Photographers, do yourself a favour and read this article by US brand strategist Patty Soffer:
Freebies are the scourge of freelance workers everywhere. Beginners notwithstanding (yes, we all pay our dues) many are tempted to work for free because they believe it will lead to paying work. News flash: it won’t. It leads exactly nowhere. When the un-payer decides to ante up, they hire someone else because they want to work with professionals who value themselves. Clearly you don’t if you were willing to give it away for nothing.
– Patty Soffer
When someone asks you to work for free, it means they think your photography is worthless. When you work for free, it means you agree.
The best situation is to charge what your photography is worth. But if you must offer a discount, rather than work for free, simply charge less than what your photography is worth but more than what it costs.
