New mission and tagline mark the nonprofit’s future
Brooke USA announced today a new name which reflects the organization’s evolution since 2016 into the country’s leading nonprofit focused on alleviating the suffering of working horses, donkeys and mules, and the people they serve. The new name, Brooke USA Foundation, ensures that those not acquainted with the Brooke family of charities, immediately understand that the organization is a reputable 501C-3, allowing for conversation to easily flow into the mission and the pivotal work.
With the new name, Brooke USA Foundation also announced a new mission, responding to the United Nations Sustainable Development Goals (SDGs), a call for action to promote prosperity while protecting people, animals, and the planet:
To significantly improve the health, welfare, and productivity of working horses, donkeys and mules and the people who depend on them for survival worldwide. We are committed to sustainable economic development by reducing poverty, increasing food security, providing access to water, and raising basic standards of living through improved equine health and welfare. We accomplish this by raising funds and responsibly directing them to the areas of greatest need.
SDG’s recognize that ending poverty must go hand-in-hand with strategies that build economic growth and address a range of social needs including education, health, social protection, and job opportunities, while tackling climate change and environmental protection. Brooke USA’s is committed to reducing the suffering of both humans and equines who are at risk in developing nations. “We do this through funding and implementing programs to improve the quality of life and health of working equines and thereby positively impacting their economic sustainability, protecting the planet, securing gender equality and ensuring life on land resilience. We want to see healthy, happy people and equines that work in partnership to achieve sustainable local economies,” noted Katherine Kaneb, Chair of the Board of Directors of Brooke USA Foundation.
100 million working horses, donkeys and mules represent a means of survival for 600 million of the poorest people on earth. They support farm work, haul freight, pull carriages, transport food to market and give vulnerable communities access to water and other essentials. Brooke USA is a nonprofit impact organization that funds capacity building projects at home and abroad. These programs contribute to both household and national economies by recognizing working equines as essential to reducing poverty and attaining economic sustainability.
Two logos are available for usage; the original boxed logo, barely unaltered, features side views of a horse and a donkey with the new name, stacked on three lines. This logo, designed by Brooke USA Foundation’s Donor Relations Officer Kendall Bierer, is also available as composite of the stacked logo and the new tagline, Empowering Equines. Empowering People. The tagline supports Brooke USA Foundation’s goal to easily give people an immediate feel for the organization’s work.
“People can’t support, give to or talk about a charity they have never heard of or don’t understand what they do. Our new name, tagline and mission create an image of our organization, giving people a visual concept of our work and allowing us to easily introduce them to our work,” explained Emily Dulin, Chief Executive Officer. “In today’s world, charities need to work hard to get noticed and inspire support; it’s about staying relevant so we can garner support and help the next generation of working horses, donkeys and mules and the people who depend on the for survival” she added.
With that said, Brooke USA Foundation, is also appreciative of its heritage, founded on the vision of Dorothy Brooke who, while in Egypt, rescued surviving ex-warhorses of the British and Australian forces who served during WW1. Many of the horses used by the British had come originally from the United States, giving Brooke USA Foundation an even stronger connection to these Cairo beginnings. The military horses and mules were sold into a life of hard labor in Cairo when conflict ended. Thanks to Dorothy’s efforts, these animals found respite in their old age, either by being rehomed or humanely euthanized.
In late June, to honor these brave and noble equines, Brooke USA Foundation presented an oil painting by Lexington, KY-based artist Yvonne Todd to the National World War I Museum and Memorial in Kansas City, MO. Brooke USA Foundation was represented at the ceremony by CEO Emily Dulin along with Jo Ellen Hayden, long-standing volunteer and author of The World War One Centennial Commission website page on the role of American horses and mules during the Great War (www.ww1cc.org/horses), Yvonne, whose passion for animals has led her to numerous commissions and juried exhibits across the country. The painting, now hanging in the Museum’s Executive Offices, depicts a scene from the war where horses and mules struggle to deliver food and ammunition to American soldiers amidst the harsh French weather.
About Brooke USA: The mission of Brooke USA is to significantly improve the health, welfare, and productivity of working horses, donkeys and mules and the people who depend on them for survival worldwide. We are committed to sustainable economic development by reducing poverty, increasing food security, providing access to water, and raising basic standards of living through improved equine health and welfare. Brooke USA does this through a holistic approach to funding which includes capacity building, sustainability programming, female empowerment, and international advocacy. Brooke USA connects private philanthropists with their passion for helping relieve the suffering of working equines and their owners. Winner of the 2021, Chronicle of the Horse Readers’ Choice Award, Brooke USA accomplishes this by raising funds and responsibly directing them to the areas of greatest need.
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