Sure, but that money isn’t going to shareholders is it? Why would the school’s management want to make that number bigger?
If you wanted to justify further pay increases this would be the best strategy - if you have an operating deficit you'll be under pressure to cut staff or pay.
Again I'm being very cynical here and I have no idea if this is actually happening. Just speculation.
It literally is. "Non-profit" is a particular way of doing accounting, categorizing funds, filing taxes, but the incentives and interests are no different.