This article looks at the use of advertising in the non-profit sector, which is a new phenomenon in Czech society. Using the focus group method, the author aims to examine the reception of this type of advertising among various social groups in Czech society. The analysis is based upon the axiom of the dialogic character of every semiotic act. It notes the conditions under which the offer of dialogue from the side of the advertisers, which is conveyed through the advertising campaign, is accepted or refused by the focus group members. In the analysis the respondents did in fact interpret non-commercial advertisement as having dialogic relevance, given their deliberations on who was saying what to whom and why. Special emphasis is placed in the article on methodological issues. It is argued that focus group discussions represent a specific type of communicative situation and, therefore, it is necessary to consider the specifics of this communicative situation when analysing data and interpreting results.