Research Results: “Philanthropy in Ukraine: Who, How, and Why They Give”

Research Results: “Philanthropy in Ukraine: Who, How, and Why They Give”

The National Network for the Development of Local Philanthropy, together with DataDriven Group, conducted a study on the state of philanthropy in Ukraine, public engagement, motivations, barriers for the population, and the overall perception of philanthropy among Ukrainians. The study involved 1,352 respondents and included three focus groups, each comprising 6–7 participants.

Why Is This Important?

Since the onset of the full-scale invasion, Ukrainians have significantly increased their mobilization of resources: fundraising, holding auctions, donating, weaving camouflage nets, or making trench candles. Since 2022, Ukraine has ranked among the top 10 countries for charitable giving according to the World Giving Index. Forbes Ukraine presented its first ranking of Ukrainian charitable foundations, and the Come Back Alive foundation raised over 12 billion UAH to support the Armed Forces of Ukraine. These examples underscore the relevance of charitable giving in Ukraine. But where does philanthropy fit in?

Philanthropy differs from charity in that it is a systematic activity aimed at improving collective well-being and creating long-term changes by addressing the root causes of problems. It often involves personal contributions of resources (time, expertise, material assets, money, etc.). Charity, on the other hand, involves selfless assistance to those in need, usually addressing immediate needs such as food or shelter. Currently, Ukrainian society is more focused on providing quick aid to those in need rather than fostering gradual and systemic changes. To understand how to shift this focus and engage more people in philanthropy, this study was conducted.

What Did We Learn?

General Attitude Towards Philanthropy:

• When asked, “How would you describe the act of giving your resources (finances, time, material goods) for the public good?”, 32% called it charity, 11% referred to it as volunteering, and 57% used other terms like compassion, altruism, patronage, or sponsorship.
• 53% of respondents stated they were familiar with the term “philanthropy,” but only 17% considered themselves philanthropists.
• Respondents associated philanthropy with systemic change (35%), long-term impact (34%), and working with communities or society as a whole rather than individuals (30%).
• The Ukrainian philanthropist is perceived as someone striving for systemic societal change, engaging in local charity work, and possessing significant financial resources. Focus groups noted that a philanthropist is often seen as a businessperson or a distant figure attempting to do good deeds.

Behavioral Characteristics:

• 78% of respondents donated resources for public benefit in 2024, with most participating in philanthropic activities only a few times a year.
• Participation frequency depends on income and age. Higher-income individuals tend to support initiatives monthly or weekly, while those with lower incomes participate a few times annually.
• The most common resources donated are money (74%) and material goods (53%).
• Key drivers for involvement in philanthropy include a desire to help others (76%) and the belief that personal contributions can make a difference (45%). A sense of belonging to a community with shared values (26%) also plays a significant role. Focus groups emphasized that a feeling of connection to change or a shared goal is crucial for motivating participation.
• Uncertainty about resource allocation is the main demotivating factor for participating in philanthropy. Other reasons include feelings of futility, the belief that support should be provided by the government or businesses, and underestimating personal contributions.
• The main barriers to philanthropy are a lack of resources (66%) and distrust of organizations (50%). Focus groups stressed that transparency in fund usage and showcasing the tangible successes of charitable initiatives are crucial to engaging more people.

Trust and Support Motives:

• Most respondents partially trust charitable organizations, but only 3% expressed complete trust. Focus groups noted that doubts about transparency and cases of misuse significantly affect trust levels.
• Over half of respondents are unwilling to support organizations if transparency is in question. Transparency, accountability, and thorough vetting of organizations are critical for earning trust, according to focus group participants.
• Specialized organizations focusing on specific areas garner the most trust due to their perceived effectiveness. While international organizations receive substantial support, religious groups are less popular. Local initiatives are valued for their proximity to community needs.
• Social media is a vital source of information about philanthropic initiatives, especially among younger and middle-aged individuals. Regular interaction on these platforms promotes engagement in fundraising and volunteering activities.

The Role of Philanthropy in Societal Development:

• 77% of respondents view philanthropy as critically important for societal development, as it addresses problems overlooked by the state. Focus groups highlighted that philanthropy unites people, fosters humanity, and offers hope to those in need.
• In Ukraine, philanthropy is seen as an effective mechanism for solving social issues and a powerful tool for supporting local initiatives, especially in areas where the state fails to provide adequate funding.

Recommendations:

1. Build trust through transparent financial reporting. Trust largely depends on clear reporting on the use of resources and finances. Regular financial reports and open access to information about expenditures and achievements will strengthen confidence in organizations.
2. Report results actively. Transparency and consistent reporting on achieved results are vital for developing a culture of philanthropy in Ukraine. Demonstrating the tangible impact of initiatives through reports, social media, and other channels will encourage greater participation and support.
3. Provide accessible information about engagement opportunities. One of the main barriers to participation in philanthropy is insufficient awareness of opportunities. Creating accessible and convenient channels for information through social media, online platforms, and local campaigns will increase citizen engagement.
4. Promote volunteering and participation in charitable events as easy forms of engagement. Respondents expressed interest in volunteering and attending charitable events, though actual participation remains low. Highlighting these activities will make philanthropy more accessible and expand the pool of contributors.
5. Leverage social media for effective communication. Social media platforms like Facebook, Instagram, and Telegram are the primary sources of information about philanthropic initiatives. Communication efforts in these networks will reach the target audience, build trust, and increase engagement.

Read the full study via the link provided.