The accountability of charity organizations is crucial for their work and existence, as these organizations depend on continuous public donations. Meeting the needs of all stakeholders puts additional challenges on charities and forces them to use different ways/forms of accountability. Recently, social media has been extensively used for both charity fundraising and reporting/accountability. With few exceptions, the current literature describes this process as rather one-sided – where charity organizations pursue their agendas without engaging with or responding to crowds accessing their social media. This research uses netnographic and interview data to investigate how public social media engagement reconfigures a charity’s accountability during wartime. We utilize the case of a significant Ukrainian charity fund that gathered over USD 110 million in donations in 2022 via social media to meet the needs of the army and victims of the Russo-Ukrainian war. Social media enabled crowds to question and critique the fund’s accountability generating a crowd-based accountability dialogue to which the charity needed to respond. Consequently, the charity evolved dialogic accountability processes between the crowd, the fund and its celebrity founder, the latter playing a mediating role in the fund’s dialogue with the crowd. This study adds to the literature on online publics and crowd-based accountability as dialogue. A particularly signi?cant facet of this study concerns the highly sensitized context where, despite the exigencies faced, donors’ expectations of accountability remain high. Charity organizations, other NGOs and governments can learn from this use of social media as a crowd-based accountability tool to enable real dialogue during significant crises (in our case, the Russo-Ukrainian war).