NOT JUST FOR CHRISTMAS

After a peripatetic childhood because her father was in the Royal Navy, Clarissa Baldwin moved to London where she took up a modelling career. She worked in journalism at the Evening Standard and the Cambridge Daily News before becoming Public Relations Officer at the National Canine Defence League. She became CEO in 1987 and retired in 2014. She is married with two grandchildren.

Clarissa Baldwin has been a friend and an inspiration to me from the earliest days of my own work in animal welfare. Not Just for Christmas is a heartfelt reflection of a life dedicated to dogs, compassion, and lasting change.Luke GambleFounder & CEO, Worldwide Veterinary Service (WVS)When Clarissa Baldwin took over the struggling National Canine Defence League, she didn’t just save it — she transformed it into Dogs Trust, the largest dog welfare charity in Britain. She also coined the most powerful welfare message of all time: “A dog is for life, not just for Christmas.”Clarissa Baldwin has always put the dog first. She is my hero — a role model whose moral clarity, courage and compassion changed the lives of millions of dogs, and the way a nation thinks about responsibility.Beverley Cuddy
Editor, Dogs Today
Founder, Union of Good Dog PeopleThis is an absolutely enchanting book which tells of a life wonderfully lived - even if it was punctuated by the occasional moment of terror (such as when the author lost the charity's official mascot). It is gorgeously written - as is only to be expected from someone who penned a line which began life as a humble car sticker and ended up immortalised in everyone's advertising hall of fame.  Rory SutherlandPresident EmeritusOgilvy ConsultingSince my very first days in animal welfare, Clarissa has always been there as a guiding light - providing support and encouragement, and sharing her passion for canine welfare generously and unreservedly with all those who share her vision and who work to improve the lives of dogs and their people. It is no exaggeration to say that Clarissa Baldwin has changed the world for dogs. With Clarissa’s vision and her determination - coupled with effortless and indefatigable style and grace - she created a family of animal welfare professionals, both at home and abroad, who supported each other, shared skills, and who even now, in times of indecision or uncertainty, find their answers and renewed inspiration by thinking “What would Clarissa Baldwin do?”Carolyn MenteithDog Behaviourist and Trainer“Clarissa Baldwin not only changed my adopted dog’s life but also my life. I have never felt loved by a living soul more than by Maggie and that is something you just can’t put a price on.  Being a mongrel I checked Maggie’s DNA and she’s Border Collie crossed with Sausage Dog - now work that one out !” Eamon HolmesBroadcaster and journalist

• List of illustrations PrefaceAcknowledgementsBlossomJoining Dogs TrustBeginningsNo healthy dog will be destroyedTaking the leadFrom NCDL to Dogs TrustKennels and rehoming centresDog stories and family dogsDogs on the PR teamPuppy farmingDog showsThe stray dog problemExtra special dogsThe dream teamMoney issuesDogs Trust campaignsPolitics doe changeThe Dangerous Dogs Act and other lawsMore international adventuresCelebrities and RoyalsIncredible people in animal welfareCovid dogsDog etiquetteWhen to say goodbyeWhat dogs wantWhat do if you can't copeWhat next?