Jerry Green Dog Rescue

What Jerry Green Dog Rescue does

Jerry Green Dog Rescue is a UK-registered charity (Charities Act 1960 No 1155042), founded in 1960 and operating for over sixty years across Lincolnshire, East Yorkshire, and Nottinghamshire. The organization's core function is rescuing and rehoming dogs, with operational delivery through three rehoming centres located in Broughton (North Lincolnshire), Blidworth (Nottinghamshire), and Algarkirk (South Lincolnshire), supplemented by five charity retail shops across the region.

The company's differentiating technology is the proprietary Meet&Match® rehoming process, developed in partnership with the University of Lincoln and launched in 2008. The process is grounded in research showing that dogs' cortisol levels rise significantly when people walk through kennels, and it replaces traditional kennel viewings with calmer, home-like environments to improve welfare and adoption success rates. A complementary Home from Home® scheme allows dogs to remain in their current homes while being matched with new families. The Meet&Match approach has since been adopted by rescue centres across the UK.

The business model is multi-stream and donation-dependent. Revenue is generated through adoption fees (£385 for dogs over 20 weeks), a legacy giving programme contributing over 25% of income via a partnership with Octopus Legacy, donations and fundraising events (running, adrenaline, and obstacle challenges), dog boarding services, paddock hire, five charity retail shops, and corporate partnerships. The go-to-market approach is community-led, relying on volunteers, foster carers, donors, and corporate partners, with marketing activity distributed across Facebook, Instagram, LinkedIn, TikTok, email, and earned media.

Name

Jerry Green Dog Rescue

Legal name

Jerry Green Dog Rescue

Website

https://jerrygreendogs.org.uk

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

51–100 employees

Short description

Jerry Green Dog Rescue is a UK-registered charity operating dog rescue and rehoming services across Lincolnshire, Nottinghamshire, and East Yorkshire through three rehoming centres, five retail shops, and a proprietary Meet&Match rehoming process.

Ownership category

akta.pro rank

Product category

Animal Rescue and Welfare Services

NAICS

Pet Care (except Veterinary) Services (81291)

akta.pro primary industry

Animal Shelters & Rescue Operations (AFAEALAB)

akta.pro secondary industry

Overnight Kennel Boarding (Dogs) (HSANADAA)

Keywords

• Dog rescue services
• Animal welfare charity
• Dog rehoming services
• Pet adoption services
• Charity retail shops

Headquarters

HQ city

Broughton

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Adoption/Rehoming Fees: Adoption fees of £385 for dogs over 20 weeks, with variable fees for puppies up to 20 weeks old. These fees contribute towards veterinary treatment, food, shelter, and ongoing welfare provision.
2. Donations and Fundraising: Regular donations, one-time gifts, corporate donations, event fundraising (challenge events, bungee jumps, runs), and community fundraising initiatives.
3. Dog Boarding Services: Boarding kennels at rehoming centres offering dog stays with exercise, mental enrichment, and medication administration. 50% deposit required upon booking.
4. Charity Retail Shops: Multiple charity shops across Lincolnshire and Nottinghamshire selling donated goods, new merchandise, and dog accessories. Shops accept Gift Aid on donations.
5. Legacies and Bequests: Gifts in Wills programme. Over a quarter of the organization's income is generated from legacies. Free Will-writing service partnered with Octopus Legacy.
6. Corporate Partnerships: Corporate partnerships including Charity of the Year programmes, employee fundraising, cause-related marketing, sponsorship, and Gifts in Kind (products/services donations).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

Jerry Green Dog Rescue rescues, rehabilitates, and rehomes dogs through three rehoming centres across Lincolnshire, Nottinghamshire, and South Lincolnshire. Its core service is the Meet&Match rehoming process, developed in partnership with the University of Lincoln, which matches adopters with dogs in calm, home-like settings rather than traditional kennel environments. Complementary offerings include the Home from Home scheme, dog boarding, foster care, paddock hire, charity retail, and community-based support and bereavement services.

Product overview

Jerry Green Dog Rescue operates as a charitable organization offering a portfolio of dog welfare and rehoming services across Lincolnshire, East Yorkshire, and Nottinghamshire. The core offering centers on its innovative Meet&Match® rehoming process, developed in partnership with the University of Lincoln, which replaces traditional kennel viewing with appointment-only sessions in calm environments. Complementary services include the Home from Home® scheme for dogs remaining in their current homes, foster care programmes, and dog boarding facilities at three rehoming centres. The organization generates revenue through five charity shops, corporate partnerships, and organized fundraising events including running challenges, adrenaline challenges, and obstacle courses. Support services encompass grief counselling via GriefChat, remembrance pages, funeral collections, and a free Will-writing partnership with Octopus Legacy. The organization also offers paddock hire at multiple locations and community support for dog owners facing difficulties.

Differentiator

Problem solved

Functional benefit

Brands

• Meet&Match: A pioneering dog rehoming process developed by Jerry Green Dog Rescue in partnership with the University of Lincoln, launched in 2008. It allows adopters to find dogs suited to their lifestyle while improving dog welfare.
• Home from Home

Products and services

• Meet&Match® Dog Rehoming Process
• Home from Home® Rehoming Scheme

Quantifiable outcome

• Reduced post-adoption returns
• +2 more outcomes

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• Attis InsuranceminorGTM or Marketing PartnerLong-standing business partner mentioned as part of relationships built over sixty years across Lincolnshire, East Yorkshire and Nottinghamshire. Nature of partnership not detailed beyond being an established partner.
• Octopus LegacycoreStrategic or Co-development PartnerFree Will-writing service partnership allowing supporters to write their Wills for free online. Supports the charity's legacy giving programme which generates over a quarter of the organization's income.
• GriefChatcoreStrategic or Co-development PartnerBereavement support service partnership providing free grief counselling through trained bereavement counsellors, available Monday-Friday 9am-9pm (except Bank Holidays). Supports those who have lost dogs, family members, or friends.
• MuchLovedminorStrategic or Co-development PartnerTechnology partner providing the remembrance page platform for creating in-memory pages to celebrate lives and collect donations in memory of loved ones.
• University of LincolncoreStrategic or Co-development PartnerResearch partnership developing the Meet&Match rehoming process. University researchers found that dogs' cortisol levels increased significantly when people walked through kennels, confirming the need for a calmer, home-like rehoming environment.
• PetPlanminorGTM or Marketing PartnerProvides four weeks free insurance to all adopters post-adoption, supporting successful rehoming outcomes.
• Bright HRminorGTM or Marketing PartnerEmployee benefits platform providing discounts to Jerry Green Dog Rescue staff through Bright HR platform.
• Give As You LiveminorGTM or Marketing PartnerCharity shopping platform allowing supporters to raise funds for the charity when shopping online.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Dogs Trust: The UK's largest dog welfare charity, operating rehoming centres nationwide and promoting responsible dog ownership. Directly comparable as a registered charity delivering dog rescue, rehoming, and welfare services, but at materially greater national scale than Jerry Green.
• Mayhew: London-based animal welfare charity running dog and cat rehoming, community veterinary care, and education programmes. Comparable on community-led rescue and rehoming with diversified income streams including charity shops and corporate partnerships.
• The Dogs Home (Manchester): One of the UK's oldest dog rescue charities, operating rehoming kennels and welfare services in the North of England. Comparable in long-established regional dog-only rescue and rehoming focus with similar charity-led funding model.
• RSPCA: The UK's largest animal welfare charity, covering rescue, rehoming, and enforcement across multiple species. Directly comparable on charity-led rehoming and welfare mission, though much broader in scope (all animals) and national in footprint.
• National Animal Welfare Trust: UK charity operating multiple dog and cat rehoming centres with fostering, boarding, and community support programmes. Comparable in multi-centre rehoming model and fundraising through shops, legacies, and corporate partnerships.
• Battersea Dogs & Cats Home: Iconic UK animal rescue charity with three centres delivering dog and cat rehoming and welfare services. Directly comparable operating model and brand-led fundraising approach, though London-centric and operating at greater scale.
• Blue Cross: National UK pet charity offering dog and cat rehoming, veterinary services, and pet bereavement support. Comparable on registered-charity rehoming with associated support services (pet bereavement overlaps with Jerry Green's GriefChat offering).
• Wood Green Animal Charity: UK animal rescue and rehoming charity operating centres in Cambridgeshire and Greater London, providing adoption, fostering, and pet support services. Comparable in multi-centre charity-led rehoming with a similar fundraising mix including charity shops and legacies.

Others

• Petplan: UK's largest pet insurance provider and existing commercial partner to Jerry Green (offering 4 weeks free insurance to adopters). Included as an ecosystem participant enabling post-adoption outcomes, not a direct competitor.

Broad incumbents

• The Kennel Club: The UK's governing body for dog breeding, welfare standards, and registration. Comparable as a national canine welfare stakeholder but operates as an umbrella/standards body rather than direct rescue and rehoming, so serves as a broad incumbent reference.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/JerryGreenDogRescue
• LinkedInlinkedin.com/company/jerry-green-dog-rescue
• Instagraminstagram.com/jerrygreendogs
• TikToktiktok.com/@jerrygreendogrescue

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

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 Jerry Green Dog Rescue