answer:You really have to look at your goals. If you are a non-profit, all of the proceeds that you take in minus expenses should go back into your endeavor. Also, being a non-profit requires certain auditing and accounting practices that are subject to review by the state (rules vary from state to state). You might have to have a board, etc. If you have, for example, an S corporation, you (and any partners) would split all of the proceeds after expenses.