

2. Inseparability from a source – a service is inseparable from its source, a man or a machine.

3. Unstable quality – quality of services depends on different, independent from each other factors (professionalism, time and place).

4. A service cannot be preserved.