I would suggest you simply ask them what they have anticipated for budgeting for this. You could also ask them if they had a concept as to how many tags you might be asked to do and how frequently.
If they ask what you'd charge for the donut, say "$100,000 but you're free to make a counter offer."
There is a really good reason why talent use agents. It's very hard to be the negotiator for the product and the product itself. If this looks like it might be a long term thing and have some potential, contact a talent agent and tell them you're a voice actor and you need representation to help you negotiate a long term contract.
This is one way of potentially getting representation.
Hmmmm, wonder if Vic reads these boards? Might be a good one for a certain Cleveland talent agent many of us know.
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