Ukrainian Philanthropy 2025: Who gives, How and Why

National Network of Local Philanthropy Development Presents the Results of the Second National Study on the Culture of Giving in Ukraine

Ukrainian philanthropy continues to grow, transform, and influence social processes. Despite the full-scale war, economic pressure, and fatigue, Ukrainians continue to be willing to support others through financial contributions, time, and professional skills, or through participation in local initiatives. The study “Philanthropy in Ukrainian Style 2025: Who Gives, How, and Why”, conducted by Philanthropy Ukraine and DataDriven with the support of the Mott Foundation, provides insight into how the culture of philanthropy is changing in a country facing prolonged challenges.

About the Study

In 2025, we combined a national quantitative survey (1,303 respondents) with qualitative focus groups to understand:

• How Ukrainians perceive philanthropy;
• What motivates or prevents them from participating?
• How often and in what ways they contribute;
• Which communication channels work best?
• The role of philanthropy in community and national development.

The study encompasses all macro-regions of Ukraine (excluding temporarily occupied territories) and includes comparisons with data from 2024.

Key Findings

• Understanding of Philanthropy Is Growing

Ukrainians increasingly distinguish between philanthropy and charity. Philanthropy is often viewed as a long-term, systematic activity, whereas charity is seen as providing support in urgent situations. Identification as a philanthropist is on the rise, particularly among people aged 26–45.

• Participation Remains High but Less Regular

Despite high engagement, more people in 2025 report reducing the frequency of donations due to economic pressure, limited resources, and emotional burnout.

At the same time, those with personal connections to military service tend to help more frequently.

• Trust Is a Critical Factor

Distrust, a lack of transparency, and public scandals are increasingly serving as significant barriers. Clear reports, open budgets, and visible results are key to engaging people.

• Communication Channels Are Shifting

Among young people, the role of TikTok and Telegram is declining, while Facebook usage is increasing. People aged 36 to 55 are increasingly using YouTube. There are no universal channels — segmentation is necessary.

• Facts and Specifics Work Best

Calls with precise numbers, statistics, and interim results receive the most support. Emotional stories and personal appeals are essential but less effective for older groups.

• The Role of Philanthropy for Ukraine’s Future Is High

77% of Ukrainians consider philanthropy essential or critically important for the country’s development. Most see its impact in combination with other societal institutions.

Implications for the Sector

Based on the study, we recommend organizations:

• Demonstrate transparency daily, not only in annual reports.
• Offer participation models with low-resource barriers — such as small, regular contributions and short volunteer tasks.
• Communicate differently with various age groups — segmentation is key.
• Highlight local stories and successes, as people want to see impact in their own communities.
• Strengthen partnerships between communities, businesses, and philanthropic organizations.