NURTURING THE NEXT GENERATION OF VOLUNTEERS

Volunteer Archetypes V2.1*

Feb 2025 | Mike Raish, Tanja Andic, Sneha Patel, Rita Ho�*added comparison charts

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Background

& V1 context

I.

Read if it’s your first time hearing about Volunteer archetypes

Else skip to V2 Archetypes directly

Context

Our multi-year strategy is to make Wikipedia a sustainable multi- generational project to serve the “in perpetuity” part of our mission. Volunteer archetypes informs the strategic pillars to…

Fuel volunteer growth. Nurture multiple generations of volunteers. For both experienced and new volunteers, answer the question: “Why should I volunteer?”

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Current situation

editors are

< 0.02% of readers

1. Wiki comparison [public] Monthly unique devices (~2B) vs editors (~305K) Jan 2024

editors

~2B unique device visits to Wikipedia a month ¹

Our focus has been on a local maximum

Volunteer archetypes project

Broaden from current, specific, on-wiki personas to archetypes for internet volunteers

​

1. How to Use Personas and Archetypes to Drive Shared Understanding and Digital Strategy (Method.com)

Archetypes differ from personas in important ways. These are common patterns in stories and mythologies (like the hero, rebel, or everyman) that are easy to identify and relate to. However, they are not prescriptive and they do not offer specific customer details.

The value of archetypes is that they help drive aspirational models by evoking creativity and imagination. ¹

Archetypes are...

• Forward-thinking & aspirational
• At a higher-level focus on the why and the future state (over the status quo)
• More inclusive & empathetic
• Flexible and adaptable for sharing across teams and different user journeys
• A storytelling device that connects with and moves people

On-Wiki: content editors, admins, stewards, bot writers, developers, event organisers, etc.

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Off-Wiki: Forum moderators, open source developers, review writers, citizen scientists, etc.

Which volunteers do we mean?

Anyone who spends

their free time online participating in growing

or shaping content.

V1 Volunteer archetypes

• Gathered data outside of wiki by running a survey to learn about motivations and behaviours of non-Wikimedia volunteers in other online spaces
• 1376 individual responses
• 6 archetypes based on key motivations
• Used to help inform new Contributors strategy

Screenshots of V1 Archetypes

V2 Volunteer Archetypes

https://tinyurl.com/V2-Volunteer-Archetypes

II.

Changes from V1:

• Increased sample size
• Survey across more languages (English + Arabic, Spanish, French)
• Survey tool refinement + more data about relationship to Wikipedia
• Revised set of external Archetypes
• New set of Wikimedia-internal Archetypes (based on the 2024 Community Insights Survey) as point of contrast and comparison
• Updated visual design
• Addition to the team: Tanja Andic (Senior Survey Specialist), joining Mike Raish (Lead Design Researcher) and Sneha Patel (Lead UX Designer)

Using Archetypes

• Inform higher level product strategy and annual planning
• Identify opportunities to engage new people to on wiki volunteering that we've not previously considered
• Propose new incentives to invite & include more people
• Explore how this approach may apply to other objectives, (Reader/Learner Archetypes)

Limited overlap between internal and external volunteers

Only one Wikimedia archetype, Motivated Collaborator, substantially overlaps with the external archetypes (Motivated Enthusiast, Passionate Advocate). Their distinct shared motivations are personal benefits for school/career advancement such as skill-building (e.g., research, coding, writing), in addition to social good.

Opportunities:

• Connect Wiki tasks to transferable skills and learning. Highlighting how editing/coding and collaborating with others in Wikimedia projects can help build broadly applicable skills may help recruit new editors & retain existing ones.
• Extrinsic rewards. These are few, hidden, and seldom promoted as reasons to contribute onwiki. Create and highlight these benefits to attract more Motivated Enthusiasts & Passionate Advocates as the most likely newcomer type to Wikimedia.

Key highlight #1

Community matters: Finding meaning in contributing through social interaction

External volunteers value social interaction, but Wikimedians often struggle to find community spaces and places to connect with other humans.

Opportunities:

• Connecting people via online spaces and events such as WikiProjects, Campaign events, Edit-a-thons, etc to increase newcomer conversion and retention.
• Starting the contributor journey for Low-key Supporters by introducing more ways for people to first engage in non-editing participatory activities that pique their interest.

Key highlight #2

Role Transitions: Expanding Volunteer Pathways

Explore how to open pathways between volunteer roles, especially from editing and development to moderation and other functionary roles.

Opportunities:

• Evaluate external online platforms/products with similar volunteer roles to identify successful motivators to moderators, admins, etc.
• Remove barriers to transitioning into functionary roles to increase on-wiki leadership capacity.

Key highlight #3

Non-Wikimedia online volunteering archetypes

Passionate Advocate

Passionate Advocates want to improve the world, and they want to do so while participating in a community. They derive personal fulfillment from their work, enjoying recognition and a sense of accomplishment when contributing. 

53% SPECIALISTS

47% GENERALISTS

Hobby posting, promoting causes, academic volunteering; social media, GitHub, Reddit, Discord, Whatsapp

Helping/answering questions, and submitting reviews

POTENTIAL OPPORTUNITIES

8.2 hrs

Avg time spent/week volunteering online

NEWCOMER

many with <2 yrs contributing

YOUNGER

on average

Donations to causes they support

HIGH

Device on which they volunteer more

*This archetype represents general online volunteers and not necessarily Wikimedia volunteers

Proficiency with technology

HIGH

Feeling like they are volunteering

HIGH

HIGH

Importance of privacy in online space

Family

responsibility

Lack of free time

Feeling tired

Social good

Fun and

Community

Benefits

Fulfillment

Controlling

others

Visit reasons: to understand more about topic that came up in conversation, learn more about a topic that is important to them, learn more about something mentioned in media, learn more about current events

Reads Wikipedia on

Wikipedia knowledge

“Wikipedia is important to my life”

Donates to WMF

App usage

Has edited Wikipedia in the past

HIGHER BARRIERS

Higher number of barriers reported per person

TOP BARRIERS

28%

Overlaps with Motivated Collaborator internal archetype

• Highlight how different user groups advocate for their issues of interest.

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• Connect their passion area to campaigns, & help them see the impact their work is having.

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• Highlight Wikimedia projects as a social cause (whether as donations, promotion of free knowledge, or through editing).

Wikipedia relationship

Lack of

clarity

MODERATE

Motivated Enthusiast

Motivated Enthusiasts report high motivations and activity within their contribution area. They are especially driven by the desire to gain specific benefits from contributing, including improving specific skills, making friends, and advancing their schoolwork or career. 

51% SPECIALISTS

49% GENERALISTS

Promoting causes and academic volunteering; social media, LinkedIn, Reddit

Helping/answering questions amd submitting reviews

9.3 hrs

Avg time spent/week volunteering online

NEWCOMER

many with <2 yrs contributing

YOUNGER�on average

Donations to causes they support

HIGH

Device on which they volunteer more

*This archetype represents general online volunteers and not necessarily Wikimedia volunteers

Proficiency with technology

HIGH

Feeling like they are volunteering

HIGH

HIGH

Importance of privacy in online space

Lack of free time

Social good

Fun and �Community

Benefits

Fulfillment

Controlling

others

Not enough money

Feeling tired

Family

responsibility

Wikipedia relationship

Visits reason: to learn about current events, learn about something mentioned in media, understand more about topic that came up in conversation, learn about topic important to them

Wikipedia knowledge

“Wikipedia is important to my life”

Donates to WMF

App usage

Has edited Wikipedia in the past

Overlaps with Motivated Collaborator internal archetype

MEDIUM BARRIERS

Moderate number of barriers reported per person

TOP BARRIERS

18%

MODERATE

• Support easy entrance to community spaces of Wiki projects.

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• Highlight onwiki contribution benefits - show them the individual and social value they get out of creating and shaping encyclopedic content.

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• Increase awareness of the many possible roles they could play in the Wikimedia ecosystem.

POTENTIAL OPPORTUNITIES

Reads Wikipedia on

Wikipedia relationship

Visit reasons: to understand more about topic that came up in conversation, learn about something mentioned in media, learn about topic important to them, learn about current events

Social Hobbyist

Social Hobbyists are driven by a personal passion that they enjoy pursuing in a community. They feel a sense of accomplishment when contributing, but don’t see themselves as volunteers. They are less concerned with positive societal outcomes or accruing personal benefits. 

44% GENERALISTS

Majority hobby posting; Reddit, social media, YouTube, Tiktok, Tumblr, Pinterest, Bluesky, Deviantart

Majority helping or answering questions

56% SPECIALISTS

5.3 hrs

Avg time spent/week volunteering online

59%

men

OLDER

on average

Donations to causes they support

LOW

Device on which they volunteer more

*This archetype represents general online volunteers and not necessarily Wikimedia volunteers

Proficiency with technology

MEDIUM

Feeling like they are volunteering

LOW

LOW

Importance of privacy

in online space

Family responsibility

Lack of free time

Feeling tired

Lack of clarity

Wikipedia knowledge

“Wikipedia is important to my life”

Donates to WMF

App usage

Has edited Wikipedia in the past

MEDIUM BARRIERS

Moderate number of barriers reported per person

TOP BARRIERS

MODERATE

Social good

Fun and

Community

Benefits

Fulfillment

Controlling

others

20%

• Help them find where their passion area lives on Wikipedia, make it easier to reshare content.

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• Highlight links (and relationships) between hobbies and contribution.

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• Provide avenues to discover and connect with the work of others who share their passion.

POTENTIAL OPPORTUNITIES

Reads Wikipedia more on

Low-key Supporters

Low-key Supporters seek to improve society, and they derive a sense of accomplishment from doing so. They enjoy sharing their passions with others in their community and receiving recognition for their work, but they don’t link recognition to gaining personal benefits.

36% SPECIALISTS

64% GENERALISTS

Promoting causes; social media, TikTok, WhatsApp, change.org, Reddit

Submitting reviews and helping/answering questions

MEDIUM BARRIERS

Moderate number of barriers reported per person

TOP BARRIERS

4.4 hrs

Avg time spent/week volunteering online

Device on which they volunteer more

*This archetype represents general online volunteers and not necessarily Wikimedia volunteers

Proficiency with technology

LOW

Feeling like they are volunteering

HIGH

MEDIUM

Importance of privacy in online space

Lack of

clarity

Feeling tired

Family responsibilities

Social good

Fun and

Community

Benefits

Fulfillment

Controlling

others

Lack of free time

Visit reasons: to understand more about topic that came up in conversation, learn more about something mentioned in media, learn more about topic that is important to them, learn more about current events

STRONG

Reads Wikipedia on

Wikipedia knowledge

“Wikipedia is important to my life”

Donates to WMF

App usage

Has edited Wikipedia in the past

Donations to causes they support

HIGH

20%

Wikipedia relationship

HIGH

Proportion of graduate degrees

57%

women

• Provide low-effort ways to engage with and reshare their expertise or passion area. This can start with increasing non-editing participation.

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• Bolster mobile editing support.

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• Highlight the work of others within their passion area and demonstrate how Wikimedians recognize each others’ efforts.

POTENTIAL OPPORTUNITIES

Casual Participant

Casual Participants tend to have low motivation and an overall low activity level when volunteering. They report especially low motivation to contribute as part of a community. They are less benefit-driven, feel less creative, and feel less collaborative than other Archetypes.

73% GENERALISTS

Open-Source Software and promoting causes; social media, Wikipedia, Reddit, YouTube, OpenStreetMap

Majority submitting reviews, some helping/answering questions

27% SPECIALISTS

1.9 hrs

Avg time spent/week volunteering online

HIGH

Proportion of graduate degrees

OLDER

on average

Donations to causes they support

LOW

Device on which they volunteer more

*This archetype represents general online volunteers and not necessarily Wikimedia volunteers

Proficiency with technology

LOW

Feeling like they are volunteering

LOW

LOW

Importance of privacy in online space

Lack of interest

Lack of free time

Family responsibility

Lack of

clarity

Social good

Fun and �Community

Benefits

Fulfillment

Controlling

others

Visit reasons: to understand more about topic that came up in conversation, learn more about topic important to them, learn about something mentioned in media, learn about current events

WEAK

Reads Wikipedia more on

Wikipedia knowledge

“Wikipedia is important to my life”

Donates to WMF

App usage

Has edited Wikipedia in the past

LOW BARRIERS

Lower number of barriers reported per person

TOP BARRIERS

14%

Wikipedia relationship

• Provide mechanisms for sharing Wikipedia content off-Wiki and other non-editing actions that can deepen their onwiki engagement.

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• Highlight low-effort contributions.

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• Provide avenues for low-effort participation in a discussion.

POTENTIAL OPPORTUNITIES

Wikimedia volunteering archetypes

Quiet Altruist

ENGAGEMENT

BELONGING

KEY DIFFERENTIATORS�

• Second highest proportion of women
• Quiet Altruists are highly engaged, though they don’t seem to have found community in the Wikimedia ecosystem.

POTENTIAL OPPORTUNITIES

Career

Community

Fulfillment

Social Good

EDITING

edits per year

307

editing experience

8yrs

newcomers�

<2 yrs experience

15%

• 30% of all Editors are Quiet Altruists
• 21% of all Admins are Quiet Altruists
• 10% of all Organizers are Quiet Altruists
• 18% of all Developers are Quiet Altruists

PROPORTION OF WIKI ROLES

WIKI ROLE HIGHLIGHTS ACROSS ARCHETYPES

Organizers

Editors

Admins

28%

Quiet Altruists are motivated by the sense of fulfillment and contribution to the greater social good editing gives them. They’re not very engaged in the broader community, but they are generally happy with their roles.

• Understand whether they want more community or are happy “on their own”.

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• Provide space and guidance for solitary contributions.

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• Connect with Motivated Collaborators for organized projects.

This archetype is uncommon outside of Wikimedia.

Skeptical Expert

EDITING

edits per year

326

editing experience

9yrs

ENGAGEMENT

BELONGING

newcomers�

<2 yrs experience

15%

KEY DIFFERENTIATORS�

• Lowest proportion of women
• Most likely to have a PhD
• Skeptical Experts score lowest on community among the archetypes

Career

Community

Fulfillment

Social Good

PROPORTION OF WIKI ROLES

Admins

Organizers

Editors

• 30% of all Editors are Skeptical Experts
• 21% of all Admins are Skeptical Experts
• 6% of all Organizers are Skeptical Experts
• 15% of all Developers are Skeptical Experts

WIKI ROLE HIGHLIGHTS ACROSS ARCHETYPES

27%

Though quite productive editors, Skeptical Experts are skeptical in their sentiments. They’re most motivated by fulfillment and social good, but in general score low on all motivation factors.

• Explore ways to increase Engagement and Belonging.

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• Explore whether this group is higher in toxic behavior or on the receiving end of toxic behavior (and thus de-motivated towards community).

POTENTIAL OPPORTUNITIES

This archetype is uncommon outside of Wikimedia.

Motivated Collaborator

Motivated Collaborators are highly motivated by everything! They’re engaged in the community and edit frequently, taking on organizing activities and mixing career aspirations with their passion for free knowledge.

EDITING

edits per year

556

editing experience

5yrs

ENGAGEMENT

BELONGING

newcomers�

<2 yrs experience

20%

Motivations overlap with two non-Wikimedia archetypes - Motivated Enthusiast and Passionate Advocate

KEY DIFFERENTIATORS�

• Highest proportion of women
• Youngest archetype
• Most likely to have a post-secondary degree
• Most likely to be newcomers and from emerging Wikimedia regions

Career

Community

Fulfillment

Social Good

PROPORTION OF WIKI ROLES

Admins

Organizers

Editors

• 20% of all Editors are Motivated Collaborators
• 24% of all Admins are Motivated Collaborators
• 54% of all Organizers are Motivated Collaborators
• 32% of all Developers are Motivated Collaborators

WIKI ROLE HIGHLIGHTS ACROSS ARCHETYPES

23%

• Support mentorship opportunities to transition into organizing roles.

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• Nurture newcomers and youth contributors by highlighting learning and potential career benefits of editing Wikipedia.

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• Enable them to support new community members.

POTENTIAL OPPORTUNITIES

Established Custodian

Established Custodians are the second-most community oriented archetype, and make the most annual edits. They are tempered in their motivations, but have the longest tenure and are most likely to take on admin and developer roles.

EDITING

edits per year

845

editing experience

11yrs

ENGAGEMENT

BELONGING

newcomers�

<2 yrs experience

13%

This archetype is uncommon outside of Wikimedia.

KEY DIFFERENTIATORS�

• Second lowest proportion of women
• Oldest archetype
• Second most likely to have a PhD
• Long-tenured, frequent editors who have made friends in their wiki-world.

Career

Community

Fulfillment

Social Good

PROPORTION OF WIKI ROLES

Admins

Organizers

Editors

• 20% of all Editors are Established Custodians
• 34% of all Admins are Established Custodians
• 30% of all Organizers are Established Custodians
• 35% of all Developers are Established Custodians

WIKI ROLE HIGHLIGHTS ACROSS ARCHETYPES

22%

• Simplify the process to adminship and make it clearer on large projects, and help small projects with identifying potential admins and onboarding.

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• Help community members connect with others inhabiting the same role.

​

• Create avenues for recognizing the work of different roles in the community.

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• For those who aren’t admins, surface opportunities for content and community shaping; e.g., patrolling and moderation.

POTENTIAL OPPORTUNITIES

Archetypes comparison overview

For more details: Archetypes comparison spreadsheet [WMF-internal]

External archetypes — Wikipedia relationships

External archetypes — Main barriers to contribution

External archetypes — Demographics and contribution behaviors

Internal archetypes — Comparison

Appendix

Archetype badges

Join #v2-archetypes

Thanks to the arche-team

Mike Raish

Tanja Andic

Sneha Patel