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The web page states the following, "What makes Hatchfund different than other crowd funding sites? Hatchfund, powered by AIM, is a charitable organization that hosts an online creative community focused on outstanding artists in America." We saw that the web site said " We collaborate with artists throughout their fundraising campaigns." It also said " An artist is likely to raise more money for their project here than on similar sites. All donations are tax deductible. Supporters get an immediate tax deduction, which creates an incentive for giving. What is a Match Fund? All Match Funds." The header had artists as the highest ranking optimized keyword. This keyword is followed by art, social, and network which isn't as urgent as artists.