When Uncle Marvel/Dudley first started Shazam, Inc., it was a bit questionable what his motives were. He took reward money for helping a man from being robbed. Mary Marvel told him, "I'm surprised at you Uncle Marvel...we Marvels never accept pay for our fight against evil!" Uncle Marvel/Dudley assured Mary Marvel that all the money Shazam, Inc. makes will go to help the American War Drive (America was in the midst of fighting in WW II at the time)!!
In each of the stories with Mary Marvel, Captain Marvel and Captain Marvel, Jr., Shazam, Inc. was called on to help someone in trouble. In Wow Comics #18, it was protecting a man from revenge, in Captain Marvel Adventures #43 Shazam, Inc. had to fill in as carnival workers to help the owner from losing his business, and in Master Comics #61 they helped a man who had his life threatened! In each case, the money earned by Shazam, Inc. went towards the American war effort or to help a charity.
Uncle Marvel/Dudley started Shazam, Inc. as a non-profit organization and throughout the pages of the Marvel's comics, it was seen as a great organization that did good for those in need!