A non-profit has to have the intention of improving society. Whether their chosen means is (1) effective and (2) truthful are separate discussions. But an entity can actually lose non-profit status if it is found to be operated for the sole benefit of its higher ups, and is untruthful in its mission. It is typically very hard to prove though, just like it's very hard to successfully sue a for-profit CEO/president for breach of fiduciary duty.
