The graduate thesis analyzes the application of inventive ideas and new trends in marketing and communication of selected projects of civil society organizations (CSOs) that were implemented or are being implemented through public calls for cohesion policy in Karlovac County. The emphasis is on projects financed through the European Social Fund (ESF) - Operational Program Effective Human Resources (OPLJP) 2014 - 2020. Designing communication and marketing strategies in the civil sector is closely related to the implementation of European projects. The European Union (EU) as a provider of grants with a series of rules and instructions tries to encourage the best possible and high-quality process of dissemination of project results. The ways and methods by which the dissemination will take place are one of the most important criteria for success and sustainability and the justification of EU investments in specific projects. In order for these processes to be successful, marketing and communications must be preceded by planning. The Wishes program and the projects implemented within this program have great socioeconomic significance in the Republic of Croatia, which is why they were chosen as examples for analysis. The results of the conducted research suggest that CSOs in most cases do not plan marketing and communications and that there are certain problems, not so much in the inventive approach and creation of new ideas, but in the realization itself. Especially in the part related to marketing communication with the wider public in the context of challenges that civil society organizations are increasingly facing. Such as uncertain financing, lack of professional staff in this area, reduction in the number of users, increasingly difficult to find members of the target group and insufficient amounts of allocated funds, bureaucratic burdens, discontinuous financing of important projects, i.e. significant interruptions between the approval of new phases of implementation.