Maybe this is cynical, but part of me gets nervous when I hear an org say they're "not for profit" or "non-profit." First, there's nothing wrong with making a profit. Last time I checked, profits are good. If something is making a profit, that likely means their business model is such that theyre providing value customers/users find worthwhile, else, no profit. Secondly, everyone does things for some reason. The "profit" may not be monetary, but there's something gained: maybe reputation, even a feeling of having done something good.

Not criticizing Proton, I like their products a lot, use them, and hope they do great, just writing generally here.