Why do Ukrainians donate?

Surveys show that the main reason Ukrainians donate is compassion. This has remained the leading motivation both before the full-scale invasion and today. However, other motivations have changed significantly. This is reflected in the findings of research conducted by the Zagoriy Foundation in 2019 and 2025.

How motivations to help have changed:

• From fear to unity. In 2019, 67% of people said they helped because they feared ending up in need themselves. Today, this has shifted towards a desire to feel part of a community — 37.8%.
• Personal experience. One in three Ukrainians now support others because of their own experience of loss or need — 33%. Back in 2019, the third most common motivation was the satisfaction of helping others (22%).
• From patriotism to gratitude. Previously, only 16% of Ukrainians mentioned patriotism as a reason to help. In 2025, one in four people donate out of gratitude for the support they themselves once received — 26.8%.

What does science say?

Researchers from Australia and Sweden analysed 104 scientific papers (117 samples) spanning 44 years. They found that the decision to donate is best explained by the Theory of Planned Behaviour. Intention to help is mainly shaped by four psychological factors:

• Perceived behavioural control — the belief that you are able to act (having time, money, and seeing the action as easy to take).
• Moral obligation — the internal sense that “I should help.”
• Attitudes — how meaningful and positive donating feels.
• Social norms — the influence and approval of people who matter to you.

Together, these factors explain 52% of the intention to donate. In other words, people are more likely to give when they feel able to do so, feel a moral responsibility, have a positive attitude towards giving, and feel supported by those around them.

Be a light for those at the heart of the crisis.

Through your support, the Ukrainian Red Cross delivers aid where it is needed most. We act when you stand with us.

Your support today provides:

• fuel for vehicles evacuating people from frontline areas;
• first aid for the injured;
• hope for those who have lost everything.

Pain does not wait. Help us stay by the side of those who need it most.

You can donate here: https://redcross.org.ua/en/donate/ 

* Source: White, K. M., Starfelt Sutton, L. C., & Zhao, X. (2023). Charitable donations and the theory of planned behaviour: A systematic review and meta-analysis.