The people who write the proposal do the work
We're a small team. Suzanne and Edd are involved in every engagement. You won't get a senior partner for the pitch and a junior consultant for the delivery.
Helping charities solve hard problems
We believe charities need a new kind of agency. An agency that takes advantage of the efficiencies of AI - and passes those savings to charities - while having the deep understanding needed to help them harness AI's potential.
Make Sense Of It is an agency of problem solvers working for charities and nonprofits. We use design, innovation and strategy to figure out and fix problems. Our goal isn't to bill hours building things for the sake of building things but to increase the impact charities can have in our complex world.
Our goal is to empower charities to solve their own challenges by building out services, upskilling teams and increasing trust in your organisation. We firmly believe that the best consultants are those who leave their clients stronger, more capable, and better equipped to face future challenges.
We're Edd and Suzanne. We've worked inside, and alongside, UK charities for most of our careers. Recently we've witnessed first-hand the determination to harness AI for greater impact. But we know integrating AI is not without challenge and we want to make sure charities are not left behind.
Suzanne Begley
Co-founder
Suzanne is a strategic leader in nonprofit digital transformation, with over two decades of experience helping organisations amplify their social impact. As co-founder and former director of the award-winning agency Public Life, she has shaped digital strategies and services for prominent charities including Mencap, Macmillan Cancer Support and YoungMinds.
She led the digital transformation programme at Cruse Bereavement Support, diversifying their service delivery to reach more bereaved people. Her expertise spans service design, digital growth strategy and operations, with a particular focus on health and social care, housing and education sectors.
Suzanne's approach centres on collaborating closely with organisations and their beneficiaries to reimagine longstanding challenges through a digital lens. A graduate of Oxford University, she brings both analytical rigour and creative insight to her work, helping charities harness digital opportunities to transform service delivery and boost income generation.
Edd Baldry
Co-founder
Edd Baldry is an award-winning engineer and designer with two decades of experience helping organisations create positive social change through technology. Their expertise spans artificial intelligence, service design, and digital transformation, with a particular focus on the nonprofit sector.
They combine deep technical knowledge with human-centred design principles to help organisations navigate complex challenges. Drawing from experience leading the Human Machine Interaction team at Dyson and founding an AI-driven health technology startup, Edd brings a unique perspective to creating solutions that are both innovative and inclusive.
Their work with organisations ranging from Google and the UN to grassroots charities has demonstrated how emerging technologies can be harnessed to maximise social impact. Edd believes in creating technical solutions that go beyond functionality to bring wonder and delight to people's lives. They have worked across the UK, US, France and Italy, bringing a global perspective to social innovation.
How we work
We start with people, not technology
The best AI opportunities start with understanding how teams actually work and what they need, then matching the right tools to the right problems. We spend time listening before we start recommending. And we design workshops that meet people where they are, not where we think they should be.
Training through doing
We don't believe in training that happens in a vacuum. Generic demos with made-up data don't teach people how AI fits into their work. Every session, workshop, and pilot we run uses your actual work and your actual problems. That's how people build real confidence and how you get real answers about what works.
Loops, not waterfalls
Each cycle is a focused period of making followed by deliberate learning: testing what we've built, measuring what works, and using those insights to guide what comes next. Now that AI has made the making dramatically easier, the real value is in the learning: human imagination, judgement, and purpose. You see working outputs early and often, and you can change direction before you've over-invested.
Start small, build big
No project begins with a six-month plan and a large invoice. We break complex challenges into smaller components, prove value at each stage, and scale what works. Every phase ends with a decision point: continue, change direction, or stop.
Built for your team, not ours
Everything we build is designed to be owned and operated by your people. We're not interested in creating dependency. The goal is tools your team can use confidently, with documentation they can actually follow.