You might want to read books by Ayn Rand. I don't agree with a lot of what she says, but you may find somev alue in her value-for-money approach.
Money is a form of value, just one that can be traded for many, many other kinds of value in an easy manner. These people seem to be wanting you to give them money without giving corresponding value back for it. As Steve might say, they're asking you to enter into an abusive relationship with them. Or a charitable one. But as I understand it, you're running a business, not a charity.
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