Just because it's a non-profit doesn't mean the institution isn't out for all the money it can get its hands on. It means that there aren't owners who are able to get the profits distributed to them in some form. But having more money rolling in means a lot to the careers of college leadership, even if they don't own the university - they can expect more prestige and power, distributing travel grants to faculty in the underwater basket-weaving department and whatnot... and generally buffing their resumé in case any other interesting college wants to hire them away.