The measure of success for a not-for-profit (NFP) organisation will vary from one NFP to another because differing purposes will drive different outcomes. An integral aspect of determining mission is fixing on governance arrangements. In addition to governance requirements and ensuring confidence in the currency of NFP institutions activities, a Chief Executive Officer (CEO) must, all the while, have a clear eye on necessary economic inputs in achieving the desired brand recognition. Whilst any NFP CEO will need to be mindful of the drivers of a quality brand, he or she cannot avoid the real challenges that exist around the regulatory framework for NFPs. The bulk of NFP organisations are unincorporated entities. The regulatory demands and changing face of government and community expectations of not-for-profit organisations has probably never been as challenging as it is today. The requirements for tax exemption or tax deductibility will vary depending upon the status of the NFP.