Djurens Ratt

Name

Djurens Ratt

Legal name

Djurens Rätt

Website

https://djurensratt.se

Company type

Private

Founded year

1882

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Membership fees: Monthly recurring donations from members who sign up as monthly givers (månadsgivare). Members receive benefits including a welcome gift and 15% discount in the web shop.
2. One-time donations: Single gift donations from supporters who contribute amounts such as 200 kr, 100 kr, 75 kr, or custom amounts.
3. Testamentary gifts: Inheritances from supporters who include the organization in their wills. The organization states that bequests constitute approximately one-third of their revenues.
4. Corporate gifts and partnerships: Companies can make corporate donations or become support companies (stödföretag) for the organization.
5. Web shop sales: Sale of merchandise including accessories, mugs, clothing, stickers, pins, and vegan cookbooks. Members receive 15% discount.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels10 records

Core offering

Djurens Rätt is a Swedish nonprofit animal rights organization that advocates for animals in factory farms, fur farms, and animal testing through political lobbying, corporate engagement, public campaigns (petitions, open letters, manifestations), and educational content. The organization engages supporters as monthly donors and one-time gift contributors, sells branded merchandise and vegan cookbooks via its webshop, runs the Välj Vego plant-based inspiration platform, and operates the Rädda Djuren-klubben children's membership club.

Product overview

Djurens Rätt operates a digital platform ecosystem focused on animal rights advocacy. The core offering consists of the main website (djurrensratt.se) for campaigns, news, and member engagement; a dedicated support platform (stod.djurrensratt.se) for donations and membership; and a peer-to-peer fundraising platform (insamling.djurrensratt.se) powered by BetterNow. Supporting offerings include a webshop for merchandise with member discounts, the Välj Vego inspiration platform for plant-based choices, and the Rädda Djuren-klubben children's membership program. The organization does not offer a technology product in the traditional sense, but rather uses these digital platforms to advance its mission of animal rights advocacy through campaigns, political influence, and corporate partnerships.

Differentiator

Problem solved

Functional benefit

Brands

• Välj Vego: Inspiration website to make it easier for more people to choose plant-based options
• Rädda Djuren-klubben
• Djurvänlig kommun
• Fjäderfria listan
• European Chicken Commitment

Products and services

• Huvudwebbplats (djurensratt.se) Primary website serving as the main platform for all organizational activities, including campaign information, news, donation options, membership signup, and advocacy resources for the Swedish public.
• Stödplattform (stod.djurensratt.se) Dedicated donation and membership support platform offering monthly giving options, one-time gifts, corporate giving, and testamentary giving programs for Swedish supporters and corporate partners.
• Insamlingsplattform (insamling.djurensratt.se) Peer-to-peer fundraising platform powered by BetterNow, enabling individual supporters to create and manage personal fundraising campaigns that benefit Djurens Rätt.
• Webbshop (shop.djurensratt.se) Online merchandise store offering accessories, mugs, clothing, stickers, pins, and vegan cookbooks, with members receiving a 15% discount.
• Välj Vego Inspiration website and mobile app promoting plant-based eating, featuring recipes and vegan challenges to help Swedish consumers reduce animal product consumption.
• Rädda Djuren-klubben Children's membership club for young animal advocates up to 13 years, including a welcome gift and quarterly 'Klubbnytt' newsletter, priced at 175 SEK per year.

Quantifiable outcome

• 87% of funds go directly to animal welfare activities
• +4 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered minor, core and major.

• SAS (Scandinavian Airlines)minorOthers · 1 January 2024Campaign target. Djuren's Rätt is actively campaigning against SAS for transporting dogs to laboratories for testing. Over 50,000 signatures collected calling on SAS to ban transport of animals to testing facilities.
• Eurogroup for AnimalscoreStrategic or Co-development Partner · 1 January 2024European cooperation organization for animal rights. Djuren's Rätt works with Eurogroup for Animals on various campaigns including animal transport and EU-wide policy initiatives.
• World Federation for AnimalscoreStrategic or Co-development Partner · 1 January 2023A new global organization founded by Djuren's Rätt with the goal of influencing animal welfare legislation at the UN level. This represents Djuren's Rätt's expansion into international advocacy.
• European Coalition to End Animal ExperimentsminorStrategic or Co-development Partner · 1 January 2023A European cooperation organization focused on ending animal testing. Djuren's Rätt is a member. The partnership coordinates efforts to reduce and replace animal testing across Europe.
• Open Wing AlliancecoreStrategic or Co-development Partner · 1 January 2021An international coalition of animal rights organizations. Djuren's Rätt is a member and was instrumental in founding the alliance. The partnership focuses on joint campaigns to improve animal welfare, particularly regarding cage-free commitments from companies. The alliance coordinated the European campaign that led to EU-wide cage-free commitments.
• SodexomajorStrategic or Co-development Partner · 1 January 2016Sodexo committed to phasing out cage eggs from all operations globally by 2025, following dialogue with Open Wing Alliance and Djuren's Rätt. This commitment affects millions of hens worldwide.

Scale indicators12 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Mercy For Animals: US-headquartered farmed-animal advocacy group with international corporate-engagement and policy programs. Peer because its core focus (industrial animal agriculture welfare reform via corporate commitments) overlaps tightly with Djurs Rätt's chicken and broiler campaigns.
• World Animal Protection: Global animal welfare nonprofit working on factory farming, wildlife, and disaster response. Comparable international advocacy model and corporate-engagement approach.
• Humane Society International: International arm of the Humane Society movement running global campaigns on farm animal welfare and animal testing. Peer given overlap with Djurs Rätt on broiler-welfare and cosmetics-testing reform agendas.
• PETA (People for the Ethical Treatment of Animals): Largest US-based animal rights nonprofit running campaigns on factory farming, animal testing, and fur. Direct peer because it pursues the same advocacy, corporate-engagement, and public-campaign playbook as Djurs Rätt but at vastly larger scale.
• Four Paws International: Global animal welfare organization headquartered in Vienna with campaigns across factory farming, fur, and companion animals. Comparable mission structure, EU footprint, and donor-funded advocacy model.
• Animal Equality: International animal rights organization running investigations, corporate campaigns, and legislative advocacy focused on factory farming. Closely comparable to Djurs Rätt in tactic mix (corporate pressure + public campaigns) and transnational scope.

Broad incumbents

• ASPCA: Long-established US animal welfare charity with broader companion-animal and cruelty-investigation remit. Comparable long-standing, large nonprofit brand in animal welfare space.
• Royal Society for the Prevention of Cruelty to Animals (RSPCA): UK's largest and oldest (1824-founded) animal welfare charity with enforcement powers and broad farm-animal, pet, and wildlife programming. Comparable older, larger incumbent with a similar historical legacy and donor-funded model.

Others

• Eurogroup for Animals: Brussels-based umbrella that coordinates European animal-welfare NGOs and represents them at EU institutions. Listed as a 'core' partner of Djurs Rätt; comparable as a federation/advocacy layer in the same EU policy arena.
• World Federation for Animals: Global animal welfare body founded by Djurs Rätt in 2021 to push UN-level legislation. Technically an affiliated entity, but operationally adjacent peer pursuing the same advocacy at a higher multilateral level.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/DjurensRatt
• Facebookfacebook.com/djurensratt

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Djurens Ratt