This article explores the concept of competition as perceived by the nonprofit organization (NPO). Based on a series of case studies, the article examines the NPO’s response to competitive analysis within a strategic planning process. The findings suggest that despite behaving competitively, both for funding and in the marketplace, the NPO’s direct, mindful encounter with a distinctly market orientation engenders a reinterpretation of the concept of competition, aligning it with a nonprofit, value-centric mindset. In parallel, the imposition of competitive demands on the NPO may trigger a counterreaction in which the nonprofit launches a reexamination of its organizational identity. This process, in which the NPO may question the justification of its very existence, can generate significant emotional turmoil. The case study findings suggest that the outcome of this process may be the reinforcement and amplification of the organization’s social orientation.