It is business.
Like most said, you're not in business to give things away or even constantly discount them. Some of the more expensive
signs we've done are the cast bronze plaques and all of them are always willing to pay their fair share towards 'Lost Ones'.
It's not a normal thing for two such happenings to take place so quickly, so if you're having a tough go of it..... do what you think is the right thing to do, but make sure you get enough so you can keep your doors open or they'll just find the next guy to do it.
We're doing one right now for a fallen deputy sheriff who died in the line of duty about two years ago...... just before his first child was born. The area around here is doing all kinds of things for him. We charged our normal rate and then I knocked about 40% off. They were all grateful and said I didn't have to, but I wanted to. You do what's in your heart. You can never go wrong following your heart.