Unlocking Donor Potential: What Makes Them Tick, Click, and Give

About the Guest:

Moshe Hecht is a seasoned entrepreneur and philanthropic innovator, serving as the CEO and founder of Hatch. With a profound history of over a decade in servicing nonprofits, Moshe co-founded Charidy.com, a leading crowdfunding platform for nonprofits, which successfully raised over $3 billion for more than 8,000 organizations worldwide. At Hatch, Moshe focuses on leveraging data intelligence to enhance donor relations for mid-sized nonprofits by providing a comprehensive view through complete human profiles, powered by innovative technology solutions.

Episode Summary:

In this episode of Talking Shizzle, host Taylor Shanklin talks with Moshe Hecht, an innovator in philanthropic technology, about how his platform Hatch is revolutionizing the way nonprofits engage with their donors through data intelligence. Moshe discusses his journey from Charidy.com to founding Hatch, exploring how data-driven insights are transforming the landscape of nonprofit fundraising and donor relationship management. Prepare for a look into the future of philanthropy, enriched with compelling insights and practical applications of data intelligence in the nonprofit sector.

Throughout the episode, Moshe introduces the concept of 'complete human profile,' emphasizing how Hatch collects over 80 data points to paint a holistic picture of donors. He elaborates on how understanding what makes donors tick, click, and give can lead to more meaningful and successful engagements. The discussion explores the innovative feature of Hatch Live, a real-time feed that keeps nonprofits connected to their community by tracking news, social activity, and events relevant to their audience. Moshe touches on the use of generative AI to enhance communications and shares his excitement about the recently launched Quick Search tool, offering insights into future developments in nonprofit technology.

Key Takeaways:

• Complete Human Profile: Hatch provides a comprehensive view of donors through 80+ public data points, enabling nonprofits to understand donors holistically.
• Real-Time Engagement: Hatch Live offers a real-time feed of community activities, allowing nonprofits to engage meaningfully with their audience.
• Innovative Use of AI: Generative AI is harnessed by Hatch to improve personalized communications, enhancing the efficacy of donor interactions.
• Data-Driven Segmentation: Nonprofits can leverage data intelligence for targeted segmentation, improving campaign success and donor engagement.
• New Quick Search Feature: Hatch's Quick Search provides nonprofits with instant access to detailed profiles of individuals, opening new opportunities for engagement.

Resources:

• Creative Shizzle: creativeshizzle.com 
• Hatch: Explore the products and features at hatch AI QS 
• Charidy.com: Former company co-founded by Moshe Hecht

Transcript

Transcript

0:00:02 Taylor Shanklin: Hey, hey, all you lovely people out there, you’ve got a lot going on in your day with big dreams and big goals for your world. Are you ready to talk some shizzle and learn some shizzle from leading entrepreneurs, change makers, coaches, and overall interesting people who like to shake things up? I’m your host, Taylor Shanklin, CEO and founder of Creative Shizzle, and I am stoked to bring you a fresh episode of Talking Shizzle today.

0:00:32 Taylor Shanklin: This show is all about helping you think differently so that you can grow. Talking Shizzle is brought to you by our team at Creative Shizzle, where we help businesses, entrepreneurs, and social good innovators make amazing marketing shizzle happen. Check us out on the web@creativeshizzle.com now let’s talk some shizzle.

0:01:01 Taylor Shanklin: All right, welcome, welcome, everyone here for a new and fresh edition of Talking Shizzle. I’m super excited. It’s been a while since Moshe and I have seen each other, but it just feels like old time. So I’m excited today to welcome our guest, Moshe Hecht, to the show to talk about the work that he’s doing to really revolutionize philanthropy with technology. There’s a lot of places we can go in that conversation today, Moshe. But first off, I just want to welcome you, say thank you for being here.

0:01:31 Taylor Shanklin: Give us a quick rundown of who you are, what you’re doing at Hatchen, and anything you feel like our audience should know about you.

0:01:39 Moshe Hecht: First of all, Taylor, it’s great to see you again. And it’s great to be here. Thank you so much for having me. So, as Taylor mentioned, my name is Moshe Hecht. I am the CEO and founder of Hatch. You know, I’ve been servicing nonprofits for the better part of the last decade. My first foray into servicing nonprofits, I helped co found a company called charity.com comma charity with a diphthere crowdfunding platform for nonprofits. We, over my eight years there, we helped raise over $3 billion for north of 8000 organizations, from American Cancer Society to CDC foundation to kind of everything in between, from small to large nonprofits.

0:02:18 Moshe Hecht: At my time at charity, I noticed that there was a real gap in the industry when it came to providing data to small to mid size nonprofit organizations. So a lot of the large enterprise, universities, hospitals are using classic wealth screening tools. But I found that over 90% of nonprofits don’t really, have not really been properly introduced and activated when it comes to using data intelligence to deepen their relationships with donors. So that’s what we did at hatch, we kind of brought a solution that really focuses on the mid size nonprofits, bringing them into this world of data intelligence, helping them understand their constituents in a more holistic fashion.

0:03:05 Moshe Hecht: We deliver what we call a complete human profile by gathering over 80 data points, public data points, for each individual in their database, what they’re interested in, what their lifestyle is, their skills, their interests, their wealth capacity. And that just opens up a whole world of cultivation and solicitation opportunities for that organization.

0:03:23 Taylor Shanklin: Yeah, it’s really interesting to think through all the different data points that we can look at. I mean, it’s like, that’s sometimes the thing that can be almost, like, creepy feeling in the world of marketing and digital and engagement. But at the same time, it can also really help you, if used well, help you really build stronger connections. And I know that that’s what you guys are doing. I’ve been working myself over the years with a number of organizations within the sector of philanthropy that are trying to use data better to create better communication, better relationships.

0:03:59 Taylor Shanklin: And there are those traditional wealth screening things. Like you said, I think, how much money does someone have? But it’s so much deeper than that. Are there any particular data points that you and your team at hatch have found that you’re like, that’s actually the thing that tells us so much more than these traditional wealth models?

0:04:19 Moshe Hecht: I love that question, and I’m going to give you a hard no. And that’s kind of the beauty of what we’re offering. There is no one particular data point that’s going to kind of take this person from a line in their CRM to a three dimensional individual. It’s really about the aggregate of multiple data points, curated and aggregated in a way that can really give character to this person. So when. If you’re just looking at how much they’re giving to another organization or how much their home value is or what kind of assets they have, that tells you, okay, the person’s rich, but it doesn’t really speak to their connection to your organization, their lifestyle, their skills, their interests, their passions.

0:05:08 Moshe Hecht: So when we came to kind of solve for this, we thought that, well, we need a lot more data about the person, about what makes this person at hatch, we call it what makes them tick, what makes them click, and what makes them give. So it’s a combination of dozens of data points, curated properly together, that really bring this person alive. So, above the things that I mentioned before, some of those wealth signaling data, what makes hatch unique is that we’re providing things like lifestyle skills, they’re interested. They like to golf, do they like to swim? Do they like to bike? Do they like to run their career information?

0:05:43 Moshe Hecht: What companies did they work for? What companies are they working for now? What’s their job title at these companies? Have they been featured in the news? What’s their social footprint like? So we have a proprietary social influence score that gives them a zero to 100 score on how socially influential they are. When you look at more data points that build a character, that build an actual living, breathing person, whether you’re a prospect researcher, whether you’re a marketer or you’re a fundraiser, when people look at the hatch profiles, a lot of comments we get is like, I feel like I know this person already.

0:06:15 Moshe Hecht: And that’s the intention. Our intention is to bring data intelligence, to bring such a wide variety of data points that really start to say, okay, this person has a pulse. This person, I can really see that because they like this and this and that and their lifestyle, and they might have wealth capacity, they’d be a perfect participant for this event or for this, you know, specific solicitation or specific program.

0:06:39 Taylor Shanklin: Okay, that’s good. I’m glad you went there, because that’s the thing I wanted to get into next, because we can talk about, like, creating these awesome profiles about people and, like, really understanding them within our organizations. But when it comes down to how do we use it, what are some practical applications that you have seen work really well with taking this kind of insight and then actually doing something really meaningful that, at the end of the day, actually creates movement and impact and mission movement.

0:07:13 Moshe Hecht: So I would say there are. I would break it down into three categories. So the first thing is real time cultivation. So we don’t really think about as nonprofits as that being even possible beyond, let’s say, their birthdays. Right. There’s this common philosophy of seven points of cultivation between every ask. But, like, how many postcards can you send? Right? And people only have a birthday once a year, and you say thank you for the same gift. It kind of gets redundant with our platform.

0:07:43 Moshe Hecht: And I encourage anyone to try to do this in their own fashion. Think about cultivation as being a real time effort. So we have a feed we called hatch Live, where it shows whose birthdays. So that’s a good start. But then it shows who’s been featured in the news in the last few days, who’s tweeting in the last few days, whose stocks jumped or dropped in the last few days. And this gives opportunities for the organization to, in real time, say, hey, happy birthday. Oh, congrats on that article that you were just featured in, or like their tweet, or share their tweet, or don’t, or maybe ask them when their stocks jump or their stocks drop. So real time cultivation, I think, is a new innovation for organizations to start thinking about how to use data intelligence on a person. The second way, I would say on an individual level, when you have all this new information on these individuals, you could start leveraging a lot of the existing new innovations, like generative AI, to make those communications so much better.

0:08:43 Moshe Hecht: So one of the features we have on hatch is a personal content writing assistant called Sirhatch. And what Sirhatch does is at any point when you’re on a profile, it gives you the opportunity, would you like to write a letter to this person, an individual letter? And then in the prompts, one of the prompts, among many of the prompts that we give to the writer is, would you like to leverage some of the personal data, like some of their skills and interests, like he or she is a lawyer, or this person loves to give to this, in this organization, or this person is a CEO at this, in this company.

0:09:17 Moshe Hecht: When we think about leveraging generative AI and leveraging AI to develop content, you really want to make those second and third drafts better. With leveraging this information that you otherwise would not have really transcends what you’re capable of doing with generative AI. And the third level is at scale when it comes to segmentation and when it comes to creating different segments for your major gift campaigns, when it comes to your different peer to peer campaigns, events, all different levels of giving, you want to stop spraying and praying and putting everybody into the same email.

0:09:56 Moshe Hecht: So we allow for you to filter different people by certain criteria and certain qualifications. So let’s say we’re having a golf event at hatch, you could segment all the people who love to golf. So we have basically on their skills and interests anywhere on the Internet where they basically, on their social media platforms, they proclaim to be professional golfer. You know, a lot of people proclaim to be professional golfer, but aren’t. But at least we know that they’re on the golf course, right?

0:10:21 Taylor Shanklin: I.

0:10:22 Moshe Hecht: So you can easily segment the list of your organizations, identify the people that love to golf, put them into a list, and that might only be a list of 50 to 100 people, but that’s now an opportunity for a volunteer to call them individually, to send them more emails than you typically would a person that you hoping they like golf. So those are the three categories, real time cultivation based on this information, tailoring and leveraging generative AI to improve your personal communication.

0:10:49 Moshe Hecht: And the third, using this data to segment for your major gift. Campaigning for your marketing. Campaigning your peer to peer campaigning based on certain lifestyle criterias that will increase the probability of them engaging in that specific ask or that specific type of campaign.

0:11:06 Taylor Shanklin: I love the idea of the live stream that you mentioned. Tell me a little bit more about that. I’m curious about that because I haven’t heard anyone else in this arena talking about a live stream of data.

0:11:20 Moshe Hecht: So far. We’re the only ones doing it. I’m sure a few, there’ll be a few copycats coming up soon, which I encourage. So today we’re spending a lot of time on our social media feeds, and we’re getting a lot of just content being served at us from our multiple different communities, our social community, and then even not our communities, people just figure their way out into our feed through the algorithm.

0:11:45 Moshe Hecht: What we felt would be amazing is to build a feed of just your community. So if you’re a CEO, if you’re anywhere from a CEO to a volunteer at an organization, and you want to have a finger on the pulse of what is happening in your community, hatch Live provides that. So we’re able to stream in information from multiple sources. It’s a pretty complicated technology, but we’ve accomplished to do it at least at a version, one where we’re streaming in onto this feed and it looks like a social media feed.

0:12:16 Moshe Hecht: It’s essentially a real time feed of just what’s going on in your community. So just the birthdays, whether you give us the birthdays or we’ll get some enriched birthdays through public sources, just whose birthday is today. And in the next seven days, the next thing on the feed will have something called celebrations and holidays. So we have every single celebration and holiday in North America listed on this feed.

0:12:43 Moshe Hecht: So today’s Purple Heart day. So that’s obviously, that is a day that would be really interesting to veterans to celebrate. Veterans to celebrate anybody that’s involved in the military. So knowing that that’s Purple Heart Day, you can go and you can segment the list of people who have job titles as veterans or have been in the military. So that’s a great way to just. And every day we have, every single day that’s, that’s coming up. Tomorrow is on the 9th is international day of the world’s indigenous people.

0:13:14 Moshe Hecht: On the 12th is Victory Day. So August 12 is International Youth Day. So there’s always something going on and which is an opportunity for cultivation and keeping that top of mind for the organizations and then allowing them to create lists based on those interests. Further down on the feed is a live feed of news. So anybody in your database was kind of like a Google alerts for your entire database.

0:13:37 Moshe Hecht: And if they’ve been featured in the news, they’ll be featured in Hatch Live. And then you have tweets and YouTube videos of anybody who’s been as a YouTube. So it’s a pretty robust feed that brings in from multiple different data points. And our customers, probably the most popular feature for our customers are like, we have customers that tell us that, like the coffee in the morning, they’re looking at their feed, making sure that staying in touch with everything that’s going on in their organization, that’s really cool.

0:14:04 Taylor Shanklin: Because what I like about that too, is like, one, it’s really taps into this idea that I think about a lot, which is relevance and staying relevant in what’s going on in the world, what’s going on in individual people’s lives who are like, in your audience. And I think that that sort of technology helps the marketing manager at the top level of communications on social media and like broader scale email marketing stay relevant and all the way down at the more bottom of the funnel with your major gift officer who’s going to do personalized one on one outreach.

0:14:43 Taylor Shanklin: You know, so, like, it’s helping the whole team, you know, fundraising and communications, like, tap into just relevant content, you know, relevant ways to engage. That’s really cool. I love that. Okay, cool. So we’ve gone a little bit deep on the platform and some of the things you guys are doing to kind of, you know, like, move the whole sector forward. I’m curious. I like to talk about building community and stories from founders as well. And so you founded charity.com comma. You got first into, you know, the realm of crowdfunding and helping people just engage more people online at that top of the funnel.

0:15:22 Taylor Shanklin: And then you built hatch trying to go deeper into now, how do we engage these people better? Are there learnings that you had from your time with charity and building that company that you brought into this kind of new, more data focused world and platform?

0:15:42 Moshe Hecht: Yeah, I think the biggest learning was what encouraged me to leave charity. Charity is still a great, thriving business. Why would I leave? And I mean, I had an itch, and I think my itch reflects kind of the, probably the single greatest challenge that most mid to large size nonprofits are facing today. And I’m convinced, my opinion is that the single greatest challenge is that they are sitting on gold mines that are not being tapped. So we’re now, I would say probably a decade plus of effective crowdfunding, effective peer to peer campaigning, effective to some degree, online marketing.

0:16:25 Moshe Hecht: Most mid large size nonprofits are sitting on large swaths of data. Now sometimes these data is like stuck in a crowdfunding platform because they haven’t integrated into their CRM. And sometimes their data is just like in a CRM, like, you know, where data goes, like the data graveyard. Like we’re just, they’re just sitting in the CRM and they’re failing to effectively leverage probably 90% of their database, is what I find.

0:16:50 Moshe Hecht: And they’re still just focusing on that 10%, which is obviously their major donors, their most active supporters, their repeat donors, but they’re sitting on these another 90% of donors that are really effectively being ignored. And it’s not because they want to ignore them or adequately engage with them. It’s just that they didn’t have the tools. Like Nike has millions of people in their database and they’re not sending the same sneaker email to sell the same sneaker email to every single person in their database. They are segmenting those people based on the data they have on those people. So they know that Moshe is a runner, or at least was once a runner, and he likes to buy, and he’s a size nine and a half. And his price point of buying shoes is between dollar 150 and dollar 200.

0:17:39 Moshe Hecht: They have all this information on me, whether it’s through past purchases, whether it’s through whatever data sources they’re getting. And they are doing very, very targeted communication to their customers based on what the data is showing, is that they’re most probable to respond to. Nonprofits don’t have a lot of tools that are basically signaling what is the most probabilistic thing that they’re going to take action with. Right. And what’s the way that they’re going to.

0:18:07 Moshe Hecht: What program specific program? What specific ask what specific ask size? What timing is this person most likely going to respond to? Any type of engagement or solicitation. And because they lack the information on those individuals, if you give them what we call a complete human profile, if you start to give them information on this otherwise 90% ignored individuals, if you give them a wealth of information on what makes them tick, what makes them click and what makes them give, you can start to engage intelligently with those people. And it’s not just through email campaigns or through social media campaigns. It’s also through individual connections. If I can identify influencers in my database because of our influence score, then that’s something that the marketing person should say, well, there’s eleven influencers in our database. Like, real legit influencers anyway.

0:18:55 Moshe Hecht: Have we called them? Have we, like, private message them? Have we invited them to a coffee? Like, these people have real megaphones. So I think we’re trying to solve this problem, which is a unique current issue of these large databases, and trying to identify the real gems and the real opportunities within that large swath of information.

0:19:18 Taylor Shanklin: I think that’s such a good point. And I really like how you have phrased it. What makes them tick, what makes them click, what makes them give. That is, I mean, highly applicable to the nonprofit sector. But I’m thinking about, I mean, any marketing funnel, any communications person is thinking about, based on my audience, what do they get excited about? Right? Like, why does it matter to them to engage with us?

0:19:44 Taylor Shanklin: And then how do you get them, with a strong way of communicating, to actually click, and then how do you get that, you know, final hump and give or buy or whatever it is. So I really, I think we’re going to title the episode that what makes them tick, click and give. I like that. A lot of cool. This has been really insightful. I’ve got just kind of one final closing question for you before we wrap up today.

0:20:11 Taylor Shanklin: Is there something that you’re really excited about right now? You know, we’re halfway through the year now, which is weird and crazy. You know, looking at the rest of 2024, anything you guys are doing or you’re personally doing that, you’re just super jazzed about that. You’re like, I want to share this.

0:20:28 Moshe Hecht: Yeah, thanks for the opportunity. So we just launched a new feature at Hatch called Quick Search. So until now, if you wanted to take advantage of hatch and get all this information, you’d have to upload your entire database. And we just launched a new feature where we have a search bar, like a generic search bar that has access to over 250 million people in North America, where you can just put in first name, last name, and maybe just a keyword or a city, state, and you’ll be able to get delivered, get those 80 plus data points on those individuals.

0:21:03 Moshe Hecht: So it’s this open source data intelligence data enrichment platform. So think of it like Zoom info for nonprofits. And we’re not just giving contact information. We’re giving lifestyle, social, career, contact, wealth screening data. I’d love everybody to test it to check it out. It’s hatch AI qs. Hatch AI Qs abbreviated for quick search. And I think it’s gonna be. I’m hoping that it’s going to be kind of just like a desktop tool that any fundraiser who would like to get more insight on the individuals in their organization, to just put in a name and you can see a whole swath of information, public information, all curated from public sources.

0:21:44 Moshe Hecht: Just the magic isn’t that we’ve curated into one single location. So that’s what I’m really excited. We launched that last week. It’s been a lot of really great attention from it.

0:21:52 Taylor Shanklin: All right, well, hey, thanks everyone. I hope this was a really helpful way to think about how to look at data for your organization and how to think about using all of this new technology that’s coming out into our world every day to help us be better communicators and better at engaging our audience. As always, we love having you here on the talking Shizzle show, and we will see you next time.

0:22:21 Taylor Shanklin: Well, hey there. That was fun. I love how much mind blowing and mind opening shizzle our guests bring to us with every episode. We hope you enjoyed the conversation as much as we did. Make sure you hit that subscribe button on your favorite podcast player so that you don’t miss a beat of the Talking Shizzle podcast. And if you’re listening on Apple, be sure to let us know what you thought and leave us a review.

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