Social media advertising emerged as an appealing way to increase the effectiveness of charity advertisement by motivating people to take positive social actions to improve the welfare of the subjects in the advertisement This study aims to determine the factors that influence the prosocial behavior of a social media user in response to charity advertisements that appear on their social media account. The conceptual model was tested using the Partial Least Square Structural Equation Model (PLS-SEM) based on the data collected from 1.515 Indonesian respondents. The results of this study indicate that the value of charitable advertising on social media is significantly influenced by perceived informativeness, perceived credibility, perceived emotional appeal, and perceived creativity. The value charitable advertising on social media significantly influences the pro social behavior of its users and moderated by the level of income. Thus, this research can be used by advertising agencies and practitioners in fundraising organizations in Indonesia to evaluate their charitable advertising in social media.