Charity survey 2025

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What keeps Ukrainians from donating today? And how is the culture of giving changing during a long war?

These questions are answered in a nationwide study on philanthropy conducted by the Zagoriy Foundation together with the Center for Social and Marketing Research “SOCIS.” The results were presented on December 2 at the conference “The Engaged. Cross-Sector Partnerships in Ukraine.”

The study looks at the current state of philanthropy in Ukraine: key trends, levels of trust, barriers to participation, and what motivates people to help. Its goal is to provide the sector with reliable data for planning and informed decision-making.

“Our annual research helps thousands of non-profit organizations stay connected to public sentiment and adapt their strategies based on facts, not assumptions,” says Iryna Hrytsaienko, CEO of the Zagoriy Foundation. “This year, we also focused on an important question: does corporate social responsibility influence consumer choices, and are Ukrainians ready to ‘vote’ with their hryvnia not only for products, but for values as well?”

One clear trend that has strengthened over the past year is a shift from spontaneous, emotional donations to more planned and regular support. According to the study, this change is driven by limited resources, emotional exhaustion, and personal losses — realities many people face during wartime. Regular giving today is less about income and more about discipline, trust, and social responsibility. More than half of donors already support causes in a stable, consistent way.

Despite fatigue and financial pressure, 58% of Ukrainians plan to continue helping in 2026: 26% regularly and 33% occasionally. This shows strong potential for sustained engagement and the gradual development of a more resilient support system.

More details are available in the full study.