As someone who runs a charity, it surprises me how often people equate "non-profit" with "doesn't get paid" or "does everything for free". Non-profits still need money, they just don't use that money to make profit that is paid to shareholders. Instead, they use the money to further the stated objectives of the organisation.

NB: I'm not trying to imply anything about whether Anna's Archive is non-profit or not. Just that the fact that it aggressively tries to raise money isn't a relevant factor.