Pro-life pregnancy centers are facing a growing challenge: the rise of so-called “pro-choice pregnancy centers” created by abortion advocates to closely mimic life-affirming care. In this Webinar Wednesday session, Andrea Trudden—Vice President of Communications & Marketing at Heartbeat International—breaks down what these pro-choice centers are, why they’re increasing, and how they impact pregnancy resource centers, women seeking help, and the broader pro-life movement. Women deserve truth, compassion, and real support—and pregnancy centers play a vital role in protecting that mission.
Pro-choice “pregnancy centers.” Just when you think you’ve heard it all, right?
In this month’s Webinar Wednesday, We got to sit down with Andrea Trudden, Vice President of Communications & Marketing at Heartbeat International, to unpack a trend that honestly feels a little upside-down: abortion advocacy groups creating “pro-choice pregnancy centers” designed to look and sound like life-affirming clinics—while pushing women toward abortion.
When Abortion Clinics Pretend to Be Pregnancy Centers
A new twist: pro-choice “pregnancy centers”
John 8:44 “You belong to your father, the devil, and you want to carry out your father’s desires. He was a murderer from the beginning, not holding to the truth, for there is no truth in him. When he lies, he speaks his native language, for he is a liar and the father of lies.”
Andrea started by sharing what she and her team are seeing across the pregnancy help movement. In some places, former abortion clinics are rebranding as “pro-choice pregnancy centers,” borrowing the language, look, and even some of the services of authentic pregnancy help organizations.
One striking example is in Arkansas, where the last abortion clinic in the state converted into what they now call a pro-choice pregnancy center. If you visit their site, it functions like a full abortion hub—connecting women to abortion pills, emergency contraception, and out-of-state abortion providers—while still wearing the “pregnancy center” label. Similar strategies are popping up in Illinois and Ohio, with talk of replicating this “model” in other states.
On paper, it can look familiar:
Pregnancy tests
Limited ultrasounds on certain days
Some material aid, like diapers or formula
But the overall messaging, social media, and links are overwhelmingly centered on abortion access.
Why this is so confusing for women
As Andrea pointed out, our movement has worked for decades to redeem and protect the term “pregnancy center” as something women can trust when they’re scared, overwhelmed, or just trying to process a positive test. So when an abortion advocacy group starts using the same language and layering in similar services, the confusion is almost inevitable.
Picture a woman sitting on her couch, late at night, googling “pregnancy help near me.”
She sees “pregnancy center” in the name, sees that they offer pregnancy tests and maybe an ultrasound, and thinks, “Okay, this sounds safe.” But once she clicks through, everything—from the website copy to the Instagram feed—is pointing her toward abortion pills, abortion funding, and clinics several states away.
That confusion doesn’t just touch women in crisis.
Donors and supporters may not immediately see the difference between long-standing, life-affirming centers and newer pro-choice lookalikes.
Local leaders and policymakers, who already juggle a thousand issues, can easily lump everyone together and miss the heart difference.
And in the digital ad space, these groups are now bidding on many of the same keywords and phrases authentic centers use to reach women—adding yet another layer of noise in already emotionally charged search moments.
The heart difference: Commitment of Care and Competence
So if the services sometimes look similar, what really sets pro-life pregnancy centers apart?
Andrea brought us back to something foundational: the Commitment of Care and Competence. This shared statement has been carefully developed and refined over decades by national networks like Heartbeat, Care Net, NIFLA, and others to define what pregnancy help should look like at its best.
A few key pieces:
Clients receive honest and open answers.
Centers do not offer, recommend, or refer for abortions or abortifacient contraceptives.
Advertising and communications are truthful and accurately describe services.
Medical services follow medical standards and are overseen by licensed physicians, within all applicable laws.
This isn’t just paperwork—it’s a shared promise. It means a woman who walks into a pregnancy help center isn’t being steered toward a hidden agenda. She’s being met with clarity, compassion, and support that doesn’t hinge on her choosing abortion.
Andrea also noted that most pregnancy help organizations offer their services at no cost, relying heavily on private donations and grassroots support rather than building their model around abortion revenue. That alone says a lot about where the heart of the ministry lies.
How imitators affect funding and policy
This trend isn’t happening in a vacuum. As more “life states” create funding streams for alternatives to abortion and practical support for pregnant women, pro-choice pregnancy centers see an opportunity. If they can look similar enough on paper—offering ultrasounds, parenting classes, and material aid—some may try to qualify for the same state or local funds meant for life-affirming work.
Andrea shared how in states like Ohio, legislators are responding by tightening the language in funding bills. For example, some programs specify that funds can only go to organizations that do not provide or refer for abortion. That kind of clarity is vital when pro-choice organizations are deliberately blurring lines.
At the same time, many of you are also facing aggressive campaigns from certain attorneys general and state officials who are hostile to pregnancy centers in general. It’s a strange tension: on one side, abortion advocates are imitating pregnancy centers; on the other, some government leaders are working hard to discredit or even silence the real ones.
Practical steps you can take
The good news? You don’t have to spend your days chasing every new trend or fighting every narrative. As Andrea reminded us, your first call is to serve women and families well—others are watching the national landscape and sounding the alarm when needed. Still, there are some simple, practical steps you can take now:
Make your services unmistakably clear.
On your client website, list what you offer in plain language: pregnancy tests, ultrasounds, consultations, parenting classes, material aid, referrals, and more as applicable. This helps women quickly see what you can do for them.Add a simple disclaimer.
Consider including a short statement that you do not provide or refer for abortion or abortifacient contraceptives. It’s a small line that can prevent a lot of confusion.Lean on the Commitment of Care and Competence.
Post it in your center, share it with your team, and even reference it in donor communications. It’s a powerful way to show that you’re part of a larger network with clear, accountable standards.Prepare your team for “confusing” calls.
If a woman calls asking about services you don’t provide—or mixes you up with a pro-choice pregnancy center—your staff and volunteers should be ready to respond with grace and clarity. Role-play these scenarios so no one is caught off-guard.Communicate with donors when confusion arises.
If a pro-choice lookalike opens in your area, let your donors and church partners know. Explain the difference, share how you’re responding, and invite them to help spread accurate information in your community.
Let your stories do the talking
One of my favorite parts of the conversation was Andrea’s emphasis on story. Women who experience true, compassionate pregnancy help don’t just quietly move on—they often want to share what they received.
Andrea encouraged centers to:
Collect stories with proper release forms.
Share testimonies (with real names and faces when possible) on donor sites, social media, and print pieces.
Keep a “rotation” of stories handy, like Heartbeat’s “baby cards” with photos on the front and the story on the back—covering adoption, maternity homes, parenting, and more.
These stories cut through the noise. They don’t rely on arguments; they quietly showcase what authentic pregnancy help looks like: women feeling seen, cared for, supported, and empowered to choose life.
Hope in the middle of the noise
Is this trend of pro-choice “pregnancy centers” real? Yes. Is it the whole story? Not even close.
Andrea reminded us that while a handful of these imitators are grabbing headlines, the pregnancy help movement itself is growing. Heartbeat recently surpassed 4,000 pregnancy help locations worldwide, and centers are seeing record numbers of calls and visits from women seeking help. Light is still shining, even in a culture that feels increasingly chaotic around life issues.
We wrapped the webinar in prayer, thanking God for the ways He continues to work through your centers, your teams, and your communities—even when the attacks feel bizarre, unfair, or just exhausting. And that really is the anchor here: you don’t have to match anyone’s tactics. You just need to stay rooted in truth, compassion, excellence, and the mission He’s given you.
If this conversation hit home for you, I’d encourage you to watch the full replay on our Webinar Wednesday page, share it with your board or staff, and use it as a springboard for your next team training or strategy discussion