Cause-related marketing has been the source of a great number of research. A research line has focused on external factors that influence donors’ behaviors. Notwithstanding, not much is known about the effect of the role played by the type of message and transmission means used on donor’s behavior. This work focuses on the relation existing between the type of message and the printed media vis-a-vis the desire to help and empathy. The results obtained in an experiment show that the rational messages in printed media significantly affect the intention to help and empathy.