Clarissa Baldwin
March 2008
Clarissa Baldwin of Dogs Trust talks to Clarissa Dann...
What do you enjoy most about your current role?
The change in the fortunes of Dogs Trust has been one of the most exciting things. We were in the doldrums but in 1990 took on our first fundraiser and we’ve never looked back. I love our yellow, sunny and upbeat brand. We continue to work closely with the government on animal welfare policy and feel particular satisfaction that now pet owners have a legal requirement to look after their animals properly. One particular high was getting ‘A dog is for life and not for Christmas®’ into the Oxford English Dictionary of Quotations.
What made you choose this role?
I’d been working in PR back in the 1970’s and was looking for a change. I was interviewed for a contract PR role at what was then The National Canine Defence League. Upon arrival, I was invited to sit on this most revolting sofa which every stray dog in London must have peed on and wondered what on earth I was walking into. But the former CEO, Colonel RoosmaleCocq was just incredible and became my mentor. He pulled the charity out of a £0.5 million debt within 10 years and turned it into a viable proposition. I was appointed CEO in 1986 and the last 22 years have absolutely flown by.
So how do you think you are making a difference?
One of the biggest measures of our success is the drastic reduction in the number of dogs destroyed. Other KPIs include the number of dogs in our care and dogs rehomed. We are in the business of saving dogs’ lives and our non destruction policy differentiates us. Education of future dog-owners is another important part of our work..
What do you think is the most pressing issue facing charities today?
We are overwhelmed with regulation and compliance. . Of course one has to be open and auditable but surely we can be a bit more hands off? As for the public sector, we used to have contracts with local authorities, but they wanted us to be their agents which involved unpopular enforcement work. As the local authority has to look after abandoned dogs for seven days, we are there on the eighth day and take them for nothing to prevent them from being destroyed. This is much more positive and reinforces what we are about.
How do you deal with being a trustee and the CEO?
Our rules specify that if a CEO is in post for more than seven years they can be a trustee. Our board is very supportive, helps with opening doors and fundraising, so I am rather shocked to hear how some executives end up fighting their trustees to get things done, which is such a waste of their valuable time. I’m also fortunate in having very committed directors; we do try to get together off site each year to look at where we have come from, where we are going and to revisit our mission and vision.
How do you switch off from the day job?
I’m a keen tennis player and try to get to the gym about three times a week. We’ve just bought a little place in France near Toulouse, so I am trying to bone up on my rusty French. Quality time with my family is really important to me. We did have a dog from one of our centres, but he died four months ago. He was 15 and an absolute dear. We miss him even more now – you know, you put the key in the door and nobody’s there to greet you. But I expect we will eventually get another one.
What about books and music?
Like one of your previous interviewees, I absolutely adored Alan Bennett’s The Uncommon Reader; maybe there is a charity link. Boris Johnson’s autobiography is beside my bed and I have just finished Clarissa Dickson-Wright’s autobiography. My radio tastes depend on what mood I am in, so these vary between Radio 4 to stations like Magic and Classic for more reflective moments. I’m a bit of a 60’s chick so music tastes gravitate towards the Beatles and the Stones. I do enjoy a bit of Country and Western and love to dance. Having had ballroom dancing lessons I’m rather a fan of Strictly Come Dancing.
Best of Times
Every time we get planning permission for a new rehoming centre we open the champagne, but one particular highlight was getting a call from Thames Valley Police asking us to help with a puppy farm they had to close down. We got a truck down there in the middle of the night and found 57 of the most amazing dogs. To have got the call and to have got there in time was just incredible.
Worst of Times
I don’t want to dwell on negative things but it is always a very sad day when a dog has to be put to sleep and I really feel for our rehoming centre teams who have that hands-on responsibility when they have helped that dog and formed a relationship with it.
Clarissa Baldwin was talking to Clarissa Dann
Author: Clarissa Baldwin
Clarissa Baldwin OBE joined Dogs Trust in 1974 as head of public relations, prior to which she has worked in a public relations consultancy. Among other posts, Clarissa is chairman of the Welfare Committee for the Pet Plan Charitable Trust, a trustee of Hearing Dogs for Deaf People, SNIP International, chairman of Greyhound Forum and the Association of Dogs & Cats Homes. Clarissa, who is the author of the slogan 'A Dog Is For Life, Not Just For Christmas', was awarded the OBE in 2003 for her work to improve animal welfare. She is married, with one son, James
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