Mark Crutcher of Dallas, Texas, captivated 200 pro-life leaders, activists and students attending a March 1991 Seminar of the Pro-Life Society of British Columbia.


Marketing skills


He shed light on the kind of marketing skills used by the largest corporations in North America to show how Planned Parenthood and the pro-abortion movement have been able to sell the Canadian public, which he called “the average mom and pop,” on the abortion mentality, which has robbed our nation of 2 million valuable young citizens over the last 21 years.


He described the cycle of money production, which enables abortuaries and Planned Parenthood to


–          pay lobbyists;

–          gain money;

–          ensure abortion facilities their future clientele by selling abortion through schools, health clinics and the media.


This, of course, provides more money to keep the cycle of death going.




A gasp could be heard throughout the room when he explained that, as precious as his adopted newborn daughter was to him, she was $300 of lost profit to Planned Parenthood, and a major loss in the ripple effect that $300 would mean to the abortion industry.


“A pregnancy that results in adoption and all that entails is a major defeat to them,” he said.


Many present felt that their own thoughts and ideas were being confirmed. It never seemed so clear and logical before. To understand that 20 to 25 years ago the death providers used these marketing strategies helped those present to see that they had been fighting a giant, well-oiled machine.


“No wonder we were getting tired and discouraged,” one pro-life veteran said.


Life Activist Seminars


Crutcher’s eight-hour seminar was kept alive by his sense of humor and personal stories from his career as a marketing executive.


Since he began doing the Life Activist Seminars, he has encountered many pro-abortionists in interviews, on television programs, and at public meetings. He has devised a system of asking and answering questions that put the opponent on the defensive and state the pro-life position in such a logical way that the abortion advocates look ridiculous.




Some of Crutcher’s statements were controversial. He stated that in the pro-life movement it isn’t enough to be faithful. It must be successful, “because unborn babies pay for our mistakes and failures with their lives. Many pro-lifers have lost sight of winning, but winning is possible,” he continued, adding, “We have to work smarter, not just harder.”


Crutcher also suggested pro-lifers should “not play into the hands” of those who want to make a pro-life position strictly a religious issue by always displaying their religion for TV cameras and the press.


Using a spectrum divided into three parts with ten percent on the two small end sections and the centre section representing 80 percent. He called each end “the extremes in the abortion debate,” namely, pro-abortion activists and pro-life activists. According to him, pro-lifers spend most of their time trying to convince pro-aborts of their viewpoint, while the pro-aborts spend their time convincing the 80 per cent in the middle, the average ‘moms and pops.’


“It is obvious our target audience has been wrong,” he stated.




According to Crutcher, because those who peddle death have always looked at abortion as a commodity and conduct their business accordingly, it is necessary for the pro-life movement to take up a new strategy for the ‘90s and into the twenty-fist century. Many people have been touched by abortion and will, in turn, be more likely to recommend abortion to justify what they have done, he stated.


There is now a whole generation of young people who have lived their entire lives knowing that abortion is one way people handle unplanned pregnancy. Both these groups are voters who will make it harder to elect those who stand for life.


“It is imperative that the pro-life movement wastes no time in winning every time we have a chance,” he said.