Over the past 20 years, microfinance has gained increasing importance in fighting against poverty. However, at the early stage of its implementation, microfinance is not easily and quickly accepted and adopted by the low-income family members, partially as a result of its characteristic of innovation when the financial product and operation are different from the existing and traditional ones. Then it arises the question of how to exercise the strategies of social marketing combining marketing efforts with the purpose of poverty alleviation. The existing literature about diffusion of innovation does not give enough effort on the study of dynamic process before innovation takeoff. This research gap will be of some implication to social marketing of microfinance practice. Our study aims to study the role of organizer-centered mobilization on microfinance diffusion, i.e., guarantors’ attitude and decision making behavior, when applying the mass critical theory in China’s society.