Stuff like human rights is the 'hardest' to get funding for, according to my Prof (but she is in Asia where talking about 'rights' is an extremely awkward concept... 10 years ago a module called 'human rights' wasn't allowed at NUS, for instance, and Singapore is relatively liberal for Asia). Hence, big firms are far more willing (as exhibited by Lovells) to sponsor areas which are more 'advantageous' to them, and understandably I guess. Unless they're trying to drum up a sense of corporate social responsibility, them putting money into human rights may offend many clients who are often the ones committing the abuses (or at least involved) in many countries where they have their factories etc.
I think some of it must go to the staff, but lots of it goes into sourcing materials etc too and any original research which has to be done of whatever form. Ranging from interviewing people to sending out surveys etc.