<p>This research introduced two new orientations describing how individuals engage in a cause: to serve the cause or to serve oneself through the cause. Study 1 (<i>N</i> = 435) validated a new measure of the orientations to Serve and to Serve Oneself. Studies 2 (<i>N</i> = 343) and 3 (prospective design, <i>N</i> = 178) investigated the personal and organizational consequences of these orientations as well as the role of passion for a cause as their determinant. Harmonious passion mostly led to the orientation to Serve, whereas obsessive passion led to the orientation to Serve Oneself. In turn the orientation to Serve positively predicted adaptive personal (e.g., well-being) and organizational outcomes in both studies. Conversely, the orientation to Serve Oneself positively predicted counter productive organizational outcomes and limited adaptive personal outcome. In sum, the findings identify two novel orientations that characterize individuals’ involvement in a cause, along with their determinants and consequences. Our results emphasize the personal and organisational implications of these orientations and stress the need to further investigate their impact.</p>