I've charged a pretty minimal fee for when I do it. Basically enough to clear the cost of postage and prints. I charge so little because the people I'm shooting for don't have much money to start with, and like to give them a chance to have something memorable.
I offer some various options, and include the postage in those options. This alleviates the questions about postage from the parents. There are the memory mates (the most popular option), the wallets, the key chains (another popular choice), magazine covers, and a few other things.
I always have my name printed on the back of the shots, and I include my name and phone number on the packages I hand out. I've gotten a few follow up gigs out of it that I charge a regular sitting fee and such for.
In the end, I've looked at it as a get my name out there for word of mouth advertising, and it's beginning to reap its rewards. Only done it twice now.
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