Ukrainians change their approach to charity amid the war
In the conditions of a prolonged war, Ukrainians have begun to change their approaches to charitable aid, demonstrating greater caution and choosing personal initiatives over large funds. According to a SOCIS study, trust in charitable organizations is decreasing, and citizens are more often inclined to support local projects with a proven reputation.
According to a survey conducted by SOCIS, in 2025, every fourth Ukrainian noted fatigue from charity collections, and 12.6% stated that they had already provided enough aid. At the beginning of the war in 2022, posts about aid had massive reach: Ukrainians actively helped with work, transportation, and materials. However, as the conflict prolonged, emotional exhaustion began to affect their activity in charity.
Today, only 13.2% of citizens who continue to provide aid trust charitable funds — less than in previous years. People are increasingly choosing personal or local initiatives, focusing on personal reputation: “I know this person” or “I see how they live.”
| Years | Trust in funds (%) | Choice of local initiatives (%) |
|---|---|---|
| 2023 | 15.4 | 84.6 |
| 2024 | 14.1 | 85.9 |
| 2025 | 13.2 | 86.8 |
Experts believe that this trend could significantly impact the development of civil society in Ukraine. Personalizing aid may become a way to overcome distrust and form sustainable support models within the country. However, maintaining this trend will require initiatives to bear great responsibility towards their beneficiaries, which is an important step towards the evolution of charity.
