It’s always been a grift. The lawyers who founded it did so to take advantage of the various tax breaks given to non-profits. And back in the early 70s, there was a plethora of old racist Southern Democrats on whom they could focus their activism on. But by the 2020s, the demand for racism far outstrips the actual supply of racism, so their grift is slowly drying up as well. Plus they have to manufacture their own racial conflict, which leaves them exposed to claims of defamation. So they’ll try to milk their grift for as long as possible before the whole apparatus falls apart.