Ukrainian charity today stands at the crossroads of challenges and opportunities. The annual study by Zagoriy Foundation and Info Sapiens, which surveyed 2,400 Ukrainians and 400 representatives of non-governmental organizations, provides insights into the sector from the perspectives of its various participants—donors, aid recipients, and experts. Sometimes, these perspectives align, while at other times, they differ drastically, highlighting the complexity and dynamics of the field. As civil society organizations navigate the challenges of war, relocation, resource depletion, and searching for new approaches, the study captures the achievements, challenges, and conflicting trends shaping modern charity. Find out below what has changed, what has been accomplished, and where more effort is needed.
The full version of the study is available at the link.
Prevalence of charity: Ukrainians remain compassionate
There is a common belief that by the third year of Russia’s full-scale invasion, society is exhausted and unable to sustain charity at a high level, while representatives of the nonprofit sector are less effective due to burnout. However, the study results show that charity remains a priority for society.
Charitable engagement of Ukrainians remains steady at 86% since 2022 (Figure 1). At the same time, the share of people who donate has been steadily increasing—from 53% in 2019 to 73% in 2024 (Figure 2). The proportion of volunteers is also growing, even compared to 2022.
Figure 1. Have you personally participated in charity, helped someone (financially or by actions), or engaged in volunteering over the past 12 months? (% of respondents who answered “yes”)
Figure 2. Shares of those who donate and volunteer
However, the format of support has changed compared to the beginning of the full-scale invasion. The impulsive volunteering of early 2022 has partially evolved into a regular activity for some and into other forms of charity for others.
The charity prevalence index is slightly lower today than in 2023 but remains significantly higher than in 2021 (Figure 3). A similar trend can be observed in Ukraine’s position in the World Giving Index ranking (Figure 4).
The World Giving Index (WGI) annually assesses the level of charity in different countries based on three key indicators: the percentage of people who helped a stranger, made financial donations, and engaged in volunteer activities. The study is conducted by the Charities Aid Foundation (CAF) in collaboration with Gallup and is based on a survey of over 140,000 respondents in more than 140 countries. This approach makes it possible to evaluate not only the scale of financial support but also the overall level of social responsibility within society.
Figure 3. Charity prevalence index
Note. The index is calculated as a weighted average of the prevalence of charity perception, based on responses of Ukrainians to the question: “In your opinion, how widespread is charity in Ukraine?” where 0 = not widespread at all and 10 = very widespread.
Figure 4. Ukraine in the World Giving Index
Thus, despite the physical, moral, and financial exhaustion of the third year of full-scale war, the civil society sector and the public continue to support each other, demonstrating a high level of engagement in charity.
Iryna Hrytsaienko, CEO at Zagoriy Foundation:
“We at Zagoriy Foundation have been conducting nationwide charity studies for several years in a row. Based on the collected data, we can assess the state of the sector, identify challenges, and develop well-grounded strategies for our social projects. This research is also a conscious effort to provide Ukraine’s nonprofit sector with the data necessary for its work.
Why is it important to measure these indicators over time? According to the Charities Aid Foundation, which annually compiles the World Giving Index (WGI), Ukraine ranked 150th in 2010 but raised to the second place in 2022. Indonesia has topped the ranking for the seventh consecutive year because charity is deeply embedded in its religion and culture. In our case, charitable giving is a response to threats and crises, an emotional reaction to unfolding events.
In 2024, Ukraine dropped to seventh place, yet the level of engagement remains high, as evidenced by our research. Our collective task is to ensure that we do not return to previous levels. Instead, we should transform our ability to unite in times of crisis into a daily habit—through regular donations and monthly subscriptions. Charity should not be driven by emotion alone; it should become a sustainable practice.”
Trust and awareness: Volunteers as the preferred choice
Trust in charitable initiatives in Ukraine varies significantly. Volunteers enjoy a higher level of trust, with 60% of respondents fully or mostly trusting them, compared to 40% for charitable foundations (see Figure 5). Among foundations, international organizations receive the highest trust, at 58%.
Figure 5. Level of trust in charitable initiatives
At the same time, when comparing the trust leaders—volunteers and charitable foundations—70% of Ukrainians are willing to support volunteer initiatives with money or other resources, while only 16% are eager to donate to charitable foundations (Figure 6). Moreover, most people prefer to support local foundations.
Figure 6. Whom Ukrainians are willing to support
However, when asked not about willingness but about actual support provided (Figure 7), the top recipients were, unsurprisingly, service members, followed by close relatives, personal initiatives, with charitable foundations in fifth place, with 23% of Ukrainians supporting them. This may reflect the fact that Ukrainians still tend to trust individual people more than organizations.
Interestingly, a significant portion of the population is unaware of charitable foundations: 43% of respondents could not name a single one without a prompt (Figure 8). The most renowned organizations remain the Serhiy Prytula Charity Foundation and the Come Back Alive Foundation, which have gained popularity due to their active support for the military and strong media presence. During the survey, we did not ask respondents to name individual volunteers, as the concept of volunteering in Ukraine is rather broad and somewhat vague.
Figure 8. Awareness about charitable foundations
Thus, Ukrainians tend to trust volunteer initiatives more and are primarily willing to support those they consider the closest and most effective, such as relatives or acquaintances. Awareness of charitable organizations remains low, suggesting that this sector needs to strengthen its communication efforts.
Tanya Kamenieva, Director of CF Shields (a charitable foundation from Kharkiv, established at the start of the full-scale war with the initiative and support of several local businesses, now providing rapid assistance to the military in the most intense combat zones).
“The level of trust among Ukrainians in charitable initiatives has generally increased, especially when these initiatives are created by and for their own communities – people whom we know, whom we interact with daily.
People choose us because of personalization: they know who is behind the work, what their values are, how they look, and what they share on social media.
There is always a fundamental tradeoff: corporations with complex, well-established processes and large-scale projects versus smaller, more artisanal initiatives. The same applies to charity – everyone simply chooses what feels closer to them.”
Trends in charity and the motivation of Ukrainians
As mentioned above, 86% of surveyed Ukrainians participated in charitable activities. This means that over the past 12 months, they either provided financial assistance (85% of those engaged in charity), donated material goods such as clothing, medicine, or food (53%) or volunteered by offering free services or performing unpaid work (50%). Other common forms of charitable support include organizing public fundraising campaigns and offering shelter in private homes (Figure 9).
Figure 9. Types of charitable assistance
The main motivations for Ukrainians to engage in charity include compassion for those in need (33%), patriotism (17%), sense of duty to society (16%), and the desire to support the military to bring victory closer (15%).
More than 73% of respondents donated money over the past 12 months. On average, a Ukrainian donates about UAH 840 per month. At the same time, 67% of donors contribute less than UAH 1,000 per month, while 10% donate more than UAH 10,000 ( Figure 10).
Figure 10. Donation amounts
Probably the most pressing issue is whether Ukrainians have been donating less compared to 2022. A representative of Monobank, who wished to remain anonymous, responds to that.
The Monobank representative:
“Statistics for 2024 show that our efforts are not in vain: over UAH 43 billion have been raised. This is 1.4 times more than in all of 2023 and nearly five times more than in 2022. Over the past year, 1.8 million fundraising “jars” have been created (150,000 per month). Two million people donate to a “jar” at least once a month (compared to 1.45 million in 2023 and 631,000 in 2022). The average donation is UAH 412 (compared to UAH 347 in 2023 and UAH 248 in 2022).
We planned or developed our products in 2024, guided by our statistics and trends in Ukrainian philanthropy. In many cases, society itself provided ideas and encouragement. This was the case with “friendly fundraisers,” where many people began contributing through their own micro-fundraising “jars.” Anyone can support a fundraiser by creating a friendly “jar” with their own progress tracker, while all the money goes directly to the organizer’s “jar.” This way, organizers of friendly fundraising initiatives can expand their audience without worrying about whether all their friends have transferred their contributions.
Additionally, to support and develop fundraisers, we created widgets for the “jars” to track progress, IBAN for “jars” to allow legal entities to donate, reports on “jars” that can be attached after they are “broken” (ed.: closed) and the ability to save others’ “jars” for easy access to all fundraisers.
Ukrainians are willing to share fundraisers on social media to increase outreach, but many don’t know how to create visuals. So, we designed sharing templates for “jars.” Now, anyone can share a “jar” in a visually appealing and trustworthy way.”
Willingness to participate in charity on a regular basis
The survey showed that 38% of Ukrainians donate impulsively, making only one-time contributions, while only 14% of donors primarily follow a regular donation pattern. Many charitable initiatives now offer a “donation subscription,” allowing systematic, automatic transfers to a chosen fund. However, only 7% of respondents make only regular donations (Figure 11).
Figure 11. How regularly do Ukrainians donate?
Ukrainians’ involvement in charity remains significant. While most active donors make one-time contributions, the overall trend demonstrates strong support for charitable initiatives.
Yar Birzool, CEO of the Tech Community KOLO
KOLO is a team of top executives from technology companies who, on March 6, 2022, created a rapid-response fund to support the Armed Forces of Ukraine. By the end of 2024, they had raised over UAH 152 million through subscription-based donations.
“We were the first to introduce donation subscriptions—both for individuals (KOLOna) and businesses (KOLOsy).
However, simply launching a subscription-based donation model isn’t enough. For it to work, people and companies must trust the fund and be confident that the collected funds will be used effectively—both now and in the future. Fortunately, we have a strong reputation within the IT community, which is why its members prefer to support our defenders through KOLO.
Donation subscriptions are valuable because they are simple and convenient. There’s no need to constantly decide where to donate or how to allocate funds—subscribers know that a defined amount will be deducted each month and directed where it is needed. Later, they can review transparent reports. This allows them to focus on their work and earnings without having to keep charity efforts in their mental cache.”
Non-governmental sector: Challenges, achievements, and development prospects
The non-governmental sector in Ukraine demonstrates high efficiency, as confirmed by both its employees and aid recipients. Notably, 46% of employees in non-governmental organizations (NGOs) report increased effectiveness in their activities since the start of the full-scale invasion. In comparison, 57% of beneficiaries state that they have received comprehensive support. However, the sector continues to face financial instability and a shortage of personnel, which limits its potential.
Ukrainian civil society organizations operate in various fields, including education, culture, defense support, healthcare, and social protection. Most of them are small, primarily active at the regional level, and operate with limited resources (Figure 12).
The primary funding sources for NGOs remain grants, donations from businesses, and support from citizens. However, many organizations face significant challenges: 70% report that raising funds for non-military projects from the public has become more difficult, as Ukrainians primarily focus on supporting the army. Additionally, organizations in rear regions often struggle to attract donor attention, as funding is largely directed toward frontline and near-front areas. Grant programs are complex and highly competitive, making access to resources challenging. A mismatch between donor priorities and sector needs further complicates the work of NGOs.
A youth NGO from one of the central regions (anonymous for the study):
“Gender equality is a priority. And so, we are told to apply for gender equality grants. Meanwhile, we need to help people here who are struggling to survive. But they prioritize gender equality. I’m exaggerating a bit—it’s just the first thing that came to mind. I have no issue with gender equality, I’m just providing an example.”
Figure 12. Changes in the state of organizations since the beginning of 2022
NGOs need stronger collaboration with international organizations, businesses, and the media to overcome these challenges. Another effective solution could be fostering horizontal connections within the civil sector itself.
Looking ahead, 44% of respondents predict that the sector will remain a network of small and medium-sized organizations. Meanwhile, 24% believe that smaller initiatives will gradually unite around key actors, and 23% anticipate the growth of large systemic organizations that will absorb smaller ones. Only 6% of respondents expect large organizations to dominate, leading to a decline in the number of small initiatives.
Thus, Ukraine’s civil sector remains an important driver of positive change despite financial difficulties and staff shortages. For its further development, it is necessary to strengthen cooperation between organizations, improve communication with donors, and adapt to new challenges. By joining forces, civil initiatives will be able to effectively respond to societal needs and maintain resilience in the long term.
A charitable foundation from one of the eastern regions working in the humanitarian sector (anonymous):
“Since the beginning of the full-scale invasion, cooperation among civil organizations has significantly intensified. Joint projects and resource sharing now occur much more frequently than before the war, including logistics, evacuation, and assistance for displaced persons. Advocacy and lobbying for political changes have also increased due to the growing number of issues and efforts. Professional development and training are actively conducted at both the international and local levels.”
Summary
The research results highlight the resilience of Ukrainian philanthropy even amid wartime challenges: volunteer initiatives remain the most trusted by the public, and the level of public engagement in charitable activities remains high. The main challenges for the civil sector include unstable funding, staff shortages, and difficulties in securing resources for non-military projects that complicate the work of many organizations.
Ukrainians are actively adapting to changing circumstances while maintaining a strong commitment to charitable practices. However, the sector requires new approaches to collaboration, transparency, and sustainable development to effectively address challenges and uphold public trust. For philanthropy to continue developing, it is essential to implement effective forms of regular support, simplify grant program conditions, and strengthen cooperation with international partners. These measures will enhance the sector’s stability and ensure its activities align with societal needs.
Photo: depositphotos.com/ua
Attention
The authors do not work for, consult to, own shares in or receive funding from any company or organization that would benefit from this article, and have no relevant affiliations
