Businesses simply don't work that way. They must minimize their costs, otherwise their competitors will and they'll be out of business. It's impossible to justify donating money without good reason.

For small business owners the reason might be to donate out of the good of their hearts, but as soon as companies have more owners (ie. just about every large business) that reason disappears.

Other reasons that can still work are publicity, advertising, support contracts, future continuity, custom development etc. Unless the team can find a win-win solution that gives businesses something that they want that they can't otherwise get for free, this situation will continue.