The need for more people to register as organ donors is a pressing concern. This preregistered experiment examined whether portraying a patient in need of an organ transplant as leading a healthy lifestyle (an “innocent victim”) can serve to increase people's intentions to register as post‐mortem organ donors. Participants not previously registered as organ donors (N = 348) were randomly assigned to an innocent identified victim, non‐innocent identified victim, or statistical victims condition. The identified victim was a 42 year‐old woman in need of a liver transplant. The experimental manipulation produced marginally significant effects on self‐reported intentions to register as an organ donor. Moreover, participants in the innocent victim condition were more likely relative to those in the non‐innocent victim condition to sign up on an e‐mail list to receive additional information about organ donation.