Crowdfunding is a process of gathering donations from the general public that will provide capital for starting projects. It has been used in the past 10 years as a financial and marketing tool. As a financial tool it uses microdonations and thus avoids using more traditional financial sources. Promoting products, creating communication and value for customers as well as creating a brand are the most important elements of using crowdfunding as a marketing tool. In Croatia, crowdfunding has appeared in 2011 and its use grows by the year. Based on the research conducted through an online survey results related to knowledge, perception, opinion and recent and possible future behavior of subjects related to the use of crowdfunding were obtained. The results of the research that was conducted on 131 subjects show that a lot of them posses the knowledge of/ are well informed about crowdfunding and have already participated or are willing to participate in future campaigns, whether by giving donations or launching projects. One can also presume that the subjects that have never heard of crowdfunding represent a potential for growth in Croatia. Based on the research results it has been concluded that crowdfunding has yet to reach its full potential in Croatia. Crowdfunding is a good way to gather funds because it uses microdonations instead of traditional sources. It is also useful as a marketing tool because it can be used to efficiently promote, develop communication and relationships with customers as well as create a brand. In countries with lower economical development and a lower gross domestic product per capita, crowdfunding is an ideal financial and marketing tool for new entrepreneurs and start-up companies because it grants access not only to domestic but also foreign investors and markets. For investors crowdfunding platforms represent the possibility to affect the future of products, lower the risks of investments and enable access to products not usually available in their market.