A genuine culture of philanthropy is developing in Ukraine, with citizens supporting each other en masse even in difficult times. Last year, the vast majority of Ukrainians donated money, goods or time for the common good. A new nationwide study, Philanthropy in Ukraine 2025, conducted by the National Network for the Development of Local Philanthropy, reveals this year’s current trends in charity – who, how and why people donate their resources to social needs.
A new understanding of philanthropy
Ukrainians are increasingly distinguishing between the concepts of “philanthropy” and “charity.” The proportion of people who consider these words to be synonymous has decreased significantly, especially among young people aged 18–35. In the eyes of many, philanthropy is now associated with long-term, systemic change, while charity is associated with one-off assistance here and now. At the same time, Ukrainians more often describe charitable activities using everyday words such as “help” or “donation,” without reference to official terms. Philanthropy is gradually being perceived as a natural part of everyday life, rather than something exceptional.
Awareness of the phenomenon of philanthropy is growing overall: more than half of respondents are familiar with the concept. However, not everyone is ready to call themselves a philanthropist – consistently about 17% of Ukrainians identify themselves as such. This figure has remained virtually unchanged since last year, although in the 26-45 age group there has been a noticeable increase in the number of people who consider philanthropy to be a norm of civic participation. Interestingly, self-identification as a “philanthropist” is more common among the self-employed than among employees or the unemployed. Gradually, the idea that anyone can do good deeds, not just wealthy patrons, is taking root in Ukrainian society.
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Who helps and how often
As before, a significant part of the population is actively involved in charity work. In 2025, approximately four out of five Ukrainians made at least one donation or good deed for others. Citizens whose lives have been directly affected by the war show a particularly high level of involvement: those who have fought personally or have loved ones on the front lines donate almost a third more often than people without such experience. The contribution of veterans and their families significantly strengthens the wave of mutual assistance among the population.
A regional breakdown revealed certain differences. In particular, in the east of the country, the proportion of people who did not make a single donation during the year increased by 11% — the largest decline in participation among all regions. It is likely that residents of frontline areas are experiencing particular difficulties that complicate charitable activity. In other parts of Ukraine, the level of charity remained consistently high. Despite the war and economic pressure, communities in the west, north, centre and south of the country retained a strong enthusiasm for volunteering.
At the same time, the study notes an interesting shift in the frequency of assistance depending on financial capabilities. In 2025, more Ukrainians admitted that they had become less involved in charity work, often due to a lack of money or emotional burnout. The decline in activity is most noticeable among the wealthy: respondents with an income of over 80,000 hryvnia per month slightly reduced the regularity of their donations. In contrast, among groups with low incomes (less than 8,000 hryvnia), there was an increase in those who donate their time or money almost every week. In other words, Ukrainians with low incomes sometimes donate even more relative to their means, while wealthy donors may have taken a break after previous large contributions. Overall, however, nationwide activity remains high.
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What motivates Ukrainians to help
Despite all the challenges, Ukrainians’ motivation to support each other remains very strong. The main driver of philanthropy is a sincere desire to help those in need. Most people participate in charitable initiatives precisely because of altruistic considerations and compassion for others. At the same time, Ukrainians increasingly believe that even a small personal contribution can change the situation for the better. In 2025, the number of people who feel inner satisfaction from doing good has grown: the phrase “helping makes me happy” resonates with a much wider circle of people than before. The awareness of the importance of every hryvnia or hour of volunteering fuels the culture of giving — Ukrainians see the point in helping, even if their support is modest.
Other motives for participating in philanthropy are also present, although not in the top positions. Some people are inspired by examples of successful charitable projects or feel a moral obligation to share based on their religious beliefs. Some are attracted by a sense of community – the desire to be part of a group of like-minded people doing good deeds. At the same time, in 2025, the focus on the publicity of charity has decreased somewhat: fewer Ukrainians need ostentatious recognition of their merits or choose projects only with clearly measurable results. In other words, the internal reward from helping others outweighs the desire for praise or control. Charity is increasingly being done “for the soul” rather than for publicity. This is a positive sign of maturity — citizens are willing to support others without demanding anything in return, except for the understanding of their useful contribution.
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Obstacles to charity
Of course, even the best intentions encounter objective difficulties. The Ukrainians surveyed named several key barriers that prevent them from engaging in philanthropy more often. Financial constraints are at the top of the list. Many people simply do not have the extra resources to give to charity, especially in times of economic crisis. The second significant barrier is mistrust of charitable organisations. Respondents admit that they are not always sure whether their donations will be used transparently and for their intended purpose. The lack of clear information and transparent mechanisms for participation discourages those who are unsure where to direct their assistance. Other reasons include a lack of time for volunteering, emotional fatigue from constant fundraising, and the difficulty of choosing which initiative to support. All these factors create a kind of entry barrier that some potential donors never cross.
The study also analysed what most demotivates those who have already been involved in philanthropy. The most common reason cited is doubt about the proper distribution of donated funds – that is, the fear that the money collected may go to the wrong place. This uncertainty about the integrity of the organisers remains the most significant deterrent. Moreover, compared to last year, the role of negative news stories has increased dramatically. Public scandals about the misuse of charitable funds or volunteer contributions significantly undermine people’s willingness to donate. If Ukrainians learn about cases of abuse, their trust in the sector declines, and they may refuse to support even proven initiatives. According to the survey, there has been a noticeable increase in the proportion of citizens who will not help an organisation if they have doubts about its transparency. Therefore, the issues of trust and accountability come to the fore. Charitable foundations and volunteer groups must openly report on their expenses, publish their budgets, and demonstrate the results of their work in order to maintain community support. Transparency has become the key to success: people want to be sure that their help is actually reaching its intended recipients.
An equally important challenge is activist burnout. Maintaining a constant pace of assistance is emotionally difficult. One in five participants in charitable initiatives admit to experiencing feelings of exhaustion from excessive volunteering. Most often, burnout is mentioned by those who participate in aid several times a year or every month. This is a signal that even good deeds need balance so that volunteers do not “burn out” and lose motivation in the future. Supporting the volunteers themselves, emotional recovery, and recognition of their efforts are also an important part of developing a culture of philanthropy.
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Philanthropy and society
Despite these problems, Ukrainians’ overall belief in the power of charity remains high. The vast majority of respondents agree that public support and volunteering play a significant role in the country’s development. It is a kind of foundation of solidarity that helps people cope in difficult times. However, there is a growing consensus in public opinion that philanthropy should not replace the state or business. Many believe that charity will only have the maximum effect when combined with systemic solutions from the authorities and big business. In other words, Ukrainians see philanthropy as an integral part of overall progress, but do not place all responsibility on it. The public sector, entrepreneurs and activists must work together to solve the biggest social problems.
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