User blog comment:Brandon Rhea/Making Ads Better: The Basics/@comment-28042179-20170117111004/@comment-26402117-20170117162531

Wikimedia uses large banners that request donations at a certain time of the year. They are essentially rather similar to ads - its still content marketing.

Also, Wikipedia is an independent project with a big name and a cause people may potentially donate for. Fandom has to find better ways to monetize fan interest.