The facial expression of a victim presented in cause-related marketing (CRM) are an effective strategic tool that can increase participation intention of consumers by making them feel empathy and sympathy. In this study, we investigated how the victim's facial expression affect consumers' perceptions of the donation level in CRM. Specifically, we investigated the effect of the victim's facial expression in the message on the opposite perceptions (benefits/monetary sacrifice) of consumers about the donation level. In addition, we examined the influence of inspirational cues as a way to increase participation in CRM by reducing the monetary sacrifice perceived by consumers. To test our hypothesis, we conducted two studies. Study 1 indicated that when the victim's sad expression was presented, consumers perceived donation level as benefits, and the intention to participate in CRM was more positive as the donation level increased. However, when the victim's happy expression was presented, consumers perceived donation level as monetary sacrifice, and the participation intention was more negative as the donation level increased. And Study 2 showed that the inspirational cues dilute the interaction effect of the donation level and the victim’s facial expression. When the inspirational cues were presented, consumers perceived the donation level as benefits regardless of the facial expression of the victim, and as a result, donation level has a positive effect on the participation intention in CRM. Based on these results, we presented the academic and practical implications of this study.