That's why a picture that's used for advertising costs more than one to be used in a non-profit organization's newsletter. However, whether the photographer or his representative charges for every separate use, or offers the buyer a one-time fee that covers multiple uses, depends on his business model. If he thinks he can get away with demanding payment for each distinct use, he'll try that. If not, he may sell all rights for two to three times the price and be done with it. If he thinks such a practice will alienate buyers, he may opt for a more generous licensing model designed to attract more buyers.
Many photographers mix and match business models.
It used to be that each sale by the agent resulted in a royalty for the photographer. Sometimes the photographer independently markets the same photos himself, leveraging his investment. If the buyer wants to use a picture for some other purpose, a special higher license fee will apply, and the photographer receives a royalty. In other words, there are no more hoops to jump through as in traditional stock photography, where each use is negotiated separately. Because it affects what you'll pay, how you can use the images you purchase, and the quality of the images you acquire.