In early 2022, Daria Chervona, a photo retoucher from Kyiv, set out to raise 78 million Ukrainian hryvnia (approximately $2 million) for the Ukraine army through social media posts. Despite the daunting goal, she successfully reached her target after a few weeks, crediting her achievement to a system she implemented the previous summer. This system involved delegating fundraising tasks to numerous individuals to collect donations from their friends, resulting in substantial amounts being raised. Each fundraiser was then featured on social media posts with their photo, tapping into civilians’ desire to actively contribute to the war effort.
Ms. Chervona’s approach has been part of the broader movement in Ukraine known as “team fundraising,” which has become a popular means of civic resistance. The crowdfunding campaigns have been crucial in providing critical equipment to the Ukrainian military, boosting morale, and enabling the purchase of essential items like warm clothing, bulletproof vests, and drones for soldiers on the frontlines. While high-profile donations from the West receive attention, the grassroots fundraising efforts have filled gaps in military resources and have even funded heavy battlefield equipment.
To sustain the momentum of donations amidst a protracted conflict, fundraisers have adopted strategies from sales and marketing, turning to auctions, raffles, and influencer collaborations to attract donors. These creative approaches have been vital in raising funds to support various military units and initiatives. The involvement of ordinary citizens in fundraising campaigns has not only provided tangible support to the military but has also fostered a sense of participation and camaraderie among the population.
As the war persists and donor fatigue sets in, fundraisers are innovating to maintain donation levels. By leveraging social media platforms and utilizing techniques borrowed from other industries, they continue to mobilize support for the Ukrainian military. The success of these efforts has been evident in the substantial amounts raised, demonstrating the power of collective action and community involvement in times of crisis.