In my experience a critical element to removing the monetary award from adventuring is to get player "buy in". What I mean is that the players must "buy in" to the concept that they are not adventuring to make money and that adventuring will not make them rich.
I stumbled onto this in my last campaign completely on accident. Before starting I had each player fill out a character background sheet. It had all the standard biographical information (Mother, Father, Siblings, Place of Birth , etc.) at the bottom I added Short Term Goals and Long Term Goals. Not a single player listed money or wealth as either for their character. Sure, the "fighters" wanted to master their warcraft, the "wizards" wanted to master their spellcraft, the "clerics" wanted to be the preimminent servant of their greater power, the "rogues" may want wealth. However, since the established path to wealth is that of the merchant, or the nobility, the "rogue" should jump at any chance to "go legit" and pursue their monetary bliss.
With the character backgrounds in hand, I spent more than the next two years (gaming weekly) offering the characters opportunity to seek their goals without monetary reward. Occasionally they were able to make the adventure it's own reward (ala the dragon being it's own reward). However, it was only the introductory scenario (the return of a prominent merchant's daughter) that offered a reward of money.
Hopefully this post doesn't disappear when I attempt to post like it did the first time I tried to a few days ago.