The third sector in Israel faces a competitive war of survival, to mobilize resources to generate social value. Poverty is on the rise. The disparity between the rich and poor continues to widen. Social welfare, education and health have suffered from enormous budget reductions, creating an ominous burden for the third sector. Not-for-profits consequently need to be innovative to find new methods for sustainability and growth. The enticing challenge of the business world, offers promising hope to initiate resources as a new income generating avenue.