Great things happen when you see the world from a donkey’s perspective
Devon-based Donkey Sanctuary has a global plan to improve the lives of millions of donkeys
Seeing the world through the eyes of a donkey is at the heart of The Donkey Sanctuary’s new five-year strategy – an ambitious plan that aims to improve the lives of five million donkeys worldwide.
The animal welfare charity, which has its international headquarters in Devon, has a new CEO and a new strategy, and is more confident than ever that seeing the world from a donkey’s perspective is key to creating lasting and positive change.
Marianne Steele, who was appointed CEO of The Donkey Sanctuary in November 2022, said: “Dr Svendsen founded The Donkey Sanctuary over 50 years ago to strive towards a better world for donkeys and one where donkeys everywhere are treated with the kindness and respect they deserve.
“Our new strategy embraces these founding values and the positive impact of donkeys on communities, culture and the environment. Around the world, donkeys are intrinsically linked to the cultures and landscapes they inhabit. When we see the world through a donkey’s eyes, we see a way to improve the world, not just for donkeys, but for the people and communities that rely on them.”
This commitment to a single species is what sets The Donkey Sanctuary apart from other global animal charities and has allowed it to become a global leader in donkey welfare.
“Donkeys remain in peril. They need our help. We cannot do this alone – building partnerships and communities is key. We’ll do this by sharing knowledge with those closest to donkeys and inspiring a movement of people who can help us drive positive change.
“We will intensify our campaign for an end to the donkey skin trade and continue our work with the UN and NGOs around the world to improve the welfare of working donkeys.
“Central to our strategy is elevating the status of donkeys. By dispelling myths and positioning donkeys as the highly intelligent and sensitive animals they are, deserving of our respect, we will create a demand for better welfare,” said Ms Steele.
The new strategy sets out how the charity will improve the welfare of donkeys in its care and around the world, with six clear goals over the next five years. These are to:
- Improve the lives of five million donkeys
- Inspire a global community of one million to help us in our mission
- Be leaders in a global plan for donkey welfare
- 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
- Increase our income to deliver these goals
“In a tumultuous world, our plans are ambitious, but we are confident we have the knowledge, passion and focus to improve the lives of millions of donkeys and honour the work Dr Svendsen started over half a century ago,” said Marianne Steele. “Our work over the next five years will be driven by The Donkey Sanctuary’svision of a world where every donkey has a good quality of life, and its mission to improve the lives of donkeys every day.”
The Sidmouth sanctuary is also a leading tourist attraction in the Southwest. In 2022, more than 400,000 people visited the sanctuary, helping boost the surrounding area.
