In light of the slow global economic recovery, charities have struggled with resolving problems caused by insufficient donations. Therefore, previous media image strategies used in charity promotion campaigns have become a vital aspect requiring re-examination. This study examined five types of media images featuring people with mental disabilities that were presented in advertisements published by various charities. The images were categorized into frontals and profiles based on the line of vision of the featured characters. We investigated the effects of these types of image on eliciting the willingness to donate and enhancing the images of people with disabilities as self-sufficient individuals. The results show that, compared with the advertisements featuring frontal images, the advertisements featuring profile images were significantly more effective in eliciting the willingness to donate and enhancing the images of people with disabilities as self-sufficient individuals.