The Donkey Sanctuary at Sidmouth has launched a new five-year strategy to help donkeys around the world.

The animal welfare charity says that its new CEO, Marianne Steele, who was officially appointed late last year, has a clear vision for where The Donkey Sanctuary should be headed over the next five years.

Marianne 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.”

“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."

The charity says it is more confident than ever that seeing the world from a donkey’s perspective is key to creating lasting and positive change.

The new strategy has 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