Have you visited any countries bordering Russia - Ukraine, Georgia, Azerbaijan? If you do, you see quite odd things...
You see children's playgrounds that have a big sign saying 'Proudly sponsored by the USA development fund", or "This bus route is made possible by the EU funding.".
Why would the USA be using US taxpayer money to build children's playgrounds in Azerbaijan?
It's all about a long term battle for hearts and minds... Be the 'good guys' to a 5 year old child now, and in 30 years that child is a voter and you can have influence over the whole country.
Pretty smart moves... But I can see how Russia isn't happy about it.