International Journal of Academic Research in Business and Social Sciences December 2014, Vol. 4, No. 12 ISSN: 2222-6990 152 www.hrmars.com Social Entrepreneurship Practice in Malaysia - The Case of Social NGO Dr. Fakhrul Anwar Zainol Faculty of Business Management and Accountancy, Universiti Sultan Zainal Abidin (UniSZA) Gong Badak Campus, 21300 Kuala Terengganu, Terengganu, Malaysia. Email: fakhrulanwar@unisza.edu.my Dr. Wan Norhayate Wan Daud Associate Professor, Faculty of Business Management and Accountancy, Universiti Sultan Zainal Abidin(UniSZA) Gong Badak Campus, 21300 Kuala Terengganu, Terengganu, Malaysia. Email: wnhayate@unisza.edu.my Dr. Zulhamri Abdullah Associate Professor, Faculty of Modern Language and Communication, Universiti Putra Malaysia (UPM) 43400 UPM Serdang, Selangor, Malaysia Email: zulhamri@upm.edu.my Dr. Mohd Rafi Yaacob Associate Professor, Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan (UMK), 16100 Kota Bharu, Kelantan, Malaysia Email: rafi@umk.edu.my DOI: 10.6007/IJARBSS/v4-i12/1335 URL: http://dx.doi.org/10.6007/IJARBSS/v4-i12/1335 Abstract This study scrutinises innovation, proactiveness and risk taking as indicators of effectiveness of a social NGO within the context of urban poverty, using Global Outreach as a case. This study begins with the introduction of brief background of organisation. Later,innovation, proactiveness and risk taking which are the gists of the content of the paper are discussed at length. As far as this case study is concerned, Global Outreach is effective enough. Capitasing on amended model of Grameen’s model to suit needs and wants of urban poors, Global Outreach implies innovation, this is achieved because of proactiveness of staff. At the same time the ability of the organisation to deal with risk taking is verified. Organisational effectiveness of Global Outreach is well demonstrated when it able address urban poverty - almost 70 per cent of women borrowers are above the poverty line.