Architecture of Trust: Open Social Dialogue on the Transformation of Charity in Ukraine
Over 70% of Ukrainians Consider Accountability and Openness of Foundations a Mandatory Condition for Charity.
The goal of the "Architecture of Trust" project, launched by the Center for Social Change and Behavioral Economics jointly with PrivatBank, is to transform the culture of charity in Ukraine from spontaneous "card collections" to systemic professional processes.
As part of the project's presentation in Kyiv, held at the Khanenko Museum, an open dialogue took place among philanthropists, foundations, volunteers, government representatives, and financial institutions. During this dialogue, the results of a large-scale study by the Institute of Sociology of the National Academy of Sciences of Ukraine on how charity standards are changing in Ukraine were presented. The study shows that over 80% of Ukrainians consider charity an important part of life, but only one in two knows who they can trust with their funds. Reputation, openness, and accountability are becoming key factors in making decisions about assistance. Consequently, society's demand for transparency and honesty is the foundation upon which we are building the "Architecture of Trust".
"Relationships with financial institutions are built on trust, transparent rules, and a sense of partnership. It is important to choose solutions that not only help raise funds quickly but also protect the donor and the reputation of the volunteer. The security of donations must be inconspicuous but reliable—when the process is simple for the person but protected at the system level. Therefore, reliable tools allow aid to be scaled up," stated Anton Razumnyi, a member of the PrivatBank management board for compliance.
Charity in Ukraine has become not just a social practice but an important element of societal resilience. However, fatigue and distrust can weaken this foundation if they are not addressed consistently.
"This project is about establishing new charity standards, where a sincere desire to help is reinforced by systemic solutions, transparency, and trust. We are transforming the emotion of donating into a clear and safe process—with clear rules, knowledge, and support for everyone who helps," commented Andrii Dligach, Head of the Center for Social Change and Behavioral Economics, Doctor of Economic Sciences.
Trust is not born from control—it is born from openness and honesty, noted Nataliia Kalmykova, Minister of Veterans Affairs. "We do not hide from difficult topics—we respond to requests, meet with veterans (both male and female), explain decisions, and speak directly. Because trust does not appear on its own—it is formed through daily work and the state's open position. It is important for us that veterans are not only recipients of decisions but also their co-creators. This is how real impact and shared responsibility emerge. This is about a different quality of state policy—when decisions are formed together with those for whom they work, and when the state acts consistently, clearly, and openly".
Trust is one of the key factors influencing the decision to help, according to Serhii Dembytskyi, Doctor of Sociological Sciences, Corresponding Member of the National Academy of Sciences of Ukraine. According to the study results, the reputation of those conducting the fundraising is decisive for 46.3% of Ukrainians. Moreover, over 70% of respondents noted the need for openness and accountability of organizations and foundations.
Public accountability is not always compatible with front-line security, especially when it concerns weapons or equipment, noted Oleh Petrenko, Head of the Staff Foundation of the Third Army Corps. Therefore, protected trust comes to the forefront: when processes are not necessarily public but have independent confirmation. At the same time, effectiveness is key to trust. Business partners of the Third Army Corps view aid as an investment in success on the front line, as this military unit has already proven its effectiveness.
"Charity in Ukraine has long ceased to be just financial aid. It is the language of our solidarity, which we use to speak with the world and with each other," emphasized Olha Rudnieva, CEO of Superhumans Center. "Today, charity is our way to contribute to victory. And our task is to build the trust of people who are ready to support charitable projects through our actions. Today, every donation matters, and every hryvnia works transparently and effectively toward a common result".
"Every action—even the smallest donation—builds great trust today and gradually changes society. At PrivatBank, we see how the culture of charity is transforming: if the average amount of aid was once 16 hryvnias, it is now 937, and Ukrainians have transferred a total of 1.8 billion hryvnias through our instruments. At the same time, it is important for us to honestly admit: even when it seems like we are doing everything correctly, we need to listen and hear feedback. That is why we gathered our partners for the first time and disclosed the results of the study—to initiate a broader conversation," said Olesia Zhulynska, Head of Public Relations at PrivatBank.
Symbolically, the Khanenko Museum—the museum of prominent Ukrainian philanthropists—became the platform for the conversation about trust.
"According to global statistics, museums have one of the highest levels of trust in society—and for us, this is not a privilege but a great responsibility. Today, we see that the strength of a museum is much greater than commonly imagined. It is not an institution 'with an outstretched hand,' but a space that can unite and redirect resources to where they are most needed," noted Yulia Vaganova, General Director of the Bohdan and Varvara Khanenko National Museum of Arts.
The dialogue participants are convinced that charity in Ukraine is transforming. Transparency and responsibility cease to be a choice and become a standard. This is a transition to the European model, where trust is based not only on emotions but on clear and understandable rules.