Anyone do work pro bono or reduced rate work for charity?

I write two pro bono blogs a month and support a few other excellent charities in different ways.

A prospect asked me to spec a blog, and re-write a website. (It does read like Wuthering Heights, it has to be said. Words like – ‘bosom’ and ‘ruffled’, but not together, before you ask.)

In this charity only 5% of costs go to admin the rest to the charity – the model is good.
Then the crunch … a reduced rate, but then the horrified  ‘HOW MUCH??’ But…but this is a charity.’
Answer, ‘Well sorry, sunbeam, but it’s not MY Charity’.

I have the same problem with a Championship League team that I ghost-write for…
‘But, Paul, it’s, it’s for the CLUB’. (Like, I should clench my fist, slap my chest and sing the theme tune of the Alamo)

Answer…’Yeh but I’m a Villa Fan’.

Why is it that, in the field of commercial conflict, so many expect so much for so little……? (was that Winston Churchill?)