I'd want to include a sort of general donor awareness plug, too. How many people in general are dying on the list every year/month/etc. Just a quick note that they could consider giving this fabulous gift of life to anyone who matches, not just the person mentioned. Maybe that's just me, but I think I'd feel like it was a plea for help for anyone, not just me, and therefore less chance of the "emotional manipulation" you aren't comfortable with. Maybe a link to an article about a successful live altruistic donor, like Jenna's, or one that was more local? An example of it happening in the real world can't hurt.