Free is not a magic bullet. Giving away what you do will not make you rich by itself. You have to think creatively about how to convert the reputation and attention you can get from Free into cash. Every person and every project will require a different answer to that challenge, and sometimes it won't work at all. This is just like everything else in life -- the only mystery is why people blame Free for their own poverty of imagination and intolerance for possible failure.
Is the most costly thing in your association a poverty of imagination and intolerance for possible failure?