"To increase profits" is the obvious answer to the title. Otherwise very mundane, common sense updates. Just an engagement farming article.
[0] https://projects.propublica.org/nonprofits/organizations/261...
Those expenses could be anything and anyone.
They could be increasing rev to further increase expenses like salaries and exec pay. Not "shareholders" in a typical corporate business way, but still driving profits for a handful of key stakeholders.
Not a bad thing, just don't think non-profit = altruistic orphan saving factory.
Regardless, the idea that Sal Khan specifically isn't fundamentally serious about education and sees this as his personal golden goose is a special kind of cynicism.
https://www.irs.gov/charities-non-profits/charitable-organiz...
None of that means that employees of 501(c)(3) organizations can't earn competitive compensation. But I think they'd be on pretty slippery ground if any part of compensation was tied directly to revenue increases.