under the direction of its new executive director Rebecca Terrell, CHOICES received its first large philanthropic investment: a $150,000 grant from the MAC AIDS Fund. Also in 2010, CHOICES moved to a new and more prominent location on Poplar Avenue in Memphis. The organization underwent a rebranding along with the move; previously called The Memphis Center for Reproductive Health, "CHOICES" was selected as an easier-to-remember title. 2010–2020 As patient numbers and community needs continued to grow, CHOICES’ leadership began to envision a unique model that included both birth and abortion care. In 2015, the executive staff and board of directors embarked on a plan to provide innovative, comprehensive sexual and reproductive health care that included services for people throughout their lifespan. CHOICES' leaders recognized that abortion was often needlessly siloed from other reproductive care. In 2017, CHOICES purchased property to build a new health and birth center that would include out-of-hospital births and perinatal care under the midwifery model, abortion services, testing and treatment for sexually-transmitted infections, LGBTQ-inclusive sexual health services with an emphasis on serving communities with the least access to care. Dr. Nikia Grayson, a certified nurse midwife, anthropologist, and public health professional, joined CHOICES in 2017 to implement midwifery care at the organization. 2020–present In 2020, CHOICES moved into its new health and birth center in Memphis. CHOICES is the only out-of-hospital birth center in the Memphis and Mid-South region. The organization was also the only nonprofit, non-hospital entity in the nation to offer both abortion and birth services under one roof. In 2021, Jennifer Pepper took over as President and CEO of CHOICES. The organization announced its new Center of Excellence Nurse Midwifery Fellowship Program in 2021. The fellowship was designed for recent Black midwife graduates with the goal of increasing the number of Black midwives in the United States, particularly in the South. In May 2022, upon the impending Dobbs vs Jackson Women's Health Organization decision, CHOICES announced it would open a second clinic in Carbondale, Illinois to continue providing abortion services for people across the Southeast once abortion would no longer be legal in Tennessee. CHOICES' Carbondale clinic opened in October 2022. CHOICES' Memphis clinic remains open for all other services, including perinatal and birth services, sexual wellness, gender-affirming hormone therapy, and HIV testing and prevention. Controversy and criticism Like many other abortion providers, CHOICES has experienced anti-choice protestors, vandalism, and threats of violence