This thesis deals with the image factors of the Contact Center Netopeer - Multi-Purpose Drug Service Znojmo, which is one of the subsidiaries of organization called Sdružení Podané ruce, o.s. The theoretical part focuses on the gathering the information concerning the individual aspects of organization image and its following application on civil society organizations. I determine the factors, which influence a good name of the Contact Center - Netopeer from the employees', clients' and public's point of view, with the help of the qualitative research method. Research shows that the important image factors for this organization are: staff behavior during the communication with customers and clients, helpfulness, efficiency and responsibility of the staff, staff competence and professionalism, trust of customers and clients in the institute, quality of offered products, services and ideas and hygiene, cleanness and aesthetics of the institute premises.