From “Who’s a good donor?” to “Who’s the right match for this initiative?”

For years, prospect research has primarily focused on a single question:
Does this person have the capacity and inclination to support our mission?

That question is no longer enough.

Modern organizations no longer fundraise in a single lane. They run multiple initiatives at once — annual funds, major gifts, specific programs, departments, capital campaigns, peer-to-peer drives, crowdfunding efforts, and time-bound events — each with its own story, audience, and success profile.

Today, we’re excited to introduce AIM 🎯 (Agentic Initiative Matching) — a new Hatch feature that scores every person in your database based on how strong a fit they are for each specific initiative you run.

AIM your outreach with precision, matching the right donor to the right initiative.

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The Problem with Traditional Prospect Research

Traditional screening tells you things like:

• Who has capacity
  
• Who has affinity in general
  
• Who might give someday
  

What it doesn’t tell you is:

• Who is right for this program
  
• Who should be invited into this campaign
  
• Who should be ignored (for now) for that initiative
  

As a result, teams default to:

• Broad segmentation
  
• Gut instinct
  
• One-size-fits-all outreach
  
• Overworked development staff guessing where to focus
  

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How AIM Works

1. Define Your Initiatives (With Agentic Help)

In our new Initiatives section, you start by telling Hatch what initiatives your organization actually runs:

• Fundraising tracks
  
• Programs or departments
  
• Capital or special campaigns
  
• Crowdfunding or peer-to-peer efforts
  
• Any initiative with a goal, audience, or purpose
  

Hatch auto-fills these using AI — based on what large language models already understand about organizations like yours.

Then, using our conversational AI agent, you can:

• Add initiatives
  
• Define the magnitude to join this initiative (e.g., $1M for a quiet stage capital campaign or $5K for event sponsorship, etc.)
  
• Edit descriptions
  
• Remove what doesn’t apply
  

No forms. No rigid setup. Just a conversation.

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2. Hatch Screens Your Entire Database — Per Initiative

Once your initiatives are defined, Hatch runs a full, organization-wide screen.

But instead of producing one score per person, AIM does something different:

👉 Every individual is scored against every initiative.

For each person–initiative pair, Hatch produces:

• A fit score
  
• An AI-generated explanation of why they may or may not be a good match
  
• Context pulled from Hatch’s complete human profiles: giving behavior, interests, affiliations, signals, and patterns
  

This means one person might be:

• A strong fit for a peer-to-peer campaign
  
• A weak fit for a capital project
  
• A surprising fit for a niche program you weren’t prioritizing
  

And you’ll know why.

Traditional prospect research tells you who. AIM tells you who, for what, and why!

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What This Unlocks for Teams

With AIM, organizations can:

• Prioritize outreach by initiative, not just by donor rank
  
• Match the right people to the right asks
  
• Surface hidden supporters for underfunded programs
  
• Reduce wasted outreach and donor fatigue
  
• Move from reactive fundraising to intentional design
  

Instead of asking:

“Who should we contact?”

You can now ask:

“Who should we contact for this — and who should we leave alone?”

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Prospect Research, One Step Into the Future

AIM doesn’t replace prospect research.
It extends it forward — into planning, execution, and strategy.

It reflects how organizations actually operate:

• Multiple goals
  
• Multiple audiences
  
• Limited time
  
• High stakes
  

Agentic Initiative Matching turns your database into a dynamic map — showing where real alignment exists, initiative by initiative.

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Why We Built AIM

At Hatch, we believe:

• Giving is contextual
  
• Support is initiative-specific
  
• And intelligence should guide action, not sit in a report
  

AIM is another step toward that vision.

From  → 

More Data: Complete Human Profiles – 70% more data than traditional wealth screening tools

To  →

Intelligent Insights:  Industry-disrupting AI scoring and insights

And now →

Strategy Generation: Agentic Initiative Matching. 

Beyond capacity, beyond affinity, start AIMing for true alignment.

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AIM is currently in private beta. To join a select group of design partners that are currently testing this new feature, please email Mark Cross at mark@hatch.ai