Charity in Russia is changing. More and more people are moving from one-off donations to regular giving: small automatic payments that become a natural part of life.
Tooba founder Ramazan Medzhidov told the Miloserdie portal that the areas people choose to support are gradually changing too. People used to back specific individuals more often, especially children.
Today, systemic programs and environmental projects get more and more attention. Technology makes doing a good deed easier. Charity platforms let you find a verified foundation, choose a clear campaign and send a donation in a matter of seconds.
For example, after the smart feed appeared on Tooba, the total amount raised grew by 15%: it became easier for users to find the projects close to their hearts.
But technology alone is not enough. People want to understand where their help is going and what it achieved.
Honest stories, clear reports and caring communication help build trust and bring together people who truly share a passion for good deeds.
Charity is no longer just an emotional impulse. It is becoming a conscious habit that lets us help regularly and make big changes together.
To read more about trends and the future of crowdfunding, see the Miloserdie portal's article.
