Our Reach
Right Brain Research and Messaging
for a Culture of Life
The Vitae Foundation has become a resource and standard bearer for pro-life both nationally and internationally. It is unique in that it is the world’s leader in research of abortion decision-making and how best to apply that to marketing messages. Vitae is the only organization with three decades of psychological research to effectively craft message about the abortion issue. In addition to crafting the right message and testing that message, Vitae designs marketing strategies for effectively delivering that message to not only reduce the number of abortions but also change the culture.
As a non-profit, Vitae is an educational organization focused on creating a Culture of Life by building upon the research we’ve cultivated on abortion decision-making, sharing that research with other pro-life entities and reaching women and helping them find life-affirming alternatives when faced with an unplanned pregnancy.
A Model to Ensure Bigger Impact
With over $3 million invested in Right Brain and market research, the Vitae Foundation retuned its business model to be more laser-focused on campaigns in places where abortion is pervasive. Instead of trying to be all things to all people, the focus is on the art and science of what works in marketing to the abortion-determined woman and then sharing it with those who can benefit from it, at no cost to them.
Vitae has Alpha Centers in locations across the country who serve areas where abortion numbers are epidemic. In some places there are more abortions then live births. This model allows us to be more intentional in critical markets while at the same time share what we learn with more Centers than ever before.
Vitae also works with its Legacy Centers, those associated with the Meet Life program in Missouri, in addition to special projects.
Research in Action
Vitae’s Research Application Department assists with new website builds, Search Engine Optimization (increasing website traffic by increasing the visibility of a website or web page), Google Search (providing the right words to attract abortion-determined women while searching for abortion online) and social media to help brand the Centers.
By continually doing its own research, pioneering new ideas and giving them away to the pro-life world, Vitae will continue to be like no other pro-life organization out there. This follows the philosophy of “Give a man a fish, feed him for a day. Teach a man to fish, feed him for a lifetime.”
Vitae also believes in providing no cost help to non-Alpha Centers. For example, if any center calls and asks questions about marketing campaigns being conducted for them by other companies, Vitae will continue to provide insights as a “Marketing Agency Watchdog,” which in the long run, will help save Centers valuable marketing dollars.
The Vitae Vault, developed by Vitae and provided for by the legacy of Judy Borst, provides any Center who signs up access to this vital marketing information. Another educational aspect of the model includes the National Training Initiative (NTI) to be conducted across the country. This includes presentations on the research and how it’s being applied. The audiences for these trainings are Centers, pro-life peers (organizations), and donors.
Are You A Pregnancy Resource Center?
Applying the Research
Focusing on the art and science of what works in marketing to the abortion-determined woman is Vitae’s expertise. Applying its research has allowed Vitae to develop strategic digital marketing campaigns for select Pregnancy Help Centers across the county. With messages of hope and empowerment, we reach women considering abortion. The areas selected are places where abortion numbers are epidemic.
Vitae’s Research Application Department assists with new website builds, Search Engine Optimization (increasing website traffic by increasing the visibility of a website or web page), Google Search (providing the right words to attract abortion-determined women while searching for abortion online) and social media to help brand the Centers.
Vitae is also able to apply its research with centers associated with the Meet Life program in Missouri, a joint venture with the Missouri Knights of Columbus.
Sharing the Research
Vitae takes its expertise on marketing to the abortion-determined woman and then shares it with those who can benefit from it, at no cost to them. This model allows Vitae to be more intentional in critical markets, while at the same time share what we learn with more centers than ever before.
Vitae also shares its messaging research with pregnancy centers via National Training Initiatives (NTIs) and the Judy Borst Digital Information Console. The NTIs include presentations on the research and how it’s being applied. The audiences for these trainings are pregnancy centers, pro-life organizations and donors. The Judy Borst Digital Information Console, developed by Vitae, will be enhanced by new developments in Vitae’s research and in communication strategies. The Console provides centers instant access to this vital marketing information.
This model allows Vitae to be more of a “Research & Education Organization,” not just a marketing agency. By continually doing our own research, pioneering new ideas and giving them away to the pro-life world, we will continue to be like no other pro-life organization out there.