Donations provide the main source of funding for charitable organizations. Since 2007, financial donations have declined greatly as a result of the global economic turn down making it increasingly difficult for charities to operate. Encouraging donations from willing parties should be the first priority of charities if charities are going to be able to sustain their work. The purpose of the study is to investigate the behavioral intentions of those making financial donations; the theory used to plan the maintenance of the charity’s brand image was used to build a research framework and to explore the behavioral intention of those making financial donations and the factors influencing those charitable donations. In this study, a questionnaire survey was used to query research subjects who were people at least 45 years old who were living in Nantou County, Taiwan. 370 valid questionnaires were collected. AMOS18.0 software was used to verify and analyze the fit of the research model. The results showed the subjective norm of a patron’s donation attitude, perceived behavioral control and brand image have a significant positive impact on the behavioral intention of those making donations. The subjective norm and brand image had the highest and second highest impact on donations, respectively. In addition, the subjective norm and brand image also had a significant positive effect on the attitude of patrons toward making donations. Gender had a moderately significant effect on the brand image of charity and intention of patrons to make or not make donations. Brand image of a charity easily affected male patrons in their intention to donate. The explanatory power of the research model reaches 64% and indicates that this model can effectively predict and explain the behavioral intentions of patrons making charitable donations.