No one wants to be a bad person, and you probably felt pretty bad when you saw the heart-breaking appeal and just carried on clicking. Wikipedia is midway through a six-week fund-raising drive in Anglophone regions including the United States, the UK, New Zealand and Australia. The banner ads beg for “just £2”, which doesn’t sound like much, for all that free information. But before you start feeling too guilty, it’s worth considering some facts.
These banner ads have become very lucrative for the NGO that collects the money — the Wikimedia Foundation, a non-profit based in San Francisco. Every year the NGO responsible for the fundraising adds tens of millions of dollars to its war chest. After a decade of professional fund-raising, it has now amassed $400 million of cash as of March. It created an endowment, managed by the Tides Foundation, which now holds well over $100 million of that. The Foundation wanted to hit that figure in ten years, but found it had sailed past it in just five. In 2021, the appeals raised a total of $162 million, a 50% year-on-year increase. Yet the running costs of Wikipedia are a tiny fraction of the amount raised each year.
Indeed, in the 2012/13 year the Foundation budgeted for $1.9m to provide all its free information on tap.
