At McDonald's, there's a very obvious causal relationship between paying some money and getting a hamburger, so of course people pay. With nginx, you just apt-get install your hamburger, and you're done. Donating would hardly ever come to your mind in that process.
Convincing your boss you need to pay $1500 for a software license for some core software is fairly easy and all companies have procedures to handle it. Convincing your boss that you should donate $1500 to some open source hacker in Russia who wrote the web server you use is much much harder and there may not even be procedures in place.
Hint: not enough to support yourself + wife + children.