I'd rethink that.. there are DOZENS of ways they can make money off that.
Consider this.. ALL FUNDRAISING assets are centrally collected and disbursed. Every single donated cent goes through the central office. EVERY LAST one. When you have control of the flow of funds..that makes for impressive amounts money.
That doesn't even include what shorting stock on a protested company could do or other ways a PETA action can effect a company.
I'm not saying that you couldn't, but PETA is a registered not-for-profit and they're revenue stream is several hundred million a year. That obviously sounds like a lot of money, but as an organization with hundreds of employees supporting a network of millions of supporters worldwide, they're pretty much exemplary as far as cost-effectiveness goes. The major players within the organization are by and large independently wealthy, and unlike many similarly sized not for profits, don't exactly enjoy the same 'company perks'.
PETA finances are monitored with unrivaled scrutiny by watchdog organizations, due largely to the fact that they have in the past given funds to the Animal Liberation Front and Earth Liberation front, both of which have claimed responsibility and been investigated for acts of domestic terrorism.
You want to see a not-for-profit that abuses their status? Investigate any evangelical minister syndicated television appearances, or hell, the church of scientology.