Wikimedia is a worldwide movement that promotes the idea of Free Knowledge. The well-known Wikimedia project "Wikipedia" is filled with content and maintained by volunteer writers. Keeping these authors and especially attracting new ones is a big challenge for Wikimedia. 

In a small team, we wrote an extensive strategy paper, which included different campaign ideas and various measures for winning and keeping authors. We took into account what was technically possible, what was financially feasible, as well as the wishes of the community and Wikimedia's goals and measures. The strategy was based on a detailed motivational journey, the development from a potential user to an active member of the Wikipedia community. Wikimedia was thus given a tool kit from which they could freely pick parts of the strategy and individual measures to use them in their daily campaign work.