Few studies have focused on voluntary work from a marketing-centric perspective. This study aims to clarify the impacts of donors’ perceived personal resource scarcity on volunteering intentions, by considering an important boundary role: recipients’ responsibility and the mediating role of perceived social worth. In Study 1, when they perceived their own personal resources to be scarce, the participants were less willing to contribute their time to help recipients with high levels of responsibility for their own plight. In Study 2, the direction of the means is in line with H1’s expectations, even though the results did not reach a conventional level of significance. In addition, in the case of the low-responsibility condition, across the two studies there was no difference in the volunteering intentions of those who perceived their own personal resources to be scarce and those who did not. This study found that an individual’s perceived social worth is an important underlying mechanism. The results of this study can be used by nonprofit organizations when developing their targeting and advertising strategies.