Personal outreach to donors is labor intensive and can drain resources if gift officers are not engaging the right prospects. Morningside University combined behavioral characteristics and wealth screening to uncover prospects with both the passion and capacity to give. Overlaying AI with the process provided a higher level of precision and the ability to update the data through machine learning . The private university was able to quickly put the data into action to pinpoint priority major gift prospects, personalize cultivation and outreach, streamline portfolios, and forecast donor potential and overall ROI for their advancement program.