Our Strategy 2025-2030

Wiltshire Wildlife Trust is part of The Wildlife Trusts: a Federation of 46 local independent charities working across the UK to create a wilder future, in a powerful network for innovation and advocacy. Nationally, the trusts manage 2,300 nature reserves and have over 900,000 members. 

Founded in 1962, today Wiltshire Wildlife Trust is the leading charity in Wiltshire and Swindon working to achieve nature’s recovery and connect people with nature.

The Trust has over 40 nature reserves covering over 1,200 hectares (c. 2,900 acres), protecting some of Wiltshire’s most important meadows, downland, woods, fen and other valuable wildlife habitats. Most of our nature reserves have open public access, allowing people to benefit from nature through enhanced wellbeing and learning opportunities. 

The Trust is supported by a growing community of more than 23,000 members and 2,000 volunteers, and employs nearly 100 full-time equivalent staff. 

Partnership is our watchword, and our Strategy commits us to collaborating with farmers and strategic partners to achieve nature’s recovery in the wider landscape beyond our own reserves. 

We have two nature centres with cafés, where people can come and enjoy spectacular wildlife views. 

We also have two Care Farms, supporting children and young people with special educational needs through therapeutic nature-based activities. 

Our conservation grazing operation keeps our precious grassland reserves healthy and species-rich, and operates from three farm hubs at Blakehill, Lower Moor and Coombe Bissett Down.

Our Area

Wiltshire Wildlife Trust’s work covers the unitary authority boundaries of Swindon and Wiltshire. 

Wiltshire is a farming county: 80% of the land is farmed, with significant opportunities for farmers and landowners to lead nature’s recovery at scale. There is an active network of farmer clusters across the county, keen to explore the opportunities for nature-friendly farming. 

Swindon is the fastest growing town in Europe, with a diverse population. Wiltshire is also home to rapidly expanding market towns such as Chippenham, Trowbridge and Melksham. It is therefore vital that new housing developments achieve a net gain in biodiversity, and that green infrastructure is created to ensure everyone is within 15 minutes’ walk of natural greenspace.

Two thirds of Wiltshire lies on chalk. It is home to half the UK’s surviving species-rich chalk grassland, some 18,000 hectares (c. 44,500 acres), helping to make it one of the best places in the UK for butterflies. 

The Wiltshire and Hampshire Avon, with its sparkling chalk-stream headwaters, is one of the most biodiverse river systems in the UK. Wiltshire Wildlife Trust is a founding member of the Wiltshire Chalk Partnership, which aims to create at least 2000 hectares (c. 5000 acres) of new habitat to connect and enhance Wiltshire’s ecologically and culturally significant chalk landscape. 

Wiltshire is also rich in ancient woodland, including one of our newest acquisitions, Great Wood in the Braydon Forest.

We face an ecological and climate emergency and an epidemic of mental ill-health. 

We want to see the abundance of nature restored and experienced by people in ways that enhance their lives and wellbeing. We want to ensure every person can build a lasting connection with nature.

 By 2030, we will turn the corner on nature’s longstanding decline and lay strong foundations for our vision for 2050, in which nature has been restored at scale to enrich everyone’s daily lives. 

By 2050, Wiltshire’s soundscape in spring and summer will be alive with the calls of farmland birds and the hum of insects, signalling that nature’s abundance has been restored across the county. 

Nature-friendly farming will be the norm in Wiltshire’s farmed landscape, balancing the needs of climate-resilient food production and nature’s recovery, whilst supporting the livelihoods and wellbeing of Wiltshire’s farming communities. 

Wiltshire’s internationally important chalk streams will have the protection they deserve, and restoration and connection of our precious chalk downland, floodplain meadows and ancient woodland will be happening at scale. 

Everyone, everywhere in Wiltshire and Swindon will be able to connect with nature in their daily lives, supporting their mental health and wellbeing and securing a strong mandate for nature’s sustained recovery.

We have a core belief that nature is intrinsically valuable and is fundamental to everyone’s wellbeing. 

Our core values, shared by everyone at Wiltshire Wildlife Trust – staff, volunteers and members alike – define the character, commitment and culture of the Trust and will help to ensure that we succeed in achieving our vision. 

We will:

Act with integrity 

Be objective, evidence based and professional 

Collaborate with a wide range of partners who share our vision and values 

Embrace innovation and learn from others 

Respect everyone, listen to their views and value each other’s skills and backgrounds 

Be responsive to the views of our members, supporters and the wider community 

Value, develop and invest in our staff and volunteers

We have set ourselves two goals for what we want to see by 2030: 

1. Nature Recovery in Wiltshire and Swindon 

2. Connecting People with Nature

Goal 1: Nature Recovery 

By 2030, nature will be in recovery in Wiltshire and Swindon, with habitats, species and natural processes being restored at scale 

To achieve this, we need:

Target 1.1: 30% of land in positive management for nature 

Target 1.2: Species abundance and diversity increasing 

Target 1.3: Natural processes being restored 

Target 1.4: Nature-based solutions being used to address the climate and water emergencies

We will do this through: 

• Hosting a new Local Nature Partnership for Wiltshire and Swindon, and developing an ambitious shared plan for nature’s recovery and access to nature.
• Developing a new Land Advice Service, in collaboration with local nature-friendly farming ambassadors, and supporting Farmer Clusters across Wiltshire to find profitable pathways to nature-friendly farming at scale.
• Developing a learning hub at Great Chalfield where farmers and landholders can learn how to access new markets for environmental services as part of a regenerative farming system.
• Identifying strategic opportunities to enhance our reserves network to be ‘bigger, better and more joined up’, protecting Wiltshire’s critical species and habitats and working with partners to improve connectivity and restore nature at landscape scale.
• Working with land managers and partners across the county to increase population sizes and range for critical species for Wiltshire, focussing on species which indicate and rely on landscape connectivity, health and natural function.
• Restoring the globally important River Wylye chalk stream, leading a Landscape Recovery partnership with the Wylye Valley Farmers and Wessex Rivers Trust to reconnect a 20km stretch to its floodplain.
• Ensuring that the restoration of natural processes, and the part they can play in nature's recovery, is a concept that is widely understood and communicated throughout Wiltshire's land managers.
• Working with partners to scope, develop and deliver projects that contribute towards the restoration of natural processes; from rewilding, to grazing regimes, to floodplain restoration, to the promotion of keystone species.
• Creating wilder urban areas through green infrastructure, including new nature parks and places where people can easily access nature.

Goal 2: Connecting People with Nature 

By 2030, people will be taking action for nature and benefitting from nature in their lives 

To achieve this, we need: 

Target 2.1 1 in 4 people taking meaningful action to drive nature’s recovery locally and nationally 

Target 2.2 Health and wellbeing of people improved through their engagement in and with nature 

Target 2.3 Opportunities for all children and young people to nurture a lasting interest in nature 

Target 2.4 Nature and climate at the heart of decision-making locally and national

We will do this through: 

• Empowering more individuals and communities to take informed and meaningful action for nature by providing information, sharing good practice, encouraging collaboration and offering inspiration
• Expanding on existing projects including Nextdoor Nature and our Wildlife Watch initiatives to broaden our reach across the county
• Empowering supporters through the Team Wilder approach so everyone in Wiltshire and Swindon has the opportunity to take action for nature
• Creating and publicising more volunteering opportunities so more people can engage in our work, including expansion of our Young Ambassador’s programme
• Advocating the health and wellbeing benefits of the natural environment and offering people opportunities to have greater engagement with nature and green exercise
• Engaging with every school in Wiltshire and offering opportunities for students to learn about the natural world and discover the joy being in nature brings
• Being inclusive and creating opportunities for people of all ages, abilities and backgrounds to experience nature through our alternative education provision and community engagement programme
• Developing the use of our nature centres and visitor experience at our key reserves to engage visitors and inspire them to take action

To enable the Trust to achieve these goals and meet our targets, we need to develop new ways of working and secure the resources and support to drive change. We have identified five areas for development:

1. People and Governance
2. Finance, Fundraising and Risk
3. Communications and Digital
4. Facilities
5. Ethical and Environmental Standards

People

External 

Through the Team Wilder approach, we will inspire community organising and mobilising, especially amongst young people. 

We will invest in our volunteer groups to skill, develop and retain leaders for the future. 

We will build upon our citizen science projects like Nurturing Nature and Water Guardians to engage and support the people of Wiltshire to take meaningful action for nature. 

Measures of success we will see: 

• An increase in the number of volunteers, with volunteer Leaders and Reserve Wardens who take on additional responsibilities to support our staff team
• Volunteer groups across the county Increased diversity of volunteer groups
• An increase in activity mapped on Team Wilder

Internal 

We will invest in a highly skilled and diverse staff network and build a movement-wide learning culture. This includes sharing skills between Wildlife Trusts and Partners across the Federation. 

We will review our Governance structure. We will also review and strengthen the Equality, Diversity & Inclusion strategy (EDI). 

Measures of success we will see: 

• An increase in the number of applications to roles
• Reduced staff turnover and sickness
• Increased staff satisfaction in annual surveys
• Successful completion of a Governance review

Finance, Fundraising and Risk

Protect and maintain our income and assets 

In the challenging economic climate, we must ensure we are practising good financial management and strong governance to protect and preserve income and current assets and manage our risk. 

Business plans for Fundraising, Wiltshire Swindon Biological Record Centre (WSBRC), conservation grazing, the visitor centres and cafés will ensure adequate sources of funding are in place. 

A review will be undertaken to assess the return from fixed assets against alternative investment opportunities to deliver impact and income for our Strategy.

Measures of success - We will see:

• Growth in unrestricted income to enable delivery of our strategy
• An improvement in full cost recovery to build organisational resilience 

Deliver a step change in the scale and diversity of funding for nature’s recovery 

We will actively seek project and unrestricted funding and work with partners to maximise returns and embrace new funding mechanisms. Digital fundraising will be developed and a review of the membership model and member recruitment resources undertaken. 

We will explore green finance opportunities, and work with developers and other statutory and voluntary bodies to address Biodiversity Net Gain, Carbon Offsetting and Nutrient Neutrality. 

We will ensure income sourced meets our ethical standards and values. We will support the growth of Wiltshire Wildlife Community Energy (WWCE) and develop new Strategy-driven diversification of income streams. 

Measures of success - We will see an increase in: 

• Income from new opportunities
  • Average donation value
  • Membership volumes
  • Average membership value
• Communications and Digital
• With our strong reputation, we will speak with a bold and confident voice, further increasing our impact and influence.
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• We will update our engagement strategy to support and engage external stakeholders, reach new audiences and empower groups to take action and stand up for wildlife.
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• We will increase our digital reach and engagement and embrace new channels.
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• Measures of success - We will see an increase in:
• Engagement with local and national policy makers and decision makers
• Media coverage - radio interviews & articles published
• Campaign participants
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• Through Team Wilder, Watch Groups, Wellbeing activities and our Young Ambassador programme, we will extend our message across Wiltshire so that one in four people take action.
• Market segmentation, positioning and targeting will be key areas of development, alongside an ambitious programme of engagement events and utilisation of our nature centres.
• Keeping our strong and readily recognisable local visual identity, we will ensure we present consistent, clear and accessible branding with increased alignment to the wider wildlife trust movement.
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• Measures of success - We will see:
• New supporters and donors
• Emails opened/response rates and mailing distribution
• People pledging to take action for the environment
• New groups established
• Event attendance
• Increased engagement through our website and social media
• A refreshed bold brand
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• Improve internal processes and systems
• We will undergo a ‘root and branch’ digital transformation across all areas of the Trust.
• Systems will be transferred to cloud-based options to promote efficiency and cost effectiveness.
• Full use of the Access CRM database for members, donors and supporters
• Digitise reserve management plans, increase use of spatial data and GIS technology Use and develop Team Kinetic as a dedicated volunteer database
• WSBRC will make greater use of citizen science - species and habitat data collection Review of the accounting package, including the automation of purchasing processes
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• Measures of success:
• An increase in citizen science records
• The database adoption completed successfully and to time
• Enhanced understanding of our donors and supporters
• Greater clarity for our staff and volunteers around our reserve management
• Improved volunteer experience
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Facilities

We will review our estate portfolio and conduct a properties review. 

We will develop a business case for engagement hubs to support our growing ambition to connect 1 in 4 people across the county to our work. 

We will assess our estate facilities to ensure they meet the needs of our staff, volunteers and supporters.

 We will explore ways to make existing facilities more energy efficient and explore options for newer technologies, including EV Charging in our car parks.

Measures of Success:

• Rolling 3-year plan for our buildings and maintenance
• Business plan for our Estate facilities
• Engagement Hubs at key reserves

Ethical and Environmental Standards

 Our reserves have a clear purpose and plan for climate change adaption

 Our conservation efforts will be guided by robust data from expanded surveying and monitoring across Wiltshire. This will enable us to develop site specific management plans and adapt our strategies to the challenges of climate change. 

It is critical that our land acquisition strategy focusses on: 

• Increasing the resilience of our existing sites by making them bigger and buffered
• Increasing the resilience of the landscape through connectivity
• Acting on opportunities to manage land in partnership that delivers meaningful outcomes for nature's recovery 

We will improve visitor engagement and access infrastructure enhancement to support the EDI strategy. We will conduct customer satisfaction surveys and mystery shopper opportunities. 

Measures of Success: 

• The number of records
• Reserve size and connectivity
• Land influenced
• Enhanced visitor experience

Organic principles and animal welfare 

We will produce an Ethical Procurement framework and maintain high Health and Safety standards to ensure full compliance. We will work to organic principles in our farm and estate operations.

Measures of Success: 

• Application of an Ethical Procurement Framework
• Independent verification that our farm and estate operations meet high animal welfare and environmental standards

•  Less recorded on the COSHH register

   

Carbon reduction 

We will review and extend our Carbon Reduction Strategy and Action Plan to cover energy, travel, general policies, resources, purchasing and land management. 

We are committed to achieving net carbon zero by 2030 and being net carbon positive by 2050. 

Changes in behaviour and purchasing will be informed by this and embedded across the Trust.

Measures of Success: 

• Improved greenhouse gas inventory calculations
• an increase in overall carbon captured and stored

Food standards 

We will review our food standards at events and cafes to develop an action plan that will improve sustainability, provenance and nutrition. 

We will review our levers for raising awareness of children’s food and the link to mental health through education and wellbeing programmes.

Measures of Success: 

• Improved sustainability, provenance and nutrition in our café and at events
• Awareness raised around children’s food

To set a robust baseline for measuring our impact, we will publish a Wiltshire and Swindon State of Nature report in 2025, building on the work of the Wiltshire and Swindon Biological Record Centre (WSBRC) and pooling data with strategic partners. 

We will monitor our progress against Key Impact Measures for our two goals and share the outcomes through our annual Impact Report which is sent to all members. 

We will adopt a learning culture in which we continuously evaluate the impact of our work and learn from successes and failures, keeping our Strategy Implementation Plan under active review. 

We will contribute to the work being carried out nationally by The Wildlife Trusts to evaluate the collective impact of the federation and challenge ourselves to keep up with best practice approaches to measuring impact.

Our Strategy 2030 provides a high-level framework of goals and targets.

 It will be supported by Strategy Implementation plans that are reviewed annually. These will set out detailed targets for the Trust and will inform, and be informed by, individual work programmes for staff. 

An Annual Budget accompanies the Strategy Implementation Plan. 

The Strategy Implementation Plan and Budget are approved by the Trustees at the February Council meeting.