I have been on the road for about 12 days now, visiting family in Kansas after speaking at a journalism conference in Washington, D.C. During that time, I have received quite a few emails asking me to comment on the New York Times story about the crisis at The King’s College in lower Manhattan.

As longtime GetReligion readers know, I taught seminars at The King’s College for five years after the semester-length Washington Journalism Center program moved there in 2014. I have friends and former colleagues at TKC and, thus, writing about this topic is quite personal.

Thus, let me stress that the following is a GetReligion commentary about the Times report — which is an important story and, frankly, quite good. It’s crucial — here’s that GetReligion theme, again — that it was assigned to a religion-desk reporter. However, the story, in my opinion, does have an important “ghost” in it, one that could be spotted by anyone who has dug into the details of recent academic and financial trends in Christian higher education.

Hold that thought. First, here is the double-decker headline on this news feature:

The Second Life of a Christian College in Manhattan Nears Its End

The King’s College, which draws students from around the country to Manhattan, has not been able to recover from enrollment and financial losses.

As is the case with MANY private colleges, before and after the coronavirus pandemic, this small college has fundraising issues, enrollment issues and then budget issues that are directly linked to enrollment issues.

To be blunt, many excellent private educational institutions are overly dependent on tuition dollars and lack the endowment funds to survive severe drops in recruiting numbers. For two decades Christian college leaders have known that they would face severe challenges after the passing of a giant wave of students from the giant Millennial generation.

Thus, Christian college administrations have been asking hard questions about recruiting and fundraising. Here is one way to look at it: The concerns of donors, church leaders and parents are not (#DUH) always the concerns of potential students. However, a Christian college cannot survive without loyal donors, church leaders and parents willing to send their children — the ultimate investment — to a specific college.

The raises a painful question: Should small Christian private schools case a “wide net,” seeking as many students as possible (period), or focus on “mission fit,” seeking students from homes and pews that strongly support a school’s core values and programs?