Canonical URL: https://elacelerador.es/en/cases-and-research/wikimedia-donors-answers-without-visit/ --- description: Revenue and new-donor acquisition do not necessarily move together. Wikimedia needs to turn recognized usefulness into lasting voluntary support. title: Wikimedia: acquiring donors when the answer arrives without a visit image: https://elacelerador.es/images/social/v1/wikimedia-acquiring-donors-when-answer-arrives-without-visit-f19105919e9eb20c4586fe872fc80625.jpg --- 1. [Home](https://elacelerador.es/en/) 2. [Cases and research](https://elacelerador.es/en/cases-and-research/) # Wikimedia: acquiring donors when the answer arrives without a visit Revenue and new-donor acquisition do not necessarily move together. Wikimedia needs to turn recognized usefulness into lasting voluntary support. By [Marian Vasile](https://elacelerador.es/en/author/marian-vasile/) 19 October 2026 at 08:32 CEST 6 min read [ Add as preferred source ](https://www.google.com/preferences/source?q=elacelerador.es&utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) Share [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Felacelerador.es%2Fen%2Fcases-and-research%2Fwikimedia-donors-answers-without-visit%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial&utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es "Share on LinkedIn") [ ](https://wa.me/?text=Wikimedia%3A+acquiring+donors+when+the+answer+arrives+without+a+visit+https%3A%2F%2Felacelerador.es%2Fen%2Fcases-and-research%2Fwikimedia-donors-answers-without-visit%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial&utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es "Share on WhatsApp") [ ](https://t.me/share/url?url=https%3A%2F%2Felacelerador.es%2Fen%2Fcases-and-research%2Fwikimedia-donors-answers-without-visit%2F%3Futm%5Fsource%3Dtelegram%26utm%5Fmedium%3Dsocial&text=Wikimedia%3A+acquiring+donors+when+the+answer+arrives+without+a+visit&utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es "Share on Telegram") [ ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Felacelerador.es%2Fen%2Fcases-and-research%2Fwikimedia-donors-answers-without-visit%2F%3Futm%5Fsource%3Dfacebook%26utm%5Fmedium%3Dsocial&utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es "Share on Facebook") ![Participants at a Wikipedia editing event organized by Wikimedia Chile and Amnesty International Chile.](https://elacelerador.es/images/variants/v1/wikimedia-captar-donantes-cuando-respuesta-llega-visita-personas-ordenadores-portatiles-participan-taller-w1280.webp) Archive photograph of the Wikimedia para la memoria editathon in Chile, September 28, 2024\. It does not depict a fundraising campaign or the Foundation’s current team. Size and format adapted. Photo: [Mimartinez (WMCL) / Wikimedia Commons, CC BY-SA 4.0](https://commons.wikimedia.org/wiki/File:Editat%C3%B3n%5FWikimedia%5Fpara%5Fla%5Fmemoria%5F2024%5F14.jpg?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) **In this report** 1. [Fewer new donors can coexist with higher revenue](#article-section-fewer-new-donors-can-coexist-with-higher-revenue) 2. [An answer citation does not replace a reader relationship](#article-section-an-answer-citation-does-not-replace-a-reader-relationship) 3. [The first gift should begin a relationship with permission](#article-section-the-first-gift-should-begin-a-relationship-with-permission) 4. [Enterprise access pays for a different service](#article-section-enterprise-access-pays-for-a-different-service) 5. [Trust must survive the fundraising appeal](#article-section-trust-must-survive-the-fundraising-appeal) 2 figures * [In Pew’s panel, pages with AI summaries received fewer traditional-result clicks](#article-figure-1) * [Recurring gifts and email already supported two funding routes](#article-figure-2) [Download data (CSV)](https://elacelerador.es/en/download.csv?article=%2Fen%2Fcases-and-research%2Fwikimedia-donors-answers-without-visit%2F) Chart values, table cells, source references and the report revision date. Wikipedia can answer a question without the person reaching its website. That distance also separates use of the encyclopedia from an opportunity to explain who supports it and invite a contribution. For the Wikimedia Foundation, extending the reach of knowledge and acquiring the next donor are related but different outcomes. The growth challenge is to turn recognized usefulness into a voluntary relationship that lasts. More citations in automated answers can spread the content; funding also requires a clear reason to contribute, a straightforward way to do so and trust after the first payment. ## Fewer new donors can coexist with higher revenue The 2024–2025 fundraising report records a 10.2% decline in new donors, from 2.6 million to 2.3 million. These are worldwide, rounded counts for July 2024–June 2025; the reported change is not recalculated from those rounded totals. The audited annual report provides a counterweight: $208.6 million in revenue and $190.9 million in expenses in 2024–2025\. It also records$296.6 million in year-end net assets. Net assets are not available cash, and these accounts do not justify describing an imminent shutdown emergency. The distinction matters for marketing. Total funds raised can hold up while fewer people contribute for the first time. A dashboard that rewards only the annual amount would detect a replenishment problem late. Tracking people, gifts and money separately reveals whether the base is renewing or increasingly depends on existing supporters. The comparison requires separate accounting bases. The campaign report measures gifts received using its own methodology; audited accounts include other items and recognition rules. A percentage of fundraising does not become a percentage of total revenue simply because both cover the same fiscal year. ## An answer citation does not replace a reader relationship Wikimedia’s 2026 global planning assessment identifies changes in traffic, awareness and participation. It is the organization’s own diagnosis, not a measurement assigning every loss to a single platform. The analysis must distinguish use of the knowledge from visits returning to the site. The data behind the story ### In Pew’s panel, pages with AI summaries received fewer traditional-result clicks Google, United States, March 2025\. Panel of 900 adults and 68,879 searches. Share of visits with a click on a traditional result. Visits with a click Tap or hover for details. All values are also available in the data table. Expand notesCollapse notes **Sources:** Statista; Pew: original study and methodology Observed association without experimental assignment. Search results reconstructed April 7–17\. Does not measure donations, losses caused to Wikipedia or behavior in Spain. Explore the data table Scroll left or right to see all columns __In Pew’s panel, pages with AI summaries received fewer traditional-result clicks (%)__ | Category | Visits with a click | | ------------------ | ------------------- | | Without AI summary | 15% | | With AI summary | 8% | The U.S. Pew panel provides search context in which AI summaries coincided with fewer clicks. It cannot calculate how many Spanish donors Wikimedia loses. It does challenge a commercial equivalence: appearing in an answer does not ensure an opportunity to explain funding. A visible reference to the source can help people recognize the human work behind an answer, but its value for acquiring support depends on what follows. Brand recognition, arrival at an owned destination, understanding the funding model and making a first contribution should be separated. Improvement at the first stage does not prove improvement at the last. For a free encyclopedia, that separation also protects the mission. Recovering visits at any cost could reward headlines or friction that make knowledge harder to consult. The opportunity is to offer a direct relationship to those who want it, while keeping reading independent of payment. ## The first gift should begin a relationship with permission The data behind the story ### Recurring gifts and email already supported two funding routes Wikimedia Foundation, July 2023–June 2024\. Two selected channels from the historical breakdown published by Statista. Amount received USD million Tap or hover for details. All values are also available in the data table. Expand notesCollapse notes **Sources:** Statista; Wikimedia: original fundraising report; Wikimedia: original chart with dollar amounts and shares Selected channels, not a complete ranking. Excludes the Endowment. Global nominal amounts, not Spanish revenue. Do not add to audited accounting figures: the bases differ. Does not represent FY 2024–2025\. Dollar amounts verified directly in the original report chart. Explore the data table Scroll left or right to see all columns __Recurring gifts and email already supported two funding routes (USD million)__ | Category | Amount received | | ------------------- | ---------------- | | Recurring donations | 36.2 USD million | | Email | 31.6 USD million | Statista’s historical breakdown compares two ways of supporting the project: permission for recurring support and a relationship that can continue through email. The snapshot covers 2023–2024\. It helps explain the mechanism without presenting it as the current channel mix. The subsequent fundraising report describes annual recurring gifts introduced in December 2024 and a milestone of 1 million monthly donors in 2024–2025\. Renewal is already part of the model. The editorial question is how to expand that base without confusing clear authorization with a payment the person did not understand. A first gift and recurring authorization address different decisions. The latter requires trust about future charges: amount, frequency, confirmation and the ability to change or cancel. The journey can explain those conditions before requesting a commitment and retain an equally understandable one-time option. Continuity should be assessed through support that remains, after failed payments, refunds and payment-processing and service costs. A larger first payment does not guarantee a better relationship if it ends sooner. Nor should every cancellation be read as rejection of Wikipedia; the person’s capacity to give may have changed. ## Enterprise access pays for a different service In January 2026 , Wikimedia Enterprise announced new partners including Amazon, Meta, Microsoft, Mistral AI and Perplexity. Its commercial explanation distinguishes packaged enterprise access and support from the content, which remains freely available, including for commercial reuse. This distinction avoids selling incompatible promises twice. Readers are invited to support a common resource; businesses are offered a service for consuming data at scale under specific conditions. Enterprise acquisition can complement small gifts, but it does not automatically turn every Wikipedia use into an invoice or guarantee a replacement for new donors. The two relationships need their own economics. API revenue should be compared with delivery, maintenance and customer-support costs. Individual giving requires attention to acquisition, collection and continuity. Adding contracts and donations without distinguishing their costs would obscure which route actually funds more free-knowledge work. ## Trust must survive the fundraising appeal A sound invitation connects everyday usefulness with concrete uses of money and understandable financial information. Reserves can be explained alongside operating needs, without calling all net assets cash or reducing the organization’s work to server hosting. Transparency is part of the reason to support it. A useful acquisition decision would compare messages and timing through a complete measure: new people who maintain their support and net funding raised, alongside the effect on reading. An immediate fundraising increase would not compensate for an experience that weakened trust or made content harder to access. The distinguishing criterion is reader autonomy. Wikimedia can spread knowledge beyond its website while building a reason to return, participate or donate. Sustainable growth occurs when people understand who makes that usefulness possible and choose to support it while access remains free. [Back to top ↑](#article-top) ## In this article ### Sources and documents * [Wikimedia:2024–2025 fundraising report](https://meta.wikimedia.org/wiki/Fundraising/2024-25%5FReport?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) · Wikimedia Foundation * [Wikimedia:2024–2025 annual report and audited accounts](https://wikimediafoundation.org/annualreports/2024-2025-annual-report/?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) · Wikimedia Foundation * [Wikimedia: audited revenue sources and methodology](https://meta.wikimedia.org/wiki/Wikimedia%5FFoundation%5Freports/Financial/Audits/2024-2025%5F-%5Ffrequently%5Fasked%5Fquestions?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) · Wikimedia Foundation * [Wikimedia: global trends 2026](https://diff.wikimedia.org/2026/07/16/global-trends-2026/?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) · Wikimedia Foundation * Statista * [Wikimedia:2023–2024 fundraising, original source](https://meta.wikimedia.org/wiki/Fundraising/2023-24%5FReport?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) · Wikimedia Foundation * [Pew: click research and methodology](https://www.pewresearch.org/short-reads/2025/07/22/google-users-are-less-likely-to-click-on-links-when-an-ai-summary-appears-in-the-results/?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) · Pew Research Center * [Wikimedia Enterprise: partners announcedJanuary 2026](https://enterprise.wikimedia.com/blog/wikipedia-25-enterprise-partners/?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) · Wikimedia Enterprise * [Wikimedia Enterprise: free and enterprise access terms](https://helpcenter.enterprise.wikimedia.com/hc/en-us/articles/6036542142107-Why-are-you-charging-money-for-this-Wikipedia-has-always-said-it-is-free?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) · Wikimedia Enterprise * [Wikimedia Foundation: original donations by channel chart, FY2023-2024](https://upload.wikimedia.org/wikipedia/commons/b/b0/FundraisingReport2324-DonationsBySources.png?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) · Wikimedia Foundation Share [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Felacelerador.es%2Fen%2Fcases-and-research%2Fwikimedia-donors-answers-without-visit%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial&utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es "Share on LinkedIn") [ ](https://wa.me/?text=Wikimedia%3A+acquiring+donors+when+the+answer+arrives+without+a+visit+https%3A%2F%2Felacelerador.es%2Fen%2Fcases-and-research%2Fwikimedia-donors-answers-without-visit%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial&utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es "Share on WhatsApp") [ ](https://t.me/share/url?url=https%3A%2F%2Felacelerador.es%2Fen%2Fcases-and-research%2Fwikimedia-donors-answers-without-visit%2F%3Futm%5Fsource%3Dtelegram%26utm%5Fmedium%3Dsocial&text=Wikimedia%3A+acquiring+donors+when+the+answer+arrives+without+a+visit&utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es "Share on Telegram") [ ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Felacelerador.es%2Fen%2Fcases-and-research%2Fwikimedia-donors-answers-without-visit%2F%3Futm%5Fsource%3Dfacebook%26utm%5Fmedium%3Dsocial&utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es "Share on Facebook") ![Portrait of Marian Vasile](https://elacelerador.es/images/variants/v1/marian-vasile-autor-acelerador-retrato-w320.webp) [LinkedIn](https://www.linkedin.com/in/nairamelisav/?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) About the author ## [Marian Vasile](https://elacelerador.es/en/author/marian-vasile/) Marian Vasile is a MarTech and growth professional. His work spans product marketing, SEO, paid advertising and deep online tracking, including behavioral analytics and attribution. ## Related articles [Cases and research](https://elacelerador.es/en/cases-and-research/) Analysis ### [QVAC: AI without a per-token bill still has costs](https://elacelerador.es/en/cases-and-research/qvac-local-ai-token-cost-amortization/) [Marian Vasile](https://elacelerador.es/en/author/marian-vasile/) 19 October 2026 6 min [Cases and research](https://elacelerador.es/en/cases-and-research/) Analysis ### [iSpeedToLead: the next purchase needs clear refund terms](https://elacelerador.es/en/cases-and-research/ispeedtolead-next-purchase-clear-refund-terms/) [Marian Vasile](https://elacelerador.es/en/author/marian-vasile/) 19 October 2026 6 min [Cases and research](https://elacelerador.es/en/cases-and-research/) Analysis ### [Tucuvi: a successful call needs follow-up that reaches completion](https://elacelerador.es/en/cases-and-research/tucuvi-successful-call-patient-follow-up/) [Marian Vasile](https://elacelerador.es/en/author/marian-vasile/) 19 October 2026 5 min **In this report** 1. [Fewer new donors can coexist with higher revenue](#article-section-fewer-new-donors-can-coexist-with-higher-revenue) 2. [An answer citation does not replace a reader relationship](#article-section-an-answer-citation-does-not-replace-a-reader-relationship) 3. [The first gift should begin a relationship with permission](#article-section-the-first-gift-should-begin-a-relationship-with-permission) 4. [Enterprise access pays for a different service](#article-section-enterprise-access-pays-for-a-different-service) 5. [Trust must survive the fundraising appeal](#article-section-trust-must-survive-the-fundraising-appeal) [Download data (CSV)](https://elacelerador.es/en/download.csv?article=%2Fen%2Fcases-and-research%2Fwikimedia-donors-answers-without-visit%2F) [Back to top ↑](#article-top) ## Related articles [Cases and research](https://elacelerador.es/en/cases-and-research/) Analysis ### [QVAC: AI without a per-token bill still has costs](https://elacelerador.es/en/cases-and-research/qvac-local-ai-token-cost-amortization/) [Marian Vasile](https://elacelerador.es/en/author/marian-vasile/) 19 October 2026 6 min [Cases and research](https://elacelerador.es/en/cases-and-research/) Analysis ### [iSpeedToLead: the next purchase needs clear refund terms](https://elacelerador.es/en/cases-and-research/ispeedtolead-next-purchase-clear-refund-terms/) [Marian Vasile](https://elacelerador.es/en/author/marian-vasile/) 19 October 2026 6 min [Cases and research](https://elacelerador.es/en/cases-and-research/) Analysis ### [Tucuvi: a successful call needs follow-up that reaches completion](https://elacelerador.es/en/cases-and-research/tucuvi-successful-call-patient-follow-up/) [Marian Vasile](https://elacelerador.es/en/author/marian-vasile/) 19 October 2026 5 min ```json {"@context":"https://schema.org","@graph":[{"@type":["Organization","NewsMediaOrganization"],"@id":"https://elacelerador.es/#publisher","name":"El Acelerador","url":"https://elacelerador.es/","description":"Marketing and growth hacking with examples from Spanish companies.","email":"pr@elacelerador.es","publishingPrinciples":"https://elacelerador.es/en/editorial-policy/","correctionsPolicy":"https://elacelerador.es/en/editorial-policy/","verificationFactCheckingPolicy":"https://elacelerador.es/en/editorial-policy/","masthead":"https://elacelerador.es/en/about/","ownershipFundingInfo":"https://elacelerador.es/en/about/","logo":{"@type":"ImageObject","url":"https://elacelerador.es/icon-512.png?v=20261017-stacked"}},{"@type":"Person","@id":"https://elacelerador.es/author/marian-vasile/#person","name":"Marian Vasile","url":"https://elacelerador.es/en/author/marian-vasile/","description":"Marian Vasile is a MarTech and growth professional. 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