Considering the influence of the media on society, we can ask ourselves how media content contributes to our education, awareness, understanding social phenomena and democratic freedoms. Assuming that the media are the foundation of democratic system, we can consider the economic impact on the media to be achieved through the representation of content. In other words, we can talk about the different ways of financing the media. During the advocacy for the freedom of the media, often pay attention to the non-profit media, resulting voluntary organization of participants. Non-profit media operate through content that covers topics relevant to the particular community where people often participate in the production of media content With this work we attempted to show the contribution and specificity of non-profit media in the development of civil society in the Croatian media scene. In this way an attempt was made to point out the possible connection between media coverage and civil society activities in the context of contemporary social processes and trends.