Strategic Planning for Animal Activism
(SPAA 2025)

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.

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.

I’ve had the tremendous privilege, honor, and pleasure to participate in the 2024 SPAA course, and I can honestly say that this has been one of the best things that has ever happened to us as a group, and to me personally, since starting my professional work for animals 2 decades ago.

Every serious group in the animal rights / vegan movement should go through this course, and it’s hard for me to fathom how any group could continue to operate, and operate well, without it.

The knowledge imparted by Krista during the course, from her vast experience of working in leadership roles in the for-profit and nonprofit sectors in and outside the movement – aided by AI expert Kyle, guest speakers and the wonderful community of participants – is so well earned, researched, formulated and delivered, that I can now say with confidence that I finally have a good grasp on every aspect of the complex work of running a nonprofit, and especially a nonprofit in the animal rights / vegan field. From crafting and fine-tuning your mission, vision, values and programmatic areas, to professionalizing your board, marketing, hiring, fundraising, and everything in between, this course covered it all and offered the best tools and practices for learning more, and putting it all together into a cohesive Strategic Plan that will serve your nonprofit for many years to come.

SPAA is the absolute “Non-profiting 101” (and 102 and 103…) that you always knew you needed, but did not know where to get. Now we all do, and it’s so accessible (and fun) and free! Run, run, run to sign up for the next one!

The SPAA class was one of my most significant learning experiences in 2024.

I took on a leadership position in an emerging NGO as their first paid staff member in early 2024 with no formal training on this role. I accepted the position because I love this organization and want to do my very best to help it grow and expand. However, stepping into something new with high stakes was intimidating, and I often doubted myself.

The SPAA class helped me organize my thoughts, set a clear vision, and communicate it effectively. It also taught me budgeting, which initially seemed overwhelming, but now I feel confident in managing it.

I highly recommend the SPAA class to anyone in a leadership position who wants to enhance their skills and abilities.

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.

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!

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.

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.

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!

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.

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.

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!

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.

Our team had the privilege of attending Krista Hiddema’s strategic planning course,and it was an incredibly valuable experience for our organisation.

The course was well-structured, insightful, and deeply relevant to the challenges and opportunities
we face as a mission-driven movement.

Krista’s expertise, facilitation skills, and ability to distill complex strategic concepts into actionable steps made the sessions both engaging and practical. She was incredibly supportive, guiding us through refining our vision, developing our programs for the next two years, and embedding resilience and best practices into our operational procedures. Her guidance has been instrumental in professionalizing our organisation and strengthening our foundation for long-term impact.

A standout aspect of the course was Krista’s invaluable support in preparing us for funding pitches. She helped us articulate our mission and strategy in a compelling way, ensuring that we are well-equipped to communicate our work effectively to potential funders. Her insights and coaching have given us the confidence and clarity to secure the resources we need to drive our mission forward.

We left the course feeling inspired, focused, and ready to take our organisation to the next level. We highly recommend this course to any team looking to sharpen its strategic direction, build resilience, and enhance its approach to funding and sustainability.

It was truly an honor to be a part of the Strategic Planning for Animal Advocacy cohort this year, to learn from Krista and Kyle, and to be surrounded by inspiring leaders from around the world all making a positive difference in the lives of animals.

LEAP is the second nonprofit I’ve co-founded, along with my farmed animal sanctuary, Blackberry Creek. Throughout this process I have often thought about how much more impactful the sanctuary could have been in its early years if I would have had access to this course ten years ago when I founded it. The content was helpful and insightful week after week, and there was certainly no “busy work,” which meant each and every class and assignment was meaningful and worthwhile. As a former teacher, I also appreciated the excitement and engagement that the instructors inspired in the cohort, their enthusiasm for our collective work, and the way they created a comfortable environment where we could ask questions and receive feedback.

The guided exploration of our organization’s values, mission, and theory of change was absolutely invaluable at the start of the course, helping us (the board) align our vision so that we could move forward systematically through the strategic planning process. We were able to continually return to those core principles established early on with each decision that needed to be made, to really focus our time and energy on the programs that would advance our mission.

I absolutely believe everyone running a nonprofit organization would benefit from this strategic planning course, and have been telling others in the animal rights, conservation, and sanctuary space that it is most definitely something they should prioritize. They will walk away not only with a clearer vision, but with the critical thinking, organizational, and leadership skills needed to help make that vision a reality. Thank you, Krista and Kyle for the privilege of learning from you and to the Greenbaum Foundation and Vegan Grants for helping each of our nonprofits become better, more efficient stewards of the resources granted us, and more empowered leaders in the movement.