This research aims to explore the impact of the principal worth-creating initiatives in hybrid business management models. The methodology applied is the theory of the forgotten effects, which assesses some direct and indirect relationships to determine causes and effects in the value-creation in non-profit organizations. The main contribution of this study shows that the non-foreseen causes, at least in the first instance, affect remarkably to the generation of value in non-profit organizations. A case study has also been provided to solve decision making problems under partial information.