This study explored the utilization of digital marketing to enhance satisfaction, perceived brand awareness and participation and investigated the role of Customer Relationship Marketing (CRM) in the non-profit organization, the Republic of Korea National Red Cross. This study conducted in-depth interview with experts and applied survey data collected from the Republic of Korea National Red Cross. This study applied regression analyses to test hypotheses. The results of this study found that effects of information quality, recency, usability, aesthetic aspect, participation, and cognitive ability on customer satisfaction were significant. This study provides managerial implications how the e-CRM strategies play a key role to strengthen customer-centered strategy for non-profit organization’s public marketing.