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Monetizing the human rights “brand”

Marketing research can help Mexican rights groups monetize their “brand” and boost public donations. A contribution to the openGlobalRights debate on Social Science Experiments & Human Rights. Español.

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About 54% of Mexican adults—over 44 million people—report having donated to the Teletón and other big Mexican charity fundraisers. In 2012, the Teletón, which helps disabled children, raised some $472.5 million Mexican pesos, roughly $35.5 million USD. Yet, only 4% of Mexican adults report having ever given money to a human rights organization (HRO) of any kind, at any point in their lives.

Mexicans feel warmly towards the phrase “human rights”, trust rights groups, and reject claims that human rights are a foreign imposition.

Why do Mexicans—like so many other people worldwide—give less to rights groups than other organizations? We know it is not because of their beliefs and attitudes; our survey research clearly shows that  Mexicans feel warmly towards the phrase “human rights”, trust rights groups, and reject claims that human rights are a foreign imposition.