Communication is one of the main aspects of society. It maintains society and has effect on the social dynamics. When we communicate with a large number of people, it’s important to know what kind of message we want to send, for whom the message is intended, how will we send it and the reason we want to send it. The subject of this study was the communications strategy of Animal Friends. Therefore, the goal of this work is to define communication strategy of non-profit organization Animal Friends from the perspective of the members themselves – using a qualitative interview method by purposive sampling of four employee in order to assess pros and cons of the strategy so we can evaluate the efficiency of the strategy and detect possibilities for improving it. The results showed that the benefits of communication strategy of Animal Friends are good approaches and developed tactics with the help of the extensive experience of the association, good internal organization, understanding the importance of communication and the lack of competition. By contrast, the strategy has its disadvantages, such as: lack of resources, unsatisfactory measurement of effectiveness and the lack of strategy in terms of image-building. However, despite the threats coming from negative attitudes and problems coming from unsuitable approaches, the association is on the right track to improve the efficiency of communication strategy by using opportunities such as adjustments approach according to specific campaign objectives and communication target through optimization of channels of communication and media publicity-exploitation. Finally, this research has shown that communication and planning of communication differs significantly depending on its objectives. Accordingly, due to significant differences in the objectives of profit and non-profit organizations, there is a big difference between their communication strategies. What essentially differentiate communication strategy of profit-based and non-profit organizations are the motivation and the pursuit of the objectives of the employees themselves, which is far greater in the non-profit organizations.