Their focus is on engaging in advertising research and developing more effective messaging, and communicating the results of this research to other pro-life organizations (such as crisis pregnancy centers), and persons such as doctors and pastors who are or may be involved with pregnant women, to provide them with more effective ways to (if so inclined) persuade undecided women to forgo abortion.

The foundation does not lobby or argue for or against laws, conduct demonstrations, use religious rhetoric, provide services to the public, or engage in similar activist operations often associated with pro-life organizations.

They do advertise to the general public, propagating pro-life messages, but also in part just to create interest in and donations to the Foundation.

We facilitate livesaving research and apply the findings to create messages to share with others, so together we can build a future where abortion is unthinkable.

The Royals also honored a seventh-grade student who won an essay contest run by the Foundation (with cooperation from the Archdiocese of Kansas City) on the subject of "Encouraging a Culture of Life" by inviting them to throw the honorary first pitch at a 2017 game.