Is It True? Navigating Stats and Data That's Applicable to Pregnancy Centers

Pregnancy centers today face a flood of marketing advice, research reports, and “proven” strategies. But before we take any statistic at face value, it’s worth asking: Is this true—and is it actually relevant to us?

Questions to Ask Before Trusting the Data

When new research or marketing trends are presented, pause and consider:

• Who did this research? Was it conducted by a neutral third party, a sales-driven company, or a pro-life research group?

  
  

• What industries does the data come from? Much of the widely circulated marketing research is drawn from e-commerce, retail, or healthcare at large. That doesn’t always translate directly to the unique needs of pregnancy centers.

• Does this confirm or challenge what pro-life research organizations have published? Groups like the Vitae Foundation invest heavily in research specifically focused on women facing unplanned pregnancies. Their findings often differ from generic marketing data.

  
  

Why This Lens Matters

Pregnancy centers are not like standard businesses. Yes, we use marketing tools, but our ultimate goal isn’t selling a product—it’s reaching women and supporting families. That means we can’t blindly apply every industry “best practice” without testing if it truly serves our mission.

For example, some data may show that certain digital ads increase clicks or conversions in e-commerce. But does that kind of engagement reflect what a woman in need is actually looking for when she searches for help? The stakes are higher for us, and the lens must always be: Does this help us reach her with truth at the right moment? 

A great example of this is data that suggests Gen Z would rather use an AI bot than talk to a real person. While this data is true for e-commerce sites, is it true for women facing pregnancy decisions? The data suggests otherwise. After all, a woman shopping online wants to get quick information and make decisions right away. She doesn’t want to explore other options or be “sold” something she doesn’t want. But you provide the opposite. You are a place where women can slow down, look at other options, and talk through decisions. You are a place offering empathy and support. While she may not realize that’s what she’s looking for online, it is exactly what she needs - real people, real connection. 

Sales vs. Saving Lives

The team at Stories Marketing has been in your shoes. We’ve personally heard conflicting information from various sources while working at a center and continue to do so in our current roles. It’s not easy to navigate what is correct, but we can help you ask the right questions. 

• Is this strategy backed by data proving it brings more women in the door? If so, where is that data from? (Is it focused on brand awareness, clicks, or other results?) 

• Does that statistic or information apply specifically to women facing pregnancy decisions, or does it just apply to a specific generation or group of people that fall into our client demographics?

• Is it an ethical approach with human oversight and control? (Are campaigns locked down so they can’t “create” headlines?)

  
  

If a service or strategy doesn’t check those boxes, it may be something you want to test, but do so with clear expectations and keep a close eye on results. Something new or flashy doesn’t always align with saving lives. We’re thankful for pro-life research organizations like Vitae that take the guesswork out of what works and doesn’t. They exist for the very purpose of helping reach women effectively with life-affirming options, and we do too.

Your Niche Is Unique

Not all research is created equal. At pro-life pregnancy centers, we need to carefully evaluate the source, the relevance, and the intent behind the numbers. When data is viewed through the right lens—and aligned with what we see in our own centers—it can strengthen our outreach. But when it’s misapplied, it risks distracting us from what matters most: meeting women where they are and giving them real options.

At Stories Marketing, we only recommend best practices that are grounded in Vitae Foundation’s right-brain research and informed by data gathered directly from pregnancy centers through the Pro-Life Marketing Ethics Council, alongside insights from trusted pro-life organizations like Save the Storks and the Charlotte Lozier Institute. Every strategy we share is measured against one standard: Will this help centers connect with women in need and further their life-saving mission?

If you’re ready to strengthen your outreach with research-driven, mission-aligned marketing, let’s connect and build a strategy that truly makes a difference.