Memento Mori | June 2025

2025 DEAD TALKS SPEAKER FORUM INSIDE

T H E O F F I C I A L P U B L I C AT I O N O F T H E I C C F A

Forget the Algorithm and Bring Your Authenticity to the Fight

JUNE 2025

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CONTENTS VOLUME 85 | NUMBER 5

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JUNE 2025

34

Ctrl + Alt + Del Your Old Marketing Plan Forget the Algorithm and Bring Your Authenticity to the Fight

38

Don’t Just Check the Box …

Measure Your Pre-need Experience to Know if It Stacks Up

42

Answering That First Call In the Funeral Industry, There Are No Do-overs

46

Firewalls, VPNs, MFAs …

How to Protect Your Deathcare Business from Fraud

50

Prose for the Quietus of Life Ode: The Death of a Salesman

by Nicole Vullo

by Tyler Anderson

by Alanna Navin

by Andrew Kennedy

38 46

42 2

MEMENTO MORI JUNE 2025

50 www.iccfa.com

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Sprung Cemetery Products & Services, 1060 Route 109, Lindenhurst, NY 11757 www.sprungcemeteryproducts.com

MEMENTO MORI VOL. 85 | N0. 5

JUNE 2025

ICCFA Officers

DEAD TALKS 2025 WRAP-UP

PRESIDENT

Reflecting on DEAD Talks 2025: Un-Cremating Profits with Technology ������������������������ 6

by Eric Banks & Janhavi Rege

PRESIDENT-ELECT

AI and Funerals: Enhancing the Role of the Deathcare Professional ���������������������������������� 8

by Aaron Avner

Bob Gordon, Jr, CCE John Bolton, CCE, CCrE, CSE, CXE VICE PRESIDENT, EDUCATION

René Negrete

VICE PRESIDENT, MEMBERSHIP & MARKETING

Shawna de la Cruz

The Silent Persuader: The Power of Body Language in Sales ���������������������������������������������� 10

by Christine Toson, CCE Clockwork Confidence: Balancing Time and Self ����������������������������������������������������������������� 12

by Dr. Jennifer Lares, CFSP

VICE PRESIDENT, INTERNAL AFFAIRS

Measure Twice, Cut Once: The Rise of Data Analysis and Advanced Metrics ����������������� 14

by George Owens

VICE PRESIDENT, EXTERNAL AFFAIRS

What Motivates Today’s Pre-need Customers? ��������������������������������������������������������������������� 18 The Journey Begins Before the Door Opens

by Greg Norris

Rafael Ochoa

Lauren Blevins Hogan, CCFE. CPLP TREASURER

Gary Freytag, CCFE SECRETARY

Micah Singerman, MBA EXECUTIVE DIRECTOR

Nadira Baddeliyanage GENERAL COUNSEL

Conquering Anticipation in the Arrangement Conference: ���������������������������������������������� 20 It’s Not Quite Mind Reading

by Hal Wilkes, CHt The Power of You: Influence and the Art of Personal Branding ���������������������������������������� 22

by Erin Creger

poul@iccfa.com

From RSVP to Sale: Build Your Events Properly and They Will Come ������������������������������ 24

by Kelly Kohut

Magazine Staff

The Art of the Ask: How to Make Referrals Your Path to Endless Opportunities ���������� 26

by Jill Lazar

Poul Lemasters, Esq.

EDITORIAL DIRECTOR

Tatia L. Gordon-Troy, Esq. tatia@iccfa.com

SUPPLIER RELATIONS MANAGER

Rick Platter

rplatter@iccfa.com | 800.645.7700, ext. 85 MARKETING & COMMUNICATIONS DIRECTOR

Maddy Collins

maddy@iccfa.com | 800.645.7700, ext. 7 EXECUTIVE DIRECTOR AND PUBLISHER

Nadira Baddeliyanage

nadira@iccfa.com | 800.645.7700, ext. 3 DESIGN & PRODUCTION

BonoTom Studio, Inc.

info@bonotom.com | bonotom.com Memento Mori (ISSN 1936-2099) is published by the International Cemetery, Cremation and Funeral Association®, 107 Carpenter Drive, Suite 100, Sterling, VA 20164-4468; 703.391.8400; FAX 703.391.8416; www. iccfa.com. Published 10 times per year, with combined issues in March-April and August-September. Periodicals postage paid at Baltimore, MD, and other offices.

Copyright 2025 by the International Cemetery, Cremation and Funeral Association. Subscription rates: In the United States, $39.95; in Canada, $45.95; overseas: $75.95. One subscription is included in annual membership dues.

POSTMASTER: Send address changes to Memento Mori, 107 Carpenter Drive, Suite 100, Sterling, VA 20164-4468.

Individual written contributions, commentary and advertisements appearing in Memento Mori do not necessarily reflect either the opinion or the endorsement of the International Cemetery, Cremation and Funeral Association.

4

DEPARTMENTS

MEMENTO MORI JUNE 2025

Five Ways AI Will Transform the Funeral Profession in the Next Two Years ������������������ 28

by Chuck Gallagher Treating All Families Like Family: Invest in Your Staff for Long-term Success �������������� 30

by Kathi Wells From Must-See TV to Must-Hear Talks: �������������������������������������������������������������������������������� 32 How Public Speaking Became My Superpower

by Jamie Sarche DEPARTMENTS DID YOU KNOW �������������������������������������������������������������������������������������������������������������������������� 52

Celebrities Who Died in June

SUCCESSION PLANNING ����������������������������������������������������������������������������������������������������������� 54

When Opportunity Knocks … Will You Answer?

by Taylor Randolph

HEALTH & WELLNESS ���������������������������������������������������������������������������������������������������������������� 56

The Weight We Carry

by Kimberly Steffen

PET LOSS �������������������������������������������������������������������������������������������������������������������������������������� 58

A Forever Star: The Journey of Grieving a Pet at Different Stages of Life

by Ana Palencia

MEMBER NEWS ����������������������������������������������������������������������������������������������������������������������������60 ICCFA NEWS �������������������������������������������������������������������������������������������������������������������������������� 70

FREE Webinars & Recordings at Your Fingertips! ���������������������������������������������������������� 70 Welcome, New ICCFA Members! �������������������������������������������������������������������������������������� 70 Join Us for ICCFAU in July �������������������������������������������������������������������������������������������������� 72 ICCFA Descends on Washington, DC, for Advocacy Day ���������������������������������������������� 74 AD INDEX ������������������������������������������������������������������������������������������������������������������������������������ 76 EVENTS CALENDAR �������������������������������������������������������������������������������������������������������������������� 76

www.iccfa.com

DEAD TALKS 2025

Reflecting on DEAD Talks 2025: Un-Cremating Profits with Technology

by Eric Banks & Janhavi Rege

F

UNERAL 365 HAD THE HONOR OF PARTICIPATING IN DEAD TALKS 2025 , one of the most anticipated events in the funeral profession, hosted by the International Cemetery, Cremation, and Funeral Association (ICCFA). Held February 4–6 in the vibrant city of Las Vegas, the conference brought together funeral directors, cemetery managers, operations professionals, and innovators from across the country. Over three packed days, attendees explored the future of deathcare through educational sessions, cutting-edge technology showcases, and peer-to-peer networking.

As the industry continues to evolve in response to changing consumer expectations, emerging technology, and shifting demographics, DEAD Talks 2025 served as an essential forum to share knowledge and drive innovation.

Leading the Conversation on Technology and Profitability Representing Funeral 365 at the event was our Director of Sales and Business Development, Eric Banks, who delivered a standout

presentation titled “Un-Cremating Your Profits with Technology.” With a strong background in funeral tech, Eric brought a fresh perspective on how digital tools can help funeral businesses not just survive but thrive.

Eric’s session delivered a clear message: Embracing digital transformation isn’t about abandoning tradition, it’s about empowering your team, enhancing client experiences, and increasing profitability through smart, scalable solutions.

Eric Banks with Mike Cooperman, Chief Marketing Officer at Fortitude Research, and George Owens, President and Founder of Fortitude Research

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MEMENTO MORI JUNE 2025

Beyond the breakout sessions and keynotes, what made DEAD Talks 2025 truly special was the sense of community and shared purpose.

Strategies That Are Changing the Game Eric’s talk centered around six strategic approaches that funeral businesses can adopt to drive results and stay ahead in a competitive landscape.

1. Deliver Unmatched Customer Experience: Eric emphasized the power of technology in personalizing client interactions. Tools like customer questionnaires, digital calendars, and family portals were showcased as ways to streamline operations, uncover upsell opportunities, and build lasting loyalty.

2. Maximize Revenue Opportunities: Attendees learned how technology enables businesses to attract modern families by offering flexible services, like online appointment requests and family portals, while optimizing sales processes through automated insights.

3. Boost Efficiency and Serve Families Faster: Eric highlighted the time-saving benefits of digital tools, such as task automation and real-time collaboration, which allow teams to focus on delivering exceptional service and minimizing costly errors.

4. Maintain Perfect Compliance: Technology’s role in simplifying regulatory compliance was a focal point, with

www.iccfa.com

Eric with Robin Elaine Heffernan, Little Lake Cemetery Company

examples of secure data management and automated tracking systems ensuring all legal requirements are met seamlessly.

5. Drive Financial Performance with Insights: Attendees explored how data-driven decisions powered by realtime analytics can optimize offerings, track seasonal trends, and cut unnecessary costs, ultimately improving profitability.

6. Scale Efficiently, Grow Effectively: Finally, Eric discussed the scalability of cloud-based solutions, which enable businesses to expand without significant resource investments while maintaining flexibility and high service standards.

A Transformative Experience Beyond the breakout sessions and keynotes, what made DEAD Talks 2025

Eric with Robbie Pape, Carriage Services

truly special was the sense of community and shared purpose. Every conversation, whether with long-time industry leaders or emerging professionals reinforced a central theme: the future of funeral service is compassionate, connected, and tech enabled.

At Funeral 365, we’re proud to be part of this transformation. Our goal is simple: to help funeral homes and cemeteries streamline operations, reduce stress on staff, and ultimately provide better service to the families they serve.

We are deeply grateful for the opportunity to connect with industry professionals and contribute to advancing the field. To learn more about how Funeral 365 can support your business, visit our website or reach out to our team.

Together, let’s embrace technology and pave the way for a more innovative and profitable future.

Eric Banks is a Business and Digital Transformation professional with over 35 years of global cross-industry experience enabling reimagined capabilities yielding sustainable profitability, growth and stakeholder value. He is certified in process improvement, technology sales, and marketing for high growth organizations, specializing in Deathcare Management, Funeral Operations, SaaS, Enterprise Resource Planning, Customer Relationship Management, Supply Chain Management, and Mobile Business Applications.

Janhavi Rege is Marketing Campaign Manager, Funeral 365, and is an MBA graduate with over six years of experience in B2B marketing and communications. She specializes in campaign strategy, content development, and integrated marketing communications.

JUNE 2025 MEMENTO MORI

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DEAD TALKS 2025

AI and Funerals: Enhancing the Role of the Deathcare Professional

by Aaron Avner

I

N 1998, I WAS A SENIOR IN HIGH SCHOOL. Class by class, we were herded into the library to see this new thing called Google®. It kind of worked, but not well—and was supposed to help us with research papers.

AI isn’t here to replace you. It’s here to enhance what you already do so well— with heart, empathy, and experience.

After the hour-long demo, I remember thinking, “I know the Dewey Decimal System. Why would I need this?”

After high school, I spent two years in a third-world country, completely off the tech grid. When I got back and started college, Google® had transformed—still not what it is today, but clearly something powerful.

That’s when I realized: There will always be something new. Something that feels weird or unnecessary at first … but might end up changing everything.

That’s how I see AI. Google® is now part of everything we do online and has even become a verb. How often do you hear someone say, “Just Google it”?

Now, ChatGPT is well on its way to becoming one, too.

I get that some folks are nervous—worried AI is the next Minority Report, iRobot, or WarGames.

Honestly? I see it more like a power-up in Super Mario Bros. You’re still Mario. It just makes things easier and faster.

Audio Tools

• Lalal.ai. Cleans up noisy audio like wind at a graveside service. Easy fix.

• Play.ht or ElevenLabs. Have a short clip of Grandpa talking? Upload it and a script to create a voiceover for his memorial video.

Music Creation

• Suno and Udio. Generate custom songs with just a few inputs. No musical talent needed.

Creative Help

• ChatGPT (download it to your phone). Want help

planning a Celebration of Life? Be specific when writing your prompts: share the person’s hobbies, interests, budget, and any assets (like voiceovers, music, or photo edits) you already have. The more details you give, the better the results.

Just remember: Garbage in = polished garbage out. Better prompts = better results.

What Can AI Do for You?

One More Thing

Let’s talk real-life funeral director problems. Have you ever Struggled to come up with ideas for a Celebration of Life?

Been handed a blurry, pixelated photo?

Needed to crop a spouse out of an image?

Wanted help with your business structure?

Had a windy graveside recording you wish you could fix?

AI’s got answers. Here are a few tools worth trying:

To wrap this up, I thought I’d end with a poem I asked ChatGPT to write. The prompt I used was “please write a poem for funeral directors that may be scared to use AI but ensure everything will be ok. Please keep the poem to less than 50 words.”

• • • • •

Image & Photo Tools

• Deep-Image.ai. Simple, affordable photo upscaling.

Great for blurry pictures.

• Photoshop. The new Object Removal tool is magic.

• 8

Generative Fill can do that, too.

No more careful tracing. Want to remove Dad from a picture and regenerate Mom’s missing arm? Generative Fill has you covered.

Want a wider background for a family photo?

MEMENTO MORI JUNE 2025

“Gentle Guidance”

AI’s not here to take your place, But lend a hand with gentle grace.

From tasks to care, it lights the way— You lead with heart, it helps each day.

So fear not change, just give it a try, You’ll still be you—with a little AI.

Final Thoughts AI isn’t here to replace you. It’s here to enhance what you already do so well—with heart, empathy, and experience.

www.iccfa.com

Your website provider may already offer tools like AI-powered obituary writing or guest book moderation. At Tukios, we’re focused on building helpful solutions into one place—so you don’t have to juggle 10 different tools. Other software companies feel the same. We’re all listening.

Thanks for reading!

Aaron Avner is the Vice President of Operations at Tukios, with over 13 years of experience in the deathcare industry. He has spoken at DEAD Talks, NFDMA, OGR, numerous mortuary schools, and other industry events. Aaron is married to his best friend and is a proud father of four. His family loves adventures—whether skiing and mountain biking, surfing, or backpacking in the mountains. Tukios is always open to new ideas and feedback. Got one? Email Aaron directly: aaron@tukios.com.

JUNE 2025 MEMENTO MORI

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DEAD TALKS 2025

The Silent Persuader: The Power of Body Language in Sales

by Christine Toson, CCE

I

N THE WORLD OF SALES, YOUR WORDS MATTER —but not nearly as much as your body language. Experts estimate that body language accounts for 55% to 85% of effective communication, making it one of the most powerful (and most underutilized) tools in the sales professional’s toolkit. Whether you’re meeting a client face-to-face or over a video call, the way you carry yourself often speaks louder than anything you say.

Body language gives us the closest thing to a window into another person’s mind. It reveals unspoken feelings, exposes hesitation and insecurity, and, when used strategically, can establish instant trust. In sales, that connection is everything.

Why Body Language Is Critical in Sales

While you can’t always predict how a conversation will unfold, you can control how you show up—how you walk into a room, how you sit at the table, and how your body supports your message.

According to research by Dr. Albert Mehrabian, only 7% of a message is conveyed through words, while 38% comes from tone of voice, and a whopping 55% from body language. In other words, more than 90% of communication is non-verbal. That means even the best script or pitch deck won’t land if your body says you’re nervous, distracted, or untrustworthy.

Too often, we feel it’s more important in sales to spew out information, forgetting to slow down and get the prospect involved in the conversation; while in reality, this information does very little for us to be successful in closing business.

It’s how you present yourself and how you are perceiving the way the prospect engages with the information you are providing.

how to walk into this greeting and be completely ready to make those eight seconds be as impactful as possible; take a deep breath, put a smile and some confidence in your voice and be ready to be your best.

If you bomb these first eight seconds, it’s extremely difficult to recover from them and you run the risk of losing traction towards a successful meeting or presentation.

The First Eight Seconds Count

The Eyes: Windows to Thought

You have just eight seconds to make a strong impression—whether you’re walking into a meeting or logging onto a Zoom® call.

In those brief moments, your posture, your facial expressions, your handshake, your appearance, the tone of your voice and even the direction of your gaze can either build rapport or raise doubts.

This means when you are preparing for a meeting or an introduction, think through

Understanding eye movements can offer incredible insight into what your prospect is thinking. Pay attention to the gaze of their eyes to read more into the reaction of what you are presenting to the prospect without the need for them to say a word to you.

Some of the following eye patterns will give you some knowledge that can help you and perhaps help shift where you need to go in your communication:

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• Looking to Their Right: This means

they are recalling something auditorily; perhaps they are recalling a song, a voice or a story that someone told them in their past that they are connecting to what you are presenting.

Looking to Their Left: This means they are conjuring up a visual memory; perhaps something that someone wore at an event, or a piece of art that a child made in school.

Down to the Right: This can mean that they are accessing deeper feelings, emotions or deeper sensory memories.

Down to the Left: This can mean that there is an internal dialogue taking place; they are talking to themselves and likely not listening to what you’re saying to them in the moment. Take the time to pause and bring them back into the conversation if you see this happening.

Slow Blinks: This is a sign someone is mentally shutting down. It is up to you to bring them back. To regain their confidence and attention, pause your presentation and ask them a question.

Do what you can to get them personally involved again or back to what you are talking about. A great way to also bring them back subtly is to mirror their body language by making movements that will re-engage them.

Raised Eyebrows: This is a positive cue that someone is engaged in the conversation and is finding the information interesting; they are paying attention.

Eye contact isn’t just about maintaining gaze—it’s about interpreting subtle shifts that tell you how your message is landing.

You need to balance out the appropriate amount of eye contact while watching the cues above to determine what may be spoken through the eyes.

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www.iccfa.com

The other benefit you have with eye contact is that if you time your gaze well, it can build a connection that may hit at a welltimed moment in the presentation. The opposite is true as well; if you misread a moment, it can lead to a missed opportunity.

Hand Gestures: Speaking Without Words Hands are a direct extension of your intention and energy. The way you use them can either project confidence or insecurity.

Here are some key hand gestures that convey strength: The Steeple: Fingers pressed together. This signals wisdom and confidence.

Open Palms: Indicates honesty, openness, and transparency.

The Box: Framing an idea with your hands can reinforce structure and logic. In sales, if you are explaining two different concepts, or giving two different proposals, this works well to separate them with your hands.

Holding the Ball: Imagining you’re holding an invisible sphere can symbolize mastery over your subject.

Pointing Between You/Me: Reinforces connection and relatability. Anytime you can make a connection with your prospect, it helps build the relationship and trust. This can be used to do this.

On the flip side, hiding your hands often subconsciously signals that you’re hiding something else, such as the truth—or insecurity. Do not keep your hands in your pockets, your arms crossed to hide your hands or your hands behind your back.

• • • • •

Weak Body Language Can Derail a Sale Buyers make judgments in seconds. If you unconsciously display signs of discomfort or defensiveness, your credibility could take a hit. Believing in what you are presenting is at the heart of your success. If you do not believe in it, this will be obvious no matter what you do and your weak body language will be the first way to give this away. Here are common cues to avoid: Averting your gaze or having shifty eyes Hunched shoulders Arms pulled in tightly Knees pressed together Chin tucked to the throat Excessive fidgeting: be aware of the items you hold in your hands, the tapping of your feet or the swaying of your legs.

Over-smiling; this can become awkward and create suspicions quickly.

Looking back to close the door as you enter; this gives a quick vibe of insecurity.

These may seem subtle, but they add up. Confidence must be communicated consistently.

• • • • • • • •

Dress the Part: Psychology of Appearance The way you dress doesn’t just affect how others perceive you, it impacts how you feel. Research shows that wearing more formal clothing increases feelings of power, control and confidence.

When you feel like you are on your game, you are much more likely to have the confidence to do better in the presentation you are giving. The opposite effect can also happen and it needs to be pointed out when you are in a profession such as the cemetery and funeral industry. Be aware that: Comfy attire can appear unpolished and sleepy.

Wrinkled clothes suggest taking shortcuts, lack of cleanliness or laziness.

Ill-fitting garments may hint at disconnection or financial struggle.

In short, your wardrobe reflects your mindset. If you want to exude confidence, dress like it. Your wardrobe does not need to be excessive or elaborate, but it should be polished and professional.

• • •

Control What You Can Sales is a game of impressions, both conscious and unconscious.

These impressions are of your organization, of your presentation, of your knowledge and of your ability to solve a problem that the family in front of you has, whether they know it or not.

While you can’t always predict how a conversation will unfold, you can control how you show up—how you walk into a room, how you sit at the table, and how your body supports your message.

Mastering body language doesn’t require years of study, just intentionality. You need to always be aware, which needs to be blended in with everything else you are doing to try to close on the presentation you are making.

The next time you walk into a sales meeting or presentation, remember that your body and your facial expressions are talking.

Make sure they are saying what you want them to by preparing and remaining conscious of what impression you are trying to make.

Christine Toson CCE is the President and CEO of The Tribute Companies, based in Hartland, WI. Tribute owns and manages four prominent, family owned and operated cemeteries in Milwaukee, Hartland, Wausau and Green Bay Wisconsin. In addition, Tribute has an architectural firm and two precast concrete manufacturing facilities in Illinois and Indiana, all of which service the death care profession throughout the country. Christie is the fourth generation of her family in the cemetery profession and has been working within Tribute for nearly 30 years. Christie also served as President of ICCFA (2018–2019).

JUNE 2025 MEMENTO MORI

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DEAD TALKS 2025

Clockwork Confidence: Balancing Time and Self

by Dr. Jennifer Lares, CFSP

H

AVE YOU EVER NOTICED HOW EXCITED YOUR DOG IS TO SEE YOU when you walk through the door? Whether you were gone for five days or five minutes, their undeniable joy remains the same. Unlike other species, humans are aware of passing time, which requires our attention. It also robs us of the sweet oblivion your dog demonstrates.

Within deathcare, we are subject to instability and a lack of control that we find ourselves having to work within and around. It can sometimes feel like we are juggling plates with an arm tied behind our backs. What can we do when faced with conflicting demands and limited time?

Let’s first describe what we may be doing currently…

Are you procrastinating? Distracting yourself from a task that seems too daunting or is uninteresting? More often, we take on extra work to make someone else happy. Saying “no” can be uncomfortable or impossible depending on who is asking (you can look over at your boss). We can be our own worst enemies when it comes to how we allocate our time, but it’s not entirely our fault.

Using Technology for the Better We are routinely assaulted by images, the prods of our devices, and a lot of “noise” that can grip our attention. At work, we waste time on emails that could have been a text or meetings that could have been an email. Have you ever found yourself in a meeting that had no real agenda and found yourself stuck in a rabbit hole of stories you’ve heard before? (Don’t look over at your boss right now.)

There are ways to address these time vacuums. An organization can find balance in assigning tasks to personnel that make sense based on their roles. Administrative support presents a considerable opportunity to free up busy operational team members and/or sales folks who need to focus on their unique function. This doesn’t always 12 MEMENTO MORI JUNE 2025

have to be in the form of another person.

Look to technology to simplify activities, populate data to various places after a single entry, and software that can organize input in an easy-to-read way. When you do meet, consider options like Zoom® or TEAMS® to omit wasted travel time for those at other locations.

Shared calendars (Google®, Outlook®) can create unspoken expectations regarding availability within your organization as well as within your family. Your screen time feature on your cell phone can help you identify how much time you are spending in various areas (social, productivity).

Use timers to chisel away on a draining task, so you can break it down into smaller, more manageable chunks. Technology can truly be a valuable tool when applied correctly.

Regaining Structure Let’s switch gears and consider you. As an individual, you can restore a structural order to how you spend your time. It is your responsibility to agree to the right things, avoid the wrong ones, and not get sucked into that “Next Episode” prompt for too long. It is easier said than done, but here are a few ideas and reminders to help:

Evaluate things you can outsource Though some activities must be completed by you, anyone can perform filing, mowing the lawn, or doing the laundry. The time saved can be well worth the cost of paying someone to do these things for you. Society has embraced convenience without shame, as we purchase dinner kits that hardly

require assembly, and use apps to help pick out our clothes for the week. This is especially applicable to domestic demands, but can also relate to your work. (Think about it: a virtual assistant to help you with a project could be a real treat.)

As more women enter funeral service, the tug of managing their duties at home while working can be especially difficult.

Western society has groomed women to keep a tidy house and be the one who leaves work when the school nurse calls. Be kind to yourself and get the support you need from others when you can. (*Your house doesn’t need to be perfect either.)

Respectfully say “No”: This is a tough one You have likely heard the saying about “no” being a complete sentence. If you aren’t quite ready for that, consider a “not right now”. Allow yourself to finish a task before turning to help someone who has popped in with a problem.

Sometimes, when we are deep in thought, an interruption can feel like a train derailment. It’s ok to be busy and unavailable sometimes, and I encourage you to check in with yourself before agreeing to do something.

A key consideration is in how we communicate when we are declining something.

Respectful, thoughtful word choices are important, as are the mode of delivery. Be careful with text or email, so that it doesn’t come across as curt or rude.

Phrases like, “I can help you with that if you can give me (insert time) to wrap up what I am currently doing.” Or “I’m sorry but I am not able to help you with that, take on that task, etc., at this time.” If someone needs something from you, communicate how long it may take you and be clear on what the deliverable expectation is. “I may be able to help. When do you need it by?”

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It can be off-putting in a world where saying “yes” is the expectation. Likewise, it is imperative to respect other people’s time.

Being late or expecting people to drop what they are doing for you can be seen as inconsiderate. If you reciprocate your expectations, it fosters mutual respect.

Consider your appointment scheduling

Use tools

It is not uncommon to get busy at work and reschedule that dental appt. you have needed for the past three months. Taking care of yourself should be an unwavering commitment, even though it is easy to push aside for another time.

There are many apps, planners, etc., that can help you apply a structure of sorts to your time (to yourself, if we are being honest). Disable notifications that really aren’t that serious. Schedule times to check your email. (If it is time sensitive, they can call or text you.) Create windows to catch your breath and build in a moment to reset within your day.

Are you giving yourself enough time with your clients and in between? Do you need to reconsider the time slots in which you see families?

Finally, make yourself a priority

Cut Yourself a Break Managing yourself is not a linear process.

There will be times when you feel like you are rocking everything, and others where

you feel like you are drowning. All we can do is our best to accomplish what we can within the constraints of the limited minutes we are given. Give yourself patience, grace, and, above all, give yourself time.

Dr. Jennifer Lares, CFSP is the founder of Mulling Mortician, LLC, a company that provides virtual/ onsite training and education to deathcare professionals. She has been a licensed Funeral Director and Embalmer in FL since 1998 and holds an active dual license in TX (2017). Throughout her career spanning 30+ years, she has also been licensed in WA, NV, TN, and NC. Jennifer is a U.S. Navy veteran and has over 8 years of experience serving as a DOD Mortician. She is a member of Northeast Texas Community College’s faculty, where she teaches in the Funeral Service Education department.

JUNE 2025 MEMENTO MORI

13

DEAD TALKS 2025

Measure Twice, Cut Once:

The Rise of Data Analysis and Advanced Metrics

by George Owens

W

E HEAR IT ALL THE TIME—“DATA IS CHANGING EVERYTHING.” But in reality, it’s not the data itself that’s revolutionary. It’s the fact that access to data has become democratized. Just think about how much information your smartwatch can track about your daily walk or run—it’s astounding. Once accessed only by executives in boardrooms and corporate headquarters, data is now in the hands of everyday professionals—including those of us in the funeral sector.

However, the abundance of data raises a critical question: “Now that I have all this data, “what should I do with it?” And even more importantly, “Is it worth my time to analyze it?”

Data is literally changing the game. In fact, if you take a step back from your business for a minute and look at some of our typical leisure activities, you’ll see just how data has changed some of our favorite past times ... look at baseball. Gut feel, anecdotal experience, and tradition are being supplanted by data analysis and advanced metrics. (see Figure 1) Considering the conservative nature of sports throughout their history, how they’ve been reshaped in the last decade is nothing short of shocking. Now, we can argue whether that’s a change for better or worse from a fan perspective – talking about swing planes and VORP isn’t nearly as fun as trying to compare Babe Ruth to Shohei Ohtani.

But, from a BUSINESS perspective, it’s compelling to think that data analysis and insights can elevate a team like the Tampa Bay Rays to annually be competitive with a team like the New York Yankees, despite the Yankees consistently having a payroll 3 times higher.

The same principles apply to business.

The best-performing organizations today are those using data not just to track performance, but to understand and enhance the customer experience. Either we adapt, or we risk falling behind.

Our team at Fortitude Research and Marketing has studied tens of thousands of consumer interactions with funeral homes, 14 MEMENTO MORI JUNE 2025

Data + Analysis can paint a clearer picture of what’s needed to drive greater performance, more consideration, more revenue...whatever business outcome you’re after. crematories, and cemeteries. Here are a few key trends that we’ve been able to identify using those insights:

Loyalty: It’s More Fragile Than You Think One of the simplest and most straight-forward ways to measure customer satisfaction is to ask customers to rate their experience.

It’s an easy question for the customer to answer and it produces relatively simple data that your business can use to measure and track performance. Sounds like a classic win-win. Yes... and no.

Figure 1 shows the feedback from tens of thousands of consumers and their loyalty based on the rating they gave their funeral home. In essence, we have divided the customers into individual groups based on how they rated their experience, with 10 being best, and then compared that to their loyalty rating, which measures their

likelihood to recommend the funeral home and use it again.

When a customer rates their experience as a 10 out of 10, they’re likely to return and recommend you 88% of the time. That’s a stellar result. But a score of 9—which still seems excellent—sees loyalty fall by nearly half. A score of 7 or below? Loyalty is practically gone. (see Figure 2) If you’re in a rural location with no nearby competitors, you may still get by with a good service. But for everyone else, ‘good enough’ simply isn’t good enough.

Average experiences lead to lost client families and lost opportunities.

Ultimately, if you’re not listening to customer feedback…

You’re guessing at whether your processes are driving loyalty You’re missing out on recommendations You’re losing revenue because customers problems aren’t resolved

• • •

Education: You Think They Know, But They Don’t Know Our professionals firmly believe that they are adequately educating consumers.

Whether we’re talking about awareness of our most basic products and services, 75% of our professionals tell us that they have appropriately educated consumers.

The reality is, only 35% of consumers agree with this statement. When it comes to our most basic products—burial, casket, and urn options, along with keepsakes and memorials, consumers are telling us they didn’t get the basic information they need to make an informed decision.

Wonder why trust in our profession is a challenge? A lack of education is a recipe for trust issues.

Dig a little deeper, and you realize how large the gap really is. We asked both professionals and consumers about their awareness of some of our products and services. The results were shocking.

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FIGURE 1

For example, 79% of our professionals believe consumers are aware of the keepsakes, stones, and jewelry options we offer.

That seems reasonable; these are blocking and tackling products that we can display on our websites and in our facilities.

Especially with rising cremation rates, it’s rational that we should be educating consumers about how to permanently memorialize their loved ones. The problem is, only 46% of consumers—less than half, said they were aware of their options. You can see the full list of things we asked about below, but the net-net is, consumers are considerably less aware of what’s available to them than we think. (see Figure 3) The bottom line is, investing time in training will drive product sales.

Carefully listen to the needs of your client families Realize most consumers know very little beyond traditional products Reinforce your most important sales messaging before, during, and after the purchase

• • •

Cremation: Memorialization Is Revenue Hiding in Plain Sight Speaking of products consumers aren’t aware of, look at the very top of that

FIGURE 2

education list. More than 80% of our profession believes that consumers are aware of their post-cremation memorialization options. The reality is far from that—less than half of consumers are aware of them.

CANA tells us that 25% of U.S. households have cremated remains. Our data shows that of those, nearly half would like to memorialize their loved ones, but haven’t done so.

The opportunity to bring in cremation memorialization revenue extends beyond your customer base, into your community.

If you’re not actively marketing your cremation memorialization options to the consumers around you in addition to those in your database, you’re missing opportunities. (see Figure 4).

Of those families with cremated remains at home, nearly a third (32%) are actively looking for assistance with memorialization.

JUNE 2025 MEMENTO MORI 15

DEAD TALKS: MEASURE TWICE, CUT ONCE

FIGURE 3

Consumers want the help. They’re practically begging us for assistance. But, again, they don’t know what they don’t know. Given the lack of consumer awareness, it might be worthy to get creative in your approach. Those organizations that add some innovative approaches to their traditional methods are doing a better job of reaching new customers.

Cremation memorialization is a second bite at the apple: Many consumers in your area have cremated remains at home You may not have served them, so they won’t be in your database They WANT to memorialize, but don’t know what their options are

about how consumers find you, what they thought of your services, who they compared you to when they considered your business, and who they contemplated using instead of you.

Perhaps more importantly, data can also give you insights beyond what your consumers SAY. Data + Analysis can paint a clearer picture of what’s needed to drive greater performance, more consideration, more revenue...whatever business outcome you’re after.

Sometimes, data produces results that confirm your gut instincts. But many times, as with the examples showcased in this article, data tells you something new.

If you’re not measuring, you’re missing.

When it comes to effectively gathering customer insights, make sure your customer experience program is looking beyond conventional wisdom.

What we’ve found in listening to tens of thousands of consumers, it’s clear that top-performing firms are actively using the voice of the consumer to shape and improve how they do business.

FIGURE 4

• • •

Summing It Up Insights into your customer provide you with clearer direction. Data can tell you

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NOMIS

With more than 25 years of experience in highperformance environments, George Owens is an expert at identifying business problems and using insights to deliver solutions that drive revenue and profit. Prior to founding Fortitude, George served as a Managing Director for SCI, helping them measure location performance and improve operations. George spent more than a decade at market intelligence leader J.D. Power, the father of the modern customer satisfaction model, leading some of their highest profile studies.

George earned his MBA from Graziadio School at Pepperdine University and serves as a Visiting Professor at California Lutheran University’s School of Management.

PUBLICATIONS, INC.

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We’re committed to Preneed insurance...

it’s what we do.

For over 115 years, National Guardian Life Insurance Company (NGL) has focused on one thing: Insurance. We are dedicated to offering the best options for partnerships, products and services and are committed to building the future of Preneed with you.

Let’s talk more about partnership.

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by National Guardian Life Insurance Company (NGL) in Madison, Wis. National Guardian Life Insurance Company is not affiliated with The Guardian Life Insurance Company of America a.k.a. The Guardian or Guardian Life. 5462 02/25

DEAD TALKS 2025

What Motivates Today’s Pre-need Customers?

The Journey Begins Before the Door Opens

A

by Greg Norris

T HOMESTEADERS, WE’VE SPENT MORE THAN A CENTURY helping funeral professionals grow their businesses by understanding what drives families to prearrange. Our latest research—the Seventh Edition of Preneed Motivators— provides fresh, data-backed insights that can shape how your firm approaches sales and marketing in a rapidly evolving landscape.

Based on survey responses from more than 800 Homesteaders policy owners who prearranged and prefunded between May and June 2023, this report dives into what today’s consumers want, need, and expect when it comes to advance funeral planning.

The findings reveal not only who is most likely to prearrange, but also when, why, and how they choose to act.

Services like text-based programs allow funeral professionals to stay in touch throughout the first year after a loss. Not only does this kind of high-touch, personal outreach offer comfort, it also lays the groundwork for long-term trust and continued service.

Age Isn’t Just a Number— It’s a Trigger

While many people still complete their prearrangement at the funeral home, many begin their journey online. In fact, 17% of policy owners looked up pre-need information online before making plans— an increase of six percentage points since our last report. Many of them were searching for costs and cremation options.

Online lead generation and arrangement platformsmeet consumers where they are—at home, on their devices— while giving funeral providers the tools to connect and follow up with quality, high-converting leads.

In today’s climate, digital accessibility and transparency are no longer optional— they’re expected.

One of the clearest motivators for prearranging continues to be age. Our data shows most consumers believe the “right” age to prearrange is between 70 and 84. That doesn’t mean younger generations aren’t thinking about it—it means your messaging needs to be timely and age-appropriate.

As life expectancy trends shift, there’s a real opportunity to begin nurturing relationships with consumers in their 60s, especially through education and community-based engagement.

Loss Drives Action—But You Can Be There Before It Happens Unsurprisingly, the most common reason people decide to prearrange is the recent loss of a loved one, especially a spouse. We encourage our funeral home partners to use this insight to enhance their aftercare strategies. Following up with surviving family members—not with a sales pitch, but with genuine support—can be one of the most powerful and natural ways to open the door to a future prearrangement conversation.

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The Digital Journey Begins Before the Door Opens

Slow Burn: From Awareness to Action

Here’s a key insight that can transform your marketing timeline: It can take up to two years for someone to act on their interest in prearranging. That means one-off advertisements or seasonal pushes likely aren’t enough. You need sustained, relationship-driven marketing that keeps

your funeral home top of mind when the moment of action arrives.

Personalized market analysis tools help funeral providers identify where those opportunities lie and how to communicate effectively with different demographics in their communities.

The Power of Word-of-Mouth and Online Reviews Homesteaders’ research shows that more than 60% of policy owners have recommended prearranging to one or more people—or plan to. Most consumers learned about prearranging from a funeral professional, a friend, or a family member who had already done it.

What does that mean for your business? Client satisfaction is your most powerful marketing tool. Encouraging satisfied families to leave reviews, give testimonials or share their stories—whether in person or online—can help you reach new audiences with unmatched credibility.

Simplifying the First Step Nearly 30% of respondents told us the hardest part of prearranging was simply knowing how to get started. That’s an easy win. Your funeral home’s website, social media channels, printed brochures, and community events should all clearly explain how to begin. Consider short videos, downloadable guides, or even interactive checklists that make the process feel approachable rather than overwhelming.

We know, as a funeral professional, time is often your most precious resource. That’s why Homesteaders has a library of easy-to-use resources available on our website to help our partners engage their community and future client families.

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Connecting with Professional Planners Interestingly, nearly half of policy owners reported working with a financial advisor, and two-thirds had help with wills and estate planning. This presents a valuable opportunity for funeral homes to partner with attorneys, financial planners, and other professionals who are already helping clients think about the future. These partnerships can generate highly qualified leads and create a holistic end-of-life planning experience for your families.

Why They’ll Choose You—Or Not A final, vital finding: Almost three-quarters of respondents only considered one funeral home when they decided to prearrange. If you’re not visible, accessible, and trusted, you may not even be considered.

By leveraging data-driven tools, building community connections, and offering a seamless online and in-person experience, your firm can become the one that families turn to—before they ever need to.

Greg Norris, regional director, Homesteaders Life Company, joined Homesteaders in 2004 and spent the next six years serving funeral home customers and agents in Texas. In 2010, he was named Regional Director of the West Region. Prior to joining Homesteaders, he spent 10 years as a preneed counselor, territory manager and preneed marketer. Greg has a degree in marketing and management from Emporia State University and is a two-time recipient of Homesteaders’ Account Executive of the Year award. At Homesteaders, we believe that understanding what motivates people to prearrange is the key to building stronger, more resilient businesses. We’re proud to support funeral professionals with tools, technology and research that turn insights into action. Together, we can help more families design better farewells—while helping you grow a business that lasts for generations.

Do you offer your families a travel protection plan?

When choosing a travel protection plan, it’s essential to ask the right questions: → Is the plan backed by trusted insurance? → Are fulfillments handled by a reliable network of vetted service providers? → Is it funeral director owned and operated?

By working with the Travel Plan by Inman, you can ensure peace of mind for your families and answer with a resounding YES!

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JUNE 2025 MEMENTO MORI 19

DEAD TALKS 2025

Conquering Anticipation in the Arrangement Conference: It’s Not Quite Mind Reading

by Hal Wilkes, CHt

W

HEN I FIRST STEPPED INTO A FUNERAL ARRANGEMENT OFFICE , I quickly learned that families don’t arrive with clear minds or rational priorities. They come carrying the weight of grief, fear, uncertainty—or sometimes, a strange calm born from resignation. As a former arrangement counselor with experience in both immediate need and pre-need environments, I have sat with hundreds of families in that exact moment.

Today, as a board-certified hypnotherapist, I understand even more deeply what’s happening inside their minds. My recent presentation at ICCFA’s DEAD Talks conference was titled “Conquering Anticipation in the Arrangement Conference,” and this article is a reflection and continuation of that conversation.

It is my deepest hope that we can elevate the arrangement conference into a place of healing, reassurance, and shared humanity—one hypnotic phrase at a time.

When on stage at DEAD Talks, I asked the audience what advantages they could enjoy if only they could read other people’s minds. What a date might turn into, a job interview, chances at a card table … how about an arrangement conference?

Well, sadly we can’t read other people’s minds. But we can learn to direct another person’s direction of thinking or closure. Anticipation!!!

What Is Anticipation?

Anticipation is a mental state driven by emotion. It is not neutral—it carries with it an expectation. That expectation might be hopeful (pleasure), anxious (fear), or paralyzed (hopelessness).

When families enter the arrangement conference, they are often not just grieving a loved one—they are confronting a complete disruption of emotional expectations. Their subconscious mind is hyper-alert, waiting for cues that confirm or deny their fears.

And most critically, they are not participating in a “day-to-day” shopping experience.

20 MEMENTO MORI JUNE 2025

This is a moment where their mental bandwidth is hijacked by emotion. The subconscious is running the show.

The Subconscious The subconscious mind governs over 95% of our behaviors and responses. I often refer to it as the “little brat” that lives in your head—processing experience and emotion without logic. It doesn’t care for rational timelines or budgets. It cares about comfort, certainty, and protection.

When families are in a state of grief, their subconscious is fully activated. They may appear calm or composed, but beneath that is a storm of emotional reaction.

This is why we must understand trance states. These are not theatrical or dramatic experiences. They are real, neurologically proven moments where the conscious mind recedes, and suggestion becomes powerful.

Grief, confusion, exhaustion, and even bureaucratic overwhelm can all lead someone into a trance state.

And this is where ethical, compassionate communication becomes our greatest tool.

Tone and Language In the arrangement room, your tone matters as much as your words. Soothing, slow, and measured voices send cues to the subconscious mind that say, “You’re safe.”

Phrases like: “Many families feel this way.”

“You’re in the right place.”

“It’s natural to feel uncertain.”

“We’ll guide you, one step at a time.”

These aren’t just pleasantries—they are hypnotic phrases that normalize the experience and frame the journey ahead as manageable and collaborative.

Using hypnotic determiners like “then,” “next,” “easy,”

• • • •

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and “so that…” helps families create a mental map of the process. For example: “We’ll select the location first, *so that* we can focus next on the personalization details, etc.”

These patterns reduce overwhelm and create the illusion (and eventual reality) of control.

Avoiding the Pitfalls Avoid tricky words, “gotcha” questions, and buzz phrases that feel rehearsed or manipulative. Families may not be consciously aware of your phrasing, but their subconscious will detect insincerity or pressure.

Instead of rattling off packages or pointing to price sheets, frame decisions as personal opportunities for honor and legacy. Be brief. Be clear. Let your empathy speak louder than your sales strategy.

Body language is equally important.

Your eyes, posture, and gestures should say, “You’re important to me.” Sit slightly angled instead of directly across. Lean in. Nod with understanding, not just agreement.

The Path to Calm Imagination plays a powerful role in restoring calm. When the subconscious mind is allowed to “see” a peaceful result, it begins to believe that it’s possible.

Describe a dignified service. Mention a beautiful setting. Ask how the person lived and what meant the most to them. Create images. People today are less data-driven and more story-responsive than ever.

You’re not selling a casket or a cremation package. You’re describing “what’s next”— and giving shape to something they haven’t been able to imagine yet.

Anticipation Is Everything Anticipation governs how people decide. If they anticipate overwhelm, they will stall.

If they anticipate confusion, they will resist.

But if they anticipate safety, collaboration, and clarity, they will trust you—and the process.

The good news? Anticipation can be conquered. Not through force, but through subconscious communication techniques

that soothe, suggest, and guide. These aren’t magic tricks. They are refined tools, and every funeral professional can learn them.

Thank you for taking time to read this.

It is my deepest hope that we can elevate the arrangement conference into a place of healing, reassurance, and shared humanity—one hypnotic phrase at a time.

Hal Wilkes, CHt is a boardcertified hypnotherapist, cemetery sales trainer, and funeral industry speaker. He integrates subconscious communication strategies into funeral arrangement training across the country. Hal has been involved in the deathcare profession for over three decades. He received multiple national recognition awards for the sales of specialty products in the industry.

Based in San Francisco, Hal travels North America to support trade and professional associations.

He is founder of specialized consulting through Wilkes Integrated Achievement Systems, LLC and serves as executive director of sales for Christy Vault & Columbarium.

Save the Date!

Dive into immersive learning this fall at the newly reimagined ICCFA Leadership Summit—featuring hands-on workshops, on-site experiences, and practical solutions you can put to work right away.

Tuesday, Oct. 21: • Board of Directors Meeting • ICCFA Golf Tournament • Welcome Reception

October 21-23, 2025 Marriott Knoxville Downtown Knoxville, TN Learn more here!

Please note this schedule is subject to change.

Wednesday, Oct. 22: • “Reimagining Funeral & Cemetery Service” at Smith Funeral & Cremation • Grandview Cemetery Tour • Hands-on workshops and group discussions with Lee Longino, Aaron Butler, Lynn Gibson, and more Thursday, Oct. 23: • Government & Legal Committee Meeting & Update

JUNE 2025 MEMENTO MORI

21

DEAD TALKS 2025

The Power of You:

Influence and the Art of Personal Branding

by Erin Creger

T

HIS YEAR’S ICCFA DEAD TALKS IN LAS VEGAS reminded us of something powerful: when you bring over 400 deathcare professionals together with open minds and open hearts, magic happens!

The energy at DEAD Talks was electric.

It wasn’t just the record-breaking attendance. It was also the level of engagement, the generous exchange of best practices, and the overwhelming willingness of seasoned leaders and rising stars to share, collaborate, and grow together.

This is what our profession is all about.

Showing up, learning, and leading with empathy. I was honored to be one of the featured presenters and to speak on a topic near and dear to me: The Power of Personal Branding.

The Influence Formula During the session, I walked attendees through what I call the Influence Formula— three simple but powerful elements that shape how others perceive and are influenced by us: Trust: The foundation of all influence.

Built through consistency, authenticity, and integrity.

Credibility: Your guidance and expertise, delivered with clarity and humility.

It’s not about having all the answers, it’s about showing that you care enough to

• •

Technology will change. Marketing trends will come and go. But the power of personal connection is timeless.

“The Power of You” Matters In a profession built on trust, it’s no longer just the reputation of your firm that matters; it’s the reputation of each of us individually. Families don’t choose a cemetery or funeral home; they choose people. They choose you. In my presentation, “The Power of You: Trust, Influence, and the Art of Personal Branding,” we explored how each of us can build deeper trust, inspire greater connection, and create lasting influence.

Your personal brand isn’t your job title or your LinkedIn® profile. It’s how you show up. It’s the emotional fingerprint you leave on your team, the families you serve, and the communities you’re a part of.

And the best part? You already have everything you need to build your personal brand. You just need to get intentional.

22 MEMENTO MORI JUNE 2025

keep learning.

• Connection: The human factor. When

we share our stories, our why, and our values, we invite others to feel safe in their vulnerability and connect with us on a deeper level.

These aren’t revolutionary concepts, but when applied with intention, they are everything. Whether you’re in sales, serve as a funeral director or other at-need support role, a vendor supporting your clients, or a sales manager coaching your team, your influence matters. And it begins with your personal brand.

Your Story Is Powerful I shared something with the room: 70% of consumers trust individuals more than brands. That stat (from Matternow.com)

Smiles that sell and stories that inspire—Gary O’Sullivan, Erin Creger, and Phil Tassi sharing a moment of connection and camaraderie at the DEAD Talks Sales Conference.

might surprise some, but those of us in funeral and cemetery service know it instinctively. We’ve seen firsthand how trust is earned, not advertised. We’ve seen families make decisions not based on price lists, but on how someone made them feel.

And that’s where your story comes in.

One of the most meaningful parts of the session was an exercise where attendees were invited to start crafting their personal brand narrative. We explored two key questions: What is your WHY? What is the IMPACT you want to make?

When you articulate your personal mission and what drives you, you not only deepen your own sense of purpose, but you also give others something powerful to connect to.

• •

Personal Branding in Action Throughout this year’s DEAD Talks Sales Conference, I was inspired by the conversations that followed many of the sessions.

People were sharing their “aha” moments: A Family Service Advisor who realized

•

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Erin Creger with former ICCFA President Robbie Pape.

she’d been minimizing her own story because she didn’t think it mattered.

A Funeral Director who shared how instrumental an early mentor who had shared their story had been in her career.

A sales manager who left with a renewed commitment to help his team find their voice and share their own stories.

This is what DEAD Talks does best. It brings us together not just to listen, but leave with a renewed sense of purpose, and a “Monday Morning Mindset” encouraging us to take what we’ve learned and apply it to elevate ourselves, our teams, and ultimately, the families we serve.

• •

Takeaways If you couldn’t attend this year (or just need a refresher!), here are a few quick tips to start refining your personal brand today: 1. Define your WHY: Reflect on what drew you to this profession and what keeps you going. Let it guide your conversations.

2. Share your story: You don’t need to overshare, just be real.

A simple anecdote can make a powerful impact.

3. Be visible: Speak up in meetings. Share insights on LinkedIn®. Show up for your team.

4. Ask for feedback: How do others experience you? Find the people whose opinions you trust and ask for honest and helpful feedback.

5. Lead with consistency: Personal branding isn’t a one-time event. And perfection isn’t the goal. Show up authentically and consistently.

Erin Creger delivers her DEAD Talks presentation.

Looking Ahead As we look toward the future, one thing is clear: influence will belong to those who avoid the perfectionism trap, and lean into their personal brand with consistency, credibility, and authenticity.

Technology will change. Marketing trends will come and go. But the power of personal connection is timeless.

To everyone who attended DEAD Talks 2025, thank you. Your energy, vulnerability, and passion made this year unforgettable.

And to those who are just beginning to explore the power of their personal brand, please know this: your story matters. And the world needs to hear it.

So, let’s get out there. Be bold. Be authentic. Be you.

Because at the end of the day, you are the brand.

Erin Creger is the Chief Sales Officer for Security National Funeral Homes and Cemeteries, leading high-performing sales teams across the country. With over 20 years in sales leadership, she’s passionate about helping others grow their influence, lead with purpose, and connect authentically. Erin is the co-founder of the Death Care Collective, a national group supporting women in the profession, and proudly serves on the ICCFA Sales & Marketing Committee. Known for her upbeat, direct coaching style, she believes that your personal story is your most powerful sales tool.

JUNE 2025 MEMENTO MORI 23

DEAD TALKS 2025

From RSVP to Sale:

Build Your Events Properly and They Will Come

by Kelly Kohut

P

EOPLE LOVE A GREAT EVENT. Eighty percent of attendees agree that events are the most trustworthy way to get information, and they’re also one of the most effective ways for funeral homes to connect with their communities (Noe, Katie.

“The Event Industry’s Top Marketing Statistics, Trends, and Data.” Bizzabo.com.)

But there’s a lot to learn about how to run consistently successful lunch & learns.

While you get attendees who are genuinely interested in learning more about preplanning, you’ll also get folks who are only in it for the free spaghetti.

Thankfully, there are a few proven tactics you can use to generate more high-quality leads, increase attendance, and drive more appointments and sales.

Data shows that 20 RSVPs is the sweet spot for event attendance if you’re tracking appointment and conversion rates.

The ROI of Successful Events As consumer preferences keep changing, it’s increasingly up to funeral homes to engage families and build up the value of ceremony, ritual, and gathering after a loss.

Being proactive with pre-need allows you to do this before a time of need, when families are more inclined to learn about why funerals matter for the loved ones they’ll leave behind. It’s a real opportunity to shift people’s perspectives and turn the tide.

In this respect, events are uniquely powerful among all the other lead sources you might be using. Digital ads and direct mail pieces can consistently generate interest, but making a face-to-face connection leaves a much deeper and more memorable impact.

This is one of the reasons community events are our fastest-growing lead program at Precoa. Last year, we held over 4,700 events for our funeral home partners across the country. These resulted in 55,000 RSVPs and over 26,000 preplanning appointments.

As part of a proactive omnichannel strategy, events give families a dynamic experience with your brand. But if your goal is also to have more families prearrange with your funeral home, the first step is to target the right people.

24 MEMENTO MORI JUNE 2025

Target the Right Audience Every effective lead generation strategy begins with one question—“Who is my audience?” By reaching the right people with the right message at the right time, you can dramatically improve lead quality at every event.

But knowing your audience has to be more than just a gut feeling about what the people in your community might like.

Instead, the most successful approaches blend best practices and data insights from past events. You can zero in on quality prospects by considering factors like age, interests, hobbies, and dozens of other data points.

Your goal here is to deeply understand your audience and know what makes them tick. When you can do that well, it naturally translates to events and messaging that people want to engage with.

It will also help you whip up fun event themes so people will be excited to attend.

Lunch and learns are great, but so are a day at the movies or hosting a Jeopardy® game show at the local community center.

Knowing your audience also gives you insight into choosing the right location.

Maybe the best bet isn’t a fancy restaurant but a casual spot like Applebee’s®. We’ve seen 100 people show up for events at buffets, and one event at a pizza parlor received national media coverage.

Drive Engagement and Interest You probably already know that events can draw some of the most engaged pre-need leads. These are people who not only RSVP but also get themselves to an event and sit down ready to listen. They’re highly likely to be interested in taking the next step.

But quality RSVPs don’t just happen.

Learning about your audience through data and research is key to effective advertising. It can show you which channels will drive your target customers to events, as well as which messages will resonate.

Knowing this will inform the direction of your creative, and the aim should be high-quality, engaging designs with clear calls-to-action that make it as easy as possible to RSVP. Data can also show you which times and days of the week get the most RSVPs. In addition to ads and postcards, you can also reach out to existing leads. Even after someone responds to a digital ad or direct mail piece, a personalized invitation to an event can be just the opportunity prospects need to take action.

After that, it’s largely a matter of coordinating the back-and-forth logistics between your pre-need marketing and operational teams. It would be a shame for people to show up to an event you or your staff do not have on your calendars. Even worse would be an event your Advance Funeral Planner has no idea about!

Manage and Confirm RSVPs When you’re using multiple channels to reach out to your target audience, there are lots of ways for RSVPs to arrive. People may be calling in, filling out forms via QR codes, or clicking on digital ads.

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At this stage, a robust CRM system is your best friend. The pre-need pipeline starts with generating leads through marketing, but it’s just as important to track their progress and know when to follow up and nurture them.

Managing your leads also reveals how to improve the quality of your marketing.

When you can see exactly how many RSVPs result in prearranged funerals, you can make more informed decisions about testing and refining your marketing to drive up results over time.

For example, we changed the format of one of our invitations, and it more than tripled the number of RSVPs we received.

Not only that, but in tracking those RSVPS, we saw that it also tripled the number of prearrangements.

But what happens if you’ve followed every step and people still aren’t showing up? Give them a call.

Things come up, and people lead very busy lives, so being proactive with a follow-up can make a world of difference. We find that when Advance Funeral Planners follow up with RSVPs and provide a gentle reminder about the date and time of an event, the likelihood of attendance increases significantly.

Success Happens Behind the Scenes The next step is the event itself, and it can be easy to lose sight of the overall goal. The most successful events are really about furthering an individual’s preplanning journey and building the value of taking the next step, which is to set an appointment.

A mistake is to devote too much attention to the presentation slide deck, and not enough to planning and prep. For example, make sure the event space will maximize face-to-face connection. Long tables arranged cafeteria-style can make it hard to check in with everyone.

There’s also the matter of confirming with the restaurant, connecting with the staff, and making sure your funeral home knows the details of the event in case anyone calls in with questions.

It also helps to know whether there will be competing events in the space. Things like open-mic nights or live music are great—unless you’re trying to talk to a roomful of people about preplanning.

It sounds counterintuitive, but too large a crowd is also a potential pitfall. Data shows that 20 RSVPs is the sweet spot for event attendance if you’re tracking appointment and conversion rates. With too many people in the room, it can be harder to have conversations and make connections.

It’s All About the Appointment As I mentioned above, people who attend events are quality leads. They’re highly engaged, but as you already know, you can’t sit down with 20 people over the course of an hour and complete 20 quality prearrangements.

That’s why the most successful events satisfy people’s curiosity, answer a few broad questions, and build up interest and value in setting an appointment. All too often, Advance Funeral Planners get caught up in the presentation or talking with one or two specific families while the rest of the leads head home.

Setting an appointment right then and there ensures you’re harnessing the momentum and excitement of your event and converting it into action. Statistically, we see that 88% of community event sales come within the first 30 days.

The remaining sales are spread out over the next year. In other words, setting a high percentage of appointments and closing them soon after the event will keep leads from slipping through your fingers.

when families plan ahead, they’re not just securing peace of mind. They’re creating a path to healing and meaningful connection when it will matter most.

Kelly Kohut’s talent for business growth blends perfectly with her passion for helping funeral homes connect with more families through preneed. With a degree in marketing and an MBA, Kelly honed her sales and marketing skills in the healthcare industry before deciding to pursue a career with a purpose-driven company. She serves as Regional Vice President of Partnership Development at Precoa, where her incredible leadership and skill at cross-functional problem solving make her a key member of every team she is a part of.

Catalysts for the Future Successful events are a cornerstone of any thriving pre-need program. They enable you to be proactive about building new relationships with families, and they foster authentic connections.

But their real power lies in what happens next. A well-run event doesn’t just leave a good impression. It becomes the catalyst for ongoing conversations, deeper trust, and making a quality plan for the future. Because JUNE 2025 MEMENTO MORI 25

DEAD TALKS 2025

The Art of the Ask:

How to Make Referrals Your Path to Endless Opportunities

by Jill Lazar

I

F YOU’VE SPENT ANY TIME IN FUNERAL SERVICE or cemetery operations, you already know pre-need leads come from a variety of places. Some people walk in ready to plan. Others respond to direct mail, attend a lunch and learn or connect after a butterfly release—and each of these lead generators is another opportunity for a sale.

But there’s one source that consistently delivers, closes quickly and costs you absolutely nothing: referrals.

Why? Because a referral isn’t just a potential lead; it’s a recommendation wrapped in trust. When someone refers you, they’re not just giving your name; they’re giving their endorsement. And in a profession built on relationships, that’s powerful.

It Starts with Relationships Before I say anything else, let’s get one thing straight: Referrals are a two-way street. If you want to receive them, you have to give them.

I learned the value of reciprocity while I was working at a funeral home and helped a woman hurriedly make arrangements for her mother entering long-term care. After we finished, I offered to deliver the documents to the elder law attorney who advised her to prearrange. That single gesture led to an ongoing relationship with the attorney.

Here’s how: I made a habit of asking every client if they had their legal paperwork in place. If not, I sent them to him. If they did, I asked permission to share their prearrangements with their attorney. That back-and-forth created a steady stream of referrals because I made myself helpful and easy to work with.

The Pizza Pie This might sound silly, but I picture the world of aging and end-of-life planning like a big pizza. Every slice represents a professional involved in the process: attorneys, financial advisors, realtors, physicians, 26 MEMENTO MORI JUNE 2025

Ask. Connect. Offer help. Make the introduction. Facilitate the relationship. Do the simple, kind thing that sets you apart from everyone else. hospice, clergy, funeral directors and cemeterians.

Whether you favor pepperoni or supreme, the stronger your relationship with each slice, the more opportunities for mutual referrals.

For example, when a family says they’re downsizing, that’s your cue to refer them to a trusted realtor. If they mention assisted living, that’s your window to talk attorneys and legal documents.

Recognizing these moments—and acting on them—turns casual conversations into long-term networking success.

The key is to keep it simple. If a family says they need help cleaning out a house, don’t overcomplicate it. Say something like, “I know someone who does this—would you like me to have her call you?” That’s it.

Don’t get in the weeds with fees, process or timeline; just ask for permission and make the connection.

But I can’t stress enough that you always need to ask your client for permission to have the other professional reach out to them. Failing to do so could put both parties in an awkward position, and that’s a fast way to undermine your referral network.

By that same token, take the time to call the person you referred and let them know you’ve referred them, too.

Use the same simple and straightforward approach with professional referral groups. These meetings are full of elder law attorneys, care coordinators, in-home care providers and funeral professionals.

If you can clearly explain who you help and how you help them, you’ll become a trusted part of the network. My go-to intro is, “Hi, I’m Jill Lazar, a certified preplanning consultant. A good lead for me is someone wishing to get their ducks in a row. And by ducks in a row, I mean planning their funeral.”

I saved the best referral source for last: Clergy. I believe it’s their superpower!

Many clergy members have long-standing influence and are eager to help their congregants plan ahead—especially if you speak their language and respect their traditions. Offer to present to their retired members, tailor your topics and they’ll welcome you back again and again.

The Ask That Opens Doors Referrals don’t always come from other professionals. They can come from your own clients—if you ask.

When meeting with families, listen for clues. If they mention the VFW, bowling league, Red Hat Society or American Legion, ask if you could speak to their group.

Most people are excited to help and say, “We’re always looking for speakers!” That’s a referral on a much bigger scale.

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After giving a few talks to veterans’ groups, I became known as the funeral director who “gets” military prearrangements. One presentation snowballed into more, and soon veterans were referring other veterans to me.

But none of that would have happened if I hadn’t asked.

I had a friend who kept a green index card in his presentation folder to remind himself: Don’t forget to ask for the referral. It’s a simple habit that changes the game.

You miss 100% of the referrals you don’t ask for— Wayne Gretzky said it (probably on your office poster), and he was right.

It may feel uncomfortable at first. But like any skill, the more you do it, the easier it becomes. You’ll start to see opportunities everywhere. And you’ll get more comfortable making the ask.

In the 1980s, Nike® gave us the mantra “Just Do It.” And while that slogan landed a lot of Gen Xers in the

56

ER with torn ACLs and bruised egos, when it comes to asking for referrals, it holds up.

Just do it.

Ask. Connect. Offer help. Make the introduction.

Facilitate the relationship. Do the simple, kind thing that sets you apart from everyone else.

Jill Lazar is the Vice President of business development for Ring Ring Marketing, in addition to being a licensed Funeral Director and Certified Preplanning Consultant. In recent years, Jill has been a featured presenter at ICCFA’s DEAD Talks event and its international convention. She also was chosen to participate in Selected Independent Funeral Homes’ Leadership Academy and is the recipient of several scholarships from the Funeral Service Foundation. Jill has extensive experience in growing preneed market share and developing strategic partnerships.

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JUNE 2025 MEMENTO MORI 27

DEAD TALKS 2025

Five Ways AI Will Transform the Funeral Profession in the Next Two Years

by Chuck Gallagher

J

UST THREE WEEKS AGO , I had a fascinating conversation with a senior executive in the funeral profession. Their company had been quietly working with a technology firm to develop AI chatbots that could interact directly with families.

The company’s president wasn’t convinced. “There’s no way a machine can hold a meaningful, compassionate conversation with someone grieving,” he said.

To prove otherwise, the project director set up a “phone interview” for the president with what he claimed was a potential candidate for a customer service role. The president engaged in a 15-minute conversation—professional, warm, thoughtful—and came away impressed. He had no idea he was speaking with an AI chatbot the entire time.

You think this is science fiction? Nope.

It’s reality. And it’s only going to get better—and more effective.

We Are Already Here Hold on tight, because the future has caught up with the funeral profession. And those willing to ethically embrace it will be the ones who lead the next generation of compassionate service.

As a presenter at DEAD Talks for the past two years on the topic of AI, I believe it’s critical to talk about how innovation and integrity must walk hand-in-hand.

Here are five ways AI will transform the funeral profession in the next two years:

1

AI-Powered Funeral Planning Assistants

Grieving families face a flood of decisions— timing, location, service style, costs—all while under intense emotional stress.

AI-driven planning assistants will help by offering 24/7 support, guiding families step-by-step through the process with empathy and cultural sensitivity.

These virtual planners won’t replace funeral directors—they’ll enhance them,

28 MEMENTO MORI JUNE 2025

The question isn’t whether change is coming. It’s whether we will embrace it with the same care, professionalism, and ethical grounding that has defined this profession for generations.

making sure no detail falls through the cracks and every family feels seen and supported.

2

Predictive Pre-Need Outreach

Imagine reaching families before they experience loss, offering education and pre-need planning resources at exactly the right time.

AI will analyze demographic trends, online activity, and life event triggers to ethically predict when families might be open to pre-need discussions—delivered compassionately, never opportunistically.

Handled with care, this approach ensures that conversations happen when they’re needed most, not when it’s too late.

Some reading this may remember the exercise I conducted at my DEAD Talks presentation where I had AI identify (from recent obits) those people most likely to pre-plan. Then I got their contact information. The ability to scrape data and use that to create likely future pre-need business will thrive with AI.

3

Hyper-Personalized Memorial Services

Every life is unique. AI will help funeral homes reflect that more beautifully than ever.

By gathering photos, social media posts, videos, and life milestones, AI can automatically craft multimedia tributes—custom playlists, memory reels, story-driven timelines—that honor the individual, not just the event.

Imagine a picture of your grandmother and grandfather – taken in their prime – imagine that picture coming to life in full color as a video. The ability to enhance

photos to create unique video expressions as a form of personalization is just getting started.

Personalization will no longer be a luxury. It will be the expectation.

4

AI Grief Support Systems

Grieving doesn’t end with the funeral service.

AI-powered grief support chatbots will provide ongoing comfort—offering coping resources, suggesting support groups, or simply being a “listening ear” at 2:00 am when loneliness hits hardest.

While no machine can replace human connection, AI can extend a bridge to professional help when it’s needed most— reminding families they are never truly alone.

By the way, this is where I’ve received the greatest push back from professionals.

Yet, a recent study showed that counseling provided by a certified therapist vs. AI, well let’s put it this way, AI was deemed to be better 53% of the time. Mindboggling, but the future.

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Options for Memorialization Celebrate Spirituality, Family, Passion, Life with a Treasured Tribute

5

Operational Efficiency Behind the Scenes

From managing casket inventory to automating regulatory paperwork, AI will streamline the back-end operations of funeral homes.

This invisible technology will allow funeral directors to focus less on forms and logistics—and more on what truly matters: serving families with heart and dignity.

Efficiency won’t be about cutting corners. It will be about elevating care.

As an example, at the 2025 ICCFA Experience, Alexandra Mysoor, founder of Alix (a company that works with families to close estates) shared that almost 90% of the detailed heavy lifting with forms, banking and compliance issues are now handled by AI with a human overseeing the process.

Efficiency is thru the roof!

AI and Compassion The funeral profession is, at its heart, a ministry of compassion. AI is simply a new tool in our toolbox—one that, used ethically, can help us serve families better than ever before.

The question isn’t whether change is coming. It’s whether we will embrace it with the same care, professionalism, and ethical grounding that has defined this profession for generations.

The future isn’t something to fear. It’s something to lead!

Chuck Gallagher is the former Sr. Vice President of Sales and Marketing for Stewart Enterprises and currently serves as Vice President of American Funeral Financial, a division of C&J Financial—the largest insurance assignment funding company in the funeral profession. A Certified Speaking Professional (CSP), Chuck speaks nationally to companies, associations, and government entities on business ethics and artificial intelligence, blending real-world experience with powerful, actionable insights.

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JUNE 2025 MEMENTO MORI 29

DEAD TALKS 2025

Treating All Families Like Family:

Invest in Your Staff for Long-term Success

by Kathi Wells

W

HEN WE THINK OF THE PEOPLE who come through our front door or wander across our parks, we often categorize them as either shoppers or customers. In today’s competitive market, it might be wise to consider anyone who crosses our threshold as already being our family.

Brainstorming the questions that your team can be asking your families is a valuable exercise. It helps your team members better understand their own role and those of their counterparts.

Why does that matter? You may be in a position where you want to build market share. Maybe strengthening your pre-need program is critical. Overall staff development could mean the difference in whether your families come back each time they have a need.

It’s All About Relationships What does that mean in terms of how your team treats all your families? Think about each interaction with a family as falling into one of four steps of a relationship: 1. Starting the relationship—regardless of who this first interaction involves, it is imperative that trust is being built.

2. Building the relationship—the next questions depend on the situation and the reason a family is in front of you; at-need questions will sound quite different from preneed questions. This is where your listening skills are important and will help you understand the needs of your families.

3. Strengthening the relationship— strengthening the relationship involves allowing everyone to pause, reflect on what has been done so far and ask any pertinent questions without feeling judged as the interaction heads toward final decision making.

4. Maintaining the relationship—this step is seen in different forms. Maintaining the relationship may involve following up on an appointment, checking to make sure your family is all right, or inviting your families to a holiday remembrance event.

The primary skill needed to implement the steps is asking questions. There are good questions to ask at each phase of the 30 MEMENTO MORI JUNE 2025

relationship by each member of your team.

Here are examples:

Starting the relationship

• In a pre-need setting, a salesperson might •

ask, “What would you like to accomplish today?”

The grounds person, upon seeing folks wandering in the park can ask, “May I help you find someone this afternoon?”

Building the relationship

• An at-need arranger will ask, “Tell me about your mom.”

• “Have you discussed your decisions with your family?” is a question you might hear in a pre-need appointment where the choice is cremation.

Strengthening the relationship

• Your front desk person can ask, “Before •

you leave today, is there anything else you need?”

“Does what we’ve discussed so far make sense?” could be a question asked in either an at-need or pre-need scenario.

Maintaining the relationships

• Once again, in either at-need or pre-need

•

•

conversations, you should ask, “Following the cremation, have you thought about whether you’d like to look for a space or place for your family to visit?” While this question might be asked in an interaction occurring right now, it is intended to keep the relationship strong down the road.

“I wanted to make sure you have received your policy. Do you have any questions that I didn’t answer while you were here?” is a great question to call and ask following a pre-need arrangement.

Look for opportunities to make yourself available to support your families following whatever the first interaction involved.

Consistency Is Key Brainstorming the questions that your team can be asking your families is a valuable exercise. It helps your team members better understand their own role and those of their counterparts. It also helps set up consistent messaging that your team will be sharing, and it provides an elevated customer experience that can differentiate you from other firms in your area.

Make sure that your team is willing and knows how to listen to the answers that families provide to all their questions.

When each person who visits your location believes that they can’t imagine going anywhere else, you can consider yourself and the relationship successful.

Kathi Wells has been training funeral home staff, both pre-need and at need, for 28 years. She specializes in building relationships and selling skills to better serve families. She has been with Global Atlantic for 19 years and had the honor of presenting at ICCFA Wide World of Sales, DEAD Talks, CFDA, and SCCFA conventions. Living in Orlando with her husband, they find themselves enjoying Disney, tiki culture, and travel. They hope to retire, at least part time, to Hawaii.

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DEAD TALKS 2025

From Must-See TV to Must-Hear Talks: How Public Speaking Became My Superpower

by Jamie Sarche

D

O YOU REMEMBER MUST SEE TV? Cheers, Mad About You, Friends— Thursday nights on NBC. Saying “on NBC” now feels oddly nostalgic. Back then, we didn’t stream shows. We watched them when they aired. If you missed an episode? Tough luck.

My husband, Jon, and I loved Must See TV—especially Seinfeld. In 1992, we moved from Colorado to Little Rock, AR. We drove to Little Rock, but all our stuff went in a moving van. Though we got there on Wednesday, our furniture, clothes, and electronics didn’t arrive until Friday.

We actually went out and bought a tiny black-and-white TV (remember those?) just so we could sit on the floor of our empty apartment and watch Seinfeld.

Each episode started with Jerry doing stand-up. There’s one bit where he says, “According to most studies, people’s number one fear is public speaking. Number two is death. Death is number two. Does that sound right? This means to the average person, if you go to a funeral, you’re better off in the casket than doing the eulogy.”

It’s funny because it’s true—for many.

But for me, public speaking has been the key to building the career I love.

As the director of preplanning at Colorado’s oldest family-owned funeral home, I’ve dedicated my life to helping people talk about something most try to avoid: death.

And I do it not with cold calls or high-pressure sales tactics, but with a microphone, a story, and an open heart.

Thing No One Wants to Talk About When I started out, I quickly realized the traditional model of funeral sales wasn’t for me. I wasn’t going to make hundreds of cold calls a week. I didn’t want to push anyone into planning. I needed a different way.

That way became Before the Mourning—a series of public talks I developed in partnership with a community-focused organization serving the right demographic.

For more than 15 years, these presentations 32 MEMENTO MORI JUNE 2025

have been the heartbeat of my practice.

I talk about cremation and green burial, grief support, and the many “death adjacent” issues people rarely discuss. But I’m not there to sell. I’m there to serve—to show up with compassion, kindness, and authenticity.

It turns out that when you approach people that way, it makes a difference.

People trust me. They trust the funeral home. They come to appointments already knowing I’m an expert they can rely on.

They send their friends. They invite me to speak at their clubs, churches, and retirement communities. I’ve even been honored by the Denver Business Journal as one of their Outstanding Women in Business.

So You’re Terrified of Public Speaking…

If just thinking about public speaking gives you hives, you’re not alone. But hear me out—it might be one of the most powerful tools in your professional toolkit.

Here’s how:

1. Know Your Why.

Are you looking for new clients? Strategic partnerships? Brand visibility? When you’re clear on your purpose, your message becomes sharper.

2. Find Your Audience.

Who do you want to reach? Seniors?

Caregivers? Industry professionals? Once you know, you can target your outreach and land the right gigs.

3. Build a Message That Serves.

Storytelling is your secret weapon. Share personal experiences. Make it real. Make it human. The goal isn’t perfection—it’s connection.

4. Practice, but Don’t Memorize.

Write it out, then break it down to bullet points. Your audience wants a conversation, not a recital. Let your talk breathe.

5. Don’t Hide Behind Slides.

Slides can work—if used wisely. Think images, not paragraphs. And always speak to the audience, not the screen.

6. Promote Your Talks.

Share on social media and email lists. It builds credibility and helps you book future engagements.

7. Dress for Confidence.

Wear something that makes you feel like the best version of yourself—and comfortable shoes are non-negotiable.

8. Arrive Early, Breathe Deeply.

Give yourself time to settle in. Center yourself. Remember: you’re there to connect, not to perform.

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When It All Goes Wrong Years ago, I gave a TEDx® talk—14 minutes, no notes. I had practiced endlessly. But once on stage, I completely blanked on a sentence. I paused, stood still, and waited.

The words returned.

Afterward, I asked a couple of audience members if they noticed the flub. They hadn’t. “We just thought you were moved by what you were saying,” one told me.

At another talk, I tripped going up the stairs the night before the event and broke my glasses. Total confidence-killer. But with a little glue and a backup pair, the show went on.

These things happen. It’s not about perfection—it’s about presence.

Leave Them Feeling Something Public speaking will help you to build credibility, meet prospects where they are, discover and create strategic connections.

And it is one of the few marketing techniques you can get paid to do!

Public speaking can be very scary.

People are often terrified of embarrassing themselves or messing up. The best speakers are the ones who think less about their own needs and more about their audience.

Maya Angelou, who was an amazing speaker, once said, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

My calling is helping people be less afraid of death. By arranging for them to provide their loved ones with a planned and funded funeral or memorial service, together we create a path for bereavement, long before it’s needed. And by facing their mortality, my clients can live better, more meaningful lives.

Jamie Sarche is a seasoned speaker who brings deep experience in deathcare to a broad range of audiences around the country, sharing insights and approaches on how to have those difficult conversations and how to address sensitive issues. Extending well beyond death and dying, her message resonates across industries and individuals, bridging her passion to demystify death while enlightening communicators on overcoming challenging conversations. Contact Jamie at jamie@feldmanmortuary.com or 303-322-7764.

JUNE 2025 MEMENTO MORI 33

Forget the Algorithm and Bring Your Authenticity to the Fight

by Nicole Vullo

34 MEMENTO MORI JUNE 2025

www.iccfa.com

et me paint a picture. It’s 2007. You’ve got your first smartphone, your ringtone is probably “Low” by Flo Rida, and your marketing strategy? A yellow pages ad, maybe a billboard, and—if you were really ahead of the curve—a website that looked like it was designed by your nephew in high school.

Fast forward to today. AI is writing love poems, algorithms decide who sees what before they’ve even thought about needing it, and TikTok® influencers are selling everything from shampoo to caskets (seriously). So, let me ask you this: has your marketing plan kept up with the times … or is it still buffering?

If your strategy could use a reboot, don’t worry. It’s not too late to Ctrl + Alt + Del your old plan and embrace what’s next.

The AI Elephant in the Room We have to start with AI. Everyone’s talking about it—and not just in a “Will robots take my job?” kind of way. In marketing, AI is already reshaping how we gather data, create content, and connect with consumers.

Think of AI as your new digital assistant (not to be confused with Rosey from The Jetsons, though wouldn’t that be amazing?). It’s helping funeral homes and cemeteries do more with less—automating follow-ups, personalizing outreach, even optimizing Google Ads with uncanny-but-effective precision.

What you can do now: Use AI tools like ChatGPT to brainstorm content ideas or write blog posts (just don’t copy-paste—add your human touch).

Explore AI-driven email marketing platforms that can auto-personalize based on a family’s stage in their grief or pre-planning journey.

Test AI chatbots on your website to answer common questions after hours.

Just remember, it’s not about replacing your team as our profession thrives on our ability to make human and emotional connections with the families we serve—it’s about giving them superpowers.

in the world, but if the algorithm doesn’t like it, no one’s going to see it—I also have been the victim of this!

Tips to stay in the algorithm’s good graces:

• Consistency is key: Post regularly. Set a cadence and stick to it.

• Mix up your content: Combine videos, photos, testimonials, and educational posts.

• Engage back: Respond to comments, use polls and questions, and act like a real human (not a marketing bot).

• Ride the trends: Not saying you have to do a TikTok®

dance in the prep room—but staying aware of what’s popular can help you create timely, relatable content.

• • •

The Algorithm Never Sleeps Algorithms are like that one high-maintenance friend who keeps changing plans last minute. We all have one….and sadly, I have been guilty of this. One day, the algorithms love short videos, the next they’re obsessed with carousels, then suddenly it’s all about “meaningful engagement” and replying to comments like your life depends on it.

But here’s the thing: in the digital world, the algorithm is the gatekeeper. You can have the most beautiful content

STOCK.ADOBE.COM / PURESOLUTION / DIONYSIUS

Short-Form Video: Not Just for Teenagers Let’s be honest—video can feel intimidating. But shortform video (think Instagram® Reels, YouTube® Shorts, TikToks®) is dominating engagement right now. And no, your funeral home doesn’t need to go viral to see results.

Ideas that work well in our profession:

• A 30-second video explaining your preplanning services.

• A behind-the-scenes look at how your team prepares for a service.

• A quick tip on grief support from your aftercare

coordinator.

A time-lapse of your grounds team beautifying the cemetery before a memorial event.

I have said this time and time again (even at DEAD Talks 2025!), people connect with people and people buy from people. It is all about your connection! Use video to humanize your brand and show the compassionate professionals behind the scenes.

•

JUNE 2025 MEMENTO MORI 35

CTRL + ALT + DEL YOUR OLD MARKETING PLAN

Don’t Be Afraid to Be Seen

Ways to bring the human touch:

• Share handwritten thank-you notes as

If marketing is dating, then your online presence is your Hinge® profile. You wouldn’t show up to a first date in cargo shorts and talk only about embalming fluid (hopefully)—so why would you let your website or social media make a blah first impression?

This is your sign to give your online presence a glow-up.

testimonials.

• Feature team members on social media with fun bios.

• Show the why behind what you do—not just the what.

Marketing doesn’t have to feel “salesy” when it’s centered around connection.

Keep Your Strategy Fluid (Like, Yoga-Instructor-Level Flexible)

• Update your Google® Business Profile

with fresh photos and accurate hours.

Make sure your website is mobilefriendly (over 60% of traffic is mobile!).

Check that your contact info is easy to find and clickable.

Your goal is to be the business that looks professional and approachable. Modern, but warm. Basically: less haunted house, more HGTV®.

• •

Embrace the Data (Even If You’re Not a Numbers Person) I always say that “I don’t MATH, I MARKET,” but one of the best parts of digital marketing is how trackable it is. You don’t have to guess what’s working—you can know. And honestly? The data does not lie, even when it hurts a little.

Not getting engagement on Facebook?

Time to tweak. Email open rates dropping?

Try a new subject line or segment your audience better.

In today’s world, content shared by actual humans (aka your staff ) gets way more reach and credibility than your business page ever will. Why? Because the algorithm favors authenticity—and so do people.

Simple metrics to watch:

• Highlight the work culture and the “why”

organically?

Click-through rates: Are your calls-to-action doing their job?

Form fills or contact page visits: Are people reaching out?

Review ratings: What are people saying (and not saying)?

Even reviewing your top-performing posts can guide your next strategy.

Human > Hype

• Website traffic: Are people finding you • • •

Employee Advocacy: Your Secret Weapon I have said it before, but it’s worth repeating: Your people are your best marketers.

36 MEMENTO MORI JUNE 2025

Encourage your staff to:

• Share company content on their personal pages.

• Post behind-the-scenes moments (with permission, of course).

behind what you do.

Pro tip: Give them tools and examples so they feel confident posting and always lead by example.

In the age of AI and automation, the biggest differentiator you have… is you. Your voice.

Your care. Your ability to look someone in the eye and say, “We’ve got you.”

Consumers are craving authenticity.

They want to feel like they’re being served by real people who actually care—not by faceless brands or perfectly polished marketing robots.

Here’s the truth: What worked six months ago might not work next quarter. Marketing isn’t a set-it-and-forget-it kind of deal— which in my humble opinion is a blessing and not a curse! You need to adapt, adjust, and sometimes toss that beautiful campaign you spent weeks on into the “no” pile because it flopped.

But you know what? That’s okay! The key is staying flexible, curious, and open to change. Go with the flow, as past-Nicole once wrote in a previous Memento Mori article.

It’s Not About Being Perfect—It’s About Showing Up You don’t have to master every trend. You don’t need to hire a 20-person marketing team or become a social media influencer.

You just need to be present. Be aware of the tools available. Ask for help where you need it. And most importantly, be willing to change what isn’t working.

Because, let’s be honest—you don’t want your current marketing plan to resemble a Blackberry®. We all know how that turned out.

So here’s your nudge to hit Ctrl + Alt + Del on the outdated stuff, clear the clutter, and reboot with confidence.

Nicole Vullo is the marketing manager at Foresight, a management consulting firm specializing in valuations, succession planning, M&A, and advisory services for funeral homes and cemeteries. Her passion for marketing blends data, empathy, and (just a little) sarcasm. She can be reached at nvullo@theforesightcompanies. com or seen designing Canva® templates with a protein shake in hand.

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T

he one thing you can start doing today to serve more families and change how people see funerals

Some people approach pre-need as a box to check. It’s talked about as a “necessary evil,” an option for families who walk in and ask for it. Even when pre-need is seen as a way to secure future business, it often gets sidelined. It’s thought of as helpful, not essential.

But what if pre-need didn’t just check boxes but transformed lives? Families today are increasingly disconnected from traditional funeral practices, yet their need for ritual, ceremony, and gathering remains unchanged.

Far from being transactional, a great pre-need experience can be one of your funeral home’s best opportunities to help more families discover the importance of a meaningful remembrance. Not only that, but it’s also tied to higher average funeral values, increased market share, and more families coming to your funeral home.

Why Timing Is Everything By now, it’s well-established that consumer preferences have shifted in our profession.

People are opting for fewer traditional funerals, and direct disposition is on the rise.

Why? Partly because of the increase in “religious nones,” who make up 28% of U.S. adults according to Pew Research.1 Sixty percent of U.S. adults also live in a

community they do not identify as their hometown, and with fewer institutional and community ties, people have fewer ties to their local funeral homes.

This means that funeral homes are increasingly left to promote their own value and stay relevant. Of course, timing is everything. Trying to promote the value of a funeral during an at-need arrangement

conference can be challenging, especially if families have already made up their minds based on perceived simplicity and cost.

This outcome can change if you’re having the conversation years earlier. Families are more open to shifting their perspective about the value of ceremony, ritual, and gathering.

They’re willing to see that a funeral isn’t really about the deceased, but about everyone they’ve ever loved who will be left behind.

Pre-need enables you to do that, but it needs to feel as unforgettable and meaningful as the most powerful consumer experiences people have—getting the keys to your first car, finding the right wedding dress, or walking into your new home.

The Case for Putting Experience First Think about your own favorite consumer experiences. There’s a good reason they’re memorable. Whether it’s because someone exceeded expectations, helped you discover

Don’t 38 MEMENTO MORI JUNE 2025

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some unique value, or completely understood your needs—or all three at once—you walk away feeling appreciated and seen.

That’s what great pre-need experiences look like, too. When an Advance Funeral Planner can focus on connecting with and educating families, attitudes and buying habits shift. Families discover how the choices they make today will impact their loved ones after they’re gone.

The moment this realization happens is incredibly powerful. And like any great customer experience, the result is that people will be more loyal, spend more, and share their experiences with friends.

But consistency is key. Almost 80% of Americans say speed, convenience, and knowledgeable help is the recipe for positive experiences.2 A talented Advance Funeral Planner can deliver this last ingredient in spades, but the other two are much harder to come by.

That’s because juggling every stage of the pre-need pipeline is typically left up to one person, the same person trying to focus on educating and helping families. Advance Funeral Planner performance improves dramatically when they have end-to-end support.

With every stage of the pre-need pipeline aligned, you can achieve speed, convenience, and consistently great experiences at scale.

Step 1: Turn marketing into meaningful engagement Let’s start at the top of the pre-need pipeline. A great pre-need experience begins with your very first touchpoint. Research shows that, on average, it takes at least 6-8 touchpoints before a prospect becomes a customer.3 This means a mono-channel approach to generating leads isn’t enough. People today consume information in many ways, so it takes a blend of lead generation channels to make an impact.

Naturally, your messaging needs to be consistent. That means not relying on outdated approaches or scare tactics about how many tasks families will need to complete after a loss. Instead, focus on providing value.

What questions are consumers in your market asking about funerals? What topics are they most interested in learning more about? The challenge is to deliver a variety of campaigns and be

Just Check the Box… Measure Your Pre-need Experience to Know if It Stacks Up

by Tyler Anderson

STOCK.ADOBE.COM / MAVOIMAGES

JUNE 2025 MEMENTO MORI 39

DON’T JUST CHECK THE BOX ...

While some leads are ready to set an appointment on the spot, most need multiple followups and take weeks or even months of nurturing before they’re ready to move forward.

Step 2: Turn follow-ups into authentic connections In theory, follow-ups should be easy. An individual raises their hand in response to your marketing, you reach out, and you set an appointment. But ask any Advance Funeral Planner and they’ll tell you it rarely ever works out quite so smoothly.

While some leads are ready to set an appointment on the spot, most need multiple follow-ups and take weeks or even months of nurturing before they’re ready to move forward. Meanwhile, Advance Funeral Planners are trying to focus on the appointments they already have on their calendars.

Over time, this juggling act can result in follow-ups that feel transactional. When you’re already stretched thin, you quickly fall into routines that focus on the end goal rather than the experience.

Advance Funeral Planners will get a lead, reach out, and then move on to the next one, regardless of whether they set an appointment.

If you’ve ever felt like pre-need leads were slipping through the cracks, this is often why. But here’s the problem—a missed follow-up isn’t just a missed opportunity to prearrange a family. It’s a lost connection.

Prearranging a funeral is a difficult topic for some families to grapple with, and it takes a lot of persistence, sensitivity, and patience before the timing feels right. The 40 MEMENTO MORI JUNE 2025

When an Advance Funeral Planner reframes what a funeral really means, families can see the full picture. The dots get connected between what they want for their loved ones and the decisions they’re making today.

When families feel this connection— when they realize ceremony, ritual, and gathering are not just formalities but profound human needs—the pre-need experience becomes something more than a simple appointment. It becomes unforgettable.

For Advance Funeral Planners, this is the moment when everything comes together.

With the right support and structure behind them, they’re free to focus on building trust, uncovering meaning, and transforming planning into something personal and powerful.

Adding It All Up

most effective approach we’ve found at Precoa is to create a specialized role for follow-ups. Having someone dedicated to setting quality appointments ensures no leads fall through the cracks, and it frees up your Advance Funeral Planner to focus on meeting with families.

The bottom line is that when you can provide guidance and build value with every call, email, or text, the overall experience improves. Families will be inspired and excited to take the next step.

Step 3: Turn appointments into unforgettable moments Being proactive with pre-need doesn’t end with marketing and follow-ups. It builds up to a finale with the appointment itself. This is your opportunity to move beyond logistics and help families connect emotionally with what they’re planning.

The biggest mistake is to focus mainly on taking down orders or filling out forms.

While answering questions and reviewing options are an important part of the experience, the best appointments feel like conversations that unlock something deeper.

The pre-need experience is shaped long before a family ever sits down for an appointment. Every stage of the pre-need pipeline is an opportunity to foster authentic connection, and the effect is cumulative—it’s like a multiplier for meaningful moments.

Because when pre-need is done right, it’s not just good business. It’s good for your community. It’s good for your Advance Funeral Planner. And most of all, it’s good for the families you serve.

Tyler Anderson is senior vice president of business development at Precoa, a pre-need company that helps hundreds of funeral homes prearrange more families and grow their markets.

Born and raised in the funeral profession, Tyler appreciated the importance of ceremony, ritual, and gathering from an early age. He is passionate about sharing a new vision for pre-need that helps more families across the country experience a meaningful funeral service.

Endnotes 1. “ Religious Nones in America: Who They Are and What They Believe.” Pew Research. 1 January 2024. pewresearch.org <?> “Experience is Everything. Get it Right.”

2. PricewaterhouseCoopers. pwc.com 3. “ How Many Clicks Does it Take to Convert a Prospect to a Client?” Impact Marketing. 12 February 2024.

4. S aleh, Khalid. “The Importance of Multichannel Marketing.” Invesp. Invespcro.com

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nimble enough to engage every interested prospect with the right information at the right time. Think of it as the beginning of a long conversation.

So, where do you start? In the mailbox with postcards and mailers. Online through social media feeds or email inboxes. At local restaurants and venues people are familiar with. And in your community at places of worship, community centers, or at your very own funeral home.

Research shows that 72% of people say they prefer to connect with businesses through multiple channels, but only 30% of marketers say they’re prepared to deliver on this strategy.4 As you focus on creating the best possible pre-need experiences, remember that every marketing touchpoint is an opportunity to make a great impression.

KMI Columbaria is Hiring Sales Representatives Position: Regional Sales Representative Location: Multiple Regions Across the U.S. Position Type: Full-Time Compensation: Competitive Base Salary + Commission + Bonus

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Are you an experienced sales professional passionate about making a difference in the growing cremation and columbaria market? KMI Columbaria, a leader in cremation and memorialization solutions, is expanding its regional sales team to drive growth and innovation across the United States.

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Self-motivated, goal-oriented, and able to work independently while collaborating with a larger team.

Interested candidates are encouraged to submit their resume and a personalized cover letter to Sales Manager Mark Heddy - mheddy@kmicolumbaria.com

Answering T 42 MEMENTO MORI JUNE 2025

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In the Funeral Industry, There Are No Do-overs

BY ALANNA NAVIN

W

hat is a first call, and why do funeral homes care so much about it? By definition, the “first call” to a funeral home

typically refers to the initial contact made to inform the funeral home of someone’s passing and to begin arrangements for their services. This call is usually made by a family member, close friend, or a healthcare professional on behalf of the deceased’s family.

I’ve seen many employees become nervous over the phone and fumble the connection with a client. So how do you improve? What makes a “good” call and what makes a “bad” call? Let’s attempt to answer these questions.

hat First Call STOCK.ADOBE.COM / THIRD_3RD

JUNE 2025 MEMENTO MORI 43

ANSWERING THAT FIRST CALL

Establishing a Connection Connection during a call is the culmination of empathy, sincerity, and active listening. All these factors together make a powerful impression on the client who is making one of the most difficult phone calls of their life.

If you or a team member is picking up the phone, tap into your empathy muscle and be very sincere on the phone. When you are offering condolences, mean it. In this industry, we can be prone to callousness over time because we can become accustomed to death and tragedy. For us, it’s just “another day of work.” To families, this is a day they will remember, and they will remember how you connected with them at the first call.

Be sure to listen to the caller and clarify the questions they are asking. Connection is a huge factor that many in customer service don’t take into consideration.

Professionalism & Calm Demeanor Families on the first call can be very emotional and are under stress.

It is up to you to remain professional and calm. An array of emotions may appear on the call. They may express their anger, frustration, despair, and sadness to you. However, you must remain a steadfast guiding light for them and not let your emotions get in the way.

If you find yourself becoming frustrated with high emotions (from yourself or others), I recommend that you begin your workday by giving yourself a few minutes to focus. Enter the headspace of serving others without judgment. Grief can and will affect us all a bit differently. Compassion is key when taking first calls.

Much of the information that we collect on the first call can help professionals during the arrangement conference and be translated into death certificates. Be sure to have a list or fillable notepad of all the information you need to collect about the loved one. This information can include hospice information, birthday, date of death, height, and weight, etc.

Rehearse possible questions with yourself or your team and how to answer them professionally. Memorize the key aspects of your general price list (GPL) so you can give accurate, thorough pricing of your services whenever the caller asks.

When asking for a loved one’s location, I would gently ask where the loved one is in the house or facility (in the bed, on the floor, etc.). This will allow you to prepare yourself or your team to get the right people and the right equipment for the time of pickup. You want to make that process as painless as possible for the family, especially if they wish to be present as you are taking their loved one into your care.

Practice Makes Perfect A well-handled first call sets the tone for the funeral home’s relationship with the family, demonstrating care, professionalism, and reliability. The first call can be a potential client’s first and final impression of your funeral home and its overall brand.

Some people are naturals over the phone. Their flow of conversation is very comforting to listen to, and they make the effort to 44 MEMENTO MORI JUNE 2025

A well-handled first call sets the tone for the funeral home’s relationship with the family, demonstrating care, professionalism, and reliability. connect with a caller who is, perhaps, having the worst day of their life. However, for a lot of people, this skill doesn’t come easily.

If you or anyone on your team has difficulty completing a first call with ease, practice some role-playing scenarios with different characters, situations, and questions. Be creative. No scenario is too far-fetched, and if you’ve been working in this industry for a while, you’ve probably heard A LOT. The goal is to gain that flow of conversation and connection with the person on the other end of the phone. Ask yourself, if you were on the other end of the line, how would you want to be treated?

Alanna Navin began her funeral industry journey as an assistant in North Texas, choosing mortuary science over medicine to answer the call of compassion. A Georgia State University biology graduate and Dallas Institute of Funeral Service alum, Alanna completed her apprenticeship during the challenges of COVID-19. After two years as an embalmer at Restland’s Care Center, she transitioned to leading the call center team with sincerity, care, and professionalism. She’s active in the Junior League of Dallas, the Dallas Museum of Art League, and volunteers with Dallas CASA.

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Firewalls, VPNs, MFAs… How to Protect Your Deathcare Business from Fraud

46 MEMENTO MORI JUNE 2025

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by Andrew Kennedy

RUNNING A FUNERAL HOME involves managing significant financial transactions,

from pre-need contracts to at-need service payments. Like any business, funeral homes are vulnerable to fraud, and protecting your business checking account is crucial.

Cybercriminals and other fraudsters can target businesses of all sizes, and the sensitive nature of your financial dealings makes robust security essential. While your bank provides some protection, proactive steps are necessary to safeguard your assets and reputation.

Select the Right Bank

When choosing a bank or evaluating your current one, prioritize security.

Inquire about their specific measures to prevent checking account fraud, keeping in mind the unique financial transactions of a funeral home.

Ensure the bank employs strong technology, including robust encryption to protect client and business data, secure authentication protocols for online access, and firewalls that restrict unauthorized access to their networks. The bank should have systems to monitor transaction activity for suspicious patterns, such as unusual withdrawals, large transfers, or frequent activity from unfamiliar locations.

Ask if the bank offers “positive pay,” a crucial tool for preventing check fraud. Positive pay is highly relevant, given the use of checks in funeral service transactions.

Inquire about the bank’s procedures for fraud recovery. What support do they offer if your account is compromised? How quickly can they help you resolve fraudulent transactions? Finally, consider how well the bank’s systems integrate with your accounting software, as this can streamline reconciliation and improve fraud detection.

Maintain Strict Protocols Given the sensitive nature of the information you handle, privacy is paramount.

Protect your login credentials meticulously. Never write them down or store them in easily accessible locations, such as unsecured files on your computer or phone. Use a reputable and reliable password manager to store and encrypt your passwords. These tools can generate strong, unique passwords and alert you to potential data breaches. Secure all devices (computers, laptops, tablets, and smartphones) with strong passwords or biometric authentication. Enable automatic updates to ensure devices have the latest security patches.

Implement Robust Passwords Strong passwords are your first line of defense. Create long passwords with at least 12 complex characters, including a mix of unique numbers, symbols, and uppercase and lowercase letters. Avoid easily guessable information when creating passwords. Use a distinct and different password for every online account, especially your business banking account. Reusing passwords across multiple sites significantly increases your risk. Change your passwords frequently, at least quarterly. Updating your password minimizes the damage if it is compromised.

Leverage Multi-Factor Authentication Insist on multi-factor authentication (MFA) for all online banking activities.

MFA adds an extra layer of security beyond just a username and password. MFA requires users to provide two or more verification factors to access an account.

Common characteristics include something you know (password), something

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JUNE 2025 MEMENTO MORI 47

FIREWALLS, VPNS, MFAS

Secure all devices (computers, laptops, tablets, and smartphones) with strong passwords or biometric authentication.

you have (a code sent to your phone), or something you are (biometric authentication).

Utilizing MFA lowers the risk of unauthorized access, even if a password is stolen. Ensure that MFA is enabled for all online banking accounts and consider implementing it for other sensitive business applications.

Safeguard PINs and Credit Cards

Exercise Caution when Sharing

Monitor Account Activity

Shared computers and public Wi-Fi networks pose significant security risks. Never access your funeral home’s financial accounts on shared or public computers. Shared devices may be infected with malware that can steal your login credentials and financial data.

Avoid using public Wi-Fi networks to access sensitive information. These networks are often unsecured and vulnerable to eavesdropping. Use a Virtual Private Network (VPN) to encrypt your public Wi-Fi connection.

Regularly monitoring your account activity is paramount for early fraud detection. Check your account balances and transaction history frequently, ideally daily or at least several times per week. Set up account alerts to notify you of specific transactions, such as large withdrawals or transfers.

Contact your bank immediately if you notice suspicious, unrecognized, or fraudulent activity. Early detection increases the chances of recovering funds and preventing further losses.

Maintain Vigilance Online

Use Positive Pay

Proactive online security is essential. Install and maintain updated antivirus and anti-malware software on all your business computers. It is crucial to ensure that the websites you visit are secure: Look for misspellings, unusual characteristics, and variations to legitimate domain names in the URL; Make sure “https://” is in the URL and a padlock is included in the address bar; Exercise caution when downloading files or apps. Only download from reputable sources; and Be wary of suspicious emails. Never click on links, open attachments, or respond to suspicious emails from unknown senders.

Phishing scams are increasingly becoming a more common tactic to steal financial information. Keep your operating systems, browsers, and other software up to date. Frequently updating your software can reduce vulnerabilities.

Positive pay is a significant security measure, given the prevalence of check usage in the funeral industry. Positive pay is a service offered by banks that compares the checks presented for payment against a list of authorized checks issued by your business.

Any discrepancies, such as an altered amount, payee, or check number, are flagged for your review, allowing you to prevent fraudulent checks from being paid. Positive pay significantly decreases the risk of check fraud, which can result in substantial financial losses.

By implementing these comprehensive security measures, funeral homes can significantly reduce their risk of checking account fraud and protect their financial well-being. While these steps require time and effort, the potential cost of fraud far outweighs the effort needed for prevention. To connect with Live Oak’s funeral banking team, visit liveoak.bank/funeral or open a checking account at liveoak.bank/business-checking.

• • •

Protect Physical Documents Don’t overlook the importance of physical document security.

Shred all documents containing sensitive financial information, such as bank statements, invoices, and client contracts. Shredding documents helps prevent dumpster diving and other forms of physical theft.

Store critical financial documents in locked cabinets or a secure storage facility. Restrict access to financial records to authorized personnel only.

48 MEMENTO MORI JUNE 2025

Andrew Kennedy is a senior loan officer at Live Oak Bank, specializing in funeral home and cemetery financing. He has over 6 years of experience in the industry and has helped funeral professionals secure over $100 million in loans. Kennedy is also a passionate advocate for the funeral industry and is actively involved in community outreach and education. He has been recognized for his leadership and innovation and was recently named one of the ICCFA’s 40 Under 40. He enjoys spending time with his family and playing golf in his spare time.

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STOCK.ADOBE.COM / ALEXDNDZ

•

Protect your debit card PINs and other card information. Choose strong PINs that are not easily guessable (avoid birthdays or anniversaries). Shield your PIN when entering it at ATMs or point-ofsale terminals. Securely store business debit and credit cards. Limit the number of employees who have access to these cards.

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Prose for the Quietus of Life Ode: The Death of a Salesman

In tailored grace, he walked the line, With weary briefcase, suit, and shine.

A voice that pitched not just to sell, But stirred the soul, and cast a spell.

He knew rejection’s cruel refrain, And bore it with a quiet pain.

Yet rose again at break of light, Another town, another fight.

He knew the rhythm of the road, Each mile a story, truth bestowed.

He wore a smile both bright and worn, A lighthouse to the lost, forlorn.

He sold to live, but more than this, He lived to give what others miss: Connection, warmth—a human thread In aisles where most just see what’s “red.”

He wasn’t hawking goods alone— He sold belief, he sold a tone Of hope that maybe one more day Could lift the clouds, could pave a way.

So when he passed, we barely knew How deep the loss, how much was due.

For in his voice, the world could hear The dignity of drawing near.

To many, just a man in gray, A fading echo of yesterday.

But to the dreamers, to the tried, He was the spark they kept inside.

A salesman gone is more than loss— It marks a line we seldom cross: To honor those whose steady tread Brings life to markets, bread to bread.

STOCK.ADOBE.COM / ORIGINAL LOGO

So let us mourn with lifted eyes, For he, like stars, now lights the skies.

And every deal, each handshake done, Will echo with the work he spun.

50 MEMENTO MORI JUNE 2025

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Establish a legacy that will last for generations with the majestic grandeur that only a Matthews Legacy Estates® mausoleum can offer.

As one of the only full-service manufacturers, our team of experts will work with you through every step of the process – from initial design concepts through final installation – to ensure we create a customized tribute sure to impress your families. Invest in this highly personalized tribute to capture a family’s story through elegant designs, opulent finishes, and meticulous landscaping for the most prestigious place of remembrance.

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DID YOU KNOW …

1928 Roald Amundsen Norwegian polar explorer (led the 1st expedition to the South Pole) dies in a plane crash in the Arctic at 55

2003 Larry Doby American Baseball HOF outfielder (MLB All-Star 1949–55; 1st African-American in AL; Cleveland Indians) dies of cancer at 79

2018 XXXTentacion American rapper and singer-songwriter shot to death during a robbery at 20

2019 Mohamed Morsi Egyptian politician, President of Egypt (2012–13), leader of the Muslim Brotherhood, dies at 67 during a court appearance in Cairo

2024 Willie Mays American Baseball Hall of Fame center fielder (12 × Gold Glove Award; 660 career HRs; NY/SF Giants, NY Mets) dies of heart failure at 93

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WIKIMEDIA

Notable Figures Who Died in June

SUPPORT THE ICCFA PAC

SHAPE THE FUTURE OF DEATHCARE Your contribution strengthens advocacy, protects industry interests, and amplifies our voice in policy decisions. Together, we influence legislation, safeguard our profession, and connect with key leaders.

The ICCFA PAC is more than just a political action committee—it is a unified voice advocating for the cemetery, cremation, and funeral service profession at the highest levels of government.

By contributing to the ICCFA PAC, you help ensure that our collective interests are represented, protecting the future of our profession from unnecessary regulations and advancing policies that benefit both businesses and the families we serve. Your contribution—no matter the size— strengthens our ability to engage with legislators and make a real impact.

Eligible donors to the ICCFA PAC are private individuals or other PAC funds. The maximum annual donation that can be made to the ICCFA PAC is $5,000*. You must be an ICCFA member to contribute to the PAC The password required to enter the site is ICCFAPAC

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SUCCESSION PLANNING

Voices of Transition

When Opportunity Knocks … Will You Answer?

by Taylor Randolph

W

HEN FOUNDATION PARTNERS GROUP acquired Cascade Funeral Directors Inc. in January 2021, an Oregon-based deathcare business with eight locations throughout the Portland and Salem metropolitan areas, I already had one foot out the door.

I had joined Cascade as a removal technician in 2011, advanced through a series of increasingly responsible positions to manager of operations and was a few months away from receiving a degree in Healthcare Administration & Management from Concordia University.

Every time I thought of leaving the company to pursue a new career path, I was presented with another reason to stay.

After advancing from removal technician to transportation manager, I was told the next step was to become a funeral director.

I enrolled in a good local program, earned my license, and began meeting with families and assisting with services as well as managing everything in the back of the house for all eight Cascade locations.

This was at the height of the COVID-19 pandemic, so it was an extremely challenging time. By 2021, I figured I had gone as far as I could with a family-owned funeral business and set my sights on a new career in hospital administration where there would be greater opportunities for advancement.

Learning about the change in ownership initially reinforced my resolve to switch careers. I was just months away from resigning when a senior manager saw my potential and took the time to explore my ambitions for the future.

When company area leaders came in, they looked to me for an overview of the operations I had been involved with for nearly 10 years. We reviewed what was

working and what was not. We spent a great deal of time together and then they asked me what I wanted to do next in the business.

I told them that I felt I had gone as far as I could with Cascade, and was ready for the next opportunity to grow, develop my skills, and leverage my experience. It was then that they shared their vision for reorganizing our operations and how I could play a major role in that transformation.

They said, “Let’s go see what we have and how we can improve on it.” As we visited other Cascade locations, I began to see the opportunities for improvement and learned a lot about what was possible with additional resources—both personally and for the families we serve.

I decided to stay on; and today, four years later, I have never looked back. I currently manage a team of 60 professionals and support staff and oversee the operations of 15 locations, including 13 funeral homes and the Cascade and Musgrove Care Centers in Portland and Eugene.

Opportunities to develop new skills and collaborate with the company’s multidisciplinary team of professionals across the country have been extensive. The amount and pace at which I’ve learned has been amazing. It has been an immersive experience. I feel like I’ve gotten 10 years’ experience in just a few short years.

I was a key player in creating a new operational playbook for decedent care in the Portland area and then worked in

In this second installment of “Voices of Transition” Taylor Randolph, of Cascade Cremation and Decedent Center in Portland, OR, shares the story of his career path from part-time removal technician to licensed funeral professional and regional leader for Foundation Partners Group.

54 MEMENTO MORI JUNE 2025

As I was learning, I passed it down to the team I managed, and it’s been great to see how many of them have been given opportunities to advance within the company.

Washington State for nearly a year to implement that model in several newly acquired locations. I also worked with our IT and logistics teams to customize and implement new software programs that improved both our efficiency and service to families.

From developing new job descriptions to financial analysis, it was like receiving an MBA in funeral service management. The most rewarding part of the past four years has been the ability to share what I have learned with the other folks who came from Cascade.

As I was learning, I passed it down to the team I managed, and it’s been great to see how many of them have been given opportunities to advance within the company. For example, a former driver is now a care center manager, and several former Cascade team members have national responsibilities.

Looking back on the last four years, I’d say the transition boils down to two things.

First, I always know that if I have a problem, the resources are there to help me solve it.

Second, the sky’s the limit on what else I can do within the new company. I’m still being given new opportunities to grow. If I say I can handle more responsibility, they’ll give it to me. I never stop learning.

Taylor Randolph is a licensed Funeral Service Practitioner (FSP) and regional leader for Foundation Partners Group in Oregon. He can be reached at taylor.randolph@ foundationpartners.com.

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HEALTH & WELLNESS

The Weight We Carry

by Kimberly Steffen

T

o my fellow funeral directors, embalmers, and those who walk in the quiet shadows of grief:

This profession is not for the faint of heart.

We see death every day, but we do not become immune to it.

We carry it within us, in the silent hours of the night, in the weight of a grieving family’s gaze, in the echoes of a funeral home after the last mourner has left.

We do what many cannot—what many do not even want to think about—so that others may find comfort in their darkest moments.

Yet, amid our work, we are often misunderstood.

The world does not see the care we pour into each embalming, the hours spent recreating a smile, the delicate placement of a hand, the way we pause to acknowledge the life that once was.

They do not see the stories these bodies tell us, nor the small rituals of tenderness we perform before a casket is closed for the last time.

We may spend hours working on a decedent to prepare them for a viewing. During the embalming, we bathe them and wash their hair. We may shave the stubble they grew when they lay in the hospital bed, restoring them to the appearance their loved ones remember.

We see their birthmarks, scars, and tattoos—each a piece of the life they lived.

Their bodies tell us their story.

At times, we are tasked with restoring the trauma that brought them to us. Accidents... murders... suicides. We do what we can to make them whole again.

As the funeral service approaches, we carefully study photographs to replicate hairstyles, apply cosmetics, and ensure every detail reflects the essence of the person we are honoring.

We dress them in garments their family has chosen with care—outfits that tell a story of who they were.

The pink silk pajamas they loved to lounge in, the full face of makeup they never left the house without, or the deep purple wardrobe that defined their style.

Sometimes, we are entrusted with placing cherished mementos in the casket—ashes of a beloved pet, letters from grandchildren, a well-worn jersey—tokens of a life lived and loved, carried into eternity.

All this care and attention we give to the dead… this intimacy… it is truly for the living.

We consume ourselves in death so that others may find comfort in life. Our goal is to create the most peaceful memory picture possible, allowing families to begin processing their loss.

But how can one fully accept death when it is softened, hidden behind locked doors?

When the true nature of our work remains unseen?

We do everything we can to present the deceased in a way that brings solace, making them appear as if they are merely “sleeping.”

Yet, this illusion is often met with resistance. The very service we provide, intended to ease the pain of loss, is frequently misunderstood and criticized.

We are just the ghouls that removed their loved one from their home. We are the monsters that cut them open and sewed them back up.

We are the crooks that profit off of grieving families.

We are the villains who buried their loved one in the dirt... ...for now, they are truly gone.

We did nothing wrong, but we bite our tongues. They are not upset with us. They are just upset.

We become familiar with them in ways few ever will.

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The tragedies of the profession fuel our inner demons. We do what we can to absorb the hurt for the families, but it remains within us, and we are left broken.

I see you.

I see the weight you carry, the patience you extend, the grief that seeps into your soul, even as you work tirelessly to ease the burdens of others.

I see the sacrifices you make. The missed holidays, sleepless nights, and constant pressure to be strong when the world around you crumbles in sorrow.

I see the way you create peace from chaos, closure from tragedy, and comfort from unbearable loss.

In caring for others, we must remember to care for ourselves. We spend so much time tending to the grief of others that we often neglect our own. The silent burden we carry takes its toll.

You matter.

Even when your efforts go unseen, even when the gratitude is unspoken, know that what you do is invaluable.

You are not just handling the dead; you are shepherding the living through their most painful moments.

You are a guardian of memory, a silent architect of goodbyes, a keeper of dignity when the world feels undignified.

You are allowed to feel the weight of it all.

You are allowed to grieve, too.

Thank you for the unseen, unspoken, and unbearable burdens you carry so that others do not have to.

Kimberly Steffen, kimmykrayola@yahoo.com, is a licensed embalmer and funeral director with a background in religious studies (BA) and thanatology (MA).

She currently works in anatomical embalming and serves as an adjunct professor at American River College in Sacramento. Her academic and professional interests focus on death practices across religions and cultures, anatomy, and body donation ethics.

Kimberly strives to bridge the gap between theory and practice, shedding light on the unseen emotional and professional burdens carried by funeral professionals while advocating for greater awareness and understanding of the industry.

Let this letter be a reminder that you are not alone. That your work, though often hidden, matters. That you, too, deserve care and compassion.

CEMETERY DESIGN & PLANNING GREVER & WARD

It is not weakness to acknowledge that this work is hard. It is not selfish to step back, to breathe, to seek support. We must check in with our colleagues, advocate for our mental well-being, and remind ourselves that we, too, are human.

To those who work in the quiet, who move through the night so others may mourn in peace, who make the unbearable just a little more bearable, your work matters.

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JUNE 2025 MEMENTO MORI 57

PET LOSS

A Forever Star: The Journey of Grieving a Pet at Different Stages of Life

by Ana Palencia

W

HEN WE WELCOME A PET INTO OUR LIVES , we don’t just bring an animal into our home—we invite a soul that offers us unconditional love, companionship, and unforgettable moments. Their departure leaves a void that is difficult to explain because their presence becomes intertwined with our story, our routines, and the way we live and feel.

No matter our age, losing a beloved pet is a heartache that lingers. Yet, grief changes over time. It is not the same to lose a pet in childhood, adulthood, or old age. Each stage brings unique challenges, but also opportunities to honor their memory in meaningful ways.

Because love does not vanish with death—it transforms into memories, into lessons, into an invisible but everlasting presence. They become forever stars, shining in our hearts and illuminating our lives.

Childhood: The First Goodbye For many children, losing a pet is their first encounter with death. Until that moment, the world feels safe and eternal, where goodbyes are brief, and everything lost can somehow return. But when their beloved companion is suddenly gone, a storm of difficult questions arises: “Where did they go?”

“Are they coming back?”

“Are they alone?”

“Did they leave because of something I did?”

A child’s understanding of death depends on their age. Young children (under 6) often see death as temporary, much like in cartoons where characters always come back.

Between 6 and 9 years old, they begin to grasp its irreversibility, but in a very literal way. They may ask questions like, “Will they be cold underground?” or “Do they still need food?” Around 10 years old, their perception becomes more abstract, and deeper reflections about life and loss may emerge.

Reactions vary—some children cry

• • • •

58 MEMENTO MORI JUNE 2025

openly, others appear indifferent or process their emotions through play. It’s important to remember that there is no “right” way to grieve. Each child finds their own way to cope with loss.

This is where tribute and remembrance become essential. Allowing them to write a letter, draw a picture, light a candle, or even hold a small farewell ceremony helps them make sense of the absence.

Reminding them that their forever star will always shine in their heart and that they can talk to them whenever they miss them provides comfort and security.

Adulthood: Guilt and Silence As adults, we intellectually understand that death is a part of life, but that does not make it any less painful. We know that time moves forward, that everything is temporary, yet nothing prepares us for the emptiness left behind.

Grief in adulthood is often accompanied by guilt: “Could I have done more?”

“Did I make the right decision to let them go?”

“Did they suffer?”

One of the most challenging aspects of grieving a pet as an adult is that society does not always acknowledge this pain. People may say, “It was just an animal,” minimizing the depth of the loss and making pet owners feel ashamed of their grief. But love is never small, and no loss is insignificant.

A pet is not just a pet—they are a source of unconditional love, a constant in our lives, a presence that brings comfort and joy. Their absence is felt in the quiet

• • •

mornings, in the empty bed where they once lay, in the routine that suddenly feels meaningless.

Honoring their memory becomes a way to transform pain into gratitude. Creating a scrapbook of photos, writing a farewell letter, lighting a candle on special days, or simply speaking their name without fear of judgment are ways to keep their presence alive.

Forever stars never fade; they shine through our memories, through the sun that warms our skin, through the moments that remind us of them.

When they leave, their light does not disappear; it transforms into a forever star, shining in our hearts, guiding us with the love they gave.

Old Age: The Last Companion For many elderly individuals, losing a pet is one of the most devastating losses they will experience. At a stage in life where children have grown, friends have passed, and silence fills their days, their beloved companion is more than just a pet—they are a reason to wake up, to go outside, to find joy in the little things.

When that companion is gone, the loss is more than just physical. It is a loss of purpose, of routine, of the last source of unconditional love in a world that often moves too fast.

Grief in old age is deep and, unfortunately, often dismissed by others. Words like “Don’t be so sad, it was just a dog” or “At your age, you should be used to loss” are cruel and isolating.

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the ultimate in

But love has no age, and neither does grief. Elderly pet owners need to be heard, supported, and allowed to express their pain. Participating in a tribute, writing letters, lighting a candle, keeping their pet’s collar, or simply speaking about them freely can help them heal.

In some cases, opening their heart to another pet can bring light to their days, as long as they understand that it is not about replacing the one they lost but about continuing to share love with another soul in need.

Honoring Our Forever Stars Grief is not just sadness—it is love with no place to go. And the best way to give it direction is through remembrance.

Every pet that enters our lives leaves something behind—a lesson, a gesture, a moment that will never be forgotten. When they leave, their light does not disappear; it transforms into a forever star, shining in our hearts, guiding us with the love they gave.

Honoring our forever stars is not just about saying goodbye—it is about keeping their spirit alive. Creating an altar, writing a letter, donating to a shelter in their name, planting a tree in their honor, or simply saying their name with a smile are all ways to give thanks for the love they shared with us.

Because their time with us may have been short, their love is infinite. And as long as we remember them, they will continue to shine in our lives, as eternal stars that never stop glowing.

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Ana Palencia, a Guatemalan with a background in Legal and Social Sciences, has distinguished herself both professionally and academically. She holds a diploma in Project Management and Brand Management. With a solid track record at Senoriales Corporación de Servicio, Ana Palencia successfully leads one of the most innovative programs, “Guau Senoriales, Companion Pets,” providing support to families during difficult times. Her dedication extends from Guatemala to Mexico with initiatives such as “Pet Dignity,” which offers funeral services for pets. Ana Palencia’s combination of academic experience, professional leadership, and social commitment has generated a significant and positive impact on her community.

JUNE 2025 MEMENTO MORI 59

MEMBER NEWS

NEW PRODUCTS

New Memorials Direct Pets is pleased to announce it is able to engrave photos on select petite charms in addition to standard personalized pendants. The photos are intricately engraved in stunning 3D with a slightly raised relief and embossed look and feel, while the reverse side can be customized with a pet’s actual paw print or nose print and their name forever etched in metal. The petite charms can be worn on a charm bracelet, as a standalone necklace pendant, or ordered with a standard pendant for a layered style, with available metals including stainless steel, 925 sterling silver, solid 14K yellow gold, solid 14K white gold, solid 14K rose gold, or platinum, and customers may also add a chamber to house ashes or a small lock of fur. For inquiries about this new option or any products, contact them at 1-253-649-0568 or visit www.NewMemorialsDirect.com.

FT North America is pleased to announce the introduction of FT Partner Pay, an innovative new program that allows clients to upgrade or add cremation equipment to their existing businesses on a “pay per cremation” basis.

This game-changing offering allows financing of new FT equipment over 48 months with simple quarterly payments calculated based on annual cremation case volume, making it possible for more low and mid-volume operators to get the FT equipment they’ve always wanted. Mike Miller, Chief Operating Officer of FT North America, noted that high-volume

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operators have known for years that nothing beats an FT, and their technology has always been second to none, so it was time to leverage that in a way that made it accessible to more operators. For more information, stop by the FT Booth at the upcoming ICCFA Experience or visit FTNorthAmerica.com and hit the “Take the Next Step” button, or email info. usa@facultatieve-technologies.com.

Healing Path Cemetery is pleased to announce the launch of a community engagement and lead generation system co-developed by Dr. Jason Troyer and Dr. Lynn Gibson. This comprehensive platform includes a dynamic combination of in-cemetery signage, engaging social media content, and the interactive Healing Path App, offering grief support resources, virtual rituals, and emotional healing tools to families right where they need them most. In addition to supporting families, the Healing Path system empowers cemeteries to highlight their unique features such as mausoleums, columbaria, and other memorial options while generating qualified leads and deepening their role within the local community. For more information, visit HealingPathCemetery.com.

Prelude is pleased to announce its launch in California, bringing modern preneed planning to funeral homes and agents across the state.

The platform offers agents the opportunity to earn up to 3x more than traditional carriers through a commission model built to reward rather than cap earnings, with plans that sell themselves using guided, story-driven planning tools that help families create more complete, higher-value plans averaging 10% higher in face value than traditional methods. Over 80% of families finalize their plan in just one visit, from quote to signature, with AI-backed

workflows eliminating errors, speeding up approvals, and ensuring every policy is funded and filed without a hitch, while every plan ends with a personalized “Love Letter” providing families with a written guide of every choice made so their loved ones are never left wondering what their loved one wanted. Kris Yee, CEO of Prelude, stated that at Prelude, they believe that pre-planning can and should be a thoughtful and joyful experience for everyone involved, with California agents and funeral homes now able to access the most intuitive platform in the industry with no steep learning curve and no red tape. For more information, visit goprelude.com, call (918) 727-8964, or email info@goprelude.com.

NEW PARTNERSHIPS

Cadence is pleased to announce a new partnership with ASD – Answering Service for Directors to help funeral directors support families with continuing care, including estate settlement and grief support. This integration allows mutual clients to seamlessly transfer data between ASD’s answering service system and Cadence’s Executor Assistant, simplifying the administrative process for funeral directors and ensuring smooth, hassle-free activation by enabling secure transfer of client information gathered during intake calls into Cadence’s continuing care software.

Rachel Drew, Founder and CEO of Cadence, stated that this integration is more than just a technical connection—it’s a powerful time-saving solution that frees up funeral directors to focus on serving families with care and compassion, while Joey Kelley, ASD Sales Team Member and Third-Generation Family Representative, noted that the partnership empowers funeral directors to offer more comprehensive care while saving valuable time. Contact information includes Cadence at https://www.cadenceco.com/ and ASD at www.myASD.com or 1-800-868-9950.

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Unlock Your Value, Plan Your Future

Busch Funeral and Crematory Service is pleased to announce its partnership with the Northeast Ohio Nurse Honor Guard for the 2nd Annual Nurse Memorial Service. This solemn remembrance served as a heartfelt tribute to the nurses lost over the past year in observance of National Nurses Week, providing an opportunity to honor the dedication and contributions of these healthcare heroes.

The Northeast Ohio Nurse Honor Guard, established on January 26, 2022, and founded

by Barb Hertrick and Vanessa Ryks, is a group of dedicated volunteers who don white scrubs, caps, and capes to perform the Nightingale Tribute at funeral or memorial services of fallen nurses, with Vanessa Ryks, RN, OCN, President and Co-Founder, noting that nurses give so much to others and through their ceremonies they offer a chance for family and friends to witness this noble spirit being recognized. Jim Busch, Owner and President of Busch Funeral and Crematory Service, stated they are proud to partner with the Northeast Ohio Nurse Honor Guard to host this deeply meaningful event, as nurses are the backbone of the healthcare system and it is vital that they recognize their unwavering commitment.

Full-Circle Aftercare is pleased to announce its partnership with Patriot Angels, an esteemed organization dedicated to helping veterans and their families access crucial benefits, including the Veteran’s Aid & Attendance benefit. This partnership further enhances Full-Circle Aftercare’s comprehensive suite of services, providing families with the resources they need to navigate loss with confidence and care, with Full-Circle Aftercare renowned for delivering compassionate, hands-on

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assistance with the practical, yet often-overlooked, tasks of estate settlement—ranging from managing notifications to securing government benefits. Matthew Van Drimmelen, CEO of Full-Circle Aftercare, stated that this partnership underscores their dedication to serving families with dignity and respect— especially those who have served our nation, while Suzette Graham, CEO of Patriot Angels, added that Patriot Angels connects veterans with assistance that is rightfully theirs, and they are thrilled to partner with Full-Circle Aftercare to ensure families receive the support they deserve. Jason McCloud, Patriot Angels’ VP of Business Development & Strategic Partnerships, noted that this partnership marks a significant step forward in their vision to help every veteran and their families, and by combining their expertise with Full-Circle Aftercare’s understanding of funeral service, they are confident that Patriot Angels can make a meaningful difference in the lives of families during times of grief. Contact information includes Matthew Van Drimmelen at matt@ full-circlecare.com for Full-Circle Aftercare and Jason McCloud at j.mccloud@patriotangels. com for Patriot Angels.

Anthem Partners is pleased to announce that the company has recently developed a strategic partnership with Tribute Technology, a leader in digital solutions for the funeral profession. As the first step in this partnership, all websites for the Anthem Partners’ locations have been updated and moved to the Tribute Technology platform, with Chad Jackson, Executive VP, Operations, Anthem Partners, stating that with their previous website functionality, they limited their ability to serve families, and after substantial research and evaluation, they have found Tribute Technology to be the best partner for Anthem in the website space.

Courtney Gould Miller, President, Commercial Markets, Tribute Technology, noted they are JUNE 2025 MEMENTO MORI 61

MEMBER NEWS

proud to support forward-thinking businesses like Anthem Partners on their website and software platforms, as the largest technology provider serving funeral homes, cemeteries, and cremation businesses, they are committed to empowering their partners of every size with tools that drive efficiency, elevate their digital presence, and deliver exceptional experiences to the families they serve. Jackson added that their websites have always been a trusted destination for families, and this collaboration will allow them to further engage with and connect with them, with partnering with Tribute Technology being an exciting opportunity to enhance the way their funeral homes and cemeteries connect with their communities. For more information about Anthem Partners, visit www.anthempartners. com, and for Tribute Technology, visit www. tributetech.com.

Johnson Consulting Group is pleased to announce its support of Bob Arington, President and Founder of ObituaryShare, introducing another valuable service to help the profession succeed by enhancing the time-honored tradition of the obituary. ObituaryShare simplifies the obituary distribution process, allowing funeral homes to publish obituaries across multiple platforms and publications with a single submission, resulting in a faster process, wider reach, and drastically increased traffic to funeral home websites, with funeral homes using ObituaryShare seeing remarkable results such as Arrington Funeral Directors receiving over 209,000 website visits in Q1 alone.

Arington stated they created ObituaryShare to facilitate the information friends and family are seeking in a time of loss, and having Johnson Consulting Group’s support gives them the opportunity to extend that impact to even more funeral professionals who want to modernize their service and grow their community

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presence. Contact your JCG representative to find out how ObituaryShare can benefit your funeral home, or visit www.obituaryshare. com to request a demo, with media contact Madison Wagner, Marketing Specialist at Johnson Consulting Group at 480.556.8531 or mwagner@johnsonconsulting.com.

Heritage Family is pleased to announce a new strategic partnership with Tribute Technology, the leader in websites and digital solutions for the funeral profession. As the first step in this collaboration, all 66 websites for Heritage Family locations have been moved to the Tribute Technology platform, providing enhanced digital solutions for funeral homes across the network, with each Heritage Family location now benefiting from Tribute Technology’s modern, mobile-responsive website designs, integrated tools, and an improved user experience, enabling funeral homes to better serve families and connect with their communities.

Lindsey Granson, Executive Operations, Sales & Marketing Leader at Heritage Family, stated they are thrilled to begin this partnership with Tribute Technology to help empower the firms they support with the best technology available to serve families, noting that the designs Tribute offered help to set them apart in the market, and the onboarding and training of their field team was seamless, with their firms already seeing increases in SEO and revenue from the websites launched on the Tribute platform. Courtney Gould Miller, President, Commercial Markets at Tribute Technology, added they’re honored to be the digital foundation for Heritage Family and the incredible firms they support, emphasizing that this partnership is about more than just websites—it’s about helping local funeral homes thrive and grow, giving them the tools they need to stay connected and lead as digital brands in their communities, with Heritage Family also transitioning to Tribute Management Software in late March to streamline funeral home operations by combining case management, collaboration tools, document handling, and reporting. Contact information includes Heritage Family at 2217 Hwy 394, Ste A, Blountville, TN 37617 or info@heritagefamily.com and Tribute Technology at Press@ tributetech.com.

NEW PROJECTS

Tribute Technology is pleased to announce Trend ReCON 2025, an exclusive two-day event designed to help funeral professionals navigate the evolving landscape of funeral service. As the funeral profession undergoes rapid transformation, Trend ReCON 2025 will equip funeral home owners and directors with cutting-edge insights and strategies to stay competitive, featuring an impressive lineup of speakers including Courtney Gould Miller, President of Commercial Markets at Tribute Technology, Matt Powell, Chief Technology Officer at Tribute Technology, Glenn Gould, Founder of MKJ Marketing, Erick Goss, CEO and Co-founder of Minno, Brian Givnish, Director of Training and Development at Life Celebrations Inc., and Rob Justen, Owner of Justen Funeral Home. The conference will cover key topics including strategies for funeral homes to remain competitive and profitable, shifts in funeral service ownership, the role of social media and email marketing in business growth, and will highlight top innovators with the Tech-Enabled Funeral Home Awards.

ON THE MOVE

Homesteaders Life Company is pleased to announce the addition of Justine Bell as the company’s Chief Human Resources Officer. In her new role, Bell will oversee all aspects of human resources, including talent acquisition, corporate culture, employee engagement and organizational strategy, succeeding Tonja Clark, who retired as Homesteaders SVP-Human Resources last month after more than two decades in the profession. Steve Shaffer, President, CEO and Board Chair of

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Homesteaders Life Company, stated they are excited to welcome Justine to their executive leadership team and he is excited to partner with her as they invest in their people, foster innovation and drive their mission forward, noting that Justine’s deep expertise in human capital strategy, organizational development and leadership coaching will be instrumental as they continue to grow and strengthen their culture at Homesteaders. Bell brings more than a decade of human resources leadership and regulatory compliance expertise, spanning global organizations, financial institutions and high-growth companies, holding a Bachelor of Business Administration in Organizational Studies (HR) from the University of Iowa and working toward a Master’s degree in Human Resources and Employment Law from the Sandra Day O’Connor College of Law at Arizona State University, having been named to the Des Moines Business Record’s Forty Under 40 list in 2015 and being a 2024 finalist for the Girl Scouts of Greater Iowa’s Inspiring Women of Iowa Character Award. Contact information available at homesteaderslife.com.

Express Funeral Funding is pleased to announce the addition of Alex Barone as Northeast Account Manager, where he will be responsible for developing and fostering relationships with funeral homes and cemeteries throughout the Northeast region to provide fast and easy insurance assignment funding solutions.

Deanna Wilkinson, vice president of sales and marketing, stated that with his extensive experience and deep expertise, Alex is an ideal addition to their team, as prior to joining EFF, Barone served as a corporate sales agent for Humana, where he leveraged his extensive B2B sales experience to build and maintain strong client relationships. Contact information includes Dakota Bragdon, Marketing & PR Coordinator at dakota.bragdon@expff.com or 812.949.9011 ext. 172.

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The International Order of the Golden Rule (OGR) is pleased to announce that Gary Del Vecchio has been appointed as its new Director of Membership Development. In this role, Del Vecchio will focus on building connections with current and prospective members, helping to strengthen the OGR community and amplify its voice within the profession, with his successful career spanning more than 20 years in sales and business development bringing a strategic, relationship-focused approach to growth. Wendy King, CAE, CVA, Executive Director/CEO of OGR, stated that Gary brings a thoughtful, relationship-centered approach that reflects OGR’s commitment to supporting their members, and his background in building long-term partnerships and understanding business needs will help them continue to deliver meaningful value to independent funeral homes and their supplier community. Del Vecchio shared his enthusiasm for joining the organization, noting that OGR represents some of the most dedicated professionals in funeral service, and

he’s excited to contribute to the continued growth of this respected organization and to connect with those who are passionate about providing meaningful service to families and communities. To connect with Gary Del Vecchio about membership or supply partner opportunities, email gdelvecchio@ogr.org, with additional contact information including Emily Ambriz-Huff, Director of Communications & Marketing at (512) 334-5504 ext. 140 or ehuff@ogr.org.

Homesteaders Life Company is pleased to announce that Misty Engel has joined Homesteaders’ industry-leading team of account executives, where she will serve funeral providers and agents in Texas. Will Bischoff, Senior VP-Strategic Markets, stated that Misty’s experience in the funeral profession combined with her passion for helping families design better farewells will make her

MEMBER NEWS

an undeniable asset to their team and the company, with Engel bringing nearly 15 years of firsthand experience working in her family’s funeral home and being motivated to help families experience the benefits of advance funeral planning. Engel earned a certificate in funeral directing from the Commonwealth Institute of Funeral Service in Houston and is an active volunteer with CASA Hope for Children and the Parker County Committee on Aging and a member of her local chamber of commerce in Weatherford, Texas, with Engel stating she believes in Homesteaders and the important role it plays in helping families plan ahead with confidence and care, calling this her dream job in the funeral profession.

Contact Danielle Burmeister, Vice President Marketing Communications at 515-440-7734 or dburmeister@homesteaderslife.com.

Tribute Technology is pleased to announce the appointment of Craig Greenseid as Chief Executive Officer, a strategic move that further strengthens the company’s leadership bench as it enters its next phase of growth, platform innovation, and customer experience enhancement. Greenseid is a

seasoned executive with more than two decades of experience driving transformation and customer-centric strategies across the technology landscape, most recently serving as a Managing Director and Operating Executive within The Carlyle Group’s private equity portfolio where he focused tech companies on how they scale and operate effectively, with Greenseid having been a Tribute Technology board member for more than two years, deeply involved in shaping the company’s strategic priorities and roadmap investments. Prior to joining Tribute Technology, Greenseid held senior leadership roles at companies such as Blackboard and PowerSchool, where he served as Chief Revenue Officer and led a go-to-market organization that significantly expanded the company’s reach in the K-12 education technology space, with his appointment formalizing his transition from board advisor to operational leader, joining Courtney Gould Miller, President of Commercial Markets, and Matt Powell, Chief Technology Officer, who have been with Tribute Technology for a combined six years.

Over the past year, Tribute Technology has broadened its leadership team by appointing a new Chief Financial Officer, Anthony Cali, and Chief Operating Officer, Joshua Gibbs, which has reinforced the company’s

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commitment to stability and future innovation, with the company also announcing the launch of a completely reimagined obituary experience, now available across all Tribute Technology platforms. Contact Heather Mierzejewski, Vice President of Marketing, Tribute Technology at heather.mierzejewski@ tributetech.com or press@tributetech.com.

Dead Ringers is pleased to announce the appointment of Brent Thomas as Head of Business Development, alongside a slew of new service options designed to support businesses at a higher level. With nearly a decade of research encompassing over 50,000 mystery calls to funeral homes and cemeteries, Dead Ringers has evolved beyond mystery shopping to become a premier training partner for deathcare establishments seeking measurable growth, with Mandie Hungarland, COO at Dead Ringers, stating that bringing Brent Thomas on board represents a pivotal moment in Dead Ringers’ journey, noting that to date, they’ve relied on word-of-mouth to grow—which has worked surprisingly well, but it’s time the world sees what they’re really capable of, with Brent’s industry expertise and proven track record in developing effective sales and training strategies aligning perfectly with their mission to transform CX in the deathcare profession. Thomas brings over 28 years of experience in the deathcare profession, beginning his journey in cemetery and funeral preneed sales before quickly advancing into sales leadership roles, joining Batesville in 2002 where he played instrumental roles including helping to launch a pet cremation startup, serving as a cremation subject matter expert, and consulting on key accounts, and more recently leading the sales training and development team at Homesteaders Life Co., having gained award-winning recognition as a business consultant, trainer, coach, mentor, and strategic sales leader. In conjunction with this strategic hire, Dead Ringers has formally unveiled its enhanced service offerings including the cornerstone “Growth Plan” that establishes a long-term partnership with funeral home and cemetery owners, delivering comprehensive leadership strategy, one-on-one staff

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coaching, group training sessions, and ongoing CX evaluations, complemented by CXpertise, Dead Ringers’ new on-demand learning platform featuring video modules, downloadable resources, monthly webinars, and specialized classes, with clients implementing the Dead Ringers Growth Plan experiencing remarkable revenue increases ranging from 11% to 33%. Contact Mandie Hungarland at 513-828-3541 or mandie@ deadringers.co and visit deadringers.co.

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Stone Panels International (SPI) is pleased to announce that it has officially become a division of Coldspring, a leading quarrier and fabricator of natural stone and bronze, marking a strategic step forward in strengthening service offerings and streamlining operations while maintaining quality and innovation.

Greg Flint, President/Chief Operations Officer of Coldspring, expressed excitement about bringing Stone Panels International fully into the Coldspring family, noting that this transition allows continued delivery of industry-leading StoneLite® lightweight honeycomb natural stone panels with the same expertise and commitment to excellence. The StoneLite® product line will now be sold exclusively through Coldspring, with key aspects remaining unchanged including operations and production at the Marble Falls, Texas facility, existing customer relationships, and all future contracts and payments being made through Coldspring. Contact Susan Becker at sbecker@coldspringusa.com or 320-685-4653.

Serent Capital is pleased to announce that it has made a strategic investment in PlotBox, a leading cloud-based provider of end-toend cemetery, crematory, and funeral home management solutions, with the partnership helping to fuel PlotBox’s expansion, drive

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continued innovation, and enhance customer outcomes across North America, the UK, Ireland, and APAC. Founded by Chief Executive Officer Sean McAllister and Chief Commercial Officer Leona McAllister, PlotBox has revolutionized the deathcare industry with its innovative, cloud-based platform that streamlines cemetery, crematory, and funeral home operations, with Serent’s investment expected to help accelerate product innovation, elevate customer support, and expand PlotBox’s global footprint while continuing to serve and support long-standing customers. Sean McAllister, CEO of PlotBox, stated they are excited to partner with Serent Capital as they embark on this next stage of growth, wanting a partner whose values aligned with their own to help support their mission to help take away some of the pain in dealing with death for families and those that serve them, while Leona McAllister, Chief Commercial Officer of PlotBox, added that at PlotBox, their customers are at the heart of everything they do, and with Serent’s support, they will be able to further enhance their platform and continue providing best-in-class service to cemetery, crematory, and funeral home operators worldwide. Lance Fenton, Partner at Serent Capital,

noted that PlotBox has established itself as the premier platform in the deathcare market, offering a comprehensive and highly differentiated product, and they are thrilled to support their vision and help drive the company’s growth across the entirety of the deathcare industry. Contact Graeme Arthur at graeme. arthur@plotbox.io for PlotBox media inquiries and Kathleen Rochard at Kathleen.Rochard@ serentcapital.com for Serent media contact.

Matthews International Corporation is pleased to announce that Matthews Memorialization has acquired The Dodge Company, a leading supplier of embalming chemicals and JUNE 2025 MEMENTO MORI 65

MEMBER NEWS

supplies in North America that sells a variety of other related products to Funeral Homes.

The acquisition advances Matthews’ strategy of providing a comprehensive product offering to its death care industry customers, with Steve Gackenbach, Matthews Memorialization Group President, stating they are excited to welcome Dodge and its employees to the Matthews Memorialization family,

noting that as a leading supplier to Funeral Homes and Cemeteries, their strategy is to offer customers a full range of products and solutions, with Dodge being a market leader and most recognized provider of embalming solutions and an ideal addition to their suite of offerings. Debbie and Kristie Dodge stated that the thought of selling their 132-yearold family business was very difficult, but

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the decision to join Matthews was the easy part as it felt right, expressing confidence that Matthews will continue their tradition of providing customers with outstanding service and products and knowing from friends who are part of Matthews that they value and respect employees. For Dodge customers, it is business as usual with essentially nothing changing as a result of the acquisition, with Dodge customers continuing to partner with their Dodge sales and customer service representatives to order the same products they do today, and Tim Collison, Dodge CEO, making a long-term commitment to continue to lead Dodge as part of Matthews. Contact Mandy Dlugos, Marketing Comms Director at Matthews International Corporation, Corporate Office, Two NorthShore Center, Pittsburgh, PA 15212-5851, Phone: (412) 995-1607.

Legacy Funeral Group is pleased to announce the acquisition of Loomis Family Funeral Home in Apopka, Florida, and Loomis Family Cremations in Minneola, Florida. Established in 1946 by Francis E. Loomis in Winter Garden, Florida, Loomis Family Funeral Home is a third-generation, family-owned institution deeply rooted in Central Florida, with the Apopka location opened in 1987 by James “Jim” R. Loomis and, following his passing in 2015, continued under the dedicated leadership of his sons, James R. “Bob” Loomis and Steven P. “Steve” Loomis. This acquisition enhances Legacy’s presence in the Orlando area, complementing existing locations, including Highland Memory Gardens and Funeral Home, Orlando Memorial Gardens, Carey Hand Colonial, and Collison Funeral Homes, with William R. Gray, who has served as Managing Funeral Director for 25 years, continuing to lead the Apopka team as someone born and raised locally who is deeply connected to the community and committed to exceptional care. Contact Stephen G. Boudreaux, Vice President of Funeral Home Operations, Legacy Funeral Group at 225.247.5158 or visit www.legacyfuneralgroup.com, with additional information available by calling Michael Soper at 713.529.5770.

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ANNOUNCEMENTS

Batesville is pleased to announce that it has been named one of America’s Most Trustworthy Companies for the second year in Newsweek’s 2025 study, achieving a top twenty ranking in the Consumer Goods category and moving up five positions from its first appearance in 2024. This prestigious award is presented by Newsweek and Statista Inc., based on an independent study measuring trust across consumer, investor and employee trust pillars, with Chris Trainor, CEO of Batesville, emphasizing that trust is essential in building successful relationships with employees, deathcare professionals, and families.

The recognition comes as Batesville continues to expand its capabilities, having introduced military-inspired caskets, expanded its Dimensions® oversize casket collection, added over 150 new cremation urns and jewelry items, and delivered major technology enhancements including the new Family Choices® merchandising solution. Contact Teresa M. Gyulafia, Director—Strategic Communications at Teresa.Gyulafia@Batesville.com.

Johnson Consulting Group is pleased to announce the release of Volume 8 of its 2025 Performance Tracker X Trends and Insights Report, Powered by J3Tech Solutions, which analyzes 113,921 sales and survey data records from 135,100 total contracts entered into their system in 2024. Key findings include that 9.5% of completed surveys generate actionable leads with an average response rate of 36.7%, totaling 5,433 leads generated in 2024, while the data shows that Incentive Compensation Programs boost revenue and customer satisfaction, and all cremation case types have higher customer satisfaction scores than burial case types. Jake Johnson, President

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and Chief Executive Officer, noted that the customer experience remains central to every facet of funeral service, and this report offers invaluable insights for owners and operators.

Contact Madison Wagner, Johnson Consulting Group at mwagner@johnsonconsulting.com.

Express Funeral Funding is pleased to announce a refresh of its logo, brand colors, and style guide, marking a milestone in the company’s growth and commitment to excellence, featuring warmer tones and a sleek design reflecting EFF’s focus on delivering exceptional customer experiences through integrity, quality, innovation, and teamwork. Michael Wilson, co-founder and vice president of operations, shared that the new logo captures who they are today and where they’re headed, focusing on innovation, technology, and customer-centric solutions, while to mark the occasion, EFF will announce a New Swag Giveaway starting April 1st, with winners receiving new EFF exclusive apparel and promotional items. Contact information

includes Dakota Bragdon, Marketing & PR Coordinator at dakota.bragdon@expff.com or 812.949.9011 ext. 172, and for giveaway entry, text EFFSwag to 415.949.2428.

National Guardian Life Insurance Company (NGL) is pleased to announce that it recognized four team members with G.R.I.T. Awards during its companywide All Hands Meeting in April, incorporating NGL’s vision for the future, Together for Tomorrow, into team members’ daily professional lives. Over 100 peer nominations recognized and celebrated colleagues for their outstanding achievements and performance, with the awards highlighting the winning mindsets needed to deliver and successfully achieve NGL’s goals and vision. The four distinct award categories and recipients include Growth and Personal Development Award to Brandon Hellwig, Senior Sales Analyst, Resilience and Accountability Award to Bruce Nyberg, iSeries Support Specialist, Initiative, Drive and Execution Award to Mandie Hall, Account Success Associate, and JUNE 2025 MEMENTO MORI 67

MEMBER NEWS

Trust in Each Other Award to Colin Regan, Senior Agent Solutions Coordinator, with each recipient being recognized for their exceptional contributions and professional excellence in their respective areas.

Elevia is pleased to announce that it has now served one million families through their aftercare and consumer experience services, marking a significant milestone for the company founded in 2018 to help funeral professionals provide meaningful aftercare and grief support to families via text messages. The company has grown to be one of the largest providers of family follow-up in the deathcare space and now reaches more than 10% of all families experiencing a loss in the United States, with Jon Lefrandt, Founder and CEO of Elevia, stating it’s incredibly humbling to have been part of the grief and healing journeys for one million families, as what began as a passion project following his own personal grief experience has grown in ways he could not have imagined. This milestone comes shortly after Elevia announced three new enhancements to their services: co-branded landing pages with For Grief and partnerships with Alix estate settlement services and Qualtrics surveys and reporting, with these additions seeking to comfort and assist families grieving a loved one as well as help funeral professionals provide the best customer experience to the families they serve. Learn more about Elevia’s services at elevia.com.

Eulogize is pleased to announce that its co-founders Ben Sutton and Nick Kelly have committed to a long-term vision of innovation and implementation in the U.S. after an incredibly successful 2024 launch and convention run. Following an immensely successful launch to consumers in the Australia market in 2019, the co-founders worked alongside funeral directors to create a professional version of their all-in-one cloud-based platform that helps funeral teams and families create

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one-of-a-kind, personalized print and digital tributes with ease, introducing Eulogize to the U.S. deathcare community in April 2024 at the International Cemetery, Cremation and Funeral Association (ICCFA) Convention & Expo in Tampa, Florida. Sutton explained they decided to come over for one convention first and see what the local reaction was, and it was better than they could have hoped for, while Kelly noted that ICCFA was meant to be a soft launch, but the immediate reaction was so great that they knew they needed to immediately focus on bringing the product to the U.S. In just over 10 months, this targeted focus has resulted in Eulogize securing active professional users in 12 states, including traditional funeral homes, direct cremation establishments, and even a memorial park, with the platform now fully integrated with three leading deathcare case management platforms and more partnerships and integrations in the pipeline. Deathcare professionals will have the opportunity to meet Kelly and Sutton and get a first-hand look at the game-changing Eulogize platform in Las Vegas at the ICCFA Experience on May 1-3, with contact information including Nick Kelly at nick@eulogizememorials.com, mobile (US) +1 302 565 2388, mobile (AU) +61 413 776 889, phone 1800 295 8923, and website eulogizememorials.com.

Selected Independent Funeral Homes is pleased to announce that members of the Leadership Academy created another memorable Leadership Conference in Centennial, CO, on April 29 - May 2, 2025. The event kicked off with orientation for the Academy’s new 2025-2027 class and continued with a variety of events and activities, including members of the graduating class, Second Wind, giving their individual Capstone presentations prior to their graduation ceremony, with this year’s graduates being Matt Asta, Whitney & Murphy Funeral Home in Phoenix, Arizona, Stacy Billow, The Billow Company in Akron, Ohio, Meghan Burmeister, Busch Funeral

and Crematory Services in Cleveland, Ohio, Hyrum Heward, Larkin Mortuary in Salt Lake City, Utah, Jill Lazar, Hoffman Funeral Home & Crematory in Carlisle, Pennsylvania, Joeylynne Luck, Panebaker Funeral Home & Cremation Care Center, Inc. in Hanover, Pennsylvania, Francis Maggiore, Keohane Funeral Home in Quincy, Massachusetts, Doug Reinbold, Reinbold-Novak Funeral Home in Sheboygan, Wisconsin, Jason Storm, Starks Family Funeral Homes in St. Joseph, Michigan, and Ping Wu, Cypress Lawn in Colma, California. Melanie Hofmann, Professional Development and Events Manager, stated it was exciting to celebrate the Academy’s twelfth graduating class, noting that when developing this program more than a decade ago, it was built on the mission to teach principles of leadership to current and emerging leaders within Selected member firms, and today they have more than 100 members who have experienced this meaningful and impactful program.

Larkin Mortuary is pleased to announce that it is celebrating 140 years in business, remaining family owned and managed for seven generations. For 140 years, families have come to trust Larkin Mortuary as the leading funeral service provider along the Wasatch Front, committed to providing meaningful, healing experiences for every family who turns to them for guidance, with Larkin’s pioneer founder, George William Larkin, arriving in Utah in 1863, having immigrated from Cambridge, England, and starting the Larkin tradition of arranging funerals in 1885. Today, with seven generations serving Utah families, Larkin Mortuary remains locally owned and family managed, with the management team including Lance Larkin (4th Generation) Chairman of the Board, Rob Larkin (5th Generation) as President, Nick Larkin (6th Generation) as Vice President, David Larkin (5th Generation) as Vice President, Melissa Larkin Anderson (5th Generation) as Vice

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President, Lisa Larkin West (5th Generation) as Corporate Secretary and Heather Larkin Minson (5th Generation) Corporate Treasurer.

With 140 years of excellence and innovation in providing quality memorial products and compassionate service, Larkin Mortuary provides a full spectrum of end-of-life services including all varieties of funeral and graveside services, cremation facilities, two cemeteries, indoor and outdoor mausoleums, cremation niches and scattering gardens, personalized life memorials, and legacy keepsakes, along with vertically integrated services offering a premier floral shop, monument, urn and vault manufacturing facilities, and beautiful memorial meeting and luncheon facilities. For more information visit www.larkinmortuary.com or call (801) 363-5781, with contact information including Mike Dale at (801) 930-0547.

Vandor Corporation is pleased to announce the first anniversary of its Starmark Local distribution center in Statesville, North Carolina, celebrating a successful year marked by building trust and reputation with customers, establishing operational excellence, and sustaining growth for the future. The North Carolina-based Starmark Local Distribution Center opened in May 2024 and tackled some challenges in its first year, including navigating Hurricane Helene, with the Starmark team starting with Haley Cowles, the Service Center Director, but today consisting of three team members who serve funeral homes and crematories in a large territory in North Carolina, South Carolina, Virginia, and Tennessee.

Cowles had nothing but positive words for her first year of experience in funeral service, stating that opening Starmark Local in North Carolina has been such an exciting adventure for them, and joining a new company and having Starmark trust her to build this local business from the ground up has been an honor, noting that being new to the funeral industry, she

was very nervous, but with the great leadership and training from Starmark, they helped them succeed in their first year. Looking ahead, Starmark Local remains committed to delivering exceptional value and white-glove service, guided by its core values: staying customer-focused, detail-oriented, appreciative of its team, and unwavering in integrity and professionalism, with Cowles sharing they are looking forward to growing their relationship and partnering with many more funeral homes over the next several years, emphasizing that the key is building the relationships and earning customers’ respect and trust. Contact Jordan Sheehan, Vandor Corporation at 765973-5695 or Jordan.­sheehan@vandorcorp. com, with more information available at www. starmarkcp.com.

The International Order of the Golden Rule (OGR) is pleased to announce the resounding success of its signature event, PROGRESS, held May 6–8 at the historic Mission Inn Hotel & Spa in Riverside, California, marking a transformative milestone that united independent funeral professionals and suppliers from around the world under a bold new vision of innovation, adaptability, and forward momentum. The 2025 gathering welcomed attendees from 13 states and six countries, creating a vibrant and diverse community focused on shared learning and progress, with the conference offering optional excursions

such as a wine tour of Temecula’s renowned vineyards, a guided visit to Forest Lawn Cemetery in Covina, a tour Thomas Miller Mortuary & Crematory, and a historical exploration of the Mission Inn Hotel’s famed catacombs.

Wendy King, CAE, CVA, Executive Director and CEO of OGR, stated that PROGRESS is more than a name—it’s a call to action, and this year’s event embodied their commitment to advancing the profession and fostering a community dedicated to excellence, with educational programming beginning with the OGR Annual Business Meeting and featuring keynotes on leadership lessons from Disney’s customer service excellence, interactive sessions on AI and ChatGPT, and panels on industry-education partnerships, hiring and retention strategies, and future-proof marketing techniques. A highlight of the event was the Golden Circle Celebration Dinner, sponsored by Homesteaders Life Company, where OGR recognized individuals and firms that exemplify the highest standards of professionalism and compassion in funeral service, with the celebration also marking the official induction of the 2025-2026 Board of Directors and including a record-breaking fundraiser for the OGR Foundation to provide scholarships for mortuary students.

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NEWS

M E M B E R S H I P B E N E F I T S P OT L I G H T

FREE Webinars & Recordings at Your Fingertips!

ICCFA believes in the power of education, and while we offer a variety of in-person learning and networking opportunities, we also offer online opportunities where you can engage with the ICCFA digitally! Our widely popular ICCFA Webinars Series brings top professionals in deathcare to you no matter where you are located.

This gives you the opportunity to learn, interact, and become equipped with firsthand knowledge that can help you succeed in your career, all from the comfort of your home or office.

Each monthly webinar will discuss a different topic that’s relevant to the profession in convenient, one-hour sessions. Whether you are a funeral home owner, cemetery manager, crematory operator, pet loss professional, or a supplier professional, there’s something here for everyone. Each webinar is free and open to everyone to attend live, but the webinar recordings are only

scape Maintenance, with Don Winsett (Winsett Consulting), Roger Phelps (STIHL Inc.) and Brandon Glover (STIHL Inc.) Designing for the Future: Principles in Cemetery Cremation Development, with Gary Freytag, CCFE, former ICCFA President and CEO of Spring Grove Cemetery & Arboretum in Cincinnati, Ohio Creating Your Brand Through Grassroots Marketing Campaigns, with PLPA Committee Members Wendy Shipley, CPLP, and Sydney Tracy To view the webinar recordings, you will need to log-in to the ICCFA Member Compass with your e-mail address and password. Need assistance logging in or would like to learn more about membership, don’t hesitate to reach out to ICCFA’s Membership Manager Jason Brown at 800.645.7700 or Jason@iccfa.com. To learn more about these webinars and to see upcoming scheduled webinars, visit https://iccfa.com/ webinars/.

•

available to current ICCFA members.

Here are some of the webinar recordings you can find in the ICCFA Member Compass: The Power of Aftercare: Good for Business and People with Cara McCarty Abbott Founder & CEO of Betterleave The ROI of Safety and Compliance: How to Lower OSHA Fines and Insurance Premiums, with Mark Harrison, President of Certified Safety Training (CST) The Grief Brain: Forget What You Thought You Knew About the Stages of Grief, with Linda Findlay, Founder & Owner of Mourning Discoveries.

From Gas to Electric: The Future of Land-

• • • •

•

Welcome, New Members!

Supplier

• Headstones by Splendid—Los Angeles North Hollywood, CA

Funeral Home

• Colma Cremation and Funeral Service Colma, CA

• Santeiu Vaults Inc

• Mark’s Funeral & Cremation

• Thrive Smart Systems

• Alhiser-Comer Mortuary

Livonia, MI

American Fork, UT

Allied Member

• Lifeforce Glass

Winchester, MA

Windsor, CO

Escondido, CA

• A.S. Turner & Sons

• Century 21 Masters

Monterey Park, CA

• Thomas Consulting Group Mooresville, IN

Pet Loss Provider

• Sweet Dreams Crematory Woodstock, GA

Decatur, GA

Professional

• The Mind ReAligned Sacramento, CA

70 MEMENTO MORI JUNE 2025

www.iccfa.com

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NEWS

A One-of-a-Kind Learning Experience Awaits: ICCFA University 2025 Preview From July 18–23, 2025, ICCFA University returns to the Emory Conference Center Hotel in Atlanta for another immersive, transformational week of education, networking, and professional growth. Celebrated across the deathcare profession as the premier training ground for funeral, cemetery, and cremation professionals, ICCFAU offers more than a series of lectures—it’s a program designed to shape the future of your career.

Why ICCFA University?

Whether you’re a first-time student or returning graduate, the moment you walk through the doors at ICCFAU, you’ll sense that this is no ordinary professional development program.

With a curriculum that blends intensive classroom instruction with valuable networking and recreation, ICCFAU is where deathcare leaders are made and lifelong friendships are formed.

“ICCFA University is more than a training seminar—it’s an experience,” says Chancellor Jeff Kidwiler, CCE, CSE. “Everything you learn will alter the lens through which you view this profession. It stays with you throughout your career.”

72 MEMENTO MORI JUNE 2025

Nine Colleges. Countless Possibilities.

The 2025 program features nine colleges led by seasoned deans and faculty, each focused on a specific aspect of deathcare. Whether you’re looking to dive deep into operations, enhance

your leadership skills, or elevate your customer service game, there’s a college for you: College of 21st Century Services | Dean Glenda Stansbury College of Cremation Services | Dean Clift Dempsey, CCrE, CCFE

• •

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• College of Hospitality & Customer Experience | Dean Lori Bolton, CSE, CXE

• College of Land Management & Grounds Operations | Dean Gino Merendino

• College of Leadership, Management & Administration | Dean Gary Freytag, CCFE

• College of Technology | Dean Nick Timpe, CSE

• J. Asher Neel College of Sales & Marketing | Dean Patrick Downey, CCE

• Todd Van Beck College of Funeral Home

Management | Deans Mike Watkins & Mat Forastiere School of Graduate Studies | Dean Robbie Pape, CCFE Each college offers a unique curriculum developed with practical, results-driven content. Attendees can expect hands-on workshops, expert-led case studies, tours, certifications, and real-time application of strategies designed to improve their operations back home.

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A Week Unlike Any Other The ICCFAU schedule balances robust learning with dynamic social events. From Student Night Trivia to the high-energy Sports Night, attendees enjoy plenty of opportunities to unwind and network with peers from across the profession.

This year’s programming also includes: Celebrant Certification Training through the College of 21st Century Services Cremation Operator, Administrator, and Arranger Certifications in the College of Cremation Services Technology Strategy Labs, including AI and CRM systems in the College of Technology Hands-on Hospitality Workshops in the College of Hospitality & Customer Experience Leadership Labs exploring communication, HR, and company culture in the College of Leadership, Management & Administration Cemetery Field Tours and Safety Courses in the College of Land Management & Grounds Operations Graduate-Level Leadership Training in the School of Graduate Studies, open by application only

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Details & Registration Tuition includes all meals, course materials, and evening events. Students can earn up to 23.5 CE credits (state permitting) and 18 certification points through the ICCFA’s certification program. Graduates of four different colleges receive official ICCFAU graduate recognition.

Housing is available at the Emory Conference Center Hotel at a discounted rate of $179/night. The venue offers on-site dining, tech-equipped classrooms, and a setting that promotes focus, collaboration, and relaxation.

Don’t Miss the 2025 Session Whether you’re an owner, manager, aspiring leader, or supplier looking to better

understand your clients, ICCFA University is your launchpad. Secure your seat and get ready for a week that will challenge, inspire, and transform your professional journey.

“ICCFA University continues to be one of the most impactful investments our members can make in their professional growth,” says ICCFA Executive Director Nadira Baddeliyanage. “The caliber of education, the strength of community, and the opportunity to learn from some of the most respected leaders in deathcare make this program truly one of a kind. We’re proud to offer this immersive experience and can’t wait to welcome new and returning students in 2025.”

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JUNE 2025 MEMENTO MORI 73

NEWS

ICCFA’s Government & Legal Committee Leads 2025 Capitol Hill Advocacy Effort ICCFA brought the voice of the deathcare profession to Capitol Hill last week during its annual Washington, D.C. Fly-In. More than 30 ICCFA members met with lawmakers and federal agency leaders over the course of two days to discuss the most pressing issues impacting funeral homes, cemeteries, crematories, and related deathcare businesses across the country.

On Wednesday, April 2, ICCFA members visited dozens of offices across Capitol Hill.

Meetings focused on lawmakers from the House Energy and Commerce Committee and the Senate Commerce Committee, addressing issues related to the FTC’s Funeral Rule, the proposed ban on non-compete agreements, and the need for federal regulation of supports ethical, sustainable business practicproud of our members who took the time to non-transplant tissue donation through the es for providers serving families during life’s advocate on behalf of the deathcare profesConsensual Donation and Research Integrity most difficult moments. sion during this year’s fly-in,” he said. “Their (CDRI) Act. ICCFA President Lee Longino commenddedication, professionalism, and willingness to ICCFA members engaged with legislators ed the efforts of all involved. “I’m incredibly speak up on critical issues ensures our voice is and staff from the House Ways and not only heard, but respected. The imMeans Committee to advocate for tax pact of their efforts will be felt across policy reforms critical to funeral and the profession.” cemetery trusts, including support for ICCFA Executive Director Nadira the Funeral Expenses Act and changBaddeliyanage echoed that senties to the outdated cemetery perpetument, adding, “It’s inspiring to see our al care fund distribution deduction. members take time out of their busy “The advocacy side of deathcare schedules to advocate for meaningful is massive—if you’re not involved in change. Their commitment to shaping advocacy efforts, you can’t see the policies that support both our prochanges that need to be made or be fession and the families we serve is a a part of making those changes,” said testament to the strength and unity of Poul Lemasters, Esq., ICCFA General the ICCFA community.”

Counsel. “Our voice matters in WashThe ICCFA Government & Legal ington, and this visit proved just how Committee convened during the 2025 powerful it is when we come together ICCFA Experience in Las Vegas for with a unified message.” the newly named Irwin W. Shipper On Thursday morning, the delLegislative Session & Reception. This egation visited the Federal Trade special event provided attendees Commission to meet with the Division with timely updates on federal and of Marketing Practices, to share indusstate issues impacting the deathcare try concerns and perspectives on the profession, along with the opportunity ongoing review of the Funeral Rule. to engage in open dialogue about the Throughout the Fly-In, ICCFA challenges they are facing firsthand.

Members of the ICCFA Government & Legal Committee gather members emphasized a shared goal: Stay informed and explore ICCFA’s in front of the U.S. Capitol during the annual Capitol Hill Fly-In, ensuring that federal policy reflects ongoing advocacy efforts at iccfa. where they advocate for the deathcare profession and meet with the realities of modern deathcare and lawmakers to discuss critical legislative priorities. com/advocacy.

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Blair Nelsen, Anne Marie St. George, Jeremiah Neville, Michael Snider, Nick Timpe, Ashley Pyne and Alan MacKinnon met with Members/staff of the House Ways and Means Committee re: Funeral & Cemetery Trust Modernization Act and the Funeral Expenses Act.

After a productive day on the Hill, Committee members conclude a successful Fly-In advocating for the deathcare profession.

JUNE 2025 MEMENTO MORI 75

CALENDAR OF EVENTS July 18–23, 2025

October 21–23, 2025

ICCFA University Emory University | Atlanta, GA Visit https://iccfa.com/university/

ICCFA Fall Leadership Summit Marriott Knoxville Downtown | Knoxville, TN https://iccfa.com/fall/

September 21-24, 2025

ALPAR International Symposium of the Funeral Industry Buenos Aires, Argentina https://alpar.com.co/simposio-alpar/

April 29–May 1, 2026 The ICCFA Experience Fort Worth, TX https://iccfa.com/annual

January 13–15, 2026

DEAD Talks Park MGM | Las Vegas, NV https://iccfa.com/sales

ADVERTISER INDEX American Cemetery/Mortuary Consultants Inc. (ACMC) ������ 69

ICCFA University ���������������������������������������������������������������������������� 45

Answering Service for Directors (ASD) �������������������������������������� 31

ICCFA Webinars ������������������������������������������������������������������������������ 31

C&J Financial, LLC �������������������������������������������������������������������������� 27

International Memorialization Supplier Association (IMSA) ����C3

Continental Computer Corp. ��������������������������������������������������������C2

Journey to Serve �������������������������������������������������������������������������������� 71

Cooperative Funeral Fund Inc. (CFF) ������������������������������������������ 66

JST Architects ���������������������������������������������������������������������������������� 59

Crowne Vault ������������������������������������������������������������������������������������ 73 Eagle’s Wings Air ������������������������������������������������������������������������������ 52 Flowers for Cemeteries �������������������������������������������������������������������� 31 The Foresight Companies, LLC. ���������������������������������������������������� 61 The Foresight Companies, LLC. ���������������������������������������������������� 63 The Foresight Companies, LLC. ���������������������������������������������������� 65 The Foresight Companies, LLC. ���������������������������������������������������� 67 funeralOne ����������������������������������������������������������������������������������������C4 Funeral Women Lead �������������������������������������������������������������������������9 Grever & Ward Inc. �������������������������������������������������������������������������� 57 Heritage Flower Company �������������������������������������������������������������� 76

KMI Columbaria ���������������������������������������������������������������������������������1 KMI Columbaria ������������������������������������������������������������������������������ 41 Matthews Memorialization ������������������������������������������������������������ 51 Merendino Cemetery Care ������������������������������������������������������������ 13 National Guardian Life Insurance Company (NGL) ������������������ 17 Nomis Publications �������������������������������������������������������������������������� 16 Obermayer ���������������������������������������������������������������������������������������� 25 Paradise Pictures ���������������������������������������������������������������������������������5 Premier Columbaria ������������������������������������������������������������������������ 76 Regions Bank ������������������������������������������������������������������������������������ 55

ICCFA Advocacy ������������������������������������������������������������������������������ 37

Security National Life Insurance Company �������������������������������� 64

ICCFA Article Submission �������������������������������������������������������������� 31

Sprung Cemetery Products and Services ���������������������������������������3

ICCFA Leadership Summit ������������������������������������������������������������ 21

Travel Plan by Inman ���������������������������������������������������������������������� 19

ICCFA PAC ���������������������������������������������������������������������������������������� 53

VKM International �������������������������������������������������������������������������� 59

ICCFA Sponsor Thank You ������������������������������������������������������������ 49

The Wilbert Group �������������������������������������������������������������������������� 29

TF: (877) 359-7629 | P: (219) 661-2071 E: rick@heritageflower.com C: (219) 746 - 0491 www.heritageflower.com

P.O. Box 267 | 401 N Jackson St. Crown Point, IN 46308

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