What happens when you ask fundraisers what they *really* want in a prospect and then build a system around it? In this session, participants will learn how the University of Denver's Prospect Development team, in close partnership with Business Intelligence, shifted from reactive requests to a proactive prospect referral system powered by its CRM. Attendees will learn how DU's prospect development team collaborated with fundraisers to define meaningful prospect criteria, created accountability for both Fundraisers and PD through a CRM-integrated referral system, and developed dashboards that that allow teams to measure outcomes and demonstrate the direct impact of referrals on fundraising success.