The war in Ukraine has seen a remarkable rise in crowdfunding for the Ukrainian Armed Forces. Meanwhile, the war is being waged in a new media ecology, transforming how individuals can participate in conflict. Drawing on the existing literature from both the field of crowdfunding in war and the discipline of media studies, this thesis provides a deeper understanding of the dynamics of crowdfunding in the Russia-Ukraine war and analyzes the use of social media to frame visual narratives by the Ukrainian Armed Forces. To conduct the study, this thesis has analyzed the 28th Mechanized Brigade’s official Telegram account as well as the official websites of several volunteer organizations that have cooperated with the brigade. By relying on both a descriptive approach and the method of visual narrative analysis, this thesis shows how the war in Ukraine illustrates a radical transformation in how social media can be used to mediate crowdfunding through visual narratives.