Engaging consumers on the prosocial actions by brands is an important part of the sustainability agenda in many companies. However, research to date finds that often times the content strategies used to communicate prosocial actions do not match the success of promotional messages. We use construal-level and attribution theory to propose content strategies that can increase the engagement level of prosocial communication and test our hypotheses using a database of over 1,300 prosocial and promotional messages on Facebook and Twitter across 18 brands.