I think there are ways to monetize anything, you just have to figure out how. This is something I have struggled with for years and I have done a lot of volunteer work in my life and read up on fundraising. "Not for profit" work does not mean there is no money involved. It is a different means to fund it and there are different priorities involved, but unless you want your project dying on the vine for lack of money, you need to look at possible ways to monetize it, even if it isn't well-suited to a for-profit/business model. However, I think to a large degree, for many things, that is a matter of choice.
TV: Sells ads
Cable: Sells channels
Radio: Sells ads
Satellite radio: Sells subscriptions
Medical care: Lots of not-for-profit hospitals and foundations out there.
Medical care: Lots of for-profit doctors, dentists, physical therapists, etc. out there.
And so forth.
EDIT: Please note I say this as someone who has been giving away life-changing/world-altering advice for years and has spent time hanging out with others who have been giving away their work for free for a long time. From what I have seen, those folks are mostly pretty bitter about it and the services they offer are seriously constrained by the lack of funds. I decided at some point I will make a profit at it or do something else. Nothing else makes long-term sense. It just isn't viable otherwise.
Peace.