[Anderkent]

Well, "non-profit" is just shorthand for "non-profit company", right? At least that's what I'm used to, though googling now seems to bring up "non-profit organisation" as the more popular term...

Regarding 'terminal' and 'instrumental', perhaps the better descriptors would be 'direct' and... uh, not sure, let's take indirect by symmetry.

The direct goals of a company is to make money. The reason we want to have organisations that focus on making money is because .. (we believe that organisations with larger positive impact are better posed to make more money, we want to harness the self-interest to improve efficiency, etc etc). The point is just having a company that makes a lot of money but doesn't improve the world is counterproductive.