January 21st, 2014
02:24 PM ET
By Daniel Burke, Belief Blog Co-editor
(CNN) - For decades, the March for Life has followed a familiar formula: Bus in thousands of abortion opponents. Protest in front of the Supreme Court. Go home.
But this year, in addition to braving snow and bone-chilling wind, the March will move in a different direction, says Jeanne Monahan, president of the anti-abortion group.
Long-winded political speeches? See ya.
An exclusive focus on Roe v. Wade, the 1973 Supreme Court case that lifted restrictions on abortion? Gone.
A hipster Catholic musician, evangelical leaders and March for Life app? Welcome to the protest.
And those changes just skim the surface.
The March for Life, billed as the world’s largest anti-abortion event, is remaking itself in deeper ways as well, says Monahan.
For its first 40 years, the march was marshaled by Nellie Gray, an occasionally irascible Catholic who had little use for modern technology, political compromise or the mainstream media.
Gray died in her home office in 2012 at age 88. A short time later, Monahan was named her successor at the March for Life.
While abortion opponents praise Gray’s legacy, there’s a popular saying around the March for Life’s Washington headquarters: “We’re a brand-new, 41-year-old organization.”
The goal: to turn their annual, one-day demonstration into a potent political machine.
Abortion rights advocates say they’re skeptical that March for Life leaders can convince more Americans to join their cause. Since 1989, the percentage who want to overturn Roe has barely budged above 30%.
“It’s an impressive show,” Jon O’Brien, president of Catholics for Choice, says of the March for Life. “But at the end of the day, they have failed dramatically at their goal.”
Still, even O’Brien expressed respect for his foes’ new plans. “It’s pretty clever, actually.”
With that in mind, here are six big ways the March for Life is changing this year:
1) 9 to 5
Since 1974, the March for Life has made a really loud noise every January 22, the anniversary of Roe. V. Wade.
Estimates of the crowd’s size vary, but it seems safe to say tens of thousands have attended the protest each year.
Organizers estimate that at least 50% of the marchers are under 18, as busloads of Catholic school kids descend on the capital from across the country.
But some abortion opponents complain the March for Life had morphed in recent years from a political demonstration to a photo op.
Ryan Bomberger, an anti-abortion activist who is speaking at march events, says the protest needs to find ways to harness its youthful energy throughout the year.
“You’ve got all these young people with energy and passion and the desire to do something about the injustice of abortion. But what do they do when they leave the march and go home?”
March for Life leaders want to turn its young protesters into citizen lobbyists, much like Tea Party partisans and the Obama campaign did with their troops.
The key to that, says March for Life's Chairman of the Board Patrick Kelly, is to keep them engaged throughout the year, including through social media. (More on that later.)
In addition to Monahan, an experienced Washington politico, the March for Life has beefed up its Washington office by hiring a full-time lobbyist and social media manager who will also lead outreach to evangelicals, a big and politically active constituency.
The focus this year will be combating the Obama administration’s contraception mandate, which requires most companies to provide free contraceptive coverage to employees. Abortion opponents say that some covered services are tantamount to abortion.
2) If You’ve Got the Money, We've Got the Time
For decades, the March for Life subsisted on a meager budget: Just $150,000 a year, according to tax filings from 2009-2011.
But new Washington offices, lobbyists and social media managers don’t come cheap. Fortunately for the March for Life, a donor who was a friend of Gray’s bequeathed $550,000 to the organization last year.
That, along with a more robust fund-raising campaign, has allowed the March to increase its budget from $252,000 when Monahan took over in 2012, to $780,000 this year.
“We are professionalizing the March for Life,” said Kelly.
3) With Arms Wide Open
Though various religious groups oppose abortion (many support abortion rights as well) the March for Life has come to be considered mainly a Catholic event.
Catholic clergy offer prayers, Catholic politicians make speeches and Catholic school kids fill out the rank-and-file.
Monahan says this year will different.
The March for Life has hired a full-time staffer devoted to bringing more Protestant evangelicals to the protest, and they hope to see that effort bear fruit this Wednesday.
They’ve tapped James Dobson, founder of the evangelical powerhouse ministry Focus on the Family, as a keynote speaker. Dobson and his adopted son, Ryan, will talk about adoption, an issue close to the heart of many evangelicals.
4) The Hardest Part
For the first time in its 41 years, the March for Life will focus on an issue besides abortion on Wednesday.
Through Dobson and other speakers, the march is also promoting the idea of “noble adoption” as an alternative to abortion.
“Adoption is a heroic decision for pregnant mothers who find themselves in a difficult situation,” says Monahan. “We want to eliminate the stigma of adoption and encourage women to pursue this noble option.”
The spotlight on adoption dovetails with new focus within the anti-abortion movement on crisis pregnancy centers, which urge women to carry their pregnancy to term.
Critics charge that the centers divulge false medical information about abortion and deceive unwitting patients into thinking they provide abortions, only to advise them otherwise. Supporters say they help women through financial assistance, counseling and adoption referrals.
5) Wish You Were Here
Despite the youth of many March for Life participants, the group’s website had been decidedly Web 1.0.
Under Monahan, that has changed dramatically.
The group posts Instagram pics of chilly protesters trudging through snow at past marches on Throwback Thursdays. They upload posts about prenatal development to Pinterest and tweet throughout the year, including this one about the difficult choices pregnant women sometimes face.
For the more technically advanced, the March has developed an app that connects to a 360-degree camera so folks can follow the protest from home. The app also has anti-abortion information, links to articles about adoption and tips for lobbying Congress.
“We have to find a way to take those boots on the ground and talk to them throughout the year,” says Kelly. “And with Facebook and Twitter and other social media we have the tools to do so.”
The March is also hoping for a high-profile social media endorsement on Wednesday: Monahan says she’s asked the Vatican to send a tweet from the Pope in support of the March for Life.
UPDATE: On Wednesday morning, Monahan got her papal tweet.
6) Yakety Yak
Imagine listening to politicians drone on for hours about their voting records in the chilly January air.
Monahan didn’t think so either, so she’s trying to accomplish a minor miracle: limiting the speaking time of politicians at the pre-march rally.
Only a handful of politicians, including House Majority Leader Eric Canton, R-Virginia, and Rep. Dan Lipinski, D-Illinois, have been invited to speak. They’ve all been asked to keep their speeches to a just a few minutes.
“In past years our rally has gone on for two or three hours and people lost interest,” Monahan says.
So, instead of boring speeches, the rally this year will feature a live concert by Matt Maher, a Catholic singer-songwriter with a huge following among young Christians.
So, will all this make any difference?
Clearly, changes are afoot this year at the March for Life. But what effect, if any, will they have on the larger anti-abortion movement?
Not much, says Ziad Munson, a sociologist at Lehigh University and author of the book “The Making of Pro-life Activists.”
The March for Life hasn’t really been politically influential since the early 1990s, says Munson. Meanwhile, other abortion opponents, like Catholic bishops and National Right to Life Committee, have led the charge.
“In effect, what we’re seeing is a new organization within a movement, not a new approach,” he says. “I don’t think the March for Life is likely to make inroads that haven’t already been made.”
Monahan is more optimistic.
If the March can recruit even a slice of its youthful protesters into citizen activists, she says, it might be enough to tip the balance in a country deeply divided on the morality of abortion.
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