Many charitable organizations have tales to tell designed to take their consumers through different emotional stages and enhance donation intention. This study was intended to investigate whether charitable organizations’ storytelling influence on donors’ mood variation and donation intentions and how the effect can be different according to the regulatory focus of consumers. The empirical analysis showed that storytelling increased both consumers’ moods and donation intention and influenced promotion-focused donors’ mood variations more than those of prevention-focused donors. Positive messages related to opportunities thanks to donation also had more positive effects on promotion-focused donors’ mood variations. These positive storytelling messages increased both donors' moods and consumers’ donation intention. It was confirmed that the relationships between regulatory focus levels and donation intention were mediated by these mood variations.