<p>This study examines the ongoing debate on the effectiveness of hopeless versus hopeful appeals in motivating donation behaviors, utilizing the cold-hot system theory. Two national survey studies (<i>N</i> = 1,892) and a laboratory experiment (<i>N</i> = 360) were conducted, focusing on diverse demographic samples, including variations in age, gender, income, and education background. The findings revealed that hopeless appeals, processed through the emotional “hot system,” were most effective when individuals experienced high levels of negative emotions, but their impact diminished as these emotions subsided. In contrast, hopeful appeals, which engage the rational “cold system,” led to more stable donation behaviors, as they prompted individuals to base decisions on long-term, rational considerations. This research makes two key contributions: first, it introduces the cold-hot system as a framework for understanding the differential effectiveness of emotional appeals, highlighting both the short-term impact of hopeless appeals and the sustained influence of hopeful appeals. Second, it provides practical implications for nonprofit marketers, emphasizing the importance of aligning advertising appeals with the emotional focus of potential donors. Marketers can use these insights to craft more effective, context-driven fundraising campaigns that maximize both immediate and long-term donation outcomes.</p>