Advancement/Annual Plan 2018-2019

Foundation’s Annual Plan FY18-19 Goals

Annual Plan Goal #1	Annual Plan Goal #1: Knowledge Equity - grow new contributors and content How does your program affect the annual plan topline goal: GLOW is a partnership program with Google and others to encourage local Wikipedia communities to create articles in local languages for the 2000 most searched for (but missing) articles. This partnership specifically targets language communities with small but growing encyclopedias and focuses their efforts on producing the missing articles that readers are requesting most. Through this partnership, we will be able to help local language communities overcome barriers to participation by providing them with computers and internet access, for example. As a result, these local language Wikis will grow in a very targeted way, producing over 10,000 most requested articles on these smaller but critical Wikis. Additionally, the community will be engaged in a project that also is responsive to their needs and that encourages their long-term participation. In addition, page views to these new articles and overall page views to those language wikis will be measured to help determine the impact of this program.
Annual Plan Goal #2	Annual Plan Goal #2: Knowledge as a Service - increase reach How does your program affect the annual plan topline goal: The Partnerships and Global Reach team is critical in growing our reach in emerging markets. We will seek partnerships that increase awareness of Wikipedia in Asia, the Middle East, Africa, and Latin America. Additionally, we will enable over 1 million hard-to-reach people to access Wikipedia through partnerships around SMS, USSD, and offline initiatives such as our partnerships with the Africa Center to put Wikipedia medical information hubs in clinics for use by medical professionals throughout Nigeria. Through these partnerships, we work to provide access to the most critical knowledge in parts of the world where awareness of and access to Wikipedia is low.
Annual Plan Goal #3	Annual Plan Goal #3: Knowledge as a Service/Foundational Strength - evolve our systems and structures How does your program affect the annual plan topline goal: The Advancement team will secure the financial resources to support initiatives to grow new contributors and content, and to increase reach. We will will raise $92.17 million for the Wikimedia Foundation and an additional $5 million for the Wikimedia Endowment, bringing our overall fundraising goal to $97.17 million. We will engage our donors in a lifecycle that focuses on their long-term engagement with the Wikimedia movement, so that WMF has a sustainable and durable base of financial support long into the future. We will bring new donors to the movement by optimising fundraising asks. We will also increase donation renewals by strengthening the Foundation’s relationship with existing donors and experimenting with different engagement opportunities. To ensure the long term stability of the Foundation, the team will secure multi-year and planned giving commitments. While raising the budget, we will educate donors and general readers about the Wikimedia movement. Specifically, the team will raise $50.4 million in banner fundraising, $25 million in email fundraising, $8.8 million in Chapter fundraising, $8 million in Major Gifts, and an additional $5 million in direct Endowment Gifts.

Other activities

Please summarize your department’s other programs, outcomes, and goals in 200-300 words.

In addition to raising the funds necessary to support the Wikimedia Foundation’s work, the Advancement team manages our relationships with key corporate partners and our relationships with over 8 million donors worldwide. We publish an annual report of our work every September. This year, the Advancement team is also playing a key role in the next phase of movement strategy. We will lead an extensive research project and recommend a revenue strategy for the Wikimedia Foundation for the next 3-5 years, in the form of a series of essays. This strategy will determine how and where the Foundation finds the resources to execute on its 3-5 year plan. The department will also contribute to movement discussions about revenue and resources to propel the movement in the longer term for its 2030 strategy.

Partnerships and Global Reach

Teams contributing to the program:
Partnerships & Global Reach, Comms, Research
Annual Plan FY18-19 topline goals: Knowledge as a Service - increase reach We contribute to increasing reach by collaborating with mission-aligned private and public entities to support the Wikimedia movement with resources and platforms in growth regions where Wikipedia usage and awareness is still low. We will expand our reach and connect to new audiences to enable them to also share in the sum of all knowledge. Knowledge as a Service/Foundational Strength - evolve our systems and structures The Partnerships & Global Reach team leads external partnership building and management to advance the mission of the Wikimedia Foundation and movement. By creating a framework to support organization-wide conversations and collaborations around global partnership opportunities, we will bring awareness of partnership opportunities to other teams, and help others in the organization to advance their work and goals with partnerships.
Program Goal:
Increase global awareness and usage of Wikimedia projects and have a better understanding of the Wikimedia movement’s contribution to their quest for free knowledge, with a special focus on Africa, Asia, the Middle East, and Latin America.
Outcome 1:
More users are aware of Wikimedia projects as a result of integrating our content into third party products and services.
Output 1:	Partnerships to run awareness activities and events (that include calls to action) in collaboration with local communities.
Output 2:	Conduct and report on evaluation surveys of awareness activities.
Outcome 2:
More users can use Wikipedia and Wikimedia projects as a result of integrating our content into third party products with scalable market penetration.
Output 1:	Partnerships with existing services that can provide access to Wikipedia via SMS and/or USSD.
Output 2:	Partnerships to integrate Wikimedia content (online or offline) or applications to drive their usage.
Output 3:	Partnerships with mobile carriers and device manufacturers to preload the Wikipedia App on Android or desktop.
Outcome 3:
Mobile phone users who have participated in Wiki Literacy trainings have improved skills to find and read Wikipedia articles in their local language.
Output 1:	An "Introduction to Wikipedia" User Guide available in local languages, focused on basic usage to navigate the platform (and not for editing purposes).
Output 2:	Support an "Introduction to Wikipedia" training of trainers for external stakeholders interested in digital literacy skills.
Outcome 4:
Teams in WMF are aware of the ongoing conversations with third party stakeholders that they can collaborate with to advance their work globally.
Output 1:	A map of existing and potential partners, displaying the organization name, country, and a general description of the opportunities for scaling readership and contributions.
Output 2:	Conduct monthly cross departmental meetings to discuss partnership initiatives that different groups are working on.

Targets

Outcome 1	Target 1	Measurement method
More users are aware of Wikimedia projects as a result of integrating our content into third party products and services.	Though we can set targets for other outcomes, measuring awareness is inherently challenging. Targets are dependent on the type of partnership, the audience and context - setting a target at this time is difficult without knowing upfront the specific initiatives we will undertake. For each partnership awareness initiative, we will set a target prior to roll-out and evaluate the results against the target.	Surveys/Evaluations (either phone, internet or others) (Measured before the program starts and at end of the program.) Industry marketing evaluation methods Interviews of users to determine awareness and their response to the call to action.
Outcome 2	Target 2	Measurement method
More users can use Wikipedia and Wikimedia projects as a result of integrating our content into third party products with scalable market penetration.	1 million of partners’ users can access/use Wikipedia.	Collect usage data from partner.
Outcome 3	Target 3	Measurement method
Mobile phone users who have participated in Wiki Literacy trainings have improved skills to find and read Wikipedia articles in their local language.	Those who go through the guide and trainings will be 70% more likely to know the basics of using Wikipedia.	Pre and post-training evaluation.
Outcome 4	Target 4	Measurement method
Teams in WMF are aware of the ongoing conversations with third party stakeholders that they can collaborate with to advance their work globally.	20% of team representatives are participating in P&GR team activities to advance their team’s work.	Qualitative interviews/surveys of WMF staff (measured before and after programmatic activities)

Dependencies

This program will require support from the Comms team on any program and partnership related communications. This program may also require support from relevant teams within the Audiences department for any product and technology related assistance or troubleshooting. This program will also require support from Legal and Research.

Program Name: Growing Local Language Content on Wikipedia (GLOW) (Note: Formerly Project Tiger)

Teams contributing to the program:
Partnerships & Global Reach, Comms, Research, Community Resources, Community Liaison, Finance
Annual Plan FY18-19 topline goals: Knowledge Equity - grow new contributors and content We help Wikipedia readers have more equal access to knowledge through partnerships with organizations that can help us identify missing content across Wikimedia projects and by engaging contributors to create locally relevant content.
Program Goal:
Increase people’s knowledge through availability of locally relevant content in local languages.
Outcome 1:
Internet and mobile phone users in India, Indonesia, Colombia, and Tunisia are able to access an increased number of relevant content in their local languages on Wikipedia.
Output 1:	Writing contests generate an increase in the number of quality Wikipedia articles.
Output 2:	Support other activities and technical implementations that can generate an increase in the number and/or quality of locally relevant Wikipedia articles.

Targets

Outcome 1	Target 1	Measurement method
Internet and mobile phone users in India, Indonesia, Colombia, and Tunisia are able to access an increased amount of relevant content in their local languages on Wikipedia	10,000 most requested articles created or moved from stub to non-stub article.	Article count Language count Wikimetrics. ORES Page views (Will be measured before the program starts and monthly during the program.)

Dependencies

This program may require the Comms team to support any communications and publicity efforts. This program may require the support of the Research team to assist with identifying content gaps in the target languages. The Community Resources teams’ support may also be needed to assist with resources and reach for mission-aligned organizations involved in the program. Lastly, this program’s success has dependencies on external partners to support it through funding, equipment and other resources, and coordination.

Online Fundraising

Teams contributing to the program:
Online Fundraising, Fundraising tech, Communications, Legal
Annual Plan FY18-19 topline goals: Knowledge as a Service/Foundational Strength - evolve our systems and structures The Fundraising Department raises the funds necessary to support a vibrant Wikimedia movement. We work to fulfill the short and long-term resource needs of the organization using methods that increase awareness of our mission and movement.
Program Goal:
The online fundraising team will raise $84.2 million while educating readers about our movement and deepening engagement with the donor base.
Outcome 1:
Readers will be inspired to donate quickly and easily while reading Wikipedia on desktop, mobile web, and mobile app.
Output 1:	Improve donation rates across devices.
Output 2:	Measure and improve reader feedback on quality of educational content in fundraising materials. Research new approaches and engage external partners from like-minded organizations to continually evolve the program.
Outcome 2:
Past donors will become more engaged in the Wikimedia movement and will return to donate again in the 2018-19 fiscal year and beyond.
Output 3:	Strengthen the Foundation’s relationship with donors year-round by experimenting with different engagement opportunities, including asks to contribute as a volunteer.
Output 4:	Identify KPIs and make improvements to the recurring donor experience. Measure and improve year to year, and multi year retention rates over time.

Targets

Outcome 1	Target 1	Measurement method
Readers will be inspired to donate quickly and easily while reading Wikipedia on desktop, mobile web and app.	Raise $50.4 million from banner fundraising and an additional $8.8 million in Chapter fundraising	Revenue Number of donations Donation rate Average donation amount Survey feedback
Outcome 2	Target 2	Measurement method
Past donors will become more engaged in the Wikimedia movement and will return to donate again in the 2018-19 fiscal year and beyond.	Raise $25 million from email fundraising	Revenue Number of donations Retention rate Average donation amount Survey feedback

Dependencies

Fundraising tech, Communications, Legal, Reading

Fundraising Operations

Teams contributing to the program:
Fundraising Operations (Payments, Donor Support, Community Engagement & WikiStore)
Annual Plan FY18-19 topline goals: Knowledge as a Service/Foundational Strength - evolve our systems and structures By supporting the logistics and operational needs of the fundraising efforts, the operations team enables fundraising stakeholders (donors, fundraising team, Wikipedia community and supporters) to have efficient channels to fundraise, communicate with donors and readers and reward/engage a community of supporters.
Program Goal:
Raise official budget by supporting Online campaigns (banner & emails) and Major Gifts with payment processing and operational tools. Specific activities include: Support and improve donation flow, Manage donor communication, Manage community relationships and activities in connection with fundraising programs and tools, Support and improve volunteer rewards/engagement via management of the Wikipedia Store.
Outcome 1:
Enable global donors to support the Wikimedia Foundation by optimizing donation methods and payment flows.
Output 1:	Understand the latest and most efficient payment systems while prioritizing innovations against improvements to maintain reach and flexibility. Evaluate, estimate and possibly implement new opportunities in coordination with Fr-tech and PSPs.
Output 2:	Optimize recurring and regular flows by enabling automated solutions and recurring methods.
Outcome 2:
Enable global readers to support the Wikimedia Foundation’s volunteers by managing a global online store.
Output 3:	Maintain a well stocked online store, meeting the requirements of all stakeholders (readers, staff and community).
Output 4:	Optimize operations to use the store’s budget and capacity in the most efficient way.

Targets

Outcome 1	Target 1	Measurement method
Enable global donors to support the Wikimedia Foundation by optimizing donation methods and payment flows.	Understand new opportunities and system needs, and strategically prioritize based on ROI. Optimize recurring and regular flows by enabling automated solutions and recurring methods.	Increase number of recurring donations Decrease or eliminate manual work on recurring donors
Outcome 2	Target 2	Measurement method
Enable global readers to support the Wikimedia Foundation’s volunteers by managing a global online store	Optimize shipping and logistics by tightening processes with service providers. Offer appealing merchandise that fulfills the needs of internal and external customers (readers, staff and community).	Number of orders Amount spent to engage and reward community

Dependencies

Fundraising tech, PSPs, Online Fundraising, Major Gifts, Legal, Communications, Wikistore team

Foundations, Major Gifts, and Endowment

Teams contributing to the program:
Major Gifts & Foundations, Endowment, Online Fundraising, Fundraising tech, Communications, Legal, Executive Office
Annual Plan FY18-19 topline goals: Knowledge as a Service/Foundational Strength - evolve our systems and structures The Fundraising Department, including the Major Gifts & Foundations and Endowment teams, raises the funds necessary to support a vibrant Wikimedia movement. We work to fulfill the short and long-term resource needs of the organization using methods that increase awareness of our mission and movement.
Program Goal:
In conjunction with the Online Fundraising team, raise the annual operating budget and grow the Wikimedia Endowment to help support our future planned giving commitments to ensure the long-term health of the organization.
Outcome 1:
RENEWALS & UPGRADES: Increase the engagement of current and past donors to enhance the revenue and resilience of this support stream. Increase the engagement of these donors through personalized contact and education about our progress towards the Vision.
Output 1:	Renew and upgrade donations from current and lapsed donors. Secure multi-year support for unrestricted and restricted projects. Development and execution of multi-channel Annual Appeals to existing donors. Engage donors in groups and individually at 5+ fundraising events and many individual donor meetings.
Output 2:	In conjunction with the Communications team, assist in the production and distribution of a multi-channel Annual Report to existing and potential donors. Create and release frequent updates to donors about the impact of their contributions, including reporting back to donors on progress achieved on ongoing large unrestricted and restricted donations.
Outcome 2:
NEW DONORS: Increase the number of new donors in the Major Gifts and Endowment portfolios to enhance revenue and resilience of this support stream.
Output 3:	Secure major gifts from new donors. Secure multi-year support for unrestricted and restricted projects. Development and execution of multi-channel Annual Appeals to existing donors. Engage donors in groups and individually at 5+ fundraising events and many individual donor meetings.
Output 4:	In conjunction with Communications, assist in the production and distribution of a multi-channel Annual Report to existing and potential donors. Create and release frequent updates to donors about the impact of their contributions, including reporting back to donors on progress achieved on ongoing large unrestricted and restricted donations.
Outcome 3:
Grow a more educated and engaged internal stakeholders audience (staff, executives, boards).
Output 5:	Grow the network of supporters to further build the major gift and Endowment fundraising pipeline

Targets

Outcome 1	Target 1	Measurement method
Increase the engagement of current and past donors to enhance the revenue and resilience of this support stream. Increase the engagement of these donors through personalized contact and education about our progress towards the Vision.	In conjunction with Outcome 1, raise $8 million in Major Gifts and $5 million in Endowment gifts. Secure (5) planned giving commitments.	Total funds raised Donation renewal rate Average donation amount Event attendance Survey feedback
Outcome 2	Target 2	Measurement method
Increase the number of new donors in the Major Gifts and Endowment portfolios to enhance revenue and resilience of this support stream.	In conjunction with Outcome 1, raise $8 million in Major Gifts and $5 million in Endowment gifts. Secure (5) planned giving commitments.	Total funds raised Number of new donors Average donation amount Number of events Event attendance Survey feedback
Outcome 3	Target 3	Measurement method
Grow an educated and engaged internal stakeholder audience (staff, executives, boards).	Recruit an additional two Endowment Advisory Board members.	Number of meetings attended by non-fundraising staff (executives and board) New Endowment Advisory Board members. Number of dinners hosted by high-level supporters Event attendance Number of new donors

Dependencies

Major Gifts & Foundations, Endowment, Online Fundraising, Fundraising tech, Communications, Legal, Executive Office