It's called crowdfunding. A number of websites such as IndieGoGo are designed to connect individuals, businesses, and nonprofits with people who have extra cash to contribute to projects. You create a campaign that describes yourself and your project, and the donations just roll in....Well, not quite. You have to get the word out there with savvy marketing.
As an example, here's my own campaign:
Yes, the entire purpose of this post is to shamelessly promote my own campaign. I do think crowdfunding in general is a big yay, though.