New Partnership Strengthens Charity–Business Connections

Charit-able Announces Strategic Collaboration with Marketing Psychologist and Author Alessandro Calzolari to Strengthen Charity–Business Partnerships

Charit-able, the award-winning consultancy founded by charity strategist Karen Jefford, an experienced CEO and former national charity leader, has announced a new collaboration with Alessandro Calzolari, Marketing Psychologist and author of Empathic Marketing. This partnership marks an exciting step forward in Charit-able’s mission to transform how charities and companies communicate, collaborate, and create long-term social impact.

Alessandro, renowned for his work helping organisations understand how people think, decide, and connect will join Karen in delivering new insight-driven support, including contributing to Charit-able’s upcoming The Human Advantage podcast series exploring people, purpose, and the power of partnership.

Together, they bring a unique blend of expertise: Karen’s lived experience leading and transforming charities under real pressure, and Alessandro’s behavioural understanding of how empathy drives decision-making, trust, and meaningful engagement.

A Partnership Rooted in Understanding

Having each spent years tackling the same problem from different directions, both Alessandro and Karen share a belief that:

Partnerships thrive when people feel understood.

Charities are often mission-rich but resource-poor.

Businesses often want to create genuine social value but struggle to find the right routes to do so.

Both sides care deeply yet often speak different languages.

This collaboration aims to bridge that gap by combining deep behavioural insight with grounded, real-world charity leadership through a series of podcasts, workshops and webinars.

Charit-able Founder, Karen Jefford, said:

“This partnership is about bringing humanity back into how charities and companies work together. Alessandro brings a level of insight and empathy that is rare in the marketing world. By combining his expertise with my lived experience of leading charities through real-world pressures, we can help organisations build partnerships.

Alessandro Calzolari, Marketing Psychologist & Author of Empathic Marketing said:

“Most partnerships fail not because of a lack of good intention, but because people feel unheard, misunderstood, or overwhelmed. Working with Karen allows us to bring together strategic insight and real human understanding, helping charities and businesses connect in a way that feels meaningful, natural, and mutually beneficial. When empathy leads the conversation, collaboration becomes infinitely more powerful.”

Visit us at www.charit-able.co.uk