Non-Profit Org.US Postage

PAIDJefferson City, MO

Permit No. 256

National Office1731 Southridge Drive, Suite D

Jefferson City, MO 65109

research | reach | results

Changes are taking place in Nebraska. You could call it a pro-life rebranding of sorts. As organizations there learned about the Vitae Foundation’s Right Brain research, they took it to heart and in return are changing hearts and the pro-life landscape in the Cornhusker State.

Vitae’s Research and Education Manager Megan Drapa has been busy over the last two years, speaking to various groups, including the Nebraska Catholic Conference (NCC) and the Archdiocese of Omaha. The NCC asked Vitae to present on positive messaging and the healthcare brand findings gleaned from Vitae’s most recent “Saving Grace” study. Drapa introduced the importance of Vitae’s “pro-woman” research-based messaging while talking about abortion and these groups took notice.

Abortion Reversal Pill LegislationThe NCC just helped pass an Abortion Pill

Reversal bill that mandates abortion providers inform women receiving RU-486 chemical abortion pills that they can change their minds after taking the first pill, and they must offer information about the abortion pill reversal process. Over half of all abortions in Nebraska

today are “medical” or “chemical” abortions – those caused by abortion-inducing drugs.

“We went in there stating this was pro-woman, pro-information, pro-life and pro-choice, which was accurate for what we were trying to do,” stated Marion Minor, NCC’s Associate Director for Pro-Life & Family.

In talking to legislators, Minor said the research gave them the tools that they didn’t previously have. Having the research to back up what they were talking about gave pro-life lobbyists the confidence to speak to lawmakers and to be

affirmed and empowered to do the right thing.“Almost all the messaging that we used

was oriented toward being pro-woman, being pro-information, helping empower a woman to make an informed decision and giving her resources to do that,” Minor explained.

When the NCC decided they were going to pursue this, they knew even if it didn’t pass, they were going to raise awareness of the abortion pill reversal process. Along the way, they changed hearts and minds—and helped more women in the process.

PAGE 2President’s Report: Efforts Being “Ramped Up” on All Fronts

PAGE 3Research-Driven Health Handbook in Development for Middle Schools

PAGE 4Did You Know?Pregnancy Help Centers Offer Multitude of Services

Vitae Free Media Saves Lives

PAGE 5Vitae Ads Not Affected by Google Disclosure Policy

PAGE 6Memorials & Celebrations BACK COVERUpcoming Vitae Events

Vitae Research Changing the Culture in Nebraska By Martha Schieber

Inspiring a Culture of Life

Call 573-634-4316 or visit VitaeFoundation.org/events today!

1731 Southridge Drive, Suite D l PO Box 791 l Jefferson City, MO 65102-0791573-634-4316 l FAX: 573-635-1383 l VitaeFoundation.org l © Vitae Foundation 2019 Visit our website for state registration information. l Models were used for illustrative purposes only.

Upcoming Vitae Events

St. Joseph Pro-Life EventKeynote Speaker: Star ParkerTuesday, October 29, 2019St. Joseph, Missouri

St. Charles Pro-Life EventKeynote Speaker: Candace OwensThursday, November 7, 2019St. Charles, Missouri

Giving Tuesday Remember Vitae on this nation-wide day of giving! Tuesday, December 3, 2019

October 2019

The Research gave them the tools

they previously didn’t have.

continued on pg. 3

Coming in 2020...

Jefferson City Pro-Life Event Keynote Speaker: Trey Gowdy Monday, March 9, 2020 Jefferson City, Missouri

St. Louis Pro-Life Event Keynote Speaker: Trey Gowdy Tuesday, March 31, 2020 St. Louis, Missouri

2 7research | reach | results

Efforts Being “Ramped Up” on All Fronts

research | reach | results

Our dedication to research is the “niche” that sets us apart from other pro-life organizations, but we aren’t

hoarding it for ourselves.

From The President “For it is in giving that we receive.”–St. Francis of Assisi

Recently, I came across one of our old subway ads tucked away in a closet here at Vitae. What memories

that evoked! I’ve been fortunate to be a part of Vitae for over 20 years and have seen numerous changes in

our approach to reach women with positive messages about life. We began with attitude-changing TV ads

and then transitioned to call-for-help ads. We added billboard messaging and transit ads, such as the one that

was placed on the New York City subways. As the internet grew, we transitioned to digital marketing, now our

primary marketing venue.

Through all these changes, we maintained a solid commitment to our research findings. Working with

Dr. Charles Kenny (RightBrainPeople.com), we’ve conducted seven Right Brain studies delving into the

emotional motivations that drive abortion decisions. In addition, we’ve conducted numerous marketing studies.

The Right Brain research provides the right message. The marketing studies provide the most effective venues

to reach our audience. You might say that everything we do at Vitae is a research initiative!

Our dedication to research is the “niche” that sets us apart from other pro-life organizations, but we aren’t

hoarding it for ourselves. As you’ve read in previous newsletters and heard at events, Vitae’s research and

its application are blessings that we are sharing with the pro-life community. We have already presented to

Pregnancy Help Centers and our pro-life peers through our National Training Initiative (NTI). As word spreads

about our NTIs, we are being bombarded with requests. Fulfilling them as well as creating new opportunities

will be a primary focus for 2020.

At our core, we have always been a research organization. When Vitae began, its Founder Carl Landwehr

asked business leaders and marketers how to best market “life.” Since then, Vitae’s research has made a

tremendous impact in messaging to save lives. For example, findings from our first study, “Abortion: A Failure

to Communicate” (available on our website), changed the way we communicate with an abortion-minded

woman. Prior to that study, messaging focused on the baby. Our findings indicated the message must be

directed to the woman. If she sees the baby as causing “death of her future self,” that fear must first be

addressed. For her, the “Choose Life” message has a totally different meaning. When she chooses abortion, she

is choosing life—her life.

Vitae may have the world’s largest knowledgebase on abortion decision-making, but we are not content

with that alone. We’ve begun exploring topics for our next study with Dr. Kenney, and already have three

marketing studies planned. We are committed to further explorations into the most effective messaging to

save lives.

There is an urgency to our work. As abortion becomes more “normalized” in our culture and abortion

pills become more available online, we must act now. We’re “ramping up” everything from our research

initiatives to our fundraising efforts to our marketing strategies. I’m relying on your prayers and financial

support to take advantage of the tremendous opportunities God is placing before us. He is asking more of

us than ever before. Please join with all of us at Vitae in responding with a loud “YES”!

Respectfully,

Debbie StokesPresident/CEO

The most important value legacy that you leave in this life will be how the next generation respects life. Your gift through an estate plan will help promote the value and dignity of human life so that the next generation will never forget that life is a gift from our Creator.

Our nation’s tax system has long encouraged charitable giving. For example, gifts to qualified charitable recipients may be deducted from income that otherwise could be subject to tax under federal law and the laws of many states.

Congress has renewed special incentives to make charitable gifts through retirement accounts. Those 70 1/2 years of age or older can now make tax-free charitable gifts from Individual Retirement Account (IRA) funds. People over 70 1/2 years of age are required to make Minimum Required Distributions (RMDs) which are not taxed if they are diverted to a 501(c)(3) charitable organization.

Donors with traditional or Roth IRAs can make tax-free gifts of up to a total of $100,0000 per year directly to qualified charities. A couple with separate IRAs each can make gifts up to $100,000.

Since this gift-giving opportunity does not increase the taxable income of the donor, it additionally benefits those who may be concerned with the negative impact of additional IRA income to their taxes. For example, this additional income may negatively affect their deduction limits, such as for charitable gifts, as well as the taxation of Social Security benefits.

As Vitae does not provide legal or tax advice, you should visit with your financial planner or tax advisor to facilitate a gift to the Vitae Foundation. To learn more about these and other gift-giving options available for donations to Vitae, contact Carl Landwehr at 573-634-4316.

It’s October, and Fall has arrived. Many of us may be recognizing

Respect Life Month or a local 40 Days for Life event. Would

you be willing to help Vitae build a culture of life every

month? Recurring monthly donations are an easy and affordable

way for you to make a positive impact on the lives of women

facing an unplanned pregnancy. Scheduled gifts enable the

Vitae Foundation to more easily project our revenue, which

gives us more confidence when making decisions about

expanding our programs or conducting more research to

reach more women in need. If you aren’t ready to commit to

monthly giving, we would still greatly appreciate your support.

Consider a Charitable IRA Year-End Gift to Vitae

Respect Life MonthThere are a variety of ways to give

this time of year. As you begin preparing for your end-of-year giving plans, please keep Vitae Foundation in mind. It is only with our

donors’ help that we can apply our research to build a culture of life and ultimately make

abortion unthinkable.

As you plan, please keep these opportunities in mind:

*#Giving Tuesday (December 3)

*Charitable IRA (see related article)

*Gifts of publicly traded stock

*Gifts of mutual fund shares

*Gifts of real estate and shares of closely held stock

*Charitable gift annuity

*Vitae Endowment

Matching the right giving option with your personal and family goals can be very gratifying. Thank you for helping us build a future where life is respected by all.

Make Plans for

GIVING

Memorials & CelebrationsIn Honor Of In thanksgiving for the sale of my sister and brother-in-law’s home Kristin Martin Jerry and Kaye Meiners John FellowsButch & Anita Wagner

Michael Mundell’s Birthday Thom Mundell

Rachel Blackmore’s Birthday Carol Forbus-VeilletteMary HillAngie HullClifton & Bev Ehlen

Rik Combs’ Birthday William DettmarJanet LamanPat Van Thull

In Memory OfAdolph & Margaret Bax Joseph & Bernice Bax

Betty Jane Gildehaus Joyce Unnerstall

Betty Schulte Jane Herbst

Catherine Martin Charlie & Millie Bernskoetter

Donald Moore Carolyn Sarginson

Dorothy Wegman Don & Ruth Ann Schnieders

Dorvon “Chuck” Lewer Jeffrey Foot Ken & Marilyn HagerDouglas KoesterWayne & Janice KuhlChristopher & Annette LewerDavid & Kelly MeinersJon & Carla Morrison Jack & Gloria Shelton

Esther Koch Clinton County Citizens for Life

Jack VanLoo Wanda VanLoo

Janet McDonald Jackie Grawe

Jean McClellan Victor Carrillo

Jim Steinbruegge Don & Ruth Ann SchniedersTony & Pat Wall

Joan Hughes Jerome Hughes

Joan Teresa Rowland Freeman Steve & Cindy Freeman

John F. Daniels James BakerMr. & Mrs. Steve BrownHelen BuckGary & Sheri CahillWally & Barbara DanielsJim & Vicki FrerichsLeo & Kay HalloranAnthony & Diana PenningtonAllan VerhulstPaul AndersonPhil & Joyce Brokaw

Leo & Betty HoelscherJoseph & Bernice Bax

Leta Twehous Rick & Debbie Stokes

Lisa J. AboodKatie Judson

Lorraine Kehoe Bob & Rosie Verslues

Marilyn Korsmeyer Lillie Luebbering

Mary Therese Ismert Little Flower Foundation

Michael Watson Wanda VanLoo

My Mother Judy Carlson

Nancy Fay Mark & Susan AltomariBob & Margo BenoitGlen & Lenore EhrhardtFarm Power Lawn & LeisureJames & Candy GarbCarolyn & Daniel HowellJanet D West Counseling & Consulting LLC Charlene JayamanneCarl & Carolyn LandwehrRussell & Wanda McCampbellKathy Lou NealeThe Business Advantage

Grace and Albert Jansen Jeanne Porting

Ruth Rockers Kay Bode

Sally Chapman Clarence & Shirley DenklerDon & Ruth Ann Schnieders

Virginia Elmgren Robert & Gail Seyl

Will Pearson Tom & Cindy Pearson

William G. Kromer Sparky & Karolyn CarverJohn & Susan GoeddeLarry & Grace HoffmannCarl & Carolyn LandwehrEddie & Ann MulhollandBill & Susie PerkinsGary & Melinda SandersDon & Ruth Ann SchniedersRick & Debbie Stokes

Zachary Craig Hammann Jenn HammannFred and Maggie Schmitz

Honor Your Loved OneAs you check your upcoming Christmas list, you may want to honor loved ones who are no longer with us. What better way to memorialize your parents, grandparents or any loved one who was passionate about saving women and their babies from abortion. Not sure what to give the person who has everything? Why not give them a Vitae Tribute in their name? Go to VitaeFoundation.org to make your gift or send a check with the names of your loved ones you wish to honor to: Vitae Foundation, 1731 Southridge Dr., Suite D, Jefferson City, MO 65109.

6 3research | reach | resultsresearch | reach | results

Last year it was announced that Vitae Foundation’s research would

be used in the middle school reproductive health curriculum in the

Kansas City, Kansas Archdiocese. In honor of Archbishop Joseph

Naumann’s pro-life vision, Vitae wants to combat the Culture of Death

by equipping our children with tools to address the pro-death rhetoric

they encounter every day.

“This is so exciting,” according to Vitae’s Research Associate

Megan Drapa. “We are getting it right. I’ve watched this movement,

and when they said, ‘Don’t lead with chastity,’ we asked, ‘What do we

lead with?’ Then Planned Parenthood filled the void. We are not going

to let them remain filling the void while we stay silent. We’re going to

give the kids full knowledge and empowerment.”

This research-based handbook will automatically compliment

Theology of the Body and other theological-based reproductive health

programs currently in use. It will also be able to stand alone as its

own resource. It is being written by Teresa Kenney, a health nurse

practitioner associated with Dr. Thomas Hilgers, founder and director

of the Pope VI Institute in Omaha, Neb.

“We hope it will be THE go-to book!” Drapa stated. “The handbook

will open up the dialog on a whole new perspective. It’s exciting because

it’s the piece of the pie that’s been missing in the conversation.”

The goal of the project is to empower our youth to be messengers

for a Culture of Life. In addition to learning about reproductive health

that relates to this age group, it will also give them the tools to

communicate their convictions in a way that will move others—saving

lives and families—instead of polarizing them further.

continued from pg. 1

Rebranding Pro-Life MessagingMeanwhile, the Archdiocese of Omaha has had

similar results when presented with Vitae’s pro-woman messaging approach. Whitney Bradley, Coordinator of the Respect Life Apostolate in the Archdiocese of Omaha, says it changed how she does her job.

“I was basically preaching to the choir. I realized I needed a paradigm shift. It was at this point that Vitae Foundation waltzed in and dropped the tool to affect change into my lap,” Bradley stated. “Here was scientific data on what the culture is thinking on the issue of abortion. All we had to do was apply the research to our messaging.”

Bradley pushed up her sleeves and dug in. With Drapa’s help on the research side, Brandley went about rebranding the pro-life message within the Archdiocese. She started with her Parish Pro-Life Coordinators. She also held Round Table discussions, bringing a variety of pro-life stakeholders together.

“The information speaks for itself, but what is needed for it to thrive is a safe space for like-mined people to meet and to discuss the implications of the research for their particular audiences, like the parish community, the abortion-minded, the legislator, the patient or client,” Bradley said. “As people heard the message repeatedly from various sources (those key stakeholders), it began to take root in the culture of the Archdiocese.”

Bradley also coordinated her efforts with the Nebraska Catholic Conference, and today there is a handbook for their state-wide parish coordinators and those in pro-life ministry which now contains Vitae’s impactful research. There is also a booklet that contains information on Vitae’s research for Nebraskans who attend the annual March for Life.

Research-Driven Health Handbook in Development for Middle Schools

Did You Know?

Pregnancy Help Centers Offer Multitude of ServicesYou are aware of the lifesaving work that Pregnancy Help Centers (PHCs) are engaged in every day in this country. It’s why the Vitae Foundation works tirelessly to make sure that when someone Googles for abortion information, one of these centers comes up before information on an abortion provider. You may be surprised at the services many of the 2,700 PHCs offer :

PHCs will provide women an advocate who can refer to agencies that may be able to help with other areas of concern:

An unintended pregnancy and a Vitae ad may lead a woman to a PHC, but the intake process can reveal several issues that need to be addressed—ultimately helping a woman in more ways than one. This is in stark contrast to what women will find where they are selling abortion.

m Pregnancy education classes,m Parenting classes for both mom & dad m Life skills classes,m Counseling for men,m STI/STD testing & treatment,m Pregnancy tests,m Ultrasounds,

m Comprehensive abortion education,m Abortion pill reversal information,m After abortion help,m Post abortion counseling, m Blogs with topics like Morning After Pill.

m Medicaid registration,m Doctor referrals,m Adoption counseling,m Accommodations in local maternity homes,m Housing referrals,

m GED classes,m Counseling,m Utility assistance,m Food assistance,m Domestic violence, & Sex trafficking.

4 5research | reach | resultsresearch | reach | results

Sonya Rice, Executive Director of Parkville Women’s Clinic, says they’ve seen a significant increase in growth since collaborating with Vitae. Most of the women they encounter are looking for abortion. (Which means the ads are working!)

“Sapphire” came in wanting abortion information. As the nurse told her about the abortion procedure, tears ran down her cheek. She was given an ultrasound, and she saw her baby at 9-weeks. Her response: “I don’t think I can do this.” Did she mean she couldn’t go through with the pregnancy? Sapphire explained, “I’m keeping my baby. I can’t thank you enough.”

“Stephanie” came to Parkville Women’s Clinic also looking for an abortion. She told them, “My boyfriend supports me as long as I choose abortion.” When the nurse discussed abortion, Stephanie flinched. It was too early for an ultrasound, so they scheduled one for two weeks later and gave her prenatal vitamins, just in case. Two weeks later, she and her boyfriend came in for the ultrasound, and they saw the heartbeat. Stephanie looked at the screen and said, “That’s our baby!” Another decision for life was made that day.

Sonya Rice says that without Vitae’s marketing they wouldn’t see the number of women they see. In fact, so many are coming for classes that they are outgrowing their facility! Sonya said, “We love Vitae because they are the ONLY pro-life organization who is doing the marketing for free. On top of that, they share their research with the centers. We are so blessed to have this

support from Vitae.”

Since June 17, Google has enacted its new policy to run the “Does not perform abortions” disclosure on ads for Pregnancy Help Centers (PHCs). It was in response to the effectiveness of PHC ads over those of Planned Parenthood and the abortion industry. How has this policy affected the ads run by the Vitae Foundation? It’s just what was predicted.

Before the policy went into effect, Vitae’s Director of Research Application Kenney Newville said that, due to our honest messaging and researched-based approach, none of our ads would have to be altered to fit the new policy.

“What was unknown was whether a woman would see the words ‘Does not perform abortion’ and immediately pass over our ad. After almost three months of data, you would think we would have seen a dip if we were going to see any, but we haven’t. The disclosure that the abortion industry demanded of Google has not had the effect they were hoping, at least not for us,” Newville stated. “Overall our numbers are steady or have increased.”

When taking a deep dive into the numbers, a snapshot of 19 PHCs in the larger markets across the country show an average 969 conversions per month. That means that Vitae continues to reach and connect almost 1,000 abortion-determined women per month in those markets.

In the month of August, there was an average of 16,425 clicks on Vitae ads in the larger markets. That average was better than earlier months this year, before the disclaimer went into effect.

The same can be said for Missouri PHCs where Vitae ads fuel the Knights of Columbus’ Meet Life Campaign. Overall,

Missouri’s numbers are holding steady with no downward slide.“What we’re also seeing is that sometimes, when the clicks

are lower, it doesn’t necessarily affect the conversion rate,” Newville stated. “If a woman needs help, she’ll find it! We are reaching more women who need these life-affirming centers the most.”

Here are two examples of people reached with Vitae ads. Remember, when we talk about numbers, we are talking about people with an unintended pregnancy who are unaware of options. Their comments were left on the landing pages created by Vitae. These pages are critical in connecting women and men with PHCs who believe abortion is their only option.

“My boyfriend doesn’t know I’m getting an abortion, he’s against it. We aren’t ready to have a baby yet, if I were to take the abortion pill and then go to the hospital like I had a miscarriage, will they be able to tell I took the pill through my blood?”

“I really need help. My girlfriend is pregnant, and we know for a fact that we want an abortion. Simply because we cannot raise a child in our state/situation. We are only 17 and we are seeking help and cannot tell our parents. Please help us. This is life changing.”

If these two individuals had not replied to a Vitae ad, they most certainly would have ended up at a place without any options counseling.

“Vitae is a net to help capture clients for these centers. The abortion industry can try to control our efforts to reach those in need, but we’re resolute in doing just that—reaching them first!” Newville stated.

Vitae Ads Not Affected by Google Disclosure PolicyVitae’s Free Marketing Increases Client Load at Parkville Clinic