This paper demonstrates the value of embracing digital technology in order to effect positive change in a non-governmental (NGO) charity organisation, in this case the Irish Charity Crosscause. The outcome of the research was the creation of a charity video, Crosscause: Making a Difference, to showcase humanitarian work in Ireland and Romania with a view to inspiring others to contribute in some capacity to this cause. Video is an important medium to provide connections with a wider audience, as it gives humanitarian workers and marginalised communities an opportunity to tell their story by making a compelling and evocative case to others. Visual media not only makes connections with an audience, but can also positively challenge people to consider what is happening in the world around them.
The research process incorporated an entrepreneurial methodology - an Educational Entrepreneurial approach to action research-with four steps: Exploring, Understanding, Creating and Transforming, which is designed to guide practitioner-researchers as they embrace digital technology to resolve an identified need in a workplace context, including people in disadvantaged settings. In this research, there was an identified need for a charity video to link the giving in Ireland to the receiving in Romania, so that viewers could see the tangible effects of their contributions. A further aim of the research was to illustrate how volunteering can inspire solidarity among Irish and Romanian communities.