The emergence of pro-social ventures—such as social, community and sustainable businesses—is substantially motivated by the compassion of the founders and involved organizational members to support the well-being of others. Thus, a critical challenge for pro-social ventures is to incorporate joining members’ pro-social motivation—a common, temporal psychological state promoting the welfare of others (Grant, 2007)—to energize and maintain members’ commitment to collectively engage in achieving the venture’s multiple objectives, such as environmental stewardship, social responsibility and wealth creation. Within this context, our study builds on positive psychology and the theory of emotions in social movements to approach and question how do entrepreneurs manage member’s attachment to and engagement in pro-social business venturing?