What Vitae does

Vitae Foundation is a 501(c)(3) nonprofit organization founded in 1992 by Carl Landwehr and headquartered in Jefferson City, Missouri, that conducts proprietary research on abortion decision-making and translates findings into messaging strategies and digital marketing support for the pregnancy help center network. The organization's core methodology, Emotional Research, was co-developed with consumer psychologist Dr. Charles Kenny of The Right Brain People and comprises 12 dedicated studies supported by over $3 million of cumulative research investment. Vitae operates a 10-center Alpha Center test network (each receiving $65,000 for digital marketing), runs Google Ad campaigns and SEO-optimized landing pages that route women searching abortion-related terms to pregnancy help centers, and has documented outcomes of 80,757 ad clicks and 17,279 connections to pregnancy centers.

The organization's product surface includes the Vitae Research Institute (research dissemination sub-brand), Vitae Vault (platform for verified pregnancy centers), the Pro-Woman Approach messaging framework (used in 37 countries), the National Outreach Team (speaker/training service), and in-person pregnancy center training. Distribution is non-transactional: all research and messaging is provided free of charge to pregnancy centers, pro-life organizations, medical professionals, pastors, policymakers, and media leaders, with major institutional users including Heartbeat International, Care Net, Sidewalk Advocates for Life, 40 Days for Life, and Students for Life.

Revenue is generated entirely through donations, fundraising events (the Jefferson City banquet draws up to 1,200 attendees; additional regional pro-life dinners in Springfield, Dallas, and Kansas City plus the Woody Bogler Memorial Pro-Life Golf Classic), monthly recurring giving, and legacy/planned giving programs including the Naumann Giving Society. The organization is governed by an independent Board of Directors and led by President Brandy Meeks (appointed 2022), with C-suite functions covering philanthropy, communications, operations, research, and digital marketing.

Name

Vitae

Legal name

Vitae Foundation

Website

https://vitaefoundation.org

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

251–500 employees

Short description

Vitae Foundation is a Jefferson City, Missouri-based 501(c)(3) nonprofit that conducts proprietary Emotional Research on abortion decision-making and freely distributes research-based messaging strategies and digital marketing support to a nationwide network of pregnancy help centers and pro-life organizations.

Ownership category

akta.pro rank

Product category

Pro-Life Research Services

NAICS

Marketing Research and Public Opinion Polling (541910), Voluntary Health Organizations (813212), Other Individual and Family Services (624190)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311), Services-Management Consulting Services (8742)

akta.pro primary industry

Maternal, Child & Family Health Organizations (BPAGACAF)

akta.pro secondary industries

Disease-Specific Research & Support (e.g., Cancer, Diabetes, ALS) (BPAGACAA), Global Health Research, Evidence & Technical Assistance Organizations (HLAJAKAN)

Keywords

• Emotional research methodology
• Pro-life messaging strategy
• Pregnancy center support
• Nonprofit research organization
• Consumer psychology research

Headquarters

HQ city

Jefferson City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Donations and Charitable Contributions: As a 501(c)(3) nonprofit organization, Vitae Foundation's primary revenue comes from donations from individuals, organizations, and foundations. The organization encourages both one-time and recurring monthly gifts from donors. Monthly donors are described as the backbone of the organization.
2. Fundraising Events: The organization hosts large annual fundraising banquets, regional pro-life dinners, and golf tournaments. The first backyard barbecue in 1992 raised $18,000 with 40 attendees; events have grown to as many as 1,200 attendees.
3. Legacy Giving and Planned Gifts: The organization offers legacy giving programs, monthly giving, gifts of cash, gifts of stock, and The Naumann Giving Society as named giving societies. In-kind donations, memorial and tribute funds, and vehicle donations are also accepted.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Vitae Foundation conducts proprietary Emotional Research on abortion decision-making and translates those findings into research-based messaging strategies, digital marketing support, and training for pregnancy help centers and pro-life organizations. The organization operates the Vitae Research Institute (research arm), Vitae Vault (platform for verified pregnancy centers), and an Alpha Centers testing program that validates strategies in real-world settings. All research and messaging is freely distributed to the pro-life movement, with the organization funded through charitable donations, monthly giving, and fundraising events.

Product overview

Vitae Foundation is a nonprofit organization that facilitates lifesaving research about abortion decision-making and applies findings to create messaging strategies. The organization operates through its core products: Vitae Research Institute (research arm), Vitae Vault (resource platform for pregnancy centers), and the Alpha Centers Program (test sites for marketing strategies). Key offerings include Emotional Research Methodology (their proprietary research approach), the Pro-Woman Approach messaging strategy, Digital Marketing Services for pregnancy centers, a National Outreach Team for education and training, and Pregnancy Center Training programs. The organization has conducted 12 dedicated studies with over $3 million invested in research to understand the psychological dynamics that motivate women facing unexpected pregnancies.

Differentiator

Problem solved

Functional benefit

Brands

• Vitae Research Institute: Research division that conducts emotional research studies on abortion decision-making and provides evidence-based messaging resources.
• Vitae Vault

Products and services

• Vitae Research Institute An affiliated research division that houses Vitae's Emotional Research findings and provides evidence-based research and messaging resources to the public, pregnancy centers, and the broader pro-life movement. Helps defeat misinformation and equip audiences with pro-woman messaging.
• Vitae Vault An online platform that provides verified pregnancy centers with access to research-based messaging and strategies so they can be more effective in reaching abortion-determined women and connecting them with life-affirming resources.
• Alpha Centers Program A nationwide program of 10 hand-picked, demographically diverse pregnancy centers that serve as live testing environments for Vitae's research-based messaging strategies. Each Alpha Center receives $65,000 in digital marketing investment and serves as a real-world proving ground before national distribution.
• Digital Marketing Services Services that help pregnancy centers build SEO-optimized websites and landing pages packed with key search terms, and manage Google ad campaigns to reach abortion-determined women online. Connects women considering abortion with pregnancy help centers in their area.
• Pro-Woman Approach Messaging A woman-centered, non-confrontational messaging strategy that invites audiences to reconsider abortion decisions without politically charged rhetoric or accusatory undertones. Has been adopted in 37 countries and by major pro-life organizations worldwide.
• National Outreach Team A team of experts led by President Brandy Meeks, Director of Research Dr. Jeff Pauls, and former President Rob Rysavy who have invested themselves in the research and are available to speak at events for pastors, physicians, policymakers, and pregnancy centers to share research findings and messaging strategies.
• Pregnancy Center Training

Quantifiable outcome

• 80,757 abortion-determined women clicked on Vitae's ads
• +5 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

23 partnerships are on record, tiered core and minor.

• Joseph Naumann (Archbishop Emeritus, Archdiocese of Kansas City in Kansas)coreStrategic or Co-development PartnerJoseph Naumann served as Chairman of the USCCB Committee on Pro-Life Activities and joined a small committee to help write culture-changing television ads for Vitae Foundation. He and founder Carl Landwehr canvassed parishes to energize communities about using Vitae's strategies. Naumann has been instrumental in shaping Vitae's pro-woman approach and has a longstanding relationship with the organization spanning decades. Vitae launched the Naumann Giving Society to honor his dedication.
• Jor-El Godsey (President, Heartbeat International)coreStrategic or Co-development PartnerJor-El Godsey serves on Vitae's Men Study Advisory Committee. As President of Heartbeat International, he helps ensure research questions are aligned with the needs of the broader pregnancy center movement and disseminates messaging strategies to Heartbeat's network of pregnancy help centers.
• Allen West (Executive Director, American Constitutional Rights Union)coreStrategic or Co-development PartnerLieutenant Colonel (Ret.) Allen West serves on Vitae's Men Study Advisory Committee. He is a decorated combat veteran, former U.S. Congressman, media contributor, and author. He supports Vitae's mission and helps disseminate research findings to policymakers, conservative media, and the broader conservative movement.
• Seth Dillon (CEO, The Babylon Bee)coreStrategic or Co-development PartnerSeth Dillon, CEO of The Babylon Bee, serves on Vitae's Men Study Advisory Committee and Board of Directors. He is a champion of free speech and provides media expertise and strategic guidance to Vitae. He has spoken at Vitae events affirming the importance of the men's research study.
• Dr. Charles T. Kenny (Founder & CEO, Right Brain People)coreTechnology or IntegrationDr. Kenny developed Vitae's Emotional Research methodology and worked with the organization on their first seven research studies. He is recognized as one of the top consumer psychologists in the world and has worked with over 600 corporate clients. He continues consulting on Vitae's current men's study.
• Sean Corcoran (CEO, Men for Life)coreStrategic or Co-development PartnerSean Corcoran, CEO of Men for Life and himself an abortion loss father, serves on Vitae's Men Study Advisory Committee. His organization focuses on including men in pro-life discussions and provides a Fatherhood Program to pregnancy resource centers. He brings firsthand experience of how abortion affects men.
• Vince DiCaro (Chief Outreach Officer, Care Net)coreStrategic or Co-development PartnerVince DiCaro serves on Vitae's Men Study Advisory Committee. As Chief Outreach Officer at Care Net, an international network of pro-life pregnancy care centers, he helps disseminate Vitae's research findings and messaging strategies to the Care Net network of centers.
• Dr. Steve Hammond (Former Medical Director of Clinical Research, The Jackson Clinic)coreStrategic or Co-development PartnerDr. Steve Hammond serves on Vitae's Men Study Advisory Committee. As a board-certified OBGYN who formerly performed abortions and is now a pro-life advocate, he provides medical expertise to the research and helps communicate findings to medical professionals.
• Andrew Bath (Executive Vice-President and General Counsel, Thomas More Society)coreStrategic or Co-development PartnerAndrew Bath serves on Vitae's Men Study Advisory Committee. As a Catholic public-interest lawyer active in the pro-life movement for over 30 years, he helps communicate research findings to conservative attorneys and policymakers.
• Dr. David Reardon (Director, Elliot Institute)coreStrategic or Co-development PartnerDr. David Reardon serves on Vitae's Men Study Advisory Committee. As director of the Elliot Institute and an expert on the aftereffects of pregnancy loss on women, he brings research expertise and helps communicate findings to medical professionals and the academic community.
• John Mize (CEO, Americans United for Life)coreStrategic or Co-development PartnerJohn Mize serves on Vitae's Men Study Advisory Committee. As CEO of Americans United for Life, which advocates for the right to life in culture, law, and policy, he helps communicate research findings to policymakers and the legal community.
• Rev. Darrell Jones (President, The Herzog Foundation)coreStrategic or Co-development PartnerRev. Darrell Jones serves on Vitae's Men Study Advisory Committee. As President of The Herzog Foundation, which promotes Christian K-12 education, he helps communicate research findings to pastors, Christian counselors, and the faith community.
• Anthony Isacco, PhD (Saint Mary's University of Minnesota)coreStrategic or Co-development PartnerAnthony Isacco serves on Vitae's Men Study Advisory Committee. As a licensed psychologist and expert in the psychology of men and masculinity, fatherhood, and psychological assessment, he provides psychological expertise to Vitae's men's study research.
• Heartbeat InternationalcoreStrategic or Co-development PartnerHeartbeat International is one of the largest organizations in the Pro-Life Movement and uses Vitae Foundation's Pro-Woman Approach messaging strategy. Jor-El Godsey, President of Heartbeat International, serves on Vitae's Men Study Advisory Committee.
• Care NetcoreStrategic or Co-development PartnerCare Net is an international network of pro-life pregnancy care centers that uses Vitae Foundation's messaging strategies. Vince DiCaro, Chief Outreach Officer at Care Net, serves on Vitae's Men Study Advisory Committee. Multiple Care Net-affiliated centers are featured in Vitae case studies.
• Pregnancy Help Centers (Alpha Centers and Network)coreChannel Partner/ Reseller/ Distributor10 Alpha Centers serve as test sites for Vitae's research-based marketing strategies. Additional pregnancy centers receive free access to research, digital marketing support, training, and the Vitae Vault platform. These centers are the on-the-ground delivery mechanism for connecting women with lifesaving help.
• Sidewalk Advocates for Life, 40 Days for Life, Students for LifeminorStrategic or Co-development PartnerThese major pro-life organizations use Vitae Foundation's Pro-Woman Approach messaging strategy, which was developed from Emotional Research and represents a paradigm shift in how the pro-life movement communicates with women considering abortion.
• Abortion Survivors NetworkcoreStrategic or Co-development PartnerMelissa Ohden, Founder and CEO of the Abortion Survivors Network, serves on Vitae Foundation's Board of Directors. The Abortion Survivors Network is dedicated to healing and advocacy for abortion survivors and their families worldwide.
• And Then There Were NonecoreStrategic or Co-development PartnerBrandy Meeks, Vitae's President, previously served as Vice President of Operations at And Then There Were None, helping abortion industry workers transition out of the field. She continues to serve on the board of this organization, which was co-founded with former Planned Parenthood director Abby Johnson.
• ProLove MinistriesminorStrategic or Co-development PartnerBrandy Meeks and Abby Johnson co-founded ProLove Ministries together, a pro-life organization designed to address unmet needs within the movement and provide compassionate support to communities in need.
• Carl Landwehr (Founder, Vitae Foundation)coreStrategic or Co-development PartnerCarl Landwehr founded Vitae Foundation and led the organization from its inception. He initiated the partnership with Dr. Charles Kenny to develop the Emotional Research methodology. He is retiring at the end of 2025 after serving as the organization's Strategic Advisor.
• Vitae Research InstitutecoreStrategic or Co-development PartnerAn affiliated organization that provides evidence-based research and messaging to defeat misinformation. The Research Institute houses Vitae's Emotional Research findings and makes them available to the public, pregnancy centers, and the broader pro-life movement.
• Vitae VaultcoreChannel Partner/ Reseller/ DistributorVitae Vault provides verified pregnancy centers with access to research-based messaging and strategies so they can be more effective in reaching women and saving lives from abortion.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Focus on the Family: A large Christian advocacy organization with broad family-policy focus including pro-life positions. Comparable in the donor-funded, faith-aligned advocacy space, but at dramatically larger scale.
• National Right to Life Committee: The largest US pro-life advocacy umbrella organization operating across policy, education, and legislative channels. Shares Vitae's mission and movement ecosystem while operating at a far broader scope.
• Susan B. Anthony List: A major pro-life political organization focused on electing pro-life candidates. Operates a much broader political/electoral mission but shares the movement ecosystem and donor base with Vitae.

Direct peers

• Heartbeat International: Heartbeat International is the largest US network of pregnancy help centers and a direct channel partner for Vitae's Pro-Woman Approach messaging. Jor-El Godsey, Heartbeat's President, sits on Vitae's Men Study Advisory Committee. Both organizations operate freemium research/messaging models serving the same pregnancy-center ecosystem.
• 40 Days for Life: A 40-day pro-life prayer and public-vigil campaign organization explicitly listed as a Vitae messaging strategy user. Comparable in grassroots, donor-supported structure and pro-life mission focus.
• Care Net: Care Net is an international network of pro-life pregnancy care centers and a Vitae channel partner — multiple Care Net-affiliated centers are featured in Vitae case studies. Care Net's Chief Outreach Officer Vince DiCaro serves on Vitae's advisory committee. The two organizations collaborate on distributing research-based messaging.
• Students for Life of America: Listed alongside Vitae's Pro-Woman Approach adoption. SFLA is a youth-focused pro-life movement organization, sharing Vitae's mission and donor base with a complementary demographic focus.
• Sidewalk Advocates for Life: A national pro-life organization explicitly listed as using Vitae's Pro-Woman Approach messaging. They operate a parallel volunteer-driven outreach model that targets the same 'abortion-determined woman' demographic.

Emerging players

• Americans United for Life: CEO John Mize serves on Vitae's Men Study Advisory Committee. AUL focuses on legal and policy advocacy against abortion — adjacent to Vitae's research/messaging focus, with overlapping donor base.
• Live Action: A pro-life media and investigative organization using content-driven outreach to expose abortion industry practices. Shares Vitae's research-informed, messaging-led approach and movement ecosystem.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/vitaefoundation
• YouTubeyoutube.com/user/VitaeFoundation
• Facebookfacebook.com/Vitaefoundation
• Instagraminstagram.com/vitaefoundation

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Vitae