In any way that the owner believes is correct.
This is one of the premier herp sites on the web and I think it is important for it to be well funded. There should be no martyrdom or death marches to sustain caudata.org. It is run at a level that is exemplary and most professional. If ads will help the owner recover some value for his time, so much the better. I am pleased to be a multi-year donor. I will continue to do so no matter what other tactics are employed.