This article aimed to identify, from the user and the company’s point of view, what leads to engagement with social applications that contribute to sustainable development. In the research design, a qualitative, exploratory approach was used, based on the inductive nature of obtaining data through a case study. Multiple sources of evidence were used, which allowed data triangulation. After data collection, the content analysis technique was used using the CAQDAS/Iramuteq software. The results indicated that the subcategory “Impact of effective altruism” was the one that had the most significant presence of textual body among the comments of users since effective altruism is configured as a fundamental element, in which the motivation to volunteer is a donation. In users’ comments, the sensation of “warm glow” was observed, a model in which the agent gains utility in the act of donating. The “Motivating about volunteering” class, on the other hand, had the smallest textual body due to users having difficulty perceiving the app as a means for the practice of volunteering. Thus, the application modifies the flow considered traditional fundraising for social causes and innovates by offering a more straightforward and more casual way of carrying out voluntary work.