Social enterprises create “models for efficiently catering to basic human needs that existing markets and institutions have failed to satisfy” (Seelos & Mair, 2004). A balance among social and financial goals determines the success of the social venture, since survival alone is insufficient to achieve social goals (Sharir & Lerner, 2006). By testing the impact of social vs. financial criteria on social enterprise decision-making, we shed light on the question of whether conflicting goals and shifting criteria may lead social enterprises to lose sight of their social mission.