As a new model for funding charity projects, the donation-based crowdfunding uses Internet to raise money from public in a more transparent and supportive way. It stimulates the development of philanthropy in China. However, few studies have investigated factors affect the success of such projects, even though it plays an important role in the growth of donation-based crowdfunding. Based on the elaboration likelihood model (ELM), the paper empirically analyzed the factors influencing the fund-raising result. Data from the donation-based crowdfunding platform-Tencent Lejuan, was collected and analyzed. The results showed that the founders' credibility ignificantly impacts the projects financing ratio. Besides, for project description, pictures help to raise public awareness of the charity projects to improve the likelihood of project success. But too many words reduce donors' intention to donate. Last but not the least, projects with target amountmultiple goals encounter difficulties to succeed.