Strategic Planning for Animal Activism
(SPAA 2025)

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.

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 2026, 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.

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

    Apply Today
  • 2025 Cohort Details

    The 2025 SPAA Cohort details are as follows:

    • Duration: 12 sessions (90 minutes each)
    • Start Date: April 15, 2025
    • 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

My advocacy career has had some defining moments, and joining SPAA was a major one.

You can truly sense the years of careful planning that Krista and Kyle poured into this program. The AI features, designed and passionately taught by Kyle, are invaluable tools specifically crafted for animal advocacy. Combined with the comprehensive resources, guest speakers who are leaders in the field, and the focus on building both skills and community, SPAA offers a truly transformative experience. Krista has a gift for nurturing growth; she planted a seed in each of us and patiently cultivated it throughout the year. The result? We emerged as stronger vegan activists, more effective organizations, and better people. Sharing this journey with passionate advocates from around the world was incredibly inspiring. SPAA has equipped me with the tools and knowledge to make a stronger impact for animals.

Federico Callegari, Founder and Executive Director

DifusionV

Krista’s sessions are a game changer for organizational and personal development.

First and foremost, Krista embodies the idea that the sky is the limit. She inspires critical thinking and enables us to step back from our current actions to clearly see our mistakes, missteps, and the path we need to take to work effectively and in alignment with our values. Krista is not only a charismatic mentor and visionary but also has the unique ability to empower her students to become the best version of themselves.

These sessions were a game changer for me—a source of support, lessons, and learning. They gave me the conviction that, in this ultramarathon for animal rights, I must not forget that I can and should learn and change every single day. Participating in her sessions was a privilege. I hope that one day Krista will find the time to compile her knowledge and experiences into a book.

Anna Spurek, COO

Green REV Institute

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

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

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.

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

Attending the “Strategic Plan for Animal Activism” course has been an eye-opening and transformative experience for our organization, Oslo Vegetarfestival.

Thanks to Krista’s and Kyle’s expertise and guidance, we’ve gained a much clearer and more structured approach to planning and execution. The course has helped us identify what we’ve been doing right and, more importantly, what we need to do differently to grow and improve. After completing the course, we feel like we now observe and plan our work with a new and improved perspective—it’s incredibly motivating!

We’ve learned so much about the many facets of running an organization. From creating essential documents to refining our strategies, the knowledge we’ve gained has already had a profound and positive impact on our work and how our team collaborates. The course has also been an inspiration for us to continue fighting for animal rights and promoting the vegan cause with renewed energy.

We are incredibly grateful for this course and the opportunity to participate. After working in the animal rigths movement for many years with different organizations and animal advocates, we are convinced the course could be a game-changer for others as well. We have already wholeheartedly recommended it to other animal advocates in Norway, and hope the course continues so they will have the possibility to attend.

A huge thank you to Krista and Kyle for sharing their invaluable knowledge, to the other participants and guest lecturers for their insights and to The Greenbaum Foundation and Vegan Grants for making this course possible. This course has empowered us to be more effective and impactful in our mission, and for that, we couldn’t be more thankful.

Odd Harald Barder, CEO

Oslo Vegetarfestival

Participating in the Strategic Planning for Animal Advocacy Program (SPAA) was a transformative experience for Our Honor.

Dr. Krista Hiddema’s expert guidance and the program’s structured framework provided us with the tools we needed to craft a clear, actionable strategic plan tailored to our mission.

As an organization committed to challenging harmful practices in animal production and empowering professionals to advocate for change, we often navigate complex and sensitive landscapes. SPAA helped us sharpen our focus, identify our core priorities, and develop strategies that align with our long-term vision.

One of the most valuable aspects of the program was its emphasis on collaboration and adaptability. Dr. Hiddema’s thoughtful approach encouraged us to assess our strengths and challenges critically while ensuring our goals remained grounded in our core values. The program also inspired us to think creatively about building partnerships and leveraging resources to amplify our impact.

Thanks to SPAA, Our Honor now has a robust strategic plan that serves as a roadmap for achieving our mission. We are more confident, organized, and prepared to create meaningful, sustainable change for animals and the professionals who advocate for them.

We wholeheartedly recommend SPAA to any organization looking to refine its vision and take its advocacy to the next level. Dr. Hiddema’s expertise and dedication to the cause make this program an invaluable resource for the animal advocacy community.

Crystal Heath, Executive Director

Our Honor

Taking the Strategic Planning in Animal Activism course led by Krista was a transformative experience.

Throughout the course, Krista consistently demonstrated the very principles she taught, especially around fostering respectful, safe, and collaborative work environments. Her thoughtful approach made what initially felt like an overwhelming task of sustainably growing a vegan advocacy organization in the face of significant challenges, instead feel achievable and inspiring.

The resources and insights Krista provided will continue to guide me throughout my career. Her commitment to tailoring the content to real-world challenges made the learning incredibly relevant. It’s clear she iterates on and refines the material regularly, ensuring it remains both timely and impactful. I left the course not only with actionable strategies but also with renewed confidence in our collective ability to effect change.

I would highly recommend this course to anyone seeking to elevate their activism and leadership within the movement.

Zachary Champoux, Operations Director

We The Free

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 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

GYVI Gali

SPAA program has brought me a deeper understanding of the vegan global movement and closer to coleagues from fellow organizations and funders.

It has provided us with aplicable tips for our growth and up-to-date AI tools as well as how to make them work in our favor. Also, I have gotten answers to specific internal challenges within my organization. Probably the most important was that it helped me to keep myself accountable for doing a strong proper strategic plan that I am sure it will support the Romanian movement closer to a vegan mindset.

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

This is an incredible opportunity for animal advocacy organizations to craft and follow a specific mission.

Through Strategic Planning for Animal Advocacy Program (SPAA) we were able to better focus our programmatic work and create an effective structure to the organization that will allow us to carry out our mission and work more effectively. Dr. Hiddema’s immense knowledge of program development and fundraising resulted in a well structured course that guided us to create a strategic plan that will not only be useful for us, but a way to showcase our work to potential funders. The value of this course and working through our organization in this way can on be overstated.

We wholeheartedly recommend this course to any organization wanting to improve its mission, value, and effectiveness.

Larrea Cottingham, Student Program Coordinator

Our Honor

As a new charity launching on a volunteer basis, our time is very limited.

Dedicating the time to participate in SPAA2024 has been the best use of our time – allowing us to set strong foundations from the get go, and placing us in the best position to grow and begin making impact.

Krista’s SPAA course is a must for any organisation within our movement. By the end of the course, you’ll have a produced a roadmap to propel your organisation forward with clarity.

We are so grateful to have been able to participate in SPAA2024 – Thank you Krista!

Sarah Warner, Founder

Growing Plant-Based

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.