Our newly introduced elective course "Charity Marketing and Donor Management" was very well received by our 2^nd-year students last winter semester. After some initial theoretical inputs, students got the chance to apply their knowledge on exciting practical projects in cooperation with Caritas Vienna and the Austrian Red Cross and gained valuable insights into subjects like donor acquisition, blood donations management and donor retention. Marketing in social and non-profit settings certainly constitutes a special challenge, as maximum output needs to be achieved with very limited financial resources. Nevertheless, it is an exciting and meaningful area of marketing with great potential.