@jries: I am reminded of when I worked in the box office of an equity theatre many years ago one summer in my youth.
One afternoon, I overheard a conversation between the theatre's General Manager and the Box-Office Manager. (For those not in the know, the two head honchos of any theatre are the General Manager and the Artistic Director.) They were talking about ticket subscriptions, and how they needed to sell more subscriptions to raise their profits.
Naive teenage me piped up, "But I thought we were not-for-profit."
The General Manager, a big, burly old man, let out an enormous boffo, put his hand on my shoulder, and said, "Kid, every business is for profit."