Donors Respond to Stories of Strength, Not Despair

As of July 2023, 101,162 non-governmental organizations (NGOs) were registered in Ukraine. Each has its own mission, but they all seek one thing—funding to provide assistance.

The primary funding sources are private donations, grants, and contributions from international organizations.

Communicating with local Ukrainian donors is often easier—they better understand our context and challenges. But how can you convince foreign partners to fund your initiatives?

Since the start of the full-scale invasion, the Liki24 Foundation has raised over €2.5 million in aid. We have provided medicine to more than 155,000 families and launched two key programs to support veterans' health recovery.

Behind these results lies daily work: building trust, providing transparent reports, and delivering strong arguments.

This article shares concrete experiences to help Ukrainian NGOs effectively engage with foreign donors, stand out among other initiatives, and turn support into real change.

Define Your Uniqueness

What makes your organization different from others?

Among thousands of NGOs, it’s not enough to exist—you must stand out in your niche. It makes your story far more compelling to potential donors.

Are you helping orphanages, supporting large families, raising funds for the treatment of wounded soldiers, and feeding animals in frontline areas? While all of these causes are important, a lack of focus makes communication with donors more difficult.

Stay focused. Identify one key direction and become an expert in it.

Liki24 Foundation has a clear focus—healthcare:

Liki24.com ensures access to medications through an online platform.
Nasnaga helps people take care of their health and prevent diseases.
LAB24 specializes in laboratory diagnostics.

Each project has its own mission, but they are all united by a common goal—ensuring access to quality healthcare services. This focus allows us to speak to donors with clarity and specifics rather than general statements.

As of July 2023, 101,162 non-governmental organizations (NGOs) were registered in Ukraine. Each has its own mission, but they all seek one thing—funding to provide assistance.

The primary funding sources are private donations, grants, and contributions from international organizations.

Communicating with local Ukrainian donors is often easier—they better understand our context and challenges. But how can you convince foreign partners to fund your initiatives?

Behind these results lies daily work: building trust, providing transparent reports, and delivering strong arguments.

This article shares concrete experiences to help Ukrainian NGOs effectively engage with foreign donors, stand out among other initiatives, and turn support into real change.

Define Your Uniqueness

What makes your organization different from others?

Among thousands of NGOs, it’s not enough to exist—you must stand out in your niche. It makes your story far more compelling to potential donors.

Stay focused. Identify one key direction and become an expert in it.

Liki24 Foundation has a clear focus—healthcare:

Liki24.com ensures access to medications through an online platform.
Nasnaga helps people take care of their health and prevent diseases.
LAB24 specializes in laboratory diagnostics.

Use Data and Numbers

Donors want specifics—the more concrete your data, the better.

Saying that your organization supports single mothers is good. But it's much more impactful to say:

"Our NGO supports 247 single mothers in the Vinnytsia region; by the end of 2025, we plan to help another 150 mothers." It demonstrates a strategic approach and a clear vision for growth.

Of course, the number of people you assist may change monthly. In this case, make sure to update this data regularly on your website—ideally quarterly.

Don't forget about reporting. Transparency builds trust. If possible, publish short interim reports monthly or quarterly detailing. The number of people you helped. Specific items or services provided. Total funds spent.

Use Data and Numbers

Donors want specifics—the more concrete your data, the better.

Saying that your organization supports single mothers is good. But it's much more impactful to say:

"Our NGO supports 247 single mothers in the Vinnytsia region; by the end of 2025, we plan to help another 150 mothers." It demonstrates a strategic approach and a clear vision for growth.

Of course, the number of people you assist may change monthly. In this case, make sure to update this data regularly on your website—ideally quarterly.

Inspire, Don’t Seek Pity

Think about how you scroll through your news feed and come across yet another fundraising post for medical treatment. Especially if the photo shows a patient in a hospital bed, wrapped in bandages and connected to dozens of tubes. You might stop and donate, but most people will keep scrolling.

Why does this happen? Because pity doesn’t always lead to action. Donors are more likely to respond to stories of strength and opportunity rather than despair and hopelessness.

Instead of focusing on how difficult it is for single mothers to raise children alone, show how they overcome challenges and strive to give their children a better future.

Raise funds for solutions, not just temporary relief.

Providing food or medicine is important, but its long-term impact is hard to measure. On the other hand, if you help a single mother complete HR training and secure a stable job, you will permanently transform her family’s future. That’s a clear, measurable result that demonstrates the effectiveness of your NGO.

Inspire, Don’t Seek Pity

Why does this happen? Because pity doesn’t always lead to action. Donors are more likely to respond to stories of strength and opportunity rather than despair and hopelessness.

Instead of focusing on how difficult it is for single mothers to raise children alone, show how they overcome challenges and strive to give their children a better future.

Raise funds for solutions, not just temporary relief.

Be Visible and Speak About Yourself

You need to be seen and heard. When it comes to international partners, you must communicate in English on global platforms and resources.

Maintain a blog and share your expertise. Talk about your successes and challenges. Look for partners with whom you can collaborate to address these issues.

Register your foundation’s page on LinkedIn, share content there, and use it to connect with potential partners and donors.

Participate in forums and panel discussions, and actively promote your organization. Liki24 Foundation frequently attends events in Ukraine and abroad. Personal meetings are always more effective than dozens of emails. A 10-minute conversation with a potential donor can achieve more than months of correspondence

Be Visible and Speak About Yourself

You need to be seen and heard. When it comes to international partners, you must communicate in English on global platforms and resources.

Maintain a blog and share your expertise. Talk about your successes and challenges. Look for partners with whom you can collaborate to address these issues.

Register your foundation’s page on LinkedIn, share content there, and use it to connect with potential partners and donors.

"Donors Respond to Stories of Strength, Not Despair"