Minewater introduced a new type of cause-related campaign by providing voluntary donation alternatives to the customers. The purpose of this study is to investigate these effects of customers’ voluntary donation at a selective cause-related marketing campaign. For this purpose, this study developed three types of advertisements. First one is a general ad to introduce the brand characteristics. Second ad is a traditional cause-related campaign to explain company’s donation for social cause with the customers’ purchase. Third ad is a selective cause-related campaign that provides donation alternatives to the customers. In this case, consumers can purchase the brand and pay additional money for a social cause. This study collected a data about customers’ responses to three types of ads through the on-line experimental survey and analyzed the differences in consumer responses. We found 1) customers showed more favorable evaluations to the new type of a cause-related campaign compared to the general ad, 2) not a few consumers selected voluntary donation with their expenses, 3) In that case their repeat purchase intentions were increased. Finally, we summarized the results, discussed theoretical and practical implications of this study, and suggested future research directions based on the limitations of this study.