like i say previously, i do it volunteerily... i holds a full time job and the maintainence of the website doesn't cost that much at all... i guess for me, if the visitorship rate is high, i'm already happy already, cause it means that people appreciate my work...
do you read science fiction? see
www.baen.com ; they provide many of their published books for free.
i bought something like 100+ online books from them, after reading the books they make freely available.
anyway, there's this story about using "appreciation" as a currency. if "appreciation" or "admiration" can be monitored, then people will be motivated to do things that other people appreciate or admire. in short, the reward people seek when doing things is no longer $$, but to be admired or appreciated. if i can locate it, i will post the title here.