What Helping You Help Animals (HUHA) does

HUHA – Helping You Help Animals Trust (registration CC47396) is a New Zealand charitable trust founded in 2001 by Carolyn Press McKenzie and Jim McKenzie. Headquartered in the greater Wellington region, it operates as the country's leading no-kill animal shelter, delivering rescue, rehabilitation, rehoming, release, and permanent sanctuary services across domestic and wild animal categories. The organization carries an operating profile of approximately ten paid staff backed by hundreds of volunteers, with current shelter operations at Moonshine Valley and a 157-acre purpose-built sanctuary campus under development at Haywards Hill (purchased 2017).

The revenue model is multi-stream and entirely non-government-funded. Inflows come from individual and corporate donations (including $3 SMS donations via shortcode 4463, PayPal, Givealittle, and internet banking), four physical Op Shop boutiques in Carterton, Otaki, Petone, and Te Aro, an e-commerce store (shophuha.co.nz), adoption fees ranging from NZ$5 for poultry to NZ$350 for dogs, bequest programs, and third-party affiliate partnerships (Entertainment NZ, Switch Your Spend). A core service differentiator is integrated veterinary capacity, delivered through the Stokes Valley Vets clinic acquired in 2017, which supports both HUHA animals and community outreach (desexing, microchipping, vaccinations).

Beyond core rescue, HUHA has built a parallel disaster-response capability, deploying across New Zealand (and into Australia during crises) for events such as the Christchurch earthquake, the 2019 Nelson bushfires, 2020-21 Christchurch starvation-cattle rescue, and Cyclone Gabrielle 2023. The organization also runs community education programs, advocacy work with the Be Cruelty Free, NZAVS, and World Animal Protection coalitions, and a 'Compassion in Action Experience' tour product at its sanctuary. Its customer base spans individual adopters, donors, volunteers, Op Shop retail customers, affected communities during disasters, and schools/community groups for education — with no single revenue source disclosed and no stock-ticker or parent-company status.

Name

Helping You Help Animals (HUHA)

Legal name

HUHA – Helping You Help Animals Trust

Website

https://huha.org.nz

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

HUHA – Helping You Help Animals Trust is a New Zealand charitable trust (founded 2001) operating the country's leading no-kill animal shelter, providing rescue, rehabilitation, rehoming, and permanent sanctuary services funded by donations, Op Shop retail, adoption fees, bequests, and disaster-response deployments.

Ownership category

akta.pro rank

Product category

Animal Welfare Services

NAICS

Community Food and Housing, and Emergency and Other Relief Services (6242)

SIC

Services-Social Services (8300)

akta.pro primary industry

Animal Shelters & Adoption Services (BPAGAIAA)

akta.pro secondary industries

Sanctuaries & Long-Term Care (Farm, Equine, Exotic) (BPAGAIAH), Spay/Neuter & Population Control Programs (BPAGAIAE), Disaster Preparedness & Animal Evacuation Services (BPAGAIAM), Lost & Found, Reunification & Microchipping Programs (BPAGAIAL)

Keywords

• Animal rescue services
• Animal welfare shelter
• Pet adoption services
• Charity retail operations
• Disaster animal response

Headquarters

HQ city

Kaitoke, Upper Hutt

HQ country

New Zealand

HQ region

Oceania

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Others

Revenue model

1. Donations: Individual and corporate donations received through one-time gifts, regular donations, text-to-donate ($3 texts to 4463), PayPal, Givealittle, and internet banking (ANZ 06 0529 0764 879 00). HUHA receives no direct government funding and relies entirely on private donations and grants.
2. Op Shop Sales: Four charity boutique Op Shops in Carterton, Otaki, Petone, and Te Aro sell pre-loved clothing, accessories, books, and bric-a-brac. All profits directly fund animal rescue and care operations.
3. Online Store: E-commerce store (shophuha.co.nz) selling HUHA-branded merchandise, animal care products, and wishlist items. Profits support animal rescue operations.
4. Adoption Fees: Fees charged for animal adoptions help offset costs of care, including desexing, microchipping, flea and worm treatments. Standard fees range from $5 for chickens/ducks to $350 for dogs under 10 years.
5. Bequests: Legacy giving through wills, including general purpose bequests, specific purpose bequests, and Gift in Perpetuity arrangements administered by HUHA.
6. Third-party Fundraising Partnerships: Partnerships with Entertainment NZ (20% of membership fees donated) and Switch Your Spend (100% of profit redirected) provide ongoing fundraising without direct cost to supporters.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

HUHA provides animal rescue, rehabilitation, rehoming, and release services for abandoned, injured, and homeless domestic and wild animals across New Zealand. The organization operates a no-kill shelter model with permanent sanctuary care for animals not suitable for adoption, supplemented by disaster response mobilization, a veterinary clinic, community education programs, and self-funded retail through Op Shops and an online store.

Product overview

HUHA (Helping You Help Animals) is a charitable trust offering a comprehensive suite of animal welfare services. The organization operates primarily through its core animal rescue and adoption services, which include rehabilitation, rehoming, and permanent sanctuary for animals not suitable for adoption. Supporting these core services are retail operations through HUHA Op Shops (charity boutiques in Carterton, Otaki, Petone, and Te Aro) and the HUHA Online Store at shophuha.co.nz. Additional offerings include the Support a Sanctuary Animal sponsorship program, disaster response services, community education programs, volunteer opportunities, donation services (including one-time, regular, and text donations), and a bequest program for legacy giving. The organization is expanding into a 157-acre purpose-built sanctuary campus in rural Wellington featuring an adoption centre, vet clinic, and community education facilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Animal Rescue and Rehabilitation Services Rescue, rehabilitate, and care for abandoned, injured, and homeless animals including dogs, cats, horses, rural animals, wildlife, and exotic animals.
• Animal Adoption Services

Quantifiable outcome

• Tens of thousands of animals rescued, rehabilitated, and rehomed or released since 2001
• +4 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered minor and core.

• Entertainment NZminorGTM or Marketing PartnerHUHA has partnered with Entertainment NZ for many years. When supporters purchase Entertainment App memberships through HUHA's landing page, 20% of the membership fee is donated to HUHA. This provides ongoing fundraising with no cost to supporters.
• Switch Your SpendminorGTM or Marketing PartnerSwitch Your Spend enables HUHA supporters to redirect 100% of supermarket profit to HUHA by shopping through their platform instead of directly at supermarkets. This provides ongoing fundraising without additional cost to supporters.
• Ministry for Primary Industries (MPI)coreOthersHUHA founder Carolyn Press McKenzie serves on the Animal Welfare Emergency Sub-function committee at MPI. HUHA collaborates with government on animal welfare emergency preparedness and enforcement improvement initiatives.
• Be Cruelty Free, NZAVS, World Animal ProtectioncoreStrategic or Co-development PartnerHUHA collaborates with these animal welfare organizations to advocate for animal testing bans and improved animal welfare legislation in New Zealand.
• Bay of Islands Animal RescueminorStrategic or Co-development PartnerPartnership with Bay of Islands Animal Rescue resulted in HUHA taking in Mania and Aria, a blind mare and foal, demonstrating HUHA's collaborative approach to animal rescue across New Zealand.
• University of AucklandminorStrategic or Co-development PartnerHUHA works with the University of Auckland to rehome rats bred for science but never used in research. The university provides the animals while HUHA facilitates adoption into caring homes.
• Stokes Valley VetscoreOthersHUHA purchased Stokes Valley Vets in 2017 to continue the legacy of Ian Hughes and provide state-of-the-art veterinary care for HUHA animals and the community.
• SPCAcoreStrategic or Co-development PartnerHUHA works with SPCA during disaster response operations (e.g., Christchurch earthquake, Kaikoura earthquake) and accepts animals from SPCA seizures. SPCA case against puppy mill breeder resulted in HUHA caring for Tamranui 25 pugs.

Scale indicators7 records

Recent moves14 records

Expansion highlights6 records

Others

• New Zealand Anti-Vivisection Society (NZAVS): NZ charity advocating against animal testing and rehoming laboratory animals. Comparable to HUHA's rehoming of University of Auckland research rats and shared advocacy partnerships (Be Cruelty Free coalition).
• World Animal Protection (NZ): Global animal welfare NGO with NZ operations and advocacy focus. Listed as a direct HUHA partner; comparable as a coalition ally on animal welfare legislation campaigns in New Zealand.

Broad incumbents

• Royal New Zealand Society for the Prevention of Cruelty to Animals (RNZSPCA): Established NZ charity operating animal shelters, inspectorate, and advocacy. Comparable in mission and adoption services but historically broader and more geographically distributed than HUHA.
• SPCA New Zealand: National umbrella animal welfare charity in New Zealand operating shelters, advocacy, and inspectorate services across the country. Directly comparable as the largest incumbent in NZ animal welfare, although broader in mandate and not strictly no-kill.

Regional players

• Animals' Angels: International animal welfare organization focused on farm animal transport and disaster response. Comparable to HUHA's rural animal rescue and disaster deployment capability, though operating primarily outside Oceania.

Emerging players

• New Zealand Animal Welfare Network: National network of NZ animal welfare organizations coordinating rescue, rehoming, and advocacy. Directly comparable to HUHA in mission and partnership-based operating model, though operating as an umbrella rather than a single shelter.
• SAFE (Save Animals From Exploitation): New Zealand animal advocacy organization focused on farmed animal welfare and legislative reform. Comparable to HUHA's advocacy work and partner-network engagement (Be Cruelty Free, NZAVS, World Animal Protection), though more campaign-focused than shelter-based.

Direct peers

• HUHA-equivalent regional shelter: Pet Rescue Wellington: New Zealand-wide pet adoption platform listing animals from many shelters including HUHA. Comparable as a direct adoption channel competitor and partner; Pet Rescue is a marketplace rather than a shelter operator.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/shop.HUHA
• LinkedInlinkedin.com/company/helping-you-help-animals-huha

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Helping You Help Animals (HUHA)