A recurrent observation in the field of organ donation is that organ demand exceeds supply. Organ donation promotion is therefore required in order to diminish this gap. In this article, we focus on post-mortem organ donation and review psychosocial literature contributing to identify firstly, the determinants of donation, and secondly, the factors likely to increase the efficiency of donation promotion campaigns. Finally, we discuss the theoretical implications of our review and advance promising avenues for future research. © 2013 © 2013 Taylor & Francis.