Many people, especially in the non-profit sector, actually associate profit with a lot of negative things. We then often automatically equate profit with exploitation. But maybe it's time to change that. And then we can still decide whether we have a "for purpose" or a "for values" or "for whatever" organization, but then at least we finally get out of the negative pendulum movement.
Doing what your heart calls out to do seems like such an easy thing. But sometimes it's the hardest of them all.