Cats Protection plans to launch a new strategy for next year, its director of income generation has revealed.
In an interview with Fundraising Magazine, Catherine Cottrell, director of income generation, said a major strategic review was being carried out as the charity prepares to celebrate its centenary in 2027.
She said the organisation is working on “a ten-year strategic vision and a three-year detailed plan”, which are expected to be finalised in 2021.
“We want the next 100 years to be amazing,” she said in the interview.
She said the review will involve the whole organisation and that it is currently in the “discovery phase”, with staff looking at what services and charitable objectives to focus on.
Cottrell joined Cats Protection in September 2019 from Comic Relief. She previously held fundraising director roles at Unicef UK and RSPCA.
She also talked about her plans to diversify Cats Protection’s income portfolio and better communicate impact, and about her collaborative approach to fundraising.
Cats Protection’s current strategy was launched in 2015 and focuses on raising awareness of cats’ needs and the organisation’s work, as well as on rehoming and neutering cats.
The animal charity has almost doubled its income over the last decade, going from £35m in 2009 to £68m in 2018.