The next chapter: Launch of our new five-year strategy
We are excited to be launching a new five-year strategy setting out our ambitions for the future, as we look to build on more than 60 years of caring for animals and the people who love them.
Since 1965, we have rescued animals in need, helped them recover, found them new homes and supported the communities around them. Our new strategy sets out how we will continue to grow our impact across the South West in the years ahead.
Our strategy responds to a changing animal welfare landscape, including an increasing number of animals coming into our care with complex welfare and behavioural needs, evolving expectations of modern rescue charities and the need to build a more resilient financial future.
It sets a clear ambition from now until 2031, alongside longer-term ambitions towards 2036, and is built around four commitments:
- Outstanding animal welfare and care
- Prevention, education and community
- Partnerships, influence and thought leadership, sharing our expertise to help influence national policy
- Sustainable income and retail
We will continue to develop our behaviour-led approach to animal welfare, with a personalised plan for every animal based on their individual needs. As more straightforward rehoming cases are supported through foster placements and our Home Match service, which sees a dog stay in their current home while we match them to a new one so the move is as smooth as possible, our centres can focus on animals with more complex needs who require specialist care.
We intend to increase our focus on prevention and education, helping people become confident and responsible pet owners, while strengthening partnerships with organisations such as the RSPCA , Cats Protection and Forever Hounds Trust, so we can share expertise and achieve more for animals.
Building a more sustainable income base will also be key, so we can support even more animals. We plan to grow and develop our shops, develop new income streams and increase the proportion of donations where we can claim Gift Aid.
Our people are central to delivering these ambitions. We will invest in staff development and career opportunities, including new posts and apprenticeship opportunities advertised through our Join Us pages as they arise, while growing our volunteer community and creating clearer specialist roles.
Joanna Tiffin, Chief Executive at Margaret Green Animal Rescue, said: “Our new strategy is about making sure we can continue that work for generations to come.
“Animal rescue is changing, and we need to change with it. We want to provide the very best care for animals with increasingly complex needs, while doing more to prevent welfare problems, working in partnership with others and building a strong and sustainable organisation for the future.
“This is an exciting new chapter for Margaret Green Animal Rescue. We have ambitious plans, but at the heart of everything we do remains the same commitment we have had since 1965, giving animals the care, compassion and second chance they deserve.”
As part of the strategy, we will also invest in the places where our work happens. Church Knowle, our Head Office and Visitor Centre, is where the first phase of this investment will take shape.
We are intending to re-open The Chase, our space for horses and farm animals. Work has begun to replace the fencing at the top of the site. We are also proposing to build 16 kennels that will be designed to provide calm, low stress environments for rescue dogs, giving them the best chance of being rehabilitated and finding loving homes more quickly. These plans are subject to planning permission and fundraising.
Joanna concludes: “This is the beginning of our next chapter and our ambition is to make it one that lasts well into the future.”
You can read more about our strategy here, including additional information on our plans for Church Knowle, and watch our short film below.
Update: 29th September 2026
Our Board of Trustees has decided to pause the proposal for new kennels for rescue dogs at Church Knowle. They are taking the opportunity to fully consider and reflect on the views that have been expressed to us. No decision has been made, and we will keep in touch with local residents and everyone who cares about our work as our thinking develops.
