Our organisational strategy

Dr Elisabeth Svendsen MBE founded The Donkey Sanctuary to strive towards a better world for donkeys. We continue her mission to improve the lives of donkeys every day.

For over 50 years, we have looked at the world from the donkey’s perspective, and we believe in creating a world where every donkey can express their natural behaviours while experiencing kindness and respect.

We believe in a world where every donkey has the chance to be a donkey, and we will never turn away from a donkey in need, offering sanctuary or support in the community.

We know that we are not alone in our beliefs; donkeys, humans and the planet share a unique relationship that spans generations, cultures, and continents. Experience shows us that we work most effectively in partnership with those who share our vision, including our supporters, partner organisations, NGOs and governments.

Our strategy outlines how we intend to share the rich benefits of our single species focus, guided by our founder’s extraordinary dynamism and devotion.

What we will achieve

Our strategy enables us to be ambitious and remain undaunted by the challenges ahead. 

Over the next five years, we will: 

• Improve the lives of 5 million donkeys 
• Be global leaders in a plan for donkey welfare 
• Inspire a global community of a million to help us in our mission. 

To help us achieve these goals we will: 

• Make The Donkey Sanctuary a great place to work and become a partner of choice 
• Establish world-class operational practices that make the most of our resources 
• Work to increase our income.

Achieving our goals

Our strategy is grounded in four strategic pillars that will help us focus our activity to pursue our vision and deliver on our mission.

Welfare

Make positive and sustainable change to the everyday lives of donkeys by improving their environment, nutrition, behaviour and health.

Over the next five years, we will focus on measuring donkey welfare issues more consistently and objectively and evidencing improvements in the care or welfare support provided to donkeys through our programmes and projects.

Knowledge

Develop and share expertise, knowledge and understanding to improve donkey welfare.

Over the next five years, we will be working on transferring and exchanging our knowledge with people working and caring for donkeys while continuing to evolve our understanding through learning and listening.

Voice

Speak up for donkeys by challenging poor welfare and advocating for better.

Over the next five years, we will be working towards increasing the awareness of issues affecting donkeys worldwide and seeking the enforcement of legislation to reduce the harm and suffering of donkeys.

Community

Demonstrate the benefits of donkeys and people living and working in harmony together.

Over the next five years, we will be working to ensure that people with the power to help donkeys are supported, valued and empowered.

Impact through partnership

We work with like-minded individuals and organisations so that we can act quickly and effectively to help donkeys. Our partners are credible and resilient organisations, regardless of their size.

We share our abilities and resources in a collaborative and non-competitive way while benefiting from our partners’ unique values, experiences, and skillsets.