e study examines the main global trends and practices of encouraging private investment in culture. Attention was paid to various political, economic and cultural environments, including the diversity of social structures and traditions of philanthropic activities in them. Given the globalization and European integration processes, the study uses the experience of Europe and the European Union.Also, the forms of investment activity in the countries of the world are investigated. e relationship between the models of philanthropic activities and traditions and customs in the cultural environment of social systems of countries.