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Effective Reach: How Well Are Pregnancy Centers Impacting Their Communities in 2024?

Effective Reach: How Well Are Pregnancy Centers Impacting Their Communities in 2024?

In the Spring of 2024, 828Collective launched the Effective Reach: Unplanned Pregnancy Estimator, a tool for estimating the number of unplanned pregnancies that occur monthly within the service area of pregnancy centers.

 

We’re excited to announce the calculator's initial batch of data. Over 150 pregnancy centers have used this tool and received valuable information for their center. In this blog, we’ll provide benchmark data so centers can compare how their Effective Reach compares to other similar centers. We also will provide an additional opportunity to measure and improve how centers work with abortion-minded clients. 

 

What Is the Unplanned Pregnancy Estimator and My Effective Reach?

The Unplanned Pregnancy Estimator is a tool designed by 828Collective. It empowers pregnancy centers to communicate the unmet needs in their service area in a way that enables boards and donors to engage and take action.

To use the tool, simply input your estimated service area population and the number of new clients your center onboards monthly. One click, and the estimator will run the calculation. The tool uses publicly available data on unplanned pregnancies and your data on new clients to determine how close your center is to reaching its Effective Reach goal. You will receive an email with a report you can share with your board.

High-performing centers should set a goal of reaching 30 percent or more of all unplanned pregnancies within their service area—an Effective Reach goal of 30. Based on data entered into the Estimator, 27% of centers, more than one-quarter of centers reporting, met the Effective Reach goal of 30 or higher.

 

pregnancy-center-website

 

Effective Reach Results

We were fortunate enough to have an abundance of centers share their performance data with us and use the Unplanned Pregnancy Estimator.

 

The following is a breakdown of the Effective Reach Results:

 

The Effective Reach Performance Tiers

Generally speaking, pregnancy centers fall into four tiers regarding their Effective Reach:

  • High-Opportunity Centers: Centers that reach less than 10 percent of the unplanned pregnancies in their service area. With an optimized marketing spend and community focus, they may double or even triple their monthly new client intake.

  • Strong-Opportunity Centers: Centers with an Effective Reach score of 10-19 can often almost double their new client intake.

  • Solid-Performing Centers: Centers that have an Effective Reach score of 20 to 29 and may be able to increase new client intake by a significant 25-50 percent.

  • Outstanding Performers: Centers with an effective reach of 30 percent or more are centers from which we can learn and whose insights will strengthen us all. 

 

For centers in the High and Strong Opportunity tiers, your Effective Reach can almost always be improved by implementing some marketing best practices—e.g., better SEO, a new website, more/better-paid ads, adding a live nurse chat feature, etc.

 

For Solid Performers looking to increase their Effective Reach, depending on what you’re currently doing, performance can be improved through a combination of improved marketing and focusing more of your budget on your most effective outreach.

 

For Outstanding Performers, it’s all about scale. What you’re doing is truly working, so now is the task of mobilizing your volunteers and securing more funding. Additionally, you have the knowledge you can provide to the CPC community so others can benefit from your success.

 

Performance by Service Area

About half of the centers that used the tool provide care within a service area of under 100,000 people

 

NOTE: This doesn’t necessarily mean that these centers work in a rural area (though many do). Even centers within a major metropolitan area may have a low service area if they only have one office or multiple pro-life centers nearby.

 

Of those operating in service areas of 100,000 or less, 33 percent of centers are at or above an Effective Reach goal of 30. Over half of the centers fell in the Strong Opportunity and High Opportunity tiers, with a combined 56% indicating a large unmet need. The graphic below provides more detail. 

 

small-pregnancy-center-marketing

 

Centers serving larger communities saw similar results. Of CPCs serving a population of 100,000-500,000, only 16 percent achieved the Outstanding Performers tier and met the  Effective Reach goal of 30. Over half of the centers fell in the Strong Opportunity and High Opportunity tiers, with a combined 51% indicating a large unmet need. The graphic below provides more detail. 



medium-pregnancy-center-marketing

 

Performance by Effective Reach Tier

Regardless of the service area size, here is how centers performed on average:

 

High-Opportunity Centers accounted for 28 percent of all centers.

Strong-Opportunity Centers accounted for 23 percent of all centers.

Solid-Performing Centers accounted for 22 percent of all centers.

Outstanding Performers accounted for 27 percent of all centers.

 

As can be seen, the performance of pregnancy centers varies greatly.

 

Improving Your Effective Reach Score & Sharing with Others

If you haven’t used the Unplanned Pregnancy Estimator tool, it's not too late to calculate your effective reach! Run your score and compare it to the other centers similar to yours. If your center has a significant unmet need, we hope this tool will help you communicate your needs to your board and donors. If your center rates as a top performer, share the amazing news with your team and celebrate!

 

This blog is updated regularly, and statistics and graphics will be updated as 828Collectice receives more data.

 

If you have used the tool and want to contribute further, we invite you to submit your center’s performance data to our Benchmarking Survey. We know working with abortion-minded and at-risk women is difficult. We all have questions and struggles. The benchmarking survey is focused on helping centers understand how they perform with these more challenging clients at each stage of Her Journey™.

 

Lastly, depending on your Effective Reach score, you may want to have a conversation with 828Collective about how you can improve your center’s performance. We would also love to know your success stories and help you share them with other centers.

 

 

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