by Andrea Trudden, Vice President of Communications and Marketing

Across the nation, a small but growing trend is emerging that deserves our attention. Abortion advocates are beginning to launch their own versions of “pregnancy centers,” modeled after the life-affirming organizations you and I have faithfully served for decades. A recent Mother Jones article highlights one such example in Arkansas, where an abortion-support organization has opened what it calls a “pro-choice pregnancy center.” Others in Indiana and Ohio have similar models.

On the surface, these centers may look like ours: they offer free pregnancy tests, ultrasounds, parenting classes, baby supplies, and even housing. For years, however, the very same voices now applauding these initiatives have criticized our centers as “fake clinics” and warned women to avoid us. The hypocrisy is clear—but so are the potential challenges this trend brings to our movement.

What This Could Mean for Pregnancy Help

1. State Funding Competition
   Many of our centers choose to operate independent of government funding, while others accept state support for certain of their educational programs. As some pro-abortion centers adopt the outward form of pregnancy help, some lawmakers and officials may see them as eligible for state funding. This could redirect taxpayer funds to support a pro-abortion mission and weaken the ability of pro-life organizations to serve women effectively.
   
   
2. Marketing Confusion
   To the public eye, both types of centers may appear similar. Without clarity, communities may not distinguish between life-affirming pregnancy help and abortion-connected initiatives. This could blur the identity of the pregnancy help movement, which has always been grounded in serving women and protecting life.
   
   
3. Outreach Challenges
   When “pro-choice” centers use similar language—offering “support,” “options,” or even “pregnancy resources”—it may confuse clients seeking authentic, life-affirming help. Women may not know if the place they walk into will actually champion both them and their babies.

What We Must Do Now

In this moment, it is more important than ever that our centers are crystal clear about WHO we are and WHAT we do.

• Highlight What Sets You Apart
  Emphasize the long-term, holistic support you offer: parenting classes, housing referrals, baby supplies, relationship resources, emotional and spiritual care—support that continues well beyond birth and at no cost to women.
  
  
• Educate Your Supporters
  Make sure donors, churches, and community partners understand the difference. They need to know that when they support your center, they are ensuring women and babies are embraced for the long haul—not steered toward abortion.
  
  
• Stand firm on the Commitment of Care and Competence
  As Heartbeat International affiliates, every center agrees to abide by Our Commitment of Care and Competence, which ensures services are provided with honesty, integrity, compassion, and the highest standard of care. This commitment—grounded in truth and professional excellence—is what sets pregnancy help organizations apart from any imitation. It guarantees that clients receive not only free and practical resources but also respect, dignity, and hope in their time of need.
  
  
• Strengthen Your Outreach
  Share real stories. Show the faces of families changed because of your work. Authentic testimony cuts through confusion and makes your mission unmistakable.

Our Call Forward

The emergence of “pro-choice pregnancy centers” underscores one powerful truth: the pregnancy help model works. The services you offer are so effective, compassionate, and necessary that even those who oppose our mission are imitating them.

Let us take this not as discouragement, but as confirmation that what you do every day is changing lives. As imitators arise, our task is to stand firm, speak clearly, and continue serving with loving, life-saving excellence—so there is never any doubt about the difference life-affirming pregnancy help makes.

Together, we will ensure that women in every community know the truth: we are here for them, we are here for their children, and we are here for life.