The study included the Back Alive Foundation, the Rinat Akhmetov Foundation, the Sergey Prytula Foundation, the Victor Pinchuk Foundation, the Petro Poroshenko Foundation, the Vostok SOS Human Rights Organization, the Tabletochki Foundation, Your Support and Help Ukraine.Center.

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Dynamics of activities

In total, we found 38,499 publications with mentions of selected funds. The leader in the number of publications was the Back Alive Foundation, which for the entire period occupied 46.89% of the media field. However, in terms of coverage, the Rinat Akhmetov Foundation came in first place - almost 50% of the potential audience of the media.

The dynamics of mentions of funds shows that, on average, during the study period, the number of publications increased by 180% per day. At the same time, the coverage, on the contrary, decreased by 46%. Its decline was mainly due to the fact that the number of mentions on television of the Rinat Akhmetov Foundation and the Victor Pinchuk Foundation decreased. The largest number of mentions of funds was recorded from February 23 to March 2, and the largest coverage was on June 23, after the beginning of the collection of funds for biractors by the Sergey Pritula Foundation. It is also worth noting that the Sergey Prytula Foundation showed the largest increase in the number of mentions after the full-scale invasion (+874% of publications).

Looking at the dynamics of mentions in the context of funds, we see that the peak of publications from February 23 to March 2 was caused by a large number of mentions of the Come Back Alive Foundation, when it was announced that A thousand for vaccination can now be spent on the support of the Armed Forces. Then one day before the start of a full-scale war “Come Back Alive” Fund raised more than UAH 20.5 millionwhen the largest banks and private companies publicly made large contributions to the fund.

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• The peak of the own activity of the Back Alive Foundation and the human rights organization “Vostok SOS” falls on February-March 2022, and then goes into decline.

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• Sergiy Prytula Foundation was greatly activated in May-June 2022.

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• In January, 44% of the media space was occupied by the Rinat Akhmetov Foundation. Then the leader became the “Come Back Alive” Foundation. The Victor Pinchuk Foundation and the Petro Poroshenko Foundation in January also exceeded the Back Alive Foundation in terms of the number of mentions, but then their share in the media space decreased significantly.

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• Help Ukraine.center, which was created after a full-scale invasion, showed the greatest activity in March-May, and then almost disappeared from the media field.

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The tonality of fund mentions can be described as neutral-positive. Negative mentions are almost not found.

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Change the focus of themes

The LDA model of texts before a full-scale invasion shows that previously separate topics of the media space were charity in the political sphere, as well as assistance to hospitals and cancer patients.

After February 24

• Army aid cluster increased by 20%.
• Assistance to children and refugees accounts for 24.3% of texts.
• Assistance to hospitals and cancer patients is no longer singled out in a separate topic.

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A cloud of words

The general cloud of words is made up of terms related to the work of charitable foundations: “Ukraine”, “fund”, “help”. The word “war” until February 24 was found in texts 31 times a day, and after that — 363 times (+1072%). In addition, the name “Akhmetov” before the full-scale invasion was found more often with many words, which became the top after February 24.

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Information environment

Unique words from the word cloud show how the infopole has changed since the start of a full-scale war. Earlier in the top were the words “child”, “cancer patient”, “security”, “correspondent”, “threat”, “ORDLO”. Since February, the words “account”, “body armor”, “bayraktar”, “Prytula”, “Kalush Orchestra”, “military”, “migrant”, “support” and others have been in the top.

The medium (words used in texts closest to a defined word or phrase) of the five largest funds includes words related to the names of the funds and their owners.

• Unique words from the environment for “Come Back Alive” Foundation there are: “Pritula”, “ZSU”, “Kyiv”, “NBU, “art project”, “exhibition”, “Silpo”;
• per Rinat Akhmetov Foundation: “rescue”, “football”, “business”, “fc”, “Metinvest”, “support”;
• per Petro Poroshenko Foundation: “right”, “demand”, “warn”, “trip”, “rocket”, “avdiyivka”;
• per Victor Pinchuk Foundation: “attach”, “leave”, “mansion”, “dollar”, “Israel”;
• per Serhiy Prytula Foundation: “kalush”, “bayraktar”, “sell”, “picture”, “celebrity”.

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The material was first released on Mmr.ua