Strategy monitoring plan 2014-15

	Strategy
Strategy Overview of strategy Strategic and operational models Vision, values and mission Strategic goals Operational WMUK activities and volunteers Strategy monitoring plan KPI tracking results 2014 Activity Plan

Measures and targets table

In this operational table, each of the measures listed defines a Key Performance Indicator (KPI) for the charity, and will be tracked and reported on quarterly. All KPIs that can realistically have numerical targets should have them. Some KPIs can be measured numerically but not realistically targeted, while yet others are amenable only to a best-judgement evaluation (that we call an 'eval score') or are qualitatively assessed using a narrative. Narratives are useful in addition to hard numbers as they enable us to 'tell the story' of our impact.

The various KPIs for each Outcome, when taken together, can give us a qualitative indication of what the charity's impact is against each Outcome.

See below for referenced definitions [n].

See Strategy monitoring plan/Outcomes 2014-15 for links to the quarterly published KPI reports in 2014-15 activity year.

Outcome (from our Strategic Goals)	Outcome Measure	Proxy?	Baseline 2013 estimated	2014 target (to 31 Jan 2015)	Wiki notes
G1.1 The quantity of open knowledge continues to increase	Number of uploads		23132	Report only	Measure to be tracked and reported, but no annual target since number could vary wildly. Dependent on people using the 'Supported by Wikimedia UK' category on Commons. Includes uploads from Wiki Loves Monuments.
	Sum of positive edit size (1)	y	Unknown	Report only	Measure to be tracked and reported, but no annual target since number could vary wildly
G1.2 The quality of open knowledge continues to improve	Percentage of WMUK-related files (e.g. images) in mainspace use on a Wikimedia project (excluding Commons)		12.7%	13%	May be influenced by higher usage of Mass Upload tool. Use of images in articles is taken to indicate improvement to those articles and/or as an indicator of image quality.
	Number of files (e.g. images) that have featured status on a Wikimedia project (including Commons)		11	20
	Number of files having quality image status on Commons		54	70	Reminder: image donations from institutions cannot be tagged as 'quality image'. Most of the images from 2013-14 came from Wiki Loves Monuments
	Number of files having valued image status on Commons		11	50	Reminder: can be content from institutions or individual volunteers
	Number of new articles started on a Wikimedia site (eg any of the encyclopedias), excluding Welsh Wicipedia		Unknown	200	New articles can be taken as a sign of quality rather than quantity. In the longer term we are looking at a more sophisticated tool to track article quality.
	Number of new articles started on Welsh Wicipedia inspired by WMUK		1157	10000	Includes Living Paths! and pages created as a result of content releases
G1.3 We are perceived as the go-to organisation by UK GLAM, educational, and other organisations who need support or advice for the development of open knowledge.	Sum of reputation ratings (2) of organisations that we are working in partnership with, or were working with no more than two years ago	y	660	693 (5% increase)
	Awareness score in annual national survey of public opinion (12)		Not recorded	n/a	Survey questions to be determined in 2014. New initiative - will identify baseline in 2014
G2a.1 We have a thriving community of WMUK volunteers.	Number of friends		0	420	We consider that increasing our active volunteer base, and our number of friends, to be more important than increasing the numbers who are formal members of the charity.
	Number of volunteers (3)		Not recorded	250
	Number of leading volunteers (3a)		107	140 (30% increase)
	Number of activity units (4)		966	1200 (24% increase)
	Number of leading activity units (5)		138	145 (5% increase)
	Leading volunteer (3a) drop out rate (7)		10%	<10%
G2a.2 WMUK volunteers are highly diverse.	Proportion of activity units (4) attributable to women		Unknown	20%
	Proportion of leading activity units (5) attributable to women		Unknown	15%
	Activity units (4) in activities to encourage other diversity or minority engagement	y	10	15
G2a.3 WMUK volunteers are skilled and capable.	Activity units (4) in training sessions and editathons (total count, including people being trained)	y	550	575 (5% increase)
	Leading activity units (5) in training sessions and editathons (ie trainers only)	y	90	95 (6% increase)
	Annual survey capability score (6) (self-identified)		Not recorded	To be decided	To do: Questions and score measure to be devised
G2b.1 We have effective and high quality governance and resource management processes, and are recognised for such within the Wikimedia movement and the UK charity sector.	Progress on targets in the Hudson and Chapman governance reviews		42 out of 50 of targets completed	All targets have been completed and independently reviewed.
	Progress towards PQASSO 2		PQASSO 1	Complete all internal preparations for PQASSO 2 ready for external accreditation
	Level of external recognition		Unknown	Narrative + eval score (16)
G2b.2 We have a high level of openness and transparency, and are recognised for such within the Wikimedia movement and the UK charity sector.	Transparency score (9) as measured by annual survey		Unknown	n/a	To do: Survey questions to be determined in 2014. New initiative - will identify baseline in 2014.
	Transparency compliance (10) as determined by Govcom against published transparency commitments		Not measured	Narrative
G2b.3 We have high quality systems to measure our impact as an organisation.	Progress towards full implementation of automated and manual tracking/measuring systems (8)		Not measured	Narrative + eval score (16)
G2b.4 We ensure a stable, sustainable and diverse funding stream.	Number of separate donors		5500	6000 (9% increase)
	Funds received from sources other than WMF fundraiser or FDC		£275000	£295000 (7% increase)
	Proportion of funds from sources other than WMF fundraiser or FDC		45%	47%
	Proportion of funds from direct debits		43%	45%
G3.1 Access to Wikimedia projects is increasingly available to all, irrespective of personal characteristics, background or situation.	Total number of scans of QRpedia codes (11)		9220 in Jan 2014	14000 monthly
	Projects addressed at new readers (16) being enabled to access Wikimedia websites	y	1 activity	3 activities	It is often not possible to determine the number of people we enable to become readers of the Wikimedia projects, so instead we put a target on activities, for example the number of Kiwix installations.
G3.2 There is increased awareness of the benefits of open knowledge.	Awareness score (12) in annual national survey of public opinion		Unknown	n/a	Survey questions to be determined. New initiative - will identify baseline in 2014
G3.3 Legislative and institutional changes favour the release of open knowledge.	Responses to EU and UK government policy consultations.	y	None	Narrative
	Involvement in EU and UK advocacy activities; Involvement in advocating legislative change within GLAM, Education, and other organisations	y	None	Narrative + eval score (16)
G4.1 There are robust and efficient tools readily available to enable the creation, curation and dissemination of open knowledge.	Number and availability of the project tools we host or support		Not measured	Narrative
G4.2 There are robust and efficient tools readily available to allow WMUK - and related organisations - to support our own programmes and to enable us to effectively record impact measures.	Uses (15) of the internal or supporting tools we host or support		Not measured	Narrative	civiCRM, QRpedia stats, VLE stats
G5.1 A thriving set of other Wikimedia communities	Funding to support other chapters and Wikimedia groups	y	£3200	£10000
	Activities held for or jointly with other chapters and Wikimedia groups		7	7 (including G5.2 and G5.3 events)
	Total shared activity units (13) in shared activities (14) with other chapters and Wikimedia groups		140	150 (including G5.2 and G5.3 events)
	Number of UK based Wikimedia events other than WMUK events			Report only	Events that are known to us and which are noted on our 'Upcoming Events' list
G5.2 An increased diversity of Wikimedia contributors	Activities specifically directed to supporting the diversity of other chapters and Wikimedia groups	y	1	1	1 in 2013 (Diversity Conference)
G5.3 Wikimedia communities are skilled and capable.	Activities specifically directed to help train or to share knowledge with other chapters and Wikimedia groups	y	1	1	1 in 2013 (Chapters Conference)
G5.4 Open knowledge communities with missions similar to our own are thriving.	Number of shared activities (14) hosted with groups or organisations having similar goals to WMUK	y	3	5	Any organisations having similar goals to Wikimedia UK. Organizations might include for example Mozilla, Open Rights Group, Open Knowledge Foundation, Open Street Map and so on.
	Total shared activity units (13) in shared activities (14) hosted with groups or organisations having similar goals to WMUK	y	30	40

Notes and Definitions

Ref	Term	Definition	To do	Notes
(1)	Positive edit size	Sum of edit sizes in characters where text content has been added overall to the mainspace of a Wikimedia wiki.		We are here measuring quantity not quality of educational text content. We ignore all edits where content has been deleted overall, on the basis that deletions cannot generally be equated with the negative addition of content by that editor. We are aware that such an approach is relatively broad-brush, and will actively seek improved tools/measures in this area.
(2)	Institution reputation rating	Our estimate of the external reputation of each GLAM, education organisation or learned society that we work with.		This information is solely to enable us to track our own charitable impact consistently, and we will not be publishing the values we use for individual organisations
(3)	WMUK volunteer	WMUK activities and volunteers#WMUK volunteers
(3a)	Leading volunteer	WMUK activities and volunteers#WMUK leading volunteers
(4)	Activity unit	WMUK activities and volunteers#Activity units
(5)	Leading activity unit	WMUK activities and volunteers#Leading activity units
(6)	Annual survey capability score	To be defined	Questions to be written	Proposed survey to be repeated annually by WMUK
(7)	Leading volunteer drop out rate	The proportion of our leading volunteers volunteers that drop out (no longer remain actively engaged with us) annually		Determined for each volunteer one year after first activity, two years and so on.
(8)	Tracking/measuring systems	The manual and automated systems by which WMUK tracks outputs/outcomes in accordance with the strategic plan
(9)	Transparency score	To be defined	Questions to be written	Proposed survey to be repeated annually by WMUK
(10)	Transparency compliance	As measured by Govcom against published transparency commitments	Commitments to be defined
(11)	Scans of QRpedia codes	The number of times QRpedia codes are used to direct to a Wikipedia article	This a is a subset of (15)
(12)	Awareness score	To be defined	Questions to be written	Proposed survey to be repeated annually by WMUK
(13)	Shared activity units	A count of the number of units contributed by volunteers (not necessarily WMUK volunteers) on shared activities (14)		With technology-based groups or organisations having similar goals to WMUK
(14)	Shared activities	Activities that WMUK jointly lead with some other group		Does not include activities run by other groups that WMUK volunteers or staff simply attend or engage with. Depending on context, the other group could be Wikimedia-related (eg a chapter) or could be external to the Wikimedia movement (eg OpenStreetMaps)
(15)	Uses of tools	The number of times in aggregate a WMUK tool is used.
(16)	Eval measure	A best-judgement evaluation on a scale of 1 to 5 (5=best)		Used in lieu of a objective metric where such a metric is impossible or currently impracticable to obtain
(18)	WMUK activity	WMUK activities and volunteers#WMUK activity