Incentives, such as funeral expense reimbursements and direct payments for surviving families, have been suggested to increase organ supply from post-mortem donors. Following Heyman and Ariely’s 2004 findings on the impact of gift labeling and reward magnitude on behaviors in altruistic environments, this study utilizes a full factorial survey design to examine subjects’ moral assessment of funeral benefits and cash prizes, and the effects these incentives had on the willingness to provide family consent (WTC). Regression analysis showed that funeral aids, when presented as gifts, outperformed direct payments in all ethical principles. Furthermore, a full funeral service without a revealed value was found to increase WTC by 8.5% from the current system.