Peak reach — 45 million

The leader was the Red Cross, which covered almost half of the entire media in terms of the number of mentions and ⅔ of the audience coverage thanks to numerous appearances on television.

Looking at the dynamics of publications, we see that by February 24, on average per day in the media field, there were 250 mentions of all funds. Since February 24, the figure has almost tripled and amounts to 676 publications per day.The peak of mentions was on March 8 — 2195 publications, with 77% of them mentioning the Red Cross. The largest potential coverage was also recorded on March 8. Then it reached 45 million.Benefits of Media Monitoring for NonprofitsOverall, after a full-scale invasion, the average potential coverage is 5.1 million per day.We see that all organizations have increased the number of publications (the largest increase occurred at the UN (Office of the UN High Commissioner for Refugees)). Coverage has also increased in all organizations except the Norwegian Refugee Council (NRC).

The dynamics show that the general peaks of publications are mostly associated with mentions of the Red Cross. On March 8, the Red Cross was mentioned in most editions in an episodic role, but the loudest scandal at the time was that”the organization prohibited the application of the emblem on evacuation machines. Very influential people decided to put a cross on Ukrainians“.

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• The peak of the Red Cross's own activity falls on March and May 2022. UNICEF, the United Nations and the Caritas Foundation of Ukraine were very active in the media field in March, but the number of mentions has subsequently decreased.

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• The International Organization for Migration (MOM) and the Norwegian Refugee Council (NRC) stepped up in May 2022.

‍Content analysis as an info-space research tool‍

• If we consider the share in the media field, we see that at the beginning of the year UNICEF was the leader in terms of indicators due to the number of mentions in the Ukrainian media.

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• The United Nations (UNHCR), which ranks third in the overall ranking, was in penultimate place in January.

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• The UN World Food Programme was in third place in January, but dropped to fourth in the overall standings due to a decrease in mentions in February-March 2022.

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The tonality of mentions of funds can be characterized as neutral-positive. Negative mentions occupy only 2.5% of the media field.4 good reasons to invest in media monitoring‍

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The main topics of the media field: before and after a full-scale invasion

The LDA model of texts before a full-scale invasion shows that a separate topic of the media space was the assistance of the army in connection with the war in eastern Ukraine, as well as vaccination and assistance to the sick (especially people with cancer).

After February 24, the information spaces of the funds were reformatted to help Ukraine due to the Russian attack.

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Word clouds and the environment of funds

The general cloud of words consists of terms related to the work of charitable foundations during the war: “Ukraine”, “Ukrainian”, “help”, “war”, “children”. The word “war” before February 24 appeared in texts 33 times per day, and after that — 811 (+2,361%). But the word “children”, which before the beginning of a full-scale war occupied the 2nd place, then ended up in 6th place. Vaccination, which before the war was in third place - after it was placed at 581 and is mentioned on average 3 times a day. The words associated with vaccination received a negative increase: “polio”, “dose”, “vaccine”, “vaccination”, “covid19", “pandemic”, as well as “church, “Donbass”, “happiness”, “Medvedchuk”, “USAID”.

Unique words from the word cloud show how the information field has changed since February 24. The words “displaced”, “Azovstal”, “internally”, “invasion”, “monetary”, “payment”, “receipt”, “port”, “factory”, “defender”, “Azov”, “shock”, “sanction”, “rocket” were at the top. Before the war, the top words were “Donbass”, “coronavirus”, “ORDLO”, “youth”, “paralysis”, “virus”, “Minsk”, “Omicron”, “polio”, “Pfizer”.

The closest environment of the word “foundation” is “children's”, “UN”, “UNICEF”, “children's”, “charitable”, “charitable”, “Caritas”, “charitable”, “sovax”, “global”, “help”, “future”, “Ukraine”.

The environment of the largest foreign funds operating in Ukraine contains words related to the names of the funds and their activities.Unique words from the environment for:‍Caritas Foundation of Ukraine: Poltava, Catholic, Shelokova, Kharkiv, Ivano-Frankivsk, Kolomyia, Church, Mukachevo;IOM (International Organization for Migration): relate, veteran, committed, implement, implementation, pandemic;Norwegian Refugee Council (NRC): risk, advice, employment, independent, crisis, strategy, issue, citizen, infographics;Red Cross: help, evacuation, scavenge, bring, show, ask, usa, organize, place, medical, doctors;UNICEF: Denmark, war, Moldova, delivered, relative, Svetlana, delivery, communication, water, children;United Nations Organization (UNHCR): estimates, scheller, signed, Zhovkva, news, border, repair, indicate, carry out;United Nations World Food Programme: business, commissar, world, runway, food.

The material was first published on Mmr.ua