The original scheme was the Site Associates where you paid jv some money for a T shirt and that helped towards upkeep.
Then there was trade sponsorship and then the ads up the top.
Another forum I'm on recently asked for donations. That was a tenner but a much smaller site than this.
I dont see an easy solution as some people are more than willing to cough up a few quid, but the vast majority wont! and annual subs would be a pain to administer!
I guess if jv needs some cash he'll ask.