You Haven’t Lost Your Magic—Just Recalculate

Back in May, I wrote a blog about hope and shared a story about a former salesperson who once worked with me.

During the 2008 banking crisis, one of the best salespeople I’ve ever known came to me in a panic. Banks were folding, clients were canceling left and right, and she thought she had lost her magic. She’d been up all night and just needed to talk.

During our conversation, we discussed how the realities of the world called for different—and more intentional—tactics: harder work, more outreach, and yes, a fully charged phone.

She was smart and well-trained. She knew her closing ratio and worked her formulas to reach (and often surpass) her goals. But in that moment, those formulas stopped working. The world had shifted. 

But I reminded her then, as I’ll remind you now: she had NOT lost her magic—and neither have you.

A Quick Refresher: Donor Development Math

Know YOUR numbers. Maybe you've had managers or consultants talk about your “sales funnel” and the idea that you need 3x the number of asks to reach your fundraising goals.

That may be a helpful general rule—but you don’t want to rely on averages.

You want to know your numbers. What works for you, in your market, with your donors.

Let’s start with your closing ratio:

Closing Ratio = (Number of Gifts Secured ÷ Number of Asks Made)

Example:

• You asked 10 donors for a gift

• 4 said yes and made a donation

• The average donation was $1,000

• Closing Ratio = 40%

How Do You Calculate This?

Track your asks in a simple spreadsheet or CRM. Include:

• Donor name

• Date of ask

• Amount requested

• Response

• Notes (e.g., reason for no, follow-up steps)

How to Use Your Closing Ratio to Reach Your Goal

Let’s say your fundraising goal is $10,000.If your average gift is $1,000, that means you need 10 gifts.

If your current closing ratio is 40%, and it takes 10 asks to get 4 gifts, you’ll need to make at least 25 asks to hit your goal.

But What If Things Change?

Now enter today’s realities:Fear. Apathy. Donor fatigue. Stock market swings. Social media overload and CNN.

Don’t panic.

This is when you recalculate—not retreat.

You may need to adjust your ratio and your expectations. If your current environment means you now need 30 calls instead of 25 to reach your goal, then make 30 calls.

Charge your phone, grab some snacks, and get to work—armed with belief in yourself and your mission. You haven’t lost your magic—it just might take more outreach, more effort, and a little more grit to get the “yes.”

Need Help?

If you need help with prospecting, phone call strategies, donor engagement ideas—or a solid reminder of your own magic—reach out.

We’re Team Kat & Mouse, a fundraising consulting firm born during crazy times (hello, COVID!) and still here sharing what we’ve learned to help you succeed—no matter what Anderson Cooper says. 😉