This article deals with the genesis of general trust and social capital in contemporary Russia, which faces the external pressure. The low level of general trust is noted, its economic, social and everyday life implications are considered, an explanation of Russia’s lower than in western Europe level of trust is provided. Considering society’s level of trust and social capital as externalia, the authors conclude that there is a necessity to "produce" trust intentionally. Promotion of collective charity is proposed as a mechanism of such "production". It is stressed that in order to activate the potential of trust in a society, there is a need for ideological and symbolic basis linked to its history. Russian People’s Unity Day, understood as the birthday of Russian civil society, is proposed to be used in this respect.
