The current paper outlines a unique marketing perspective that prevails in some informal education institutions in Israel parallel with "traditional modes of marketing", such as promotion, public relations and the like. Based on a case study research in five community centres, a service development based on active participation of the potential customers is discussed as a major marketing method in this organisation, and contrasted with "classic" models of the marketing process which have long been dominant in the non-education sectors. Practical implications for marketing informal education institutions are provided.