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Grants:Programs/Wikimedia Community Fund/Wikimedia Estonia Simple Annual Plan Grant for the year 2022/Final Report

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Final Learning Report

Report Status: Accepted

Due date: 2023-01-30T00:00:00Z

Funding program: Wikimedia Community Fund

Report type: Final

Application Midpoint Learning Report

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General information


This form is for organizations, groups, or individuals receiving Wikimedia Community Funds or Wikimedia Alliances Funds to report on their final results. See the midpoint report if you want to review the midpoint results.

  • Name of Organization: Mittetulundusühing Wikimedia Eesti
  • Title of Proposal: Wikimedia Estonia Simple Annual Plan Grant for the year 2022
  • Amount awarded: 75030.31 USD, 66189 EUR
  • Amount spent: 65325.74 EUR

Part 1 Understanding your work


1. Briefly describe how your proposed activities and strategies were implemented.

One of our biggest resources in implementing activities is our three hired employees. We have an educational program leader, a GLAM field leader and an executive director who coordinates activities. Therefore, as planned, we mainly operated in the above-mentioned areas.

Since the work in universities is currently quite active (quite a few professors let their students write articles), thus in the field of education at the beginning of the year 2022 we focused more on higher and elementary schools. We also engaged in adult education - in the spring, the wiki club was active, and in the fall, we jointly organized a small training program on the topic of writing a wiki article with Tartu Public University. Since we have also been selected as a strategic partner of the Ministry of Education and Research, within the framework of this program, we also started coordinated work with universities at the end of the year.

In the field of GLAM, one of the biggest projects was the annual year of libraries, where we invited library staff to contribute to the wikicitation platform. There was also continuous work with smaller and larger museums and several virtual exhibitions were prepared. We are also part of the network of memory institutions and we also gave a presentation at the network's summer school. In autumn, we also held an Art Month competition, in the framework of which we invited museums to contribute to Wikipedia and commons.

In addition to these focus areas, we also worked with the community - we held several competitions throughout the year (both writing competitions and photo competitions) and involved volunteers in both wiki clubs and photo expeditions. We have continued to organize various meetings and events for the community and to keep everyone informed, we send out a newsletter once a month. We have also involved interns in our work, who could, for example, work with language editing and translation in 2022.

2. Were there any strategies or approaches that you felt were effective in achieving your goals?

As we already described in the half-year report, in the first half of the year we had two employees whom we recruited in the field of communication and who left after a very short time. As a result, we have focused more on clear and well-thought-out communication in our association. At the moment, basic communication is distributed among the employees, but in order to make it work better, we also started preparing a communication strategy at the end of the year. The communication strategy lists all our target and relevant groups and various communication channels. This should make our communication and its goals clearer and easier for all newcomers.

The preparation of the strategic plan of our association was also completed, which lists our 10 focus areas. We also formulated the challenges and vision of each area. Based on this, it is easier for both the staff and interested parties to find clarity and focus in their activities and connect their daily activities with a larger goal. We tried to involve as many interested parties as possible in the preparation of the strategy, however, it can be said that the board members and employees contributed the most to achieve the final result. We presented the final result to both the members of the NGO and other interested parties who were present during the summer days, and as a result, we called the document a strategic plan and we are working on it to have a strategy that fits on one page.

3. Would you say that your project had any innovations? Are there things that you did very differently than you have seen them done by others?

We have been looking for a model that would work for our little chapter for some time now. In 2022, after a long time, the CEO was hired full-time again, because the voluntary board could not and did not want to continue and continuously manage the employees on daily basis. Before hiring the CEO, there were four employees with 0.5 positions, which means that the board had to be ready to show them the direction all the time. However, we are still experimenting, because communication also has a very important place in today's world, and we currently do not have a communication specialist: communication work is divided among all employees. However, in the long term, this creates a situation where the chapter is characterized by communication of uneven quality and content employees cannot focus only on content issues.

When doing substantive work, we focused more on recruiting interns than looking for volunteers. We already have a pool of volunteer Wikipedians anyway, so we have not been looking for additional organizational volunteers at the moment. However, students studying languages have been able to complete their internships with us - the most common type of interns are language editing interns, but last year we also had an intern studying German philology who worked on translating wiki articles in both Estonian-German and German-Estonian directions. We intend to maintain and develop this trend in the future! Making educational videos, in which the entire staff took part, was definitely an innovation for us. This required previously completed video training and the making of test videos. But now we've got decent video footage of writing an article for Wikipedia.

4. Please describe how different communities participated and/or were informed about your work.

Students of general education schools: First of all, we approach students through teachers - we have continued to train teachers to improve the image of Wikipedia so that teachers can also address this topic in their classes. However, Estonian teachers are underpaid and, on the other hand, overwhelmed with projects, so it is often more difficult to motivate teachers than the children themselves. So we have also taken another direction and organized a competition in the second half of 2022 that was directly aimed at elementary school and high school students. It was a 24-hour lightning competition where 5 student teams participated in writing about Estonian birds.

University students: The most effective way to approach students is still lecturers who implement writing a wiki article as an assignment for their subjects. However, we also communicate directly with students: for example, the aforementioned internship program, the 'science to Wikipedia' article competition aimed at students, etc. Seniors: In 2022, we have started looking for cooperation opportunities with seniors. We have met with some senior groups, and we consider the story of writing an article for Wikipedia, which appeared both in the online senior portal and on the paper seniors' page (4-page long article), to be our biggest victory. Librarians: This year we involved more librarians than before. Namely, the national theme year was aimed at libraries, so we took part in it and invited librarians to contribute to the Wikiquote. Different ethnic groups: We have tried to involve different ethnic groups in our activities, however, we feel that our resources are somewhat limited here. Therefore, last year we went to train the employees of the Integration Foundation so that they could include wiki projects in their own projects.

5. Documentation of your impact. Please use the two spaces below to share files and links that help tell your story and impact. This can be documentation that shows your results through testimonies, videos, sound files, images (photos and infographics, etc.) social media posts, dashboards, etc.

  • Upload Documents and Files
  • Here is an additional field to type in URLs.
Our blog: https://wikimedia.ee/

Our Facebook page: https://www.facebook.com/wikimediaeesti Our educational videos: https://wikimedia.ee/oppevideod/

In general, we updated our website a lot, explained our substantive activities and collect experience stories there (for example, how lecturers use Wikipedia at the university). We are also creating a study materials section on the website, where every teacher can immediately find the necessary answers and materials.

6. To what extent do you agree with the following statements regarding the work carried out with the support of this Fund? You can choose “not applicable” if your work does not relate to these goals.

Our efforts during the Fund period have helped to...
A. Bring in participants from underrepresented groups Neither agree nor disagree
B. Create a more inclusive and connected culture in our community Agree
C. Develop content about underrepresented topics/groups
D. Develop content from underrepresented perspectives Neither agree nor disagree
E. Encourage the retention of editors
F. Encourage the retention of organizers Neither agree nor disagree
G. Increased participants' feelings of belonging and connection to the movement. Agree

7. Is there anything else you would like to share about how your efforts helped to bring in participants and/or build out content, particularly for underrepresented groups?

One group we planned to deal with was our blind community. We put together a user survey on Wikipedia to get blind people's input on Wikipedia's development. Unfortunately, this communication stalled when we no longer received a response from the chairman of the Blind Association (who initially agreed to mediate and promote our study).

As already mentioned above, we try to use different channels to reach our foreign-speaking population, unfortunately, it is difficult to report on its effectiveness at the moment.

Part 2: Your main learning


8. In your application, you outlined your learning priorities. What did you learn about these areas during this period?

Our questions were:
1. What approaches are best for introducing students to wiki projects?
2. Does it make more sense to introduce wiki projects to teachers or students?

Earlier we focused more on training lecturers and teachers and now we have also tried to reach students directly. It seems that such a combined method is working best.

3. How can wiki projects be used in cooperation with GLAM authorities? We want to experiment and explore different ways to advertise ourselves.

We have already done many virtual exhibitions and are on the lookout for new things. We aim to encourage museum staff to propose cooperation projects and have started giving out stipends for them.

4. What is the inflammatory factor for the so-called ordinary person that draws him to Wikipedia?

The experience of 2022 confirms once again that people make the first edit when they feel some personal motivation - whether it is as part of an internship, participating in a competition motivated by a prize, or writing an article about something they know. This is why we have tried to carry out many different events over the years to increase the number of those lucky encounters.

5. What is this communication strategy to reach more and more people?

The change starts with small steps - if we can welcome even a limited number of people on Wikipedia with positive emotions, they will spread the word. Therefore, a sincere and warm feeling in Wikipedia could help to reach more and more people!

9. Did anything unexpected or surprising happen when implementing your activities?

The biggest bad surprise in the world was probably the start of the war in our region. This means that overall people's stress and anxiety levels skyrocketed, and it was a little harder to motivate people to contribute to wiki projects.

We have also been looking for a place for cooperation with the Russian-speaking people living with us in Estonia for several years, but this project was put on hold for a while in the spring - partly because the Russian-speaking population still follows Russian news channels and biased media, and therefore we would rather avoid this fundamental conflict than voluntarily enter into it.

The lukewarm interest in participating in our wiki club in autumn could also be classified under other unexpected things. We ourselves think that it is related to the fact that in the post-corona world, there are simply so many competing face-to-face activities and it is difficult to choose between them, and saturation of face-to-face events has occurred.

The surprise of the GLAM field was that the larger memory institutions - despite the abundance of their cooperation partners and the multitude of people - are still not inclined to do anything together with new, smaller projects.

10. How do you hope to use this learning? For instance, do you have any new priorities, ideas for activities, or goals for the future?

Since Estonia also now has a large number of Ukrainian refugees, we have gradually started to think about focusing on them instead of the Russian-speaking population. However, the language issue remains a bottleneck at the moment - we don't have anyone who can smoothly guide Ukrainians in either Ukrainian or Russian. We believe that this problem can be eliminated if we have more concrete plans and action plans for projects concerning Ukrainian refugees.

Since the wiki club is also rather a new phenomenon in our understanding, it is also still in the development stage. This essentially means that we are still searching for the form that would work best in Estonian conditions. So the learning point is that we have to keep experimenting with different forms and structures and find a version of the wiki club that would also suit the average introverted Estonian.

The GLAM field case has taught us that, above all, you cannot change others, and it is much more effective to take on smaller community museums and places where there are really only 1-3 employees - it is easier to light that spark in their eyes. Adaptability is also a keyword for us here. In addition, life has also shown that smaller places are more enthusiastic and want to work with us.

11. If you were sitting with a friend to tell them one thing about your work during this fund, what would it be (think of inspiring or fascinating moments, tough challenges, interesting anecdotes, or anything that feels important to you)?

I consider it important that after the spring confusion with new employees and their departure, we have taken a calmer pace and step to organize all the existing structures - this is how we have undertaken to supplement the instructional materials, improve document management, create a communication strategy and generally create clarity in our structures. Since we are an NGO of considerable age, we probably need to take time out from time to time and see if something needs to be updated or changed more broadly. We plan to deal with this in the first half of this year as well.

PS! A very nice question that makes you analyze properly :)

12. Please share resources that would be useful to share with other Wikimedia organizations so that they can learn from, adapt or build upon your work. For instance, guides, training material, presentations, work processes, or any other material the team has created to document and transfer knowledge about your work and can be useful for others. Please share any specific resources that you are creating, adapting/contextualizing in ways that are unique to your context (i.e. training material).

  • Upload Documents and Files
  • Here is an additional field to type in URLs.
Tutorial videos for Wikipedia: https://wikimedia.ee/oppevideod/

FAQ: https://wikimedia.ee/vikipeedia-a-ja-o/ An example: creating a category for photo expeditions: https://docs.google.com/document/d/1Cku3jaRp-bRS2PCTuXWfDq5Xf2sWA18RJsalhMFdHgQ/edit

Part 3: Metrics


13a. Open and additional metrics data

Open Metrics
Open Metrics Description Target Results Comments Methodology
Additional Metrics
Additional Metrics Description Target Results Comments Methodology
Number of editors that continue to participate/retained after activities N/A N/A N/A N/A N/A
Number of organizers that continue to participate/retained after activities N/A N/A N/A N/A N/A
Number of strategic partnerships that contribute to longer term growth, diversity and sustainability N/A N/A N/A N/A N/A
Feedback from participants on effective strategies for attracting and retaining contributors N/A N/A N/A N/A N/A
Diversity of participants brought in by grantees N/A N/A N/A N/A N/A
Number of people reached through social media publications N/A N/A N/A N/A N/A
Number of activities developed N/A N/A N/A N/A N/A
Number of volunteer hours N/A N/A N/A N/A N/A

13b. Additional core metrics data.

Core Metrics Summary
Core metrics Description Target Results Comments Methodology
Number of participants All participants: 300, new of them: 200. 300 292 All 292, new of them 243 Since the number is formed mainly from the number of participants in the trainings, we always write down a specific number after the trainings. However, the number can easily be about 100 higher, because we have also been to fairs and festivals, where it is almost impossible to count the people who are touched by our info.
Number of editors All editors: 2000, new of them: 1000. 2000 2000 All 2000, new of them 1000

On average, we have 500 editors every month (about 30-40 of whom overlap from month to month). As a result of our work, many students have become editors - for example, students in basic subjects are made to write wiki articles (lectures with about 100 students). So it's difficult to give an exact number here - if you can recommend some tool for tracking such articles, we would greatly appreciate it.

Number of organizers All organizers: 20, new of them: 12. 20 12 12, new of them 4 Unfortunately, the greater recruitment of volunteers lagged behind the structural changes and rapid turnover of people. So we focused more on stabilizing the association than bringing in new blood.
Number of new content contributions per Wikimedia project
Wikimedia Project Description Target Results Comments Methodology
Wikipedia New articles created or improved 5000 5000 4500 Ca 750 from the competitions (CEE spring, art month, Science to Wikipedia, language editing competition, 24h competition for students), 250 from the wiki club and interns.

ca 3500 from university students during the semester

Wikimedia Commons Images uploaded 1000 1000 2908 618 - photo competition "Elav vana linn"

961 - photo expeditions done by volunteers 1329 - Estonian nature photo competition

Wikidata Items created or improved 300 300 20 Unfortunately, Wikidata is the project that got caught in the gears of our rapid human shifts. We had several ideas for introducing Wikidata to IT students, etc., but our communications manager also left prematurely, and thus it was one of those projects that we, unfortunately, couldn't take on with a reduced staff.

The low number is for lexemes added after the CEE meeting.

Wikiquote Pages created or improved 100 100 52 We had two projects for librarians to add quotes to the Wikiquote site. The first one in spring included only one library and we gathered around 17 new quotes. In autumn we expanded the scope of the project and included more libraries - the results were not as pleasing as we hoped and we got 35 registered quotes and some unregistered. Google sheet during the quote adding period

14. Were there any metrics in your proposal that you could not collect or that you had to change?


15. If you have any difficulties collecting data to measure your results, please describe and add any recommendations on how to address them in the future.


16. Use this space to link or upload any additional documents that would be useful to understand your data collection (e.g., dashboards, surveys you have carried out, communications material, training material, etc).

  • Upload Documents and Files
  • Here is an additional field to type in URLs.

Part 4: Organizational capacities & partnerships


17. Organizational Capacity

Organizational capacity dimension
A. Financial capacity and management This has grown over the last year, the capacity is high
B. Conflict management or transformation This capacity has grown but it should be further developed
C. Leadership (i.e growing in potential leaders, leadership that fit organizational needs and values) This capacity has grown but it should be further developed
D. Partnership building This capacity has grown but it should be further developed
E. Strategic planning This has grown over the last year, the capacity is high
F. Program design, implementation, and management This capacity has grown but it should be further developed
G. Scoping and testing new approaches, innovation This capacity has grown but it should be further developed
H. Recruiting new contributors (volunteer) This capacity is low, and we should prioritise developing it
I. Support and growth path for different types of contributors (volunteers) This capacity has grown but it should be further developed
J. Governance This capacity has grown but it should be further developed
K. Communications, marketing, and social media This capacity has grown but it should be further developed
L. Staffing - hiring, monitoring, supporting in the areas needed for program implementation and sustainability This capacity has grown but it should be further developed
M. On-wiki technical skills This capacity is low, and we should prioritise developing it
N. Accessing and using data This capacity is low, and we should prioritise developing it
O. Evaluating and learning from our work This has grown over the last year, the capacity is high
P. Communicating and sharing what we learn with our peers and other stakeholders

17a. Which of the following factors most helped you to build capacities? Please pick a MAXIMUM of the three most relevant factors.

Formal training provided from outside the Wikimedia Movement, Peer to peer learning with other community members in conferences/events, Using capacity building/training resources onlinee from sources OUTSIDE the Wikimedia Movement

17b. Which of the following factors hindered your ability to build capacities? Please pick a MAXIMUM of the three most relevant factors.

Lack of staff time to participate in capacity building/training, Lack of volunteer time to participate in capacity building/training, Lack of training that fits contextual needs and interests

18. Is there anything else you would like to share about how your organizational capacity has grown, and areas where you require support?

Our low capacity: on wiki technical skills, accessing and using data, recruiting new contributors.

I marked the search for new collaborators as low because actually, we have just been more focused on keeping the old ones and encouraging them more. In fact, here too, strategies should be combined and besides keeping the old ones, we should also actively look for new ones. Although, in the general picture, all our activities raise people's awareness of the wiki, in the end, it cannot be said that we have not dealt with it at all.

The acquisition of technical skills has apparently lagged behind the time factor. At the moment, we just have been really busy and the technical side has not been a priority or a focus.

19. Partnerships over the funding period.

Over the fund period...
A. We built strategic partnerships with other institutions or groups that will help us grow in the medium term (3 year time frame) Strongly agree
B. The partnerships we built with other institutions or groups helped to bring in more contributors from underrepresented groups Strongly agree
C. The partnerships we built with other institutions or groups helped to build out more content on underrepresented topics/groups Agree

19a. Which of the following factors most helped you to build partnerships? Please pick a MAXIMUM of the three most relevant factors.

Permanent staff outreach, Board members’ outreach, Staff hired through the fund

19b. Which of the following factors hindered your ability to build partnerships? Please pick a MAXIMUM of the three most relevant factors.

Lack of interest from partners, Difficulties specific to our context that hindered partnerships

20. Please share your learning about strategies to build partnerships with other institutions and groups and any other learning about working with partners?

As previously mentioned, we realized in the GLAM field that it is easier to cooperate with smaller partners. Larger memory institutions are mostly already involved in large networks and collaborative projects, which means that it is often more difficult for them to tune in to smaller projects as well. At this point, we continue to work briskly with smaller partners and we hope that if we do something awesome, one day the larger memory institutions will also have an internal motivation to cooperate with us.

We won a big victory in the field of education - we are a strategic partner of the Ministry of Education and Science since 2022, that is, we stand for our common interests. In addition to that, we continue to try to reach the right people through schools and universities.

Part 5: Sense of belonging and collaboration


21. What would it mean for your organization to feel a sense of belonging to the Wikimedia or free knowledge movement?

For an organization, the sense of belonging certainly means first and foremost the knowledge that there are similar organizations in the world with similar concerns. Taking it a step further, it also means that it is easier to find workable solutions when there are concerns.

In addition to sharing concerns, sharing working solutions is definitely an important aspect (conferences are also a good intermediary here) - instead of starting to develop new solutions from scratch, it is often more cost-effective to use solutions that have already proven themselves elsewhere. Certainly, the existence of such a network could also mean that everyone is standing up for everyone at the local level as well - the Wikimedia movement should be like a parent here, to whom you can turn and who helps with advice and strength.

22. How has your (for individual grantees) or your group/organization’s (for organizational grantees) sense of belonging to the Wikimedia or free knowledge movement changed over the fund period?

Somewhat increased

23. If you would like to, please share why it has changed in this way.

We have also been quite involved in various activities of the movement in the past. However, face-to-face meetings (CEE conference 2022) again give a much better impetus to find your place in the movement. Through face-to-face meetings, we have gained new acquaintances and also greater participation in the activities of the CEE hub (Käbi is now a member of the steering committee). New acquaintances also give a wider horizon of the various news of the movement.

24. How has your group/organization’s sense of personal investment in the Wikimedia or free knowledge movement changed over the fund period?

Somewhat increased

25. If you would like to, please share why it has changed in this way.

Based on the previous answer, we have increased our participation internationally (both in the form of the CEE Hub and in the form of other trans-movement networks). We also continue to participate in the education network and the GLAM network, but there probably a bigger contribution is setting an example and looking for inspiration from others (for us, ensemble projects have not yet emerged from these two networks).

26. Are there other movements besides the Wikimedia or free knowledge movement that play a central role in your motivation to contribute to Wikimedia projects? (for example, Black Lives Matter, Feminist movement, Climate Justice, or other activism spaces) If so, please describe it below.

A media literacy network has been launched in Estonia, and the term media literacy has also been included in the new integrated elementary school curricula. We ourselves feel that Wikipedia would be an excellent place for learning and teaching media literacy, where you can analyze sources and statements.

The leaders of Wikiquotes must have been encouraged by the lack of women's say in the project more broadly, and feminism is why they have contributed to the project for years. On climate issues, we are also trying to develop the competition and draw attention to it more widely with the help of Wikipedia.

Supporting Peer Learning and Collaboration


We are interested in better supporting peer learning and collaboration in the movement.

27. Have you shared these results with Wikimedia affiliates or community members?


27a. Please describe how you have already shared them. Would you like to do more sharing, and if so how?

The highest decision-making body of our NGO is the general meeting, and last year there were 2 of them when important topics and plans for the year were also discussed. We also discussed the contents of our strategic plan with the members of the NGO. In addition to the general meeting, we also have an important place for exchanging information via e-mail, where last fall there was a meaningful discussion about how to do something better.

However, we will summarize the whole year in the upcoming spring, when we hold the next general meeting - namely, according to Estonian laws, we must also write the annual NGO report for the past year and approve it, and it is during this process that all the members of the NGO can get to know more thoroughly the content of what we have done and also the financial part.

28. How often do you currently share what you have learned with other Wikimedia Foundation grantees, and learn from them?

We do this occasionally (less than once a month)

29. How does your organization currently share mutual learning with other grantees?

At the beginning of the year, regular sharing of learning results took place both in the education field network and in the GLAM network. At the end of the year, the input received and given from the ED group meetings and the meetings related to the CEE hub and the sharing of one's thoughts at these meetings have been added to these two to some extent.

Of course, these meetings are usually not enough in terms of time for a thorough exchange of experiences, and face-to-face meetings and conferences are also invaluable here.

Part 6: Financial reporting and compliance


30. Please state the total amount spent in your local currency.


31. Local currency type


32. Please report the funds received and spending in the currency of your fund.

  • Upload Documents, Templates, and Files.
  • Report funds received and spent, if template not used.

33. If you have not already done so in your budget report, please provide information on changes in the budget in relation to your original proposal.

As already described above, we did not use the Wikidata spending line, but instead, we worked more in the GLAM field.

Lines of international cooperation were also not used (Finno-Ugric cooperation, which was also complicated due to the start of the war, etc.), and we transferred this line of expenses to the printing and making of souvenirs (we ordered a supply of pens, flyers, shirts, etc. promotional material).

In addition, we also expanded the education spending line from other surpluse to the extent that we were able to pay trainee instructors.

In terms of salary, the biggest change was that one position became full-time, so after half a year there were no longer 4 employees, but 3.

34. Do you have any unspent funds from the Fund?

34a. Please list the amount and currency you did not use and explain why.

822.26 EUR

The largest noticeable surplus occurred in the salary expense line, as employees were on sick and care leave (the Estonian Health Insurance Fund pays the salary during this time). However, by moving some things, we were also able to reasonably reduce this surplus.

34b. What are you planning to do with the underspent funds?

A. Propose to use the underspent funds within this Fund period with PO approval

34c. Please provide details of hope to spend these funds.

In the request for 2023, we did not enter the salary increase of the employees, because we also needed to restore the expenditure line for foreign trips. Considering that Estonia has very high inflation and it shows no signs of stopping at the moment, we have to motivate our employees to stay with us - I propose to use this surplus to offer various training to employees and/or to increase our participation in the CEE conference 2023.

35. Are you in compliance with the terms outlined in the fund agreement?

As required in the fund agreement, please report any deviations from your fund proposal here. Note that, among other things, any changes must be consistent with our WMF mission, must be for charitable purposes as defined in the grant agreement, and must otherwise comply with the grant agreement.

36. Are you in compliance with all applicable laws and regulations as outlined in the grant agreement?


37. Are you in compliance with provisions of the United States Internal Revenue Code (“Code”), and with relevant tax laws and regulations restricting the use of the Funds as outlined in the grant agreement? In summary, this is to confirm that the funds were used in alignment with the WMF mission and for charitable/nonprofit/educational purposes.


38. If you have additional recommendations or reflections that don’t fit into the above sections, please write them here.