The purpose of this mixed-method study is to understand the role Advancement plays in addressing the financial needs of Christian colleges, particularly institutions in the Council of Christian Colleges and Universities, since the Great Recession as well as during the COVID-19 pandemic, through the lived experience of Chief Development Officers and Chief Financial Officers at eight institutions. In addition, this study sought to explore Advancement strategies and tactics to address the growing challenges related to the unfunded tuition discount resulting from declining enrollment and changing attitudes about the value of private Christian higher education. In the analysis of the quantitative and qualitative data, 10 themes emerged and may be relevant for practitioners as they consider their own financial challenges, including advancement's potential to serve as part of the solution. The study found that (a) institutional change is under way, albeit at varying levels; (b) expense reductions including personnel have occurred and will continue; (c) serving as one of the revenue-producing departments on campus, Advancement is often misunderstood and this can lead to decisions with unintended consequences for future philanthropic revenue; (d) this misunderstanding can be witnessed in regard to the ever-increasing demand to increase the unrestricted annual fund as a means to balance the budget; (e) the sample population experienced mixed fundraising results in fiscal year 2020 (FY20), with some increasing results over FY19; (f) institutions expressed a need for new facilities to attract students ahead of a decline in college-bound students in 2025; (g) enrollment and the unfunded discount rate have created significant declines in net tuition revenue; (h) institutional debt varies widely among the sample population; (i) institutions reported strong support for their mission and Christian purposes from their board, president, alumni, and donors, but they also experienced mission-related pressure around social and political issues; and (j) the hypothesis of this study was confirmed that institutions have increased expectations for Advancement performance, among other strategies, to enhance their immediate and long-term financial viability. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com.bibliotheek.ehb.be/en-US/products/dissertations/individuals.shtml.]