Fueling the Movement MOZILLA FOUNDATION STRATEGIC PLAN (2016-2018)

updated June 9, 2016

  • We are Mozilla
  • Fueling the Movement
  • Shaping the Agenda: Mozilla’s Issues Platform
  • Connecting Leaders: the Mozilla Leadership Network
    • What we’re working towards
    • The heart of the Mozilla Leadership Network: thematic programs
    • How we work
    • Who we are
    • How we’ll evaluate impact
  • Rallying Citizens: The Mozilla Advocacy Engine
    • The heart of Mozilla’s Advocacy Engine: a focus on depth & scale
    • How we work
    • How we’ll evaluate impact

We are Mozilla

Mozilla’s mission is to ensure the Internet is a global public resource, open and accessible to all.

Since the early days of the web, Mozilla has helped fuel the growth of the vibrant, diverse and open Internet by building a global community and creating products like Firefox. This Internet has provided a platform for economic opportunity, creativity, personal connection and free expression around the
world. We’re proud of this.

Yet today, surveillance, censorship, walled gardens and apathy are putting this open Internet at risk. It’s time for Mozilla and those who share our mission to develop a plan to stand up for an open and accessible Internet in this next era.

Mozilla’s five year vision is: people everywhere experience the next wave of openness and opportunity on the Internet.

They are empowered, safe and independent, even as the complexity and scale of the Internet grows around us. This is a world where everyone can be—and ultimately is—a citizen of the web.

Mozilla will help create this world by building by drawing on our strengths:
Our strength Our approach
Products
We build people-centered, open products
& educational experiences that help
people unlock the full potential of their
online life.
Build our core strength: pursue continued
excellence in our flagship products, like Firefox.
Technology We develop robust technical solutions
that bring the Internet to life across
multiple platforms.
Prototype the future: drive innovation in
emerging fields, like the Internet of Things.
People We develop, connect and help rally
leaders who will invent, shape and
defend the Internet.
Grow our influence: work with our
community and allies to fuel the global
movement for an open Internet.
The strategy described in the pages that follow focuses specifically on one element of our plan:
how Mozilla will fuel the movement for an open Internet .
The Mozilla Foundation will lead this movement building work, working closely with the rest of Mozilla
and allied organizations around the world in the execution of this strategy. The Mozilla Foundation is
the not-for-profit parent of the Mozilla Corporation, which makes products like the Firefox browser.
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Fueling the Movement
Mozilla Foundation Strategic Plan, 2016-2018
Fueling the Movement
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Fueling the Movement
Mozilla Foundation Strategic Plan, 2016-2018
Mozilla believes that a global movement is vital to unlocking the next wave of openness and
opportunity on the Internet —and, ultimately, to creating and sustaining an open Internet that truly
puts people first. This is the Internet that Mozilla and our allies want.
That is why Mozilla is committed to fueling a movement that brings together a global force of people
who are willing to stand up for—and build—the open Internet, together.
People and ideas may move fluidly between these approaches, enhancing our overall impact. This
might look like:
● Mozilla’s advocacy team decides that, to tackle online privacy and security issues, we need to
help more Internet users need to understand encryption. They design and run a campaign to
make encryption more understandable and important to everyday Internet users, creating
captivating videos and teaching materials.
● Mozilla’s leadership network harnesses these assets, incorporating them into workshops to
expand the reach and impact of this work beyond the advocacy campaign.
In this way, Mozilla’s advocacy and leadership work will complement and contribute to each other. We’ll
also collaborate with Mozilla’s product and technology work, and allies driving the movement for an
open Internet around the globe.
Mozilla also will strive to be an organization with truly distributed leadership around the world.
Senior leaders—both staff and volunteers—from across our network will play a central role in
articulating and shaping how, when and where we chose to raise our voices about key issues. Local
grassroots leaders, working both as Mozillians and in their own organizations, will facilitate learning,
organize action and grow the movement further.
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Fueling the Movement
Mozilla Foundation Strategic Plan, 2016-2018
Mozilla’s Key Internet Issues: Shaping the Agenda
To unlock the next wave of openness and opportunity on the Internet, we need the public to
understand and be ready to address the biggest challenges and opportunities that face the
Internet today.
Mozilla, our community and our allies need to be clear, compelling voices for the open Internet. Our
goal is to work together to make open Internet issues mainstream issues, globally.
Mozilla has identified five issues that we believe must be tackled in the current era, to build the
open Internet we want:
Issue Mozilla’s Goal
Online Privacy &
Security
People understand and can meaningfully control how their data is collected
and used online, and trust that it’s safe. In parallel, companies and
governments work to protect our data and enhance our ownership over our
digital identities.
Open Innovation
Open is the default: open source and open standards continue to be at the
heart of the Internet, and influence organizations and industries products,
policies and practices. As a result, entrepreneurs and everyday Internet
users can create, innovate and compete online without asking permission.
Decentralization
The technologies and platforms people use every day are interoperable and
based on open standards. People expect and demand systems that allow
seamless flow and transfer of information and content.
Web Literacy
People have the skills to read, write and participate in the digital world.
Together, these informed digital citizens move beyond just consuming
content, to creating, shaping and defending the web.
Digital Inclusion People everywhere can access and have the opportunity to participate in
building the entire Internet. Subsequently, everyone on the Internet has the
opportunity to access and shape our digital world. The Internet reflects the
diversity of the people who use it.
Mozilla and our allies will bring these issues front-and-centre by being an increasingly visible and
respected public voice, weaving these issues throughout our leadership and advocacy work, and by
building technologies that take a stance.
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Fueling the Movement
Mozilla Foundation Strategic Plan, 2016-2018
The Mozilla Leadership Network: Connecting Leaders
As the Internet becomes more embedded in our daily lives, we need new leadership to broaden
participation and build a more inclusive, open Internet.
Mozilla offers these leaders a community, a platform and resources to support and advance their work
to protect the open Internet.
What we’re working towards
The Mozilla Leadership Network is a global network of diverse leaders who will ensure the next wave of
access, inclusion and opportunity online.
Working towards a common goal, Mozilla Leadership Network leaders take action together to:
● Increase their influence on issues like privacy, digital inclusion and web literacy,
● Share and continuously improve their skills and experience as leaders, and
● Advance open practices to shape the web in new ways.
Ultimately, we envision these leaders being in positions in society that let them layer ‘open’ into
institutions, products and policies around the world.
Impact
Mozilla Leadership
Network members
shape and spread the
open Internet agenda.
Over time, they take
leadership positions in
society that let them
layer ‘open’ into
institutions, products
and policies around
the world.
Long-term goals
Mozilla is a valued
network of diverse
participants who apply
their talents, skills and
leadership to have an
impact on the future of
our digital lives.
Mozilla adds fuel to the
best people and ideas
to help them grow.
Mid-term goals
More people are
drawn to the Mozilla
Leadership Network to
connect and
collaborate around
issues like literacy,
inclusion and privacy.
Mozilla provides
opportunities for
skill-development and
engagement around
key issues.
Near-term goals
We have a cohesive
offering with a clear
value proposition for
attracting new leaders.
Mozilla connects
projects, communities
and brands as
programs in a broader
network with shared
values.
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Fueling the Movement
Mozilla Foundation Strategic Plan, 2016-2018
The heart of the Mozilla Leadership Network: thematic programs
Mozilla Leadership Network programs serve communities of people with diverse expertise, who are
helping others build the capacity to advance the open Internet in their field or topic of interest.
This builds on what we already have: Mozilla has been building programs and communities like this in
education, science, journalism and public policy for over five years. Moving forward, these efforts will
evolve into thematic programs that are part of a cohesive Mozilla Leadership Network.
As of June 2016, Mozilla Leadership Network programs include:
● Learning . Educators and librarians committed to transforming learning in our digital age.
● Science . Researchers and data scientists committed to making research and practice more
open.
● Internet Policy & Advocacy . Individuals and organizations focused on open Internet issues.
● Women & Web Literacy . Community organizers and senior leaders creating opportunities for
women and girls to develop web literacy skills.
● Internet of Things . Hackers and designers creating provocative prototypes for what an open
Internet of Things could and should be.
Some of these programs have grown up independently with their own flavor, so creating a more
cohesive Leadership Network that connects them together is something that will happen in an
evolutionary way over time. We are also actively cultivating new programs.
As a member of the Mozilla Leadership Network, you have opportunities to meet, share ideas and hack
on projects with leaders from a wide range of backgrounds, who share your passion for an open
Internet and are ready to roll up their sleeves to create it.
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Fueling the Movement
Mozilla Foundation Strategic Plan, 2016-2018
How we work
The Mozilla Leadership Network pursues our goals through three key initiatives, which are reflected in
and across each program:
● Curricula & Training. We provide free and open curricula and training programs to help leaders
develop the skills they need to ensure the next wave of access, inclusion and opportunity
online.
● Partnerships. We initiate and grow partnerships that enable Mozilla, our community and our
allies to maximize their impact. Convening. We design and facilitate a range of events to bring
members of the Mozilla Leadership Network together to network, learn from one another,
exchange ideas and join forces.
● Membership. Members join because they share Mozilla’s vision, and stay because of the strong,
diverse community and unique professional development opportunities that membership
provides.
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Fueling the Movement
Mozilla Foundation Strategic Plan, 2016-2018
Who we are
Leaders in the Mozilla Leadership Network come from a wide range of career and life experience–from
the young activist teaching web literacy in her community, to the executive leading a global
organization invested in the future of the open Internet.
What all members of the Mozilla Leadership Network have in common is that they are actively working
to build and protect the future of the open Internet.
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Fueling the Movement
Mozilla Foundation Strategic Plan, 2016-2018
How we’ll evaluate impact
We will evaluate the impact of Mozilla’s Leadership Network by focusing on one primary indicator:
network strength.
We’ll measure network strength as an aggregate of the following four metrics, which together show the
influence, alignment and health of our network:
● Network Alignment: how strongly members identify with Mozilla and our key issues
● Network Connectivity: number and strength of connections between members
● Network Size: number of active members
Member Influence/Reach: using our leadership tiers
We’ll build a living network map that will enable us to visualize the network and inform the evolution of
program design and the Mozilla Leadership Network overall.
See http://mzl.la/KPI_detail for more detail.
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Fueling the Movement
Mozilla Foundation Strategic Plan, 2016-2018
The Mozilla Advocacy Engine: Rallying Citizens
To grow and protect the promise of the Internet, we need a global movement of bold, informed
citizens working together to build and protect the next wave of openness and opportunity
online.
That’s why Mozilla will work with allies to cultivate a global force of tens of millions of people who are
aware of the issues that are vital to the future of the open Internet, and prepared to take action in
support of the rights of citizens of the web.
Over the next three years, Mozilla, our community and our allies will become the most effective
advocates for the health of the open Internet.
What we’re working towards
Impact
People are making
more conscious
choices to build and
protect the open
Internet en masse.
Companies and
governments react to
mass public support
for an open Internet by
creating products,
policies and laws.
Long-term goals
Mozilla can confidently
run campaigns that
simultaneously drive
behaviour change and
policy change.
Mozilla and its allies
Mozillians are bold,
loud and effective
advocates for the
rights of Internet users
and the health of the
open Internet.
Mid-term goals
Mozilla is globally
known as standing for
privacy, inclusion and
literacy. A big upswing
in supporters.
Focus on larger
campaigns identified
and led by Mozilla’s
network.
Near-term goals
Online privacy
becomes a major
issue. People turn to
Mozilla to learn how to
stay safe.
Build foundation of
integrated advocacy
engine, use encryption
campaign to test and
iterate.
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Fueling the Movement
Mozilla Foundation Strategic Plan, 2016-2018
The heart of Mozilla’s Advocacy Engine: a focus on depth & scale
Given the diversity of our issues—ranging from copyright policy reform in the European Union to
digital inclusion—there is no single approach that can work in every case, everywhere in the world.
That’s why we think of Mozilla’s advocacy approach as one that can incorporate both scale to depth and
depth to scale.
In this way, Mozilla’s advocacy work has flexibility to focus on a variety of issues.
This approach also enables Mozilla to simultaneously build our capacity to mobilize millions of people
quickly and grow our organizing power in local communities, which will make it possible to win on our
issues in the long-term.
We also push ourselves to be proactive—setting the topic and tone of the conversation, and promoting
solutions—as well as reactive to current events or undesirable policies when necessary.
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Fueling the Movement
Mozilla Foundation Strategic Plan, 2016-2018
How we work
● Campaigns. Our campaigns amplify the Mozilla community’s collective voice, in order to
address the issues we believe must be tackled in the current era to build the open Internet we
want. Depending on what the moment calls for, these campaigns may be global or
region-specific, and aim for diverse goals ranging from increasing public understanding to
championing good policy.
● Online. The pulse of the movement to protect the open Internet naturally lives on the web. We
nurture a strong online community with a bias toward action, and drive mass digital
mobilization behind our campaigns.
● Media. We tell creative, compelling stories that bring the biggest challenges and opportunities
facing the open Internet to life, and into the mainstream.
● Field. Through the Internet Policy & Advocacy program in the Mozilla Leadership Network, we
connect, support and amplify the work of technologists, policy wonks, artists and activists
committed to helping shape and drive Mozilla’s campaigns.
● Infrastructure and networks. The foundation that supports and drives our advocacy work by
bringing together awesome people, organizations and technology to fuel our campaigns and
the wider movement.
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Fueling the Movement
Mozilla Foundation Strategic Plan, 2016-2018
How we’ll evaluate impact
We’ll evaluate the impact of Mozilla’s Advocacy Engine by focusing on 2 primary indicators:
Do we have a strong supporter base?
‘Active advocates’ is our main strength indicator: the number of Mozilla’s existing supporters who
return to take a new action. We will also track email list size.
Are we winning/having an impact on our issues of focus?
This will be measured on a campaign by campaign basis. For example, for our 2016 encryption
campaign, we will measure the number of people committed to opposing legislation plus increased
understanding of encryption.
See http://mzl.la/KPI_detail for more detail.
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