• We have a global focus because animals suffer everywhere, and we need strong advocacy around the world.
• We exist to serve the animal advocacy community so more people can help more animals lead flourishing lives, and we come to this movement for inspiration and learning.
• We were born out of effective altruism, and we continue to count on this community for their expertise and generosity.
• So far, we have paid less attention to the circle of people who care about animals but may not consider themselves animal advocates. We will now include them in our strategy because:
  • We want to increase the total pool of funding available for impactful animal advocacy and make funding more sustainable by diversifying sources.
  • We want more people who care about protecting animals to include farmed and wild animals in their moral circle.

So that:

• People who want to give to successful animal charities trust our recommendations and give to the most impactful and promising charities.
• Animal advocacy is more data- and research-driven and advocates choose the programs with the greatest potential for animals to experience wellbeing.

Tactics:

1. Increase our expertise and strengthen our evaluation and grantmaking criteria
2. Optimize our evaluation processes for efficiency and transparency
3. Make it easier and more beneficial for charities to participate in evaluations and apply for grants
4. Identify and prioritize research needs and program gaps in the movement
5. Assess our own impact and test our assumptions

So that:

• More work can be done to help more animals as much as possible.

Tactics:

1. Diversify the revenue streams and target audiences that fund our grantmaking program
2. Engage with (potential) donors strategically, transparently, and efficiently
3. Explore new methods to secure funding for our Movement Grants program, Recommended Charity Fund, and our own operations
4. Make it easier for donors to give to our recommended charities

So that:

• The effective animal advocacy movement receives greater support.
• We have a pluralistic and resilient movement with broad support around the globe.

Tactics:

1. Optimize our search engine results and visibility in the spaces that are most influential for our mission
2. Improve our relationship with our current stakeholders in the animal welfare and effective altruism communities
3. Message our programs so our work is accessible to a broad spectrum of donors who want to help animals
4. Communicate our mission and programs to animal advocates in different communities around the world who could benefit from our resources
5. Update our brand and website to be more user-friendly and better represent our theory of change

So that:

• The animal advocacy movement can count on ACE to amplify its achievements and capacity.

Tactics:

1. Secure the necessary resources to do our work in changing circumstances
2. Hire, retain, and train highly talented staff and board members with diverse skillsets and perspectives
3. Provide staff with the clarity and tools they need to deliver results
4. Create a work environment that sets everyone up to thrive and feel like they belong