You have an application with many happy users, but they're asking for more functionality.
How about a donate button to add on individual features? This allows the site to remain free and open to everyone while still collecting revenue in addition to advertisements.
1. You have a working app that people like.
2. You have a set of new features that are being requested by some users.
Seems to me that the obvious solution is to bundle all of these new features, create a "premium account", and charge a monthly fee to those who wish to upgrade.
Voila!