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VITAE FOUNDATION

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. 

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 Judy Borst Digital Information Console, developed by Vitae, also provides any Center who signs up to instant 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.

Mission

We encourage a culture of life through research-based messaging. 

Vision

We envision a time when cultures embrace the gift of life, making abortion unthinkable. 


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. 


Are you a Pregnancy Help Center?

Speaker Endorsements

  • Getting the verbiage right is vital. The money Vitae is investing makes us go a lot further, to the point that we’re a huge annoyance to Planned Parenthood of the Great Northwest and NARAL Pro-Choice Washington.

    Hasselbeck tells Vitae Donors to Lean InKim Triller, Executive Director of Care Net of Puget Sound - Seattle, Washington
  • For any pregnancy center serious about reaching, engaging, and supporting abortion-minded women, familiarity with the research and messaging strategies produced by Vitae is essential.

    hasselbeck inspiresLeanna Baumer, Executive Director of Assist Pregnancy Center - Annandale, Virginia
  • My abortion was not about birth control—it was about fear. Fear of ruining my current reputation and future dreams. Fear of people finding out I wasn’t a “good” girl. Someone finally understood why I had an abortion and had research to support it!

    Georgette Forney, Silent No More
  • The masters of media are the people defining the moral value system…that is why what you’re doing [Vitae Foundation] is of such vital importance. You are saving lives.

    Oliver North, U.S. Marine (Ret.), Author, Fox News Correspondent
  • The Vitae Foundation is at the forefront of where this movement needs to go, and I really applaud you. You’re changing minds, you’re changing hearts, and the world is a better place for your vision.

    Sean Hannity, TV Host
  • Everybody should ask this question: If you didn’t show up, who would miss you and why? If Vitae hadn’t shown up, think of the babies today who would not be here if it weren’t for them. That’s the greatest contribution we could make to our fellow human beings.

    Lou Holtz, Former Coach - Notre Dame Football
  • I’ve been overwhelmed with this idea of legacy. What do we want to be remembered for? The legacy we’re talking about is a legacy like Vitae and how they are changing—no, not changing, but saving lives.

    Mike Matheny, Manager - Kansas City Royals
  • While there are many different avenues and many different ways all of us in the pro-life movement are trying to change the culture of America to a pro-life culture, the fact is what Vitae is doing is truly one of the most—if not the most innovative approach that exists anywhere in America today. And the results are astounding.

    Mike Huckabee, former Governor of Arkansas

Donate

Donate today...save a life tomorrow. Vitae needs your help! If a woman contemplating an abortion doesn’t see Vitae’s messaging, she ends up at an abortion facility instead of a life-affirming Pregnancy Help Center. It’s that simple. Please donate today.

How Can You Help?

It's lifesaving! If you have a passion for Vitae's mission, you can volunteer in a number of ways—at our headquarters in Jefferson City, Missouri, or at one of our events across the country. We would love to meet you!

Contact Us.

If you are interested in learning more about the work of the Vitae Foundation and how you can help, please contact us. We want to hear from you.