Nonprofit Doing What it's Passionate About and Generating Revenue

There is a saying in the world of small business: do what you love and the money will follow.

Well, I don't know the finance specifics but the Idelshon Society in New York is about preserving Jewish music and a by-product -- special muscial releases.  I imagine that the market is not necessarily huge while at the same time there is likely enough demand to more than cover the costs of this nonprofit's efforts.  The real challenge: a really good communications strategy.  At the same time, having the New York Times take an interest is a reasonable strategy to me.