The study of the vectors of deepening the interaction between journalism and philanthropy during the war is based on the results of an expert survey using a questionnaire of media owners (December 4, 2023–December 10, 2023; n = 26). The orientation of users towards systematic charity work both as a personal person and as a member of the work team was established, where 34.6 % of respondents confirmed the constant work in the media they represent of holding charity meetings, another 23.1 % of editorial offices periodically organize such meetings, and 26.9 % join the initiatives of other organizations. Military personnel (92.3 %), children (65.4 %), the seriously ill (57.7 %), animals (65.4 %), and the elderly (50 %) are mostly recipients of such assistance. The polyphony of charitable activities in the structure of informational interest of Ukrainian media at medium (42.3 %) and high levels (30.8 %). Such activity is aimed at benefiting society (76.9 %) and the charitable organization that accumulates it (53.8 %). Mostly, the heart of media people responds to the requests of volunteers whom they trust (65.4 %) and individual activists with local initiatives (34.6 %). In the context of communicative support, the media provide publicity for announcements about needs and current meetings (80.8 %), contribute to the formation of a receptive image of a charitable organization (76.9 %). The optimal forms for the presentation of a charity initiative are the objective justification and the amount, purpose and deadlines (53.8 %), and messages in the format of storytelling (46.2 %) Under no circumstances should these be neutral and impersonal appeals (0 %). 91 % of respondents believe in the victory of our state against 8 % who are not sure about it.
1. Hamulets, M. (2023). The social state as a condition for the emergence and development of charity. Analytical and comparative jurisprudence. No. 1, 321-327.
https://doi.org/10.24144/2788-6018.2023.01.52
2. Zablotska, O. (2023). Ukraine is in second place in the world rating of charity. Society Culture. 2023. URL: https://suspilne.media/culture/616275-ukraina-na-drugomu-misci-u-vsesvit...Україна%посіла%20друге%20місце%20в,Індонезія%20- 20вже%20шостий%20рік%20поспіль.
3. Kirtoka, V. (2023) I don't want to leave this war as a legacy to my children - in memory of the developer of the S.T.A.L.K.E.R. game, air scout Volodymyr Yezhov. Interview from Ukraine. URL: https://rozmova.wordpress.com/ 2023/02/03/volodymyr-ezhov/.
4. The largest funds of the country collected almost 1 billion dollars (2023). Opendatabot 2023. URL: https://opendatabot.ua/analytics/donats-2022.
5. Matyash, T. (2021). Ukrainians have a culture of charity, but public organizations are not a priority, survey. LB.UA. URL: https://lb.ua/society/2021/11/11/498372_ukraintsyam_pritamanna_kultura.h...
6. Survey «Media discourse of social activity of Ukrainians: economic and organizational aspects». (2023). Google Forms 2023. URL: https://forms.gle/kZ819wzHXPQWe93eA.
7. Ukraine took second place in the global rating of charity (2023). Media detector. URL: https://detector.media/withoutsection/article/219197/2023-11-10-ukraina-....
8. How Ukrainians will donate in 2023: an overview of United24, "Povernys zhyvym" and the Prytula fund. (2023). Opendadabot. URL: https://opendatabot.ua/analytics/donats-for-victory.
9. Bilgin, Y., Kethüda, Ö. (2022) Charity Social Media Marketing and Its Influence on Charity Brand Image, Brand Trust, and Donation Intention. International Journal of Voluntary and Nonprofit Organizations. № 33(1), 12-19.
https://doi.org/10.1007/s11266-021-00426-7
10. Coleman, J., Peasley, G. (2023). Wounding pride and infusing affect: the ambivalent emotional experience of checkout charity. № 40 (3). URL: https://www.researchgate.net/publication/371406113_Wounding_pride_and_in... affect_the_ambivalent_emotional_experience_of_checkout_charity.
https://doi.org/10.1108/JCM-07-2021-4750
11. Gadallah, K. (2023) Economics of Charity in Islam: A Critical Review. International Journal of Islamic Economics and Finance Studies. URL: https://www.researchgate.net/publication/374319470_Economics_of_Charity_ in_Islam_A_Critical_Review
https://doi.org/10.54427/ijisef.1271810
12. Pruś, J., Sikora, P. (2023). The Dialectical Principle of Charity: A Procedure for a Critical Discussion. Аrgumentation, № 37(4), 1-24.
https://doi.org/10.1007/s10503-023-09615-8
13. Sinclair, S., Granberg, M., Nilsson, T. (2023). Love thy (Ukrainian) neighbour: Willingness to help refugees depends on their origin and is mediated by perceptions of similarity and threat. British Journal of Social Psychology, № 00, 1-19.
https://doi.org/10.1111/bjso.12691
14. Solo, V., Connors, М., Milliner, J. (2022). Charities And Social Media Marketing Strategies. URL: https://www.researchgate.net/publication/363832317_Charities_And_Social_....