Results of the 2025 Charity Survey

What impedes Ukrainians from donating today? Why is distrust in charitable foundations growing and how is aid culture changing in the face of the ongoing war? The answers to these questions are provided by the all-Ukrainian charity survey conducted by Zagoriy Foundation in cooperation with the Center for Social and Market Research “SOCIS.”

The study aimed to analyze what charity is like in Ukraine today, i.e., to identify major trends, level of trust, barriers, and engagement motives and to provide the sector with relevant data for planning and decision-making.

“Our annual survey helps thousands of non-profit organizations keep their finger on the pulse, feel the society’s mood, and adjust their strategies based on specific facts rather than hypotheses. This year, we have also explored another important aspect: Whether corporate social responsibility of businesses affects costumer choice and whether Ukrainians are ready to ‘vote’ with their money not only for goods, but also for values,” comments Iryna Hrytsaienko, Zagoriy Foundation CEO.

One of the important trends that has intensified since previous year is Ukrainians’ gradual transition from situational and emotional aid to planned and consistent one. The reasons for this, according to the study, include depleting resources, emotional fatigue, and personal losses experienced, which, unfortunately, are a variant of life norm during war. Regular donations become a manifestation of discipline, trust, and social maturity rather than a sign of financial opportunities: Over half of donors already demonstrate certain stability in providing aid.

Despite general fatigue and changing resources, 58% of Ukrainians plan to continue helping — 26% regularly and 33% occasionally. This points to a high potential for maintaining activities and a gradual formation of a sustainable support model.