This study is performed to examine how mixed (positive and negative) emotion appeal in donation ad increases its effect on donation intention. For this purpose, it was predicted that there is a difference in perceived ability of donation recipient between negative and mixed emotion appeal conditions and perceived ability of donation recipient affects donation intention. Also it was predicted that construal level moderates the relation between emotion appeal and perceived ability of donation recipient. Results indicate that perceived ability of donation recipient was more positive in mixed emotion appeal than in negative emotion appeal and perceived ability increased donation intention. Next, interaction effect of emotion appeal and construal level on perceived ability was significant. Finally, moderate mediation effect of construal level and perceived ability of donation recipient on donation intention was found in such a way that emotion appeal affects donation intention through perceived ability of donation recipient and this indirect effect was moderated by construal level (study 1). Also this moderated mediation effect was found when dependent variables are favorability of donation organization and long term donation intention (study 2). Implications of the study findings for researchers and practitioners and future research are discussed.