This research aims to analyze the factors that precede the intention to donate as the Santas Casas de Misericórdia. For this study, we used the modeling of selected equations through the research method. A survey was conducted with an application of questionnaires, composing a sample of 446 individuals. The proposed model demonstrates that the builders credibility, trust, commitment, typicality and empathy obtain results that confirm as antecedents to the intention to donate. From the analysis of the results obtained by this research, it was found that the typicality is the variable that most influences an individual's intention to donate.