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@stevo_com
The manufacturer will be selling at that price to retail as the shops will be buying more of them and more frequently. Offering the same to you who does not give them the same incentive is doing you a big favour. By all means ask for more if you need it but they certainly aren't stiffing you.
Ultimately, I reckon your main point here is the bigger the discount, the bigger the donation you will be able to make to the charity. Think of a figure you would like to pay, go in with that and say "If you are able to sell us the bike(s) for X, that would help us reach our target of Y"
The shop will be very unlikely to agree to make a loss unless it is a charity they are affiliated with or the owner knows personally etc. In fact, selling to you at cost is actually costing them money by the time you factor in all their overheads and so on.
The manufacturer has more room to move here, you just have to convince them to lower their price and take less profit from the sale.