PROUD TO BE BROOKE GLOBAL STRATEGY
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PROUD TO BE BROOKE GLOBAL STRATEGY 2016—2021
OUR VISION
Our vision is of a world in which working horses,
donkeys and mules are free from suffering.
CEO MESSAGE
Brooke was established in 1934 to treat horses left in Egypt after
the first World War. The spirit of our founder, Dorothy Brooke,
remains at the heart of the charity – her respect for working
OUR MISSION horses, donkeys and mules, and her compassion for their owners
created an inspiring legacy. In recent years we have expanded
to deliver programmes across Africa, Asia and Latin America.
Today Brooke has a substantial presence in ten countries across
Our mission is to transform the lives
the world. It is now time for the next chapter of Brooke’s story.
of vulnerable working horses, donkeys
Brooke has bold ambitions for making a positive impact on the lives
and mules around the world. We relieve
of working equines around the world. These animals are an integral
their immediate suffering and create part of the livelihoods of hundreds of millions of the world’s poorest
lasting change by working with people, people. During 2016 we will achieve our goal of improving the welfare
communities and organisations. of two million animals per year. However, there are more than 100
million working horses, donkeys and mules and many are suffering
in the course of their daily lives – but it doesn’t have to be this way.
This Global Strategy sets out how Brooke intends to transform the
lives of even more vulnerable working horses, donkeys and mules
over the next five years. Building on our considerable experience
we will strive to make the most effective use of our resources
to bring about sustainable improvement. We know that with your
support, there is so much more we can do to make a lasting change
to animals in the greatest need. Together we will create a better
world for the next generation. Together we are proud to be Brooke.
Petra Ingram, Brooke Chief Executive Officer
OUR STRATEGIC Our global presence
Brooke currently works in these countries to achieve change across three continents.
GOALS FOR 2021
Affiliates Branches Contract Partners Fundraising Offices HQ Small Grant Projects
Brooke East Africa Brooke Ethiopia DCA in Afghanistan Netherlands UK Burkina Faso
Brooke Egypt Brooke Jordan ESAP in Guatemala USA Colombia
Brooke India Brooke West Africa AHTCS in Nepal Fiji
Brooke Pakistan OIKOS in Nicaragua Mexico
Mongolia
Global Reach: To help more working animals Palestine
Peru
in need in more places around the world. Somaliland
South Africa
Tanzania
The Gambia
Sustainable Improvement: To make lasting Uganda
Zambia
change by working with a wide range of people Zimbabwe
and organisations that can directly or indirectly
improve the lives of working animals.
Why Brooke?
Who we are: How we do it – our Theory of Change:
Brooke is an international animal welfare organisation Animals can’t change their welfare, but people
with over 80 years’ experience dedicated to improving can. Our work builds on this in three ways:
the lives of working horses, donkeys and mules.
Communities: working with communities
What we do: to provide them with the skills and support
Brooke protects and improves the lives of working horses, to unlock their compassion for animals and to
donkeys and mules that fundamentally underpin the feel the benefit that brings to their livelihoods.
livelihoods of some of the world’s poorest communities.
Services: working with local health services, farriers
Why we do it: and others to strengthen their skills so owners can
112 million working horses, donkeys and mules provide get their animals the help they need when they need it.
invaluable support to daily life for an estimated 600
Advocacy: working with governments at all levels and
million people in some of the poorest places in the
international bodies such as the UN to provide support
world, through haulage, transportation and production.
and prevent abuse for practical and long-lasting change.
Healthy working horses, donkeys and mules help to put
food on their tables, send their children to school and Our values underpin this approach and ensure
build better futures for themselves and their families. Brooke is recognised as an international authority
on equine welfare.
We are proud to deliver significant and lasting change.
OUR THEORY OF CHANGE
SKILLS QUALITY Our Values
COMMUNITIES SERVICES
COMPASSION SUSTAINABLE
“We are proud to be Brooke.
We are resourceful, share
new ideas and help each
ADVOCACY
other succeed. Together
LOCAL NATIONAL INTERNATIONAL we make change happen.”
STRATEGIC GOALS WHAT WILL
AND OBJECTIVES SUCCESS
OUR MISSION IS TO TRANSFORM THE LIVES OF VULNERABLE WORKING LOOK LIKE?
HORSES, DONKEYS AND MULES AROUND THE WORLD. WE RELIEVE
MISSION
THEIR IMMEDIATE SUFFERING AND CREATE LASTING CHANGE BY In order to achieve our strategic goals of
WORKING WITH PEOPLE, COMMUNITIES AND ORGANISATIONS. Global Reach and Sustainable Improvement
we have identified four strategic objectives:
Scale, Income, Quality and Impact.
GLOBAL REACH SUSTAINABLE
IMPROVEMENT
STRATEGIC GOALS
Brooke will reach more Brooke will have
working horses, donkeys programmes that deliver
and mules worldwide sustainable change
SCALE INCOME QUALITY IMPACT
STRATEGIC OBJECTIVES
We will do We will We will ensure We will be
more work grow Brooke accountable
with more income standards of to donors and
animals in the and quality achieve beneficiaries
most need awareness sustainable by measuring
change our impact
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1 2 3 4 5
SCALE QUALITY
Objective 1 Objective 3
Increase the scale and reach Do more Deliver programmes Ensure Brooke
of our work with animals work with to Brooke standards standards
• More working horses, donkeys and mules more animals • Empowered communities will make of quality
in greatest need will be reached in the change happen through collaboration, achieve
most need shared learning and specialist expertise sustainable
• Policies and laws will change to make
a positive difference to working horses, • Sustainable health, farriery and other change
donkeys and mules services that people can rely on will be
available long after we have gone
• Recognition of contribution of working
horses, donkeys and mules to livelihoods • Policy-makers’ perspectives will be
will be improved changed with evidence and advocacy
• Partnership and collaboration with other • Research and learning will further
organisations will be increased to extend strengthen our approach
our reach
Objective 2 Objective 4
Grow income and awareness Increase accountability
to increase impact to donors and beneficiaries
• A diverse funding portfolio will deliver • Ability to measure impact in the short
increased annual net income and long term will be improved through
INCOME IMPACT implementation of a robust and
• Cost income ratios will be more efficient systematic monitoring and
• E xternal audiences and potential evaluation system
Grow Be accountable
donors will know more about Brooke • Plans that rest on accurate and
income and to donors and
• Respectful and personal engagement transparent data will increase
awareness beneficiaries
will further improve donor relationships effectiveness and efficiency
by measuring
• Sustained welfare improvements
our impact
after exit will be evidenced
• Optimal use of available
resources will maximise value
S
ION
OUR ENABLERS
“Thank you to Brooke for “I tried unsuccessfully to
IT Y
UT
making a positive difference treat my donkey and finally
OL
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to my work – it’s clear that found the Brooke Community
EC L
AR MA
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AP
FOR SUCCESS
my work is better now.” Equine Welfare Team on my
L F NI
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doorstep in the coal mine
Lamine Sow, a farrier
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community. My donkey was
BU
in Senegal f or 20 years
INN
able to work again and put
Our success will depend on being my income on track.”
an excellent animal welfare organisation, 1 Mr. Muhammad Balqias, 3
driven by standards where advocacy, coal mine donkey owner,
innovation and evidence are at the heart Pakistan
of everything we do. We believe this
approach will enable us to achieve the
strategic goals and objectives of Brooke.
“Donkeys are a key “My study on ‘An impact
asset for one of Concern assessment tool for an equine
Worldwide’s most important welfare project in India’
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groups, poor women.” got selected by the International
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NC
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Society for Applied Ethology
IDE
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Dominic MacSorley,
congress 2015 in Japan, which
AD
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CEO Concern, Worldwide
gave me the opportunity
to interact with world
2 communities working 4
in the field of animal welfare.”
Azeem Ahmad,
Welfare Assessor, Brooke India
“We’re creating a responsive
and agile organisation guided
by the expertise of the countries.”
N
IO
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Sir Evelyn Webb-Carter,
Chairman of Brooke
GA
OR
5
Our Vision
“A world in which
working horses,
donkeys and
mules are free thebrooke.org
from suffering.” Registered Charity No: 1085760
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