Strategic Planning for Animal Activism
(SPAA 2024)

Generously funded by The Greenbaum Foundation and Vegan Grants .

About the Course

Empower your organization to lead with conviction, innovate with purpose, and execute with impact through the "Strategic Planning for Animal Activism" course. Designed for dedicated organizations in the animal rights and veganism sectors, this comprehensive 12-part series is your roadmap to transforming passion into actionable strategy.

Transform Your Passion into Action

This meticulously structured course guides you through the essential components of strategic planning, from foundational principles to the creation of a compelling strategic plan tailored to your organization's unique mission. Engage in an immersive learning experience, complete with practical assignments, to elevate your organization's impact.

SPAA 2024

Course Outline

Class 1: Mission, Vision, and Values

Establish the core of your strategic plan by defining your organization's purpose, aspirations, and principles.

Class 2: Your Story & Your SWOT Analysis

Craft your narrative and assess your Strengths, Weaknesses, Opportunities, and Threats to inform strategic decision-making.

Class 3: Target Audience & Demographics

Identify and understand the demographics of your target audience to tailor your efforts effectively.

Class 4: Program Design and Evaluation

Learn to design programs that resonate with your audience and evaluate their impact for continuous improvement.

Class 5: Marketing Strategy

Develop a marketing strategy that aligns with your mission and expands your reach and influence.

Class 6: Leadership and Staffing

Explore leadership principles and staffing strategies that foster organizational growth and success.

Class 7: Respectful Workplaces

Create an inclusive, respectful workplace culture that drives engagement and productivity.

Class 8: Alliances and Budgeting

Form strategic alliances and manage your budget to maximize resources and achieve your goals.

Class 9: Fundraising Responsibilities, Asking for Money, & Your Case for Support

Master the art of fundraising, from making compelling asks to crafting your case for support.

Class 10: Fundraising Technology & Creating Your Fundraising Plan

Leverage technology in your fundraising efforts and create a comprehensive fundraising plan.

Class 11: Final Editing and Formatting & Next Steps

Refine your strategic plan and prepare for implementation, setting the stage for your organization's future success.

Class 12: Hear from a Funder

I am thrilled to welcome Meghan O'Brien Lowery from MegLow Consulting. We will spend the first half of the session hearing from Meghan about what funders are looking for in a proposal and how to organize your request to make your strongest case. We will then have plenty of time for questions and discussion.

Class 13: Special Class

I am excited to share a unique opportunity for participants who successfully complete their strategic plan through our course. In January 2025, we will host a special class, offering you the chance to directly pitch your strategic plans to some of the largest funders in the farmed animal space. This session is designed to not only showcase your hard work and dedication but also to potentially secure support and funding to bring your vision to life. It represents a remarkable opportunity to connect with key stakeholders and gain invaluable exposure in the field. We strongly encourage all participants to fully engage with the course material and seize this chance to make a significant impact in the farmed animal advocacy movement.

  • Who Should Attend

    This course is designed for organizations that are committed to animal rights and veganism, looking to:

    • Sharpen their strategic focus.
    • Enhance their impact through effective program design and execution.
    • Build and sustain a respectful workplace.
    • Forge meaningful alliances and manage resources wisely.
    • Elevate their fundraising efforts with modern strategies and technologies.
  • Apply Today

    Join a network of like-minded organizations poised to make a difference. Apply now to secure your spot in the "Strategic Planning for Animal Activism" course and begin your journey toward strategic excellence.

    For application details and more information, please click here.

    Together, let's pave the way for a more compassionate and sustainable world.

    Get notified
  • 2024 Cohort Details

    The 2024 SPAA Cohort details are as follows:

    • Duration: 12 sessions (90 minutes each)
    • Start Date: April 23, 2024
    • Time: 4:00pm EST to 5:30pm EST
    • Frequency: Every three weeks
    • Format: Zoom meetings, interactive discussions, and practical assignments
    • Office Hours: Conducted via Zoom between sessions

Krista is a master at communication.

Krista consistently demonstrated a deep understanding of these subjects and provided invaluable guidance throughout the process. Her expertise and attention to detail were instrumental in ensuring that our policies and guidelines align with best practices to foster a respectful and inclusive work environment. Furthermore, her engaging training sessions not only imparted knowledge but also empowered our team to apply the principles of respect effectively. I highly recommend Krista’s consultancy services to any organization seeking to cultivate a culture of respect and inclusivity in the workplace.

Dan McKernan, Founder

Barn Sanctuary

Krista is an incredible teacher and community builder for the animal rights movement. Who or what Krista doesn’t know may not be worth knowing.

Despite being involved in strategic planning for many years in for-profit organizations, I learnt a significant amount during the 6-month strategic planning cohort. Krista ensured the course was specific to non-profit organizations and even tailored it to our specific group which were mostly animal sanctuaries. She balanced the core learning material with personal examples, invited guest speakers when relevant topics arose as well as a bi-weekly informal ‘office hours’ session where we could drop in to ask questions and chat. 

The journey we have gone on throughout this course as a team has been invaluable. We are never short of ideas, however deciding what to prioritize and what not to do is always a challenge. This process has forced us to examine our programmatic areas and make realistic plans on how to make our mission a reality. After all, “A goal without a plan is just a wish.” To make a meaningful and lasting impact for our fellow animals takes planning, passion and action. 

Your wisdom, compassion, and passion for your work was apparent from the moment I meet you.

I wanted to express my sincere thanks for including Barn Sanctuary and me, in particular, in your Strategic Planning series. I’m new to this movement and I learned so much from your years of being at its forefront. To find your life’s passion and make the commitment to devote your skills and intelligence to it is admirable. 

Your wisdom, compassion, and passion for your work was apparent from the moment I meet you. Your thoughtfulness, intelligence, and humor made every class of our Strategic Plan for Animal Action webinar series rich and dynamic. You are not only eager to share your knowledge but also to learn from your students and make everyone feel welcome and heard. The experience was invaluable to me and our organization. 

Thanks again, Krista!

Cynthia VanRenterghem 

Barn Sanctuary

Working with Krista Hiddema has been an invaluable opportunity.

The time spent working with her felt like being involved in a personalized Master Class. The tools and resources, along with her approach and methodology assisted us in shaping a solid foundation for our organizational structure and strategy. The skills I developed in our sessions are ones that I will employ from here on out, because they are effective and logical. “Class” was work, highly involved, engaged work and it was fun and personable. But to reiterate, it’s advanced level development. Anyone looking to develop and soundly structure their organizational strategy, Krista and her services are the best.
I’m grateful for the experience.

JoVonna Johnson Cooke, Vegan Chef, Activist, Farmer, Executive Director

Awali Inc.

Krista is an amazing teacher and advisor.

In her strategic planning class her explanations of extremely important bodies of knowledge for developing organizations were always exceptionally clear and engaging. The structure of the course and the assignments were very well laid out, with the material and assignments from the earlier classes laying a solid foundation for those of the later classes. Krista was absolutely dedicated to helping us through the process, making herself highly available for help outside of the class meetings, responding to all of our questions, and talking to us one-on-one. She drew upon her vast experience in and relationships with organizations in the animal movement to give us invaluable information and advice. Our group found going through the strategic planning process with Krista to be indispensable for our organizational development. I can’t imagine a more helpful strategic planning class for nonprofits in the animal movement.

Howard Nye, Organizer and Research Lead

Nation Rising

Top tier organizational development — from mundane to profound!

I write this as someone with 20+ years of nonprofit executive experience, which includes assisting dozens of groups strengthen their content and processes. I expected to glean a few gems from Krista, but WOW — Krista takes training to the next level — top tier! The hands-on aspects of budgeting, board creation, and HR are invaluable (of course). Beyond that, however, I was unexpectedly inspired and energized by Krista’s integrated, philosophical approach. With warmth and enthusiasm, she cultivates a group’s personal brand, leadership, and even theory of change. It’s obvious that she cares deeply about both the people and their missions. Her thoughtful and nuanced training provides a kickstart for immediate gains and sets the stage for long-term success. More than just logistics, Krista’s strategies and use of intention takes the seemingly mundane and makes it uniquely profound.

Dawn Moncrief, Founder and President

A Well-Fed World

Krista is one of the most inspiring instructors I have ever worked with.

She was always very attentive, she answered many questions which came up, and was able to adapt her classes so that it would meet everyone’s needs, despite that the group was large.

I am also very grateful for Krista’s support in trying to answer difficult questions I had about our organization despite the fact that they were not related to the topics of the class. Krista is simply a very experienced, kind, and inspiring person which I would highly recommend working with!

CEO, Meda Šermukšnė


This strategic planning course is sure to help you elevate your organization to a level needed to achieve its vision, mission, and fundraising goals.

Krista brings her expertise and personal experiences to this course, sharing what works and what doesn’t work, in a very open and candid manner. Participants are made to feel welcome and all opinions and input are welcome, ensuring you take away useful information that can be implemented into your organization’s specific plan.

Fran Rotondo, Board of Directors

Reimagine Agriculture

Krista is beautiful in and out, her beauty isn’t just physical but it’s defined by her kindness and how much she loves to empower women in animal advocacy spaces.

I am honored to have been a beneficiary of her knowledge at least twice i.e. designated person training and strategic organisation master class training. My knowledge on safe space policy, fundraising, human resource management, and organisational development has improved a great deal. I highly recommend her to any organisation looking to grow in animal  rights advocacy.

Nabaasa Innocent Amumpaire, Founder

Uganda Vegan Society

Being in Krista’s class is a privilege and a blessing. You effortlessly learn about the most intrinsic topics with the most inspiring person you would ever meet in your life.

She is transparent, objective, intense, full of information, references and data, and also full of emotion, love and care for the vegan movement and for her students. You can see the fire in her eyes and heart. For me it is absolutely clear that this is her mission, to capacitate activists so they can be their better versions and create greater impact in the world. I will probably see results of what I have learned for years to come. And Krista, you became a true friend. Thank you so much for being YOU!

Marcela Borges, Diretora de Planejamento e Captação de Recursos, Director of Strategic Development and Fundraiser

Sociedade Vegetariana Brasileira - SVB

Krista is a powerhouse of inspiration and intellectual honesty.

Her forward-thinking approach to helping non-profits flourish is a true gift to the animal advocacy movement. In a world stained by systematic violence towards animals, Krista’s refreshing optimism and diverse skill set serve as catalysts to build a more compassionate world.

Christine Morrissey, Executive Director

Harvest Home Animal Sanctuary

Krista’s strategic planning course is an excellent way for any organization to further its development.

Her expertise and thoughtfully planned programme structure provided the necessary guidance and confidence we needed to create an outstanding strategic plan.

Krista utilized a healthy mixture of direction and inquiry-based learning to facilitate conversations which prompted us to explore our true goals, weakness and potential. We are proud of the plan we developed under Krista’s guidance and are thrilled by the prospect of finally implementing it to navigate the world of fundraising.

If you’re ready to work hard to see your organization reach its full potential, then I strongly recommend Krista’s program for guidance!

Allison Penner, Executive Director

Reimagine Agriculture

Dr. Krista Hiddema

Dr. Krista Hiddema serves as the Chief Philanthropy Officer at Vegan Grants, where she harnesses her profound commitment to animal rights and veganism to lead the organization's grant-making initiatives.

With a doctorate in social sciences, her expertise is underpinned by a robust academic foundation that enriches her strategic approach to philanthropy, activism, and organizational development.

Prior to joining Vegan Grants, Krista embarked on a notable journey that bridged the for-profit and non-profit worlds. Her career commenced in the for-profit sector, where she held a vice presidency at a leading software company and was a partner in a Toronto law firm for over a decade. These roles honed her leadership, legal, and operational skills, setting a solid foundation for her subsequent ventures into animal rights advocacy.

Transitioning from the for-profit realm, Krista dedicated her efforts to the animal rights movement, where she played a pivotal role in advocating for animal welfare on a global scale. Her work involved overseeing undercover investigations into factory farms and slaughterhouses, illuminating the urgent need to end the animal agriculture sector. Beyond frontline activism, she provided strategic consulting services to animal protection organizations worldwide, specializing in board governance, organizational development, and human resources. This work not only amplified her impact on the animal rights movement but also strengthened the operational and strategic capabilities of numerous organizations.

In addition to her professional achievements, Krista, through her organization, For The Greater Good, is an educator teaching Strategic Planning for Animal Activism, and also serves as an Adjunct Professor at Royal Roads University, and serves as a guest lecturer to colleges and universities across the United States and Canada. These teaching roles allow her to share her extensive knowledge and experience, shaping the next generation of animal rights activists and leaders.

Krista's personal commitment to veganism extends to her home life, where she, alongside her husband Nigel, offers sanctuary to rescued Great Danes, cats, and koi. This embodiment of her values serves as a testament to her dedication to animal welfare and environmental sustainability.

Krista seeks to foster a world where compassion towards all beings and the planet is at the heart of our society. Through strategic philanthropy, she aims to support activism that propels a compelling message of veganism to a mainstream and influential audience, driving cost-effective change towards a vegan world.

CREDIT: All Strategic Planning for Animal Activism content is created, owned, and delivered by For The Greater Good. If you have any questions please contact us.