Introducing Senterra Funders: the new name for Farmed Animal Funders
As of today, Farmed Animal Funders is now Senterra Funders.
Senterra Funders is a donor community of 49 individual and institutional funders, each giving $250,000+ annually to end factory farming and build sustainable food systems. We offer expert philanthropic advising, collaborative giving opportunities, and a vibrant community, while also working to increase the pool of funding for the movement to end factory farming.
Why a new name?
As we’ve implemented our strategy to reach new funders, we consistently encountered the same problem: the name Farmed Animal Funders held us back from reaching new audiences—especially those who are closely aligned with our mission, but don’t necessarily see themselves as “animal funders”.
Senterra Funders combines “sentience” and “terra” (earth), reflecting our vision of a world free of the suffering factory farming causes sentient beings and our shared planet. Our tagline – Building a future beyond factory farming – underscores our mission.
We’re excited to launch our new name, and we’re grateful to the members, organization leaders, and movement partners who provided support and feedback through this process.
Great to see! Does this signal an expanded interest in cause areas like wild animal welfare, assuming cost effectiveness/ tractability/etc were comparable?
Thank you, Damin! Our group’s focus remains on farmed animal welfare, and on the harms that factory farming causes to animals, humans, and the planet.
Cool! FYI when I open your home page on a large monitor, the “Log In” and “Blog” buttons overlap with each other (fine on small screens).
Thanks, Ollie! It should be fixed now.
Congratulations on the new name! I think it’s a great name; it immediately conveys the relationship between the ethical and environmental impacts of farming animals.
May I ask what the total cost was of this rebrand? The UK government recently got flack about spending £500m on a rebrand of their main website. I’m curious about how EA-aligned funders like Senterra think about cost effectiveness i.e how much went in, and what you’re hoping the rebrand will achieve for unlocking new audiences.
Also, are you in any way affiliated with this investment group? https://senterra.com/
Thanks, Siobhan! We put a great deal of care into choosing the right name, and it’s been gratifying to learn that our intended message is being heard.
For our rebrand and for other services, we aim to work with mission-aligned contractors where possible. We think that this provides a high-quality, cost-effective result: there are so many talented people in the EA and animal welfare communities. If you or anyone reading this are exploring options for a rebranding project, we’d be happy to chat privately.
We are not affiliated with any org or group with a similar name.