What Wild at Heart Foundation does

Wild at Heart Foundation is a UK-registered charity (#1161695) founded in 2015 by Nikki Tibbles, originally a renowned florist. The organisation addresses the global free-roaming dog crisis through three pillars: (1) sterilisation via Catch-Neuter-Vaccinate-Release (CNVR) programmes delivered through 20+ local project partners; (2) welfare services including vaccinations, veterinary care, food, and shelter support; and (3) education programmes such as the KS2 Be Kind curriculum for UK schools. Since 2015 the Foundation claims to have sterilised more than 34,478 dogs across partners in Ukraine, Romania, Greece, India, Mexico, Puerto Rico, and the UK.

The Foundation operates no proprietary technology platform; its "products" are programmatic outcomes rather than software. Its offerings include a donation platform, a recurring monthly giving programme (Stray Saviour, from £10/month), an e-commerce merchandise shop (apparel and homeware priced £12–£50), corporate partnership packages, payroll giving, gifts in wills, and the UK Pet Foodbank initiative. It does not expose APIs, does not use AI/ML in any disclosed capacity, and relies on third-party payment processors (Stripe, PayPal) and analytics (Google Analytics).

Its revenue model is diversified across multiple small streams: individual one-time and recurring donations, merchandise sales, corporate cause-related marketing partnerships, payroll giving, legacy gifts, and community fundraising events. The Tails and Tidings 2025 Christmas carol concert alone raised nearly £10,000. Customer concentration is inherently low because funding comes from a long tail of individual givers, supplemented by a portfolio of smaller retail and hospitality brand partnerships (e.g., Butternut Box, Ettinger, Bird + Wolf, Anabela Chan).

Name

Wild at Heart Foundation

Legal name

Wild at Heart Foundation

Website

https://wildatheartfoundation.org

Company type

Private

Operating status

Operating

Short description

Wild at Heart Foundation is a UK-registered animal welfare charity that funds Catch-Neuter-Vaccinate-Release programmes, welfare support, and education initiatives for free-roaming dogs through 20+ global project partners across seven countries.

Ownership category

akta.pro rank

Product category

Animal Welfare Services

NAICS

Environment, Conservation and Wildlife Organizations (813312)

SIC

Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Veterinary Charity Clinics & Medical Aid (BPAGAIAD)

Keywords

• Animal welfare charity
• Stray dog rescue
• Dog sterilisation programmes
• CNVR programmes
• Pet welfare education

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Public Donations: Wild at Heart Foundation relies on public donations to fund its global sterilisation, welfare, and education programs. Donors can give via the website using payment cards through Stripe or PayPal, or via cheque and bank transfer. The charity also accepts regular monthly donations and Gift Aid from eligible UK taxpayers, allowing reclaim of 25p per £1 donated.
2. E-commerce Shop Sales: The charity operates an online shop selling branded merchandise including sweatshirts, t-shirts, caps, mugs, tote bags, tea towels, and e-cards. Products are priced from £12 to £50. Every purchase helps fund the Foundation's work for stray dogs worldwide.
3. Corporate Partnerships: Corporate partnerships include Charity of the Year relationships, cause-related marketing (linking products to donations), sponsorship of events/fundraising initiatives/sterilisation projects, and in-kind support through donations of raffle prizes or services.
4. Payroll Giving: Employees can donate directly from their pre-tax salary through Payroll Giving (Give As You Earn). Employers can amplify impact by matching donations. Example provided: 50 employees giving £10/month equals £6,000/year for the charity.
5. Gifts in Wills: Supporters can leave a gift to Wild at Heart Foundation in their Will, enabling continued support for stray dogs globally after the donor's passing.
6. Stray Saviour Monthly Program: Monthly giving program starting from £10 per month where supporters become 'Stray Saviours' providing vital financial help for global project partners. Recipients receive twice-yearly project partner updates showing impact.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels10 records

Core offering

Wild at Heart Foundation is a UK-registered charity (#1161695) that funds and delivers Catch-Neuter-Vaccinate-Release (CNVR) sterilisation programmes, welfare initiatives (vaccinations, veterinary care, food, shelter), and education campaigns for free-roaming dogs across global project partners in Ukraine, Romania, Greece, India, Mexico, and the UK. It operates a donation platform, a Stray Saviour monthly subscription programme, an online merchandise shop, a KS2 school education programme, and a UK Pet Foodbank initiative.

Product overview

Wild at Heart Foundation operates as a charitable organisation rather than a technology product company. Its primary offerings consist of: (1) a donation platform for supporting global stray dog welfare through sterilisation, welfare, and education programmes; (2) an online merchandise shop selling branded apparel and accessories (T-shirts, sweatshirts, caps, tote bags, mugs, tea towels, e-cards); (3) a Stray Saviour monthly subscription programme; (4) CNVR (Catch Neuter Vaccinate Release) programmes delivered through global project partners in Ukraine, Romania, Greece, India, Mexico, and the UK; (5) a KS2 Be Kind education programme for UK schools; and (6) a UK Pet Foodbank initiative. The charity does not offer a software product, platform, or API.

Differentiator

Problem solved

Functional benefit

Products and services

• Wild at Heart Foundation Donation Platform Primary donation platform allowing individuals to support free-roaming dog welfare through one-time and recurring donations, with Gift Aid reclaim available for UK taxpayers.
• WAHF Online Shop E-commerce shop selling branded merchandise including sweatshirts, t-shirts, caps, tote bags, mugs, tea towels, and e-cards. Every purchase funds the Foundation's work for stray dogs worldwide.
• Stray Saviour Subscription Programme Monthly subscription programme (from £10/month) providing ongoing financial help for global project partners. Subscribers receive a Stray Saviour e-certificate and twice-yearly project partner impact updates.
• CNVR Programme (Catch Neuter Vaccinate Release) Core welfare programme involving humane catching, sterilisation, vaccination, and return of free-roaming dogs. Implemented across India, Mexico, Romania, Greece, and Ukraine through global project partners.
• KS2 Be Kind Education Programme Educational programme for UK schools designed to teach children compassion and kindness towards animals. Features downloadable worksheets promoting responsible pet care and the charity's mission message.
• Pet Foodbank Initiative UK-based welfare programme supporting pet owners experiencing financial hardship by providing pet food and supplies, helping prevent pet abandonment during economic crises.
• Believe in Dog Sweatshirt Organic cotton sweatshirt featuring the 'Believe in Dog' slogan. Available in bone with black print or light heather grey with pink print. Unisex relaxed fit. Priced at £50.
• Logo Cap 100% organic cotton cap with black embroidery on sand colour. Unisex sizing with adjustable self-fabric strap and tri-glide buckle. Priced at £15.

Quantifiable outcome

• 34,478 dogs sterilised globally since 2015 through CNVR programmes
• +4 more outcomes

Named customers13 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

21 partnerships are on record, tiered core and minor.

• Butternut BoxcoreGTM or Marketing PartnerFresh dog food brand partnership offering 50% off first two boxes for customers referred through the Foundation, with £40 donation per new subscription to Wild at Heart Foundation. Butternut Box also sponsors the Tails and Tidings event and the Greece shelter renovation.
• EttingerminorGTM or Marketing PartnerLuxury pet accessories brand donating 8% of sales on treat holders, pill cases, and poo bag dispensers to the Foundation.
• The LaslettminorGTM or Marketing PartnerLondon hotel donating £30 per dog stay directly to support the Foundation's work.
• Anabela ChanminorGTM or Marketing PartnerJewellery designer donating 25% of Puppy Ring sales to support the Foundation's mission.
• Charlotte JademinorGTM or Marketing PartnerWallpaper designer donating 15% from Cutsie Canines wallpaper purchases to support the Foundation's work.
• Bird + WolfminorGTM or Marketing PartnerOutdoor clothing brand donating 10% from 'Wild at Heart' jacket sales to support the Foundation's mission.
• Wild at Heart KenyaminorGTM or Marketing PartnerDog accessories brand donating £5 from every collar sold to support the Foundation's global work.
• WaggelcoreGTM or Marketing PartnerPet insurance provider that generously sponsored the Pet Foodbank initiative, enabling support for struggling dog owners during the cost-of-living crisis. Also sponsored the mobile vet clinic for Sava's Safe Haven in Romania.
• Maya Animal Alliance (Gillian Wood)coreStrategic or Co-development PartnerMexico-based project partner founded by Gillian Wood with over 25 years of experience in New York shelters. Has sterilised more than 4,000 animals and improved thousands more through welfare initiatives. Also constructed an isolation kennel block for sick and vulnerable dogs.
• Aastha Animal Hospital (Ravi Dubey)coreStrategic or Co-development PartnerIndia-based project partner founded by Ravi Dubey in 2007 in Faridabad, nationally recognised for rescue, rehabilitation, and animal rights advocacy. Delivering rolling sterilisation and rabies vaccination programme treating around 100 dogs per month with more than 3,000 sterilisations achieved since 2022.
• Lesvos X-Strays (Vassilia Mavraghani)coreStrategic or Co-development PartnerIndependent rescuer in Greece running Lesvos X-Strays single-handedly since 2015. Provides ongoing monthly support covering costs of food, medical care, and shelter maintenance for rescued dogs. Shelter renovation completed in 2024 with Butternut Box sponsorship.
• Sava's Safe Haven (Alexandra)coreStrategic or Co-development PartnerFamily-run shelter near the Ukrainian border established in 2012. Has rescued and rehabilitated more than 5,000 animals, currently caring for around 250 dogs and cats. Mobile vet clinic sponsored by Waggel enables rural outreach and emergency response.
• Wildlife and Welfare (Gregg Tully and James Florence)coreStrategic or Co-development PartnerAnimal welfare experts coordinating extensive network across southern and northeastern Ukraine since the war began in 2022. Coordinates partnerships among animal shelters, veterinary clinics, volunteers, and pet food suppliers delivering emergency relief including feeding, sterilisation, shelter rebuilding, emergency vet care, and winter dog houses.
• Virtue VetsminorGTM or Marketing PartnerSponsor of the Tails and Tidings 2025 Christmas carol concert.
• CaboodleminorGTM or Marketing PartnerSponsor of the Tails and Tidings 2025 Christmas carol concert.
• EasyFundraisingminorChannel Partner/ Reseller/ DistributorThird-party fundraising platform allowing supporters to raise free donations when shopping online at over 6,000+ stores.
• Give as you LiveminorChannel Partner/ Reseller/ DistributorThird-party fundraising platform enabling supporters to raise free donations at over 6,000+ stores every time they shop.
• DontSendMeACardminorChannel Partner/ Reseller/ DistributorE-card platform partner enabling supporters to send digital cards with donations to the Foundation instead of traditional postal cards.
• JustGivingminorChannel Partner/ Reseller/ DistributorThird-party fundraising platform mentioned for collecting donations including Nikki Tibbles' Ukraine fundraiser.
• BecomingXcoreStrategic or Co-development PartnerCo-founded by Bear Grylls OBE, BecomingX is a partner in the World's Deepest Marathon campaign aiming to raise $1 million for Wild at Heart Foundation and BecomingX.
• Matthew Usmar LauderminorGTM or Marketing PartnerLesvos-based artist whose art exhibition raised funds for the Lesvos X-Strays shelter renovation initiative.

Scale indicators18 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Dogs Trust: The UK's largest dog welfare charity, directly comparable to Wild at Heart Foundation in mission focus on dog welfare, rehoming, and education. Both are UK-registered charities with national fundraising footprints and corporate partnership programmes, though Dogs Trust operates at significantly larger scale.
• Battersea Dogs & Cats Home: UK-based dog and cat rehoming charity with celebrity ambassador networks and London-headquartered fundraising operations. Comparable UK dog-welfare charity profile, though Battersea's model historically emphasised rehoming (similar to Wild at Heart's pre-2022 approach).
• Blue Cross: UK pet welfare charity focused on dogs, cats, and small animals with rehoming, veterinary, and education programmes. Comparable UK charity footprint and pet-owner education focus, though broader species scope than Wild at Heart Foundation.
• Soi Dog Foundation: Thailand-based international stray dog welfare charity running large-scale CNVR programmes. Highly comparable in mission, intervention methodology, and donor-driven funding model, though operating primarily in Southeast Asia.
• Four Paws International: International animal welfare organisation with explicit focus on stray animal populations and CNVR programmes across multiple countries (Europe, Asia, Africa). Closely comparable mission, geographic footprint, and intervention model to Wild at Heart Foundation's CNVR approach.
• Mayhew: London-based animal welfare charity with international programmes including stray dog welfare in countries like Georgia and Afghanistan. Highly comparable small-to-medium UK charity profile with international CNVR-style programmes.
• International Fund for Animal Welfare (IFAW): International animal welfare organisation with field programmes addressing stray animal populations, wildlife, and disaster response across multiple geographies. Comparable international partner-driven delivery model and donor-funded structure.
• Worldwide Veterinary Service: International veterinary charity delivering animal welfare programmes including CNVR, rabies vaccination, and veterinary training in multiple countries. Closely comparable international veterinary intervention model and partner-based delivery approach.

Broad incumbents

• Royal Society for the Prevention of Cruelty to Animals (RSPCA): The UK's largest and oldest animal welfare charity, with broad scope across species and intervention types (rescue, enforcement, advocacy). Comparable UK charity regulatory context and donor base, but operates at much larger scale with broader species focus.
• Humane Society International (HSI): Global animal welfare organisation operating across multiple countries with companion animal and stray animal programmes. Comparable international footprint and partner-based delivery model, though with broader species and advocacy mandate.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@wildatheartfoundation
• Facebookfacebook.com/wildatheartfoundation.org
• LinkedInlinkedin.com/company/wild-at-heart-foundation
• Instagraminstagram.com/wild_at_heart_foundation

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wild at Heart Foundation