I've noticed most of those types of groups essentially use self-improvement as the vector to ship the hate message. Which is pretty classic cult behaviour in the end: build a support network, isolate people from other networks (by making them evangelists for you) and then threaten to cut them off if they don't go long with the rest of the message.
This is also how non-hate groups rope people in -- Scientology, for example, literally starts with the premise that they can help you improve yourself from t=0.
