Memento Mori — June 2024

The Experience of Natural Deathcare

Focusing on the Ritual of the Interment

10 Placing the Ritual of Interment at the Center of Attention The Experience of Natural Deathcare by Emily B. Miller

Consistent and Cohesive Aligning Your Funeral Service Brand Across All Touchpoints by Welton Hong

18 Can We Identify Hopelessness? The Science Behind the ‘Happiness Formula’ by Susan Cushing

22 Hail a Cab or Schedule an Uber? The Conundrum Behind the Presentation by Rolf Gutknecht

26 Prose for the Quietus of Life Away by James Whitcomb Riley

ICCFA Officers

PRESIDENT Lee Longino

PRESIDENT-ELECT

Mitch Rose, CCFE, CCrE

VICE PRESIDENT, EDUCATION

John Bolton, CCE, CCrE, CSE, CXE

VICE PRESIDENT, MEMBERSHIP & MARKETING

Shawna de la Cruz

VICE PRESIDENT, INTERNAL AFFAIRS

Robert Gordon Jr, CCE

VICE PRESIDENT, EXTERNAL AFFAIRS Lauren Blevins, CCFE, CPLP

TREASURER

Christopher Keller

SECRETARY

Micah Singerman, MBA

EXECUTIVE DIRECTOR

Nadira Baddeliyanage

GENERAL COUNSEL

Poul Lemasters, Esq. poul@iccfa.com

Magazine Staff

EDITORIAL DIRECTOR

Tatia L. Gordon-Troy, Esq. tatia@iccfa.com | 571.323.2983, ext. 1222

SUPPLIER RELATIONS MANAGER Rick Platter rplatter@iccfa.com | 800.645.7700, ext. 1213

MARKETING & COMMUNICATIONS DIRECTOR Maddy Collins maddy@iccfa.com | 800.645.7700, ext. 1215

EXECUTIVE DIRECTOR AND PUBLISHER Nadira Baddeliyanage nadira@iccfa.com | 800.645.7700, ext. 1215

DESIGN & PRODUCTION

BonoTom Studio, Inc. info@bonotom.com | bonotom.com

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The Top 10 Changes in Funerals Since the Advent of COVID

by Stephanie Longmuir

TOP TEN LISTS ARE USUALLY RESERVED for the end of the year as a way of reflecting on the best and sometimes the worst of that year. However, with so many changes in our post-COVID profession, I wondered if it wasn’t time to look back over the past few years and consider how funerals have changed and what that might mean for 2024 and beyond.

1

OUT Ugly memorial books IN Beautiful stationery

Gone are the vinyl covered ring binders that once housed memorial pages simply with mourner’s names. These have been replaced with elegant cloth covered, foil stamped and themed books with pages to record names as well as treasured memories and precious words from friends and family.

2

OUT Simple orders of service IN Creative booklets

The old A4 page folded in half with a photo on the front and a running sheet inside has been tricked up to look more like a theatre program. On gloss or buff high-quality card, portrait photos, photo collages and photographic timelines, written histories, favourite recipes, poems, quotes, Top 10 Lists, and family artwork are all part of the new look to the Order of Service booklet.

Families have realised these booklets are a treasured keepsake and invest their creative energy in producing something worth hanging onto. Consequently, funeral stationery businesses are thriving.

3

OUT Quick services IN Events

I remember when a funeral service included music to start and finish, a eulogy, tributes from family and friends, and a committal. Funeral services are now more like events. Playlists have replaced background chapel music; carefully curated slideshows are a main feature, recorded tributes are popular with family who can’t attend, live music is performed, and the venue often chosen for being a favourite family setting is key to creating the right space for the event.

Families want to create ceremonies that are personalised and relevant. A very memorable example of this was a Christmas-themed service I led for a woman who simply loved Christmas. The service took place in the family home complete with Christmas tree, Christmas lights, and Christmas menu for the wake. Her white casket was covered in Christmas stickers and Christmas carols played throughout the afternoon.

4

OUT Tea and cookies IN Full catering

As a continuation of the event-style end-of-life ceremony, catering has gone next level. Forget coffee, tea, and cookies. Families are offering champagne toasts and canapés, beer and burgers, or if it is just tea and coffee there will be delicate ribbon sandwiches and tiny, sweet treats. The reception following an end-of-life ceremony provides an opportunity to continue celebrating a life; and families feel the hospitality needs to be fitting.

5 OUT War-time anthems IN The Beatles and Elvis

As funerals for the Silent Generation (those born between the mid 1920s and 1940s) become fewer, Vera Lynn, Glenn Miller, and the Andrews Sisters are being replaced by the Baby Boomer’s favourites—particularly The Beatles. As the first generation to really know pop music, there is a rich catalogue for the Boomers to choose from and I often find myself humming along to Neil Diamond, Elvis Pressley, or Ray Charles at services; music that was the soundtrack of my childhood.

Creative booklets including favourite recipes, personalised word search, playlists and photo collages.

6

OUT Personal attendance IN Live streaming

The most obvious change since COVID is how families attend end-of-life ceremonies. Livestreaming has meant that family and friends can participate from across the world. It also makes it easy for unwell or elderly family members to participate without leaving their homes or for those with other commitments to watch the service at a later time.

7 OUT Solemnity IN Celebration

Not every funeral is a celebration of life. However, for the 85% of those who die following a prolonged illness and not a sudden and tragic event, an upbeat tone is often requested by the family. I only lead respectful and dignified end-of-life ceremonies and therefore leave any humour to family and friends. I can’t be the funny one, but I can offer warmth and an uplifting tone.

8 OUT Formality IN Colour

Perhaps it’s a reflection of the changes in work attire over the past few years, but rarely do I see men in suits at funeral services. Trousers and jackets certainly, but “smart casual” seems to rule over formality. Increasingly, too, is the request by family for mourners to wear colour and even a specific or favourite colour of the person we are farewelling.

9 OUT Rushed services IN Delayed services

It seems that families don’t want to “just get it over and done with” now. Pre-COVID, I would be booked for a funeral and three days later would be standing at a lectern delivering a ceremony. It is not uncommon for non-religious families to delay services to accommodate family members travelling, plans that can’t be changed, or just the need for time to prepare and to process.

10 OUT Reluctance IN Participation

Gone is the dread of being asked to deliver a eulogy. Families now want to participate in the process of putting together a ceremony as well as taking part. Inclusion is the key to a meaningful farewell. Small children and family pets are welcomed at my ceremonies; and finding something special for grandchildren or great grandchildren to do—even if it is as simple as lighting a candle or placing a flower on the casket—makes them feel included in what they sense to be an important occasion.

So much has changed; and in looking back over this top 10, it is hard not to appreciate how much more effort goes into an end-oflife ceremony than ever before. As someone who believes that a funeral service is life’s most important ceremony, that is certainly a good thing.

Stephanie Longmuir is an end-of-life celebrant, podcaster, and consultant. She has been serving the families of Melbourne and Sydney, Australia, since 2009, creating unique and meaningful services. Determined to better prepare and inform families, in 2015, Stephanie founded www.myendnotes.com, Australia’s first digital funeral planning service; in 2017, she launched a podcast series, “Dying to Tell.” Stephanie is a skilled writer and speaker and has been invited by ICCFA, NFDA, and AFDA to present at their annual conferences.

Christmas in September

Colourful funeral tributes

Unveiling the Threads of Connection: A Journey in ‘Relationship Matters’

by Susan Cushing

FROM THE MOMENT OF OUR FIRST BREATH , we embark on a journey of relationships. Held in the tender embrace of a parent or caregiver, the dance of interaction commences. Initially, this bond may seem one-sided, as we rely on others for our every need. For some, this dependency persists, evolving into a pattern of taking without giving, demanding without reciprocating—a stage of development that, regrettably, not everyone outgrows.

Certainly, there exists a multitude of relationship types, each as intricate and distinctive as the individuals involved. While it’s often expected that we’ll naturally acquire the skills to navigate and foster these diverse connections as we mature into adulthood, an eminent authority on the matter highlights a notable absence of formal instruction in this crucial aspect of life and happily shares her wisdom and insights with the world.

Dr. Faith Fuller, PhD, ORSCC, CPC, has dedicated her life’s work to delving into the intricate mechanisms governing these fundamental human interactions. This work is evident in her recently published book, Relationship Matters: A New Paradigm for an Evolutionary Leap in Relationships

At the heart of the book lies the concept of relationships as a complex tapestry of connection. Stretching from our internal dynamics to intimate partnerships, familial settings, and broader systems such as teams or organizations, each interwoven network influences the others. As we perceive relationships through the lens of interdependence, their significance becomes palpable.

Relationship Building

Fuller describes her book as, “an integration of many strands of what I would call relationship wisdom. It offers a lot of practical tools to help people know how to do it! We get trained in everything else in our lives— reading, writing, the internet—but we never

get the 101 course on how to have a successful relationship.”

Central to this book lies the revolutionary Organization and Relationship Systems Coaching (ORSC™) model pioneered by Dr. Fuller in collaboration with her partner, Marita Fridjhon MSW, ORSC Certified, PCC, CPCC, co-owner and CEO of CRR Global. CRR Global is a Level 2 ICF-accredited coach training educational institute and consultancy firm, renowned for housing the globally recognized ORSC™ methodology. It remains the sole organization offering the world’s premier relationship systems-based leadership training program.

The two founded CRR Global with the mission to “create positive change together facing up to humanities’ greatest challenges one relationship at a time. We see a direct parallel between how we work with relationships and what we do as a company. To do that we work with Candlelight Committee, who advise CRR Global to ensure we represent ALL relationships.”

For more than two decades, ORSC has served as a cornerstone for coaching teams and systems, employed by coaches worldwide. Fuller acknowledges that Relationship Matters is a companion book to two other Relationship Systems books, Creating Intelligent Teams by Anne Rød and Marita Fridjhon and Systems Inspired Leadership by Frank Uit de Weerd and Marita Fridjhon.

Different Dances

As the author is quick to point out, relationships aren’t only familial and romantic but also those connections and affiliations we have with co-workers, service providers, and even political parties. In fact, Fuller takes the reader on an exciting journey of discovery that includes a careful look at the relationship we have with ourselves.

During the interview for this article, Fuller remarked on the interactions involved in the work of deathcare professionals. “Those are loaded relationships,” she says. “These experts are dancing on a fine line balancing and emoting sympathy and compassion while orchestrating a service in the most reverend and professional way. I think it takes a very special kind of person to provide this service.”

And, while Relationship Matters is certainly an eloquently written crash course on the intricacies and pitfalls of sustaining relationships between and among others, Fuller also addresses one special relationship she

is currently engaged in that is unique.

“Death is a relationship, too,” she boldly states. “Every relationship with a life-threatening illness is profoundly personal and intimate. It affects everything. You can either dance with it or fight with it. Usually, we do both.”

Following her diagnosis of endometrial cancer two years ago, Fuller made it her foremost goal to cultivate a deliberate relationship with the disease. As she commenced treatment, she encountered a newfound identity accompanying the diagnosis, alongside a community of fellow travelers navigating the same path through cancer.

“One of the saddest things for me is how people don’t seem to be aware of the unbelievable opportunities that arise when you have a serious illness,” she says. “It’s a real journey and a profound path. Most people I know who have had a life-threatening illness feel that way, and yet we still treat it like a tragedy.”

In numerous aspects, it was an ideal confluence of events for Fuller. Recently diagnosed and hospitalized for treatment, she found herself isolated as COVID surged. With the concept of writing a book and relationships forefront in her thoughts, the doctor seized this opportunity to consolidate her years of research into a captivating volume, seamlessly blending scientific findings with relatable anecdotes.

“I had been trying to write a book for a while, and to put it rather graphically I had three book miscarriages before I finally seized upon this opportunity,” she explains. “I was alone in the hospital, could not have visitors … it was sort of everything hitting at once. In some ways it was a blessing because there was nowhere I could go, so after leaving the hospital I sat home and wrote.”

Fuller elaborates on her endeavor to launch a six-part podcast titled “Conversations On Cancer.” This platform not

“Death is a relationship, too. Every relationship with a life-threatening illness is profoundly personal and intimate. It affects everything. You can either dance with it or fight with it. Usually, we do both.”

—Dr. Faith Fuller

only served as an educational resource but also provided a supportive community for fellow cancer patients. Most significantly, it offered her a form of self-therapy in coping with her illness.

“These podcasts brought all of our CRR Global work together,” she says. “I interviewed cancer patients, both those who were dying and those who had survived on a variety of topics around relationships with cancer.”

Fuller goes on to explain why this topic isn’t included in Relationship Matters. “I felt like it was too much of a distraction,” she says. “I was dealing with it on the podcasts and truthfully, it’s a subject that I could easily dedicate an entire book to.”

The podcasts continue in popularity and help other cancer patients and their families

with an outlet for their concerns and emotions. Viewing illness through the lens of systems coaching, Fuller aims to assist others in navigating similar journeys. She envisions a future where more individuals utilize coaching concepts to bolster themselves through such challenges.

“We don’t know how to talk to people who are sick, and nobody talks about death. There are so many taboos tied up in it,” she says. “I hope this series gives listeners permission to talk about cancer so that they can consciously choose their path.”

Podcasts can be heard by going to https://www.crrglobalusa.com.

Susan Cushing is a regular contributor to Memento Mori magazine.

Placing the Ritual of Interment

at the Center of Attention

The Experience of Natural Deathcare

by Emily B. Miller

In a recent conversation with a funeral home manager, I was asked to defend green burial against direct cremation from the consumer’s perspective. How could the simple, eco-friendly version be better if it costs more? Who would want to base their funeral planning on something invisible like their carbon emissions, when they are already dealing with grief and budget concerns?

From my experience of leading families through natural burials in a conservation setting, the answer is simple: people are choosing natural burial because it offers a transformative funeral experience.

Not everyone will base their consumer decisions on climate change, but not everyone wants to base them on price either, and natural deathcare offers a rich middle ground where services and rituals are meaningful and accessible to mourners of any faith.

As funeral professionals, we know better than anyone the true value of services—the gathering, the togetherness, the role that ritual can play in moving our community through a transition when words alone can’t measure up to the gravity of the loss.

Perhaps, like me, you have attended enough services to have a theory on what makes them good or bad. Good funerals capture the essence of the honoree and engage the guests to feel part of something bigger than themselves.

That experience of gathering in community affirms our connection with each other and with the ideals that bind us together. Adhering to traditions is a way to access the collective wisdom of generations before, at a time when it would otherwise seem impossible to know what to do.

On the other hand, if people learn their funeral traditions from attending services, then “no services at this time” is having the opposite effect. It’s teaching our communities that doing nothing is a normal response to death.

And we have overseen this change; for too long, the focus of funeral service has been on commodities and convenience. Our profession has been whittled down to questions of urn color and cost.

Some funeral homes seem to value high volume and efficiency, meaning that the assumptions of our funeral staff and the values that families are learning in the community are working together to generate more direct cremations than ever before.

Playing a Role in Natural Burial

We pay lip service to the ideal of personalization in funeral service, but what could be less personal than direct disposition? I have long felt that interchangeable casket corners or different color options of same-old urns are just superficial details that create a veneer of individualism, masking the fact that the typical experience of making endof-life arrangements is only leading to worse and worse funeral outcomes (as measured by your location’s rate of direct disposition).

Eco-friendly death options, with natural burial as an example, can help reverse this trend of doing nothing when a loved one has died. Natural burial puts the ritual of interment at the center of attention in our response to death.

Pallbearing, hand lowering, and moving earth by handful or shovelful can create a meaningful opportunity for loved ones to interact with the process.

Encouraging family participation with washing or shrouding changes the mindset in the arrangements into one where we assume there will be services. Once we assume services, there are wonderful options for merchandise that are both practical and beautiful (at the same time having a reduced footprint).

When families gather to bury someone, there will always be a need for the professional support of funeral experts. They will probably need transportation help and may want catering, too.

Natural burial may sound like a new trend in our business, but it’s also the ancestral wisdom that underlies the whole profession. Since the dawn of humanity, most people have relied on earth burial as the basic response to one of us dying. Funeral traditions and beliefs (and later, our list of goods and services) were developed around this simple act of returning our bodies to the earth. Throughout history, ground burial has provided a safe and practical form of disposition, and it continues to have a unique ability to inspire and teach us today.

Organic, Natural & Transformational

Themes of returning to nature’s cycles help us feel connected to something

Pallbearing,

hand lowering, and moving earth by handful or shovelful can create a meaningful opportunity for loved ones to interact with the process.

bigger than the individual. Seeing the site where regrowth will occur can remind us that death is a natural part of life. These concepts offer mourners a framework for understanding their loss that seems to be applicable in many faiths and cultures.

So many of the recent attendees at my natural burial services are of the age where they have been to many conventional burials and modern celebrations of life, and it is profound to see them moved by the intimacy of this more organic experience. Most of them use the word “meaningful” when they say they didn’t know this was possible, and they thank me.

As an environmentalist, I support the choice of local or biodegradable merchandise. I also know that the native plant restoration mission in the Burial Preserve will sequester carbon from the atmosphere for generations to come.

But the strongest argument for green burial is as timeless as it is timely to our

profession: experiencing a funeral that represents a return to earth is a transformative rite of passage.

Accommodating these services is a great way for cemeteries and funeral homes to respond to a greening trend in their market; but it’s also the very foundation of our profession.

Teaching the ancient lessons of natural deathcare to our communities can only enhance the good we can do with our work.

Emily B. Miller is a licensed funeral director/ embalmer, certified life cycle celebrant, and member of the Green Burial Council board of directors. She has worked in funeral homes and cemeteries of all sizes. In 2020, Emily founded the Colorado Burial Preserve & Cremation Garden as the first cemetery in the state with a habitat restoration mission. She now works as an industry trainer, advocating for a more sustainable profession that helps people engage with the dying process through ritual and the lessons from nature.

Aligning Your Funeral Service Brand Across All Touchpoints

by Welton Hong

I’M WILLING TO BET a few eyebrows would raise, cars would slow down, and much dialogue would ensue if people were to encounter a Nike billboard, sneaker, or T-shirt, with the word “Nike” printed next to a parallelogram, asterisk, emoji, or any design other than a swoosh.

That’s because Nike has done an impeccable job of equating its quasi-checkmark logo with not only the name, but its business of athletic footwear and apparel. I mean, did the swoosh even exist before Nike?

And who doesn’t want to get off the couch—or at least think of someone else doing so—after hearing or reading the brand’s slogan “Just do it.”

The icing on the cake is Nike’s long history of professional and inspirational athletes donning the logo and declaring the slogan. Every facet of the brand is carefully curated to represent activity, motion, and a disciplined attitude.

You’re probably wondering how this relates to the deathcare industry.

Any industry can learn a thing or two from Nike’s consistent branding. I’d tout it as one of the best branding examples for any business—funeral homes and cemeteries included.

To be clear, I’m not recommending you conjure up a logo to print on apparel, coin a catchphrase that makes people want to play a pickup game of basketball, or sponsor the likes of Caitlin Clark or Angel Reese. What I advise you to do is develop a consistent brand that lets people know who you are, what you do, and how you do it before they even step foot in your business.

What is a Brand?

First things first, do you have a brand? You might instinctively respond, “Of course!” But you should know, the word “brand” has evolved to mean more than just your business name; in your case, it means the community’s perception of your business.

In other words, what do people think of your business when they hear its name? Do they know what services you offer? Do they know the quality of service you provide? What are you known for?

If you can easily answer those questions, you’re well on your way to having an established brand. If you’re drawing a blank, then it’s time to start building one.

While I could write a whole book on how to build a brand, I’ll instead break down a few brainstorming topics to help you get started.

First, how do you want people to view your business? Do you want to be seen as a family-owned business with a long history in the local area and a deep connection to the community? Or maybe a highend business with luxury services worth a higher

price point? Or a business that keeps things simple and accessible for every budget?

Secondly, find your unique selling points or USPs. What makes your business different than others like yours? Do you have any specialties? What do you offer that no one else does?

My final topic is to identify your business’ values. Do you believe in providing compassionate care to the families you serve? Serving veterans with honor? Offering services for any budget?

Some of these topics might overlap, but that’s kind of my point. Your brand should be cohesive and flow together. All your business’ attributes are what make you, you.

Building a Cohesive Brand

To be a successful brand, your visuals and messaging should look and feel the same in every place people interact with your business—from your website, social media, and advertisements right up to the sign on the door. This is what makes a lasting impression.

To be a successful brand, your visuals and messaging should look and feel the same in every place people interact with your business—from your website, social media, and advertisements right up to the sign on the door.

Start with your visuals. Choose logos, colors, and fonts that align with your brand’s identity. And because visual storytelling is crucial in funeral service, you also need to select images that convey the right sentiments. Images should convey respect and compassion.

High-quality images reflect a high standard of ser vice. They should be professionally shot and edited to align with your brand’s aesthetic.

Next, establish your content tone. Whether it’s website copy, brochures, or email communications, the words you choose can elevate your brand or detract from it.

Find and maintain a consistent voice that reflects your brand’s values and audience’s expectations. This can range from compassionate and soothing to formal and dignified, based on your branding.

Accuracy and professionalism are imperative, too. Ensure all written content is error-free, professionally crafted, and informative, enhancing your credibility.

Something that’s worked for me and I encourage you to do is create a brand manual or brand standards guide, a comprehensive document that details the spe cific visual and textual elements of your brand, which you and your staff can refer to for guidance.

This guide acts as a rulebook for how a brand pres ents itself to the world, making sure its identity remains coherent and consistent whether applied in digital, print, or environmental branding.

Implementing Your Brand

experience. A navigable, clear, and responsive website mirrors a well-organized business. Ensure your site is accessible and provides all the necessary information readily.

Elements you can store in your brand manual are different approved versions of the logo, colors that define the brand, font styles, approved imagery, characteristics of the brand’s voice, copywriting guidelines, design templates, and social media guidelines.

When it comes to branding (and your health and wellness), consistency is key.

So, once you’ve established your brand, it’s time to make sure that brand is uniform across every touchpoint. Often one of the first touchpoints is your website and/or your social media pages, so I recommend starting there.

Make sure every digital presence maintains visual consistency (a/k/a use only the colors, fonts, logos, and images tied to your brand). This creates a seamless visual flow that helps in reinforcing brand recognition.

Next, maintain the same content tone. The tone and language used on your site should reflect the same care, respect, and professionalism you embody in your services.

Another thing to consider is quality. Make sure not only the visuals and content represent the same high quality, but also the website itself. Optimize the user

Don’t stop at your website. Facebook and Google ads are powerful tools to convey your brand’s message. Make sure your digital advertisements have consistent messaging. Ad campaigns should reflect key brand messages. Whether it’s the compassion you bring to service or the bespoke nature of your offerings, your ads should consistently communicate your unique selling points.

Know your target audience and tailor your advertising to resonate with them emotionally, reaffirming your role as a facilitator of dignified farewells.

And don’t forget about offline marketing. If you use TV commercials, billboards, or direct mail, they should all adhere to the same brand requirements as your digital marketing endeavors.

And I wasn’t kidding about the sign on the door! It should display the same color, font, and approved logo as everywhere else.

To instill your brand integrity, every member of your team should understand the brand values and reflect them in their conduct and communication with clients. From the initial consultation to the final service, each step should reaffirm your brand’s promise of compassion and professionalism.

Welton Hong is the founder of Ring Ring Marketing and the author of Making Your Phone Ring with Internet Marketing for Funeral Homes.

Can We

Hopele

The Science Behind the

by Susan Cushing

IMAGINE A WORLD

where the enigma of happiness is no longer shrouded in mystery, where the pursuit becomes a calculated and deliberate endeavor. Imagine measuring and evaluating your happiness quotient with the same accuracy and ease as counting calories.

The pursuit of happiness has been an age-old quest, an elusive destination sought by philosophers, poets, and dreamers alike. Dr. Alphonus Obayuwana MD, PhD, CPC, a beacon in the realm of positive psychology, unveils a revolutionary revelation that challenges the nebulous nature of happiness in his groundbreaking new book, The Happiness Formula: Using Science to Understand Personal Satisfaction, Human Hope, and Subjective Well-Being. Within the pages of his transformative work, Dr. Obayuwana contends that happiness is not an arbitrary emotion, subject to the caprices of fate, but a quantifiable state of being with a decipherable formula.

This fascinating research began back in 1979 when Dr. Obayuwana

Identify ssness?

‘Happiness Formula’

received a national research grant and a Smith-Kline Medical Perspective Fellowship to create a tool for gauging human hope. The objective was to identify hopelessness at an early stage in individuals facing challenges, allowing timely intervention to prevent suicide.

The Hope Index Scale (HIS), born out of this grant, gained widespread popularity among Fortune 500 companies and various institutions, not only in the United States but in other countries. This paved the way for decades of research, culminating in the creation of this innovative book.

The Science Behind the Formula

Over the years, numerous books have delved into the subject of happiness, exploring it from diverse angles such as the pursuit of joy, its impact on different demographics, and offering suggestions on how to attain and sustain this elusive emotional state. Yet, amidst this extensive literature, a crucial element has remained conspicuously absent—the elusive scientific dimension that not only accurately measures happiness but also provides a degree of control over this complex and coveted emotion.

This text, the result of over 35 years of meticulous research and comprehensive studies, combines scientific rigor with reader-friendly accessibility. While highly valued by professionals, it remains entirely comprehensible to the layperson. Dr. Obayuwana adeptly guides the reader through the theories of influential behaviorists like B. F. Skinner and Carl Jung, existentialist thinkers such as Soren Kierkegaard and Jean-Paul Sartre, and the humanist perspectives of Abraham Maslow. These trailblazers served as the precursors to the positive psychology movement, laying the essential groundwork for Dr. Obayuwana’s significant study.

This subject has captivated human interest for virtually all of history, and what is particularly noteworthy is the simplicity of the formula that Dr. Obayuwana proposes for measuring our happiness. That magic formula according to the doctor makes determining your happiness level as easy as taking your blood pressure.

“Hope over hunger equals happiness,” he says. “For the first time ever, you have a personal happiness index. The basic construction of that formula tells you what hope is, and where it comes from. It tells you what hunger is, what it does to us, how to measure it, and where it comes from. You can compare your score with anyone in the world who knows their number.”

So, now that you can find your happiness score, what can you do with it?

“You cannot effectively improve on something that you cannot accurately measure,” he says. “Everyone wants to be happy, but you must start by knowing how happy you are right now. Using this formula, you will know where you are on the scale. Everything, from 0.125 to 10.0, that is where your happiness score lies. Now you know where to go, and when you know where to go, you walk towards it.”

As simple as the formula is, Dr. Obayuwana provides tools to begin the process by first determining your hope and hunger scores. With these numbers, you arrive at your PSI (Personal Happiness Index).

While hope is self-explanatory, some people question the portion of the formula referring to hunger. Obviously, this is not a term to be taken literally (at least not in all cases) but rather whatever it is in life that you hunger for—your greatest desire and goal.

For instance, he cites the five inherent “hungers” humans are born with. These are:

1. The hunger for inclusion and acknowledgment

2. The hunger for intimacy and trusted companionship

3. The hunger for food and comfort

4. The hunger for answers and information, and

5. The hunger for continuity and certainty.

Dr. Obayuwana goes on to outline five sources of human hope and the five triggers of happiness.

As simple as the formula is, Dr. Obayuwana provides tools to begin the process by first determining your hope and hunger scores. With these numbers, you arrive at your PSI (Personal Happiness Index).

“Happiness is elusive because we didn’t know how to measure it. But with the right tools you can easily discover your place on the scale as easily as taking your temperature or blood pressure. You just need the right tools.”

—Dr. Alphonus Obayuwana

“Happiness is elusive,” he maintains, “because we didn’t know how to measure it. But with the right tools you can easily discover your place on the scale as easily as taking your temperature or blood pressure. You just need the right tools.”

Aren’t We Born Happy?

Among other things, Dr. Obayuwana attempts to debunk what he considers the three greatest myths about happiness: Money cannot buy you happiness, happiness means different things to different people, and happiness is too vague and elusive to measure.

While obviously his book primarily addresses the last of these, there might be another myth that’s commonly subscribed to, and that is that we are all born happy and that somehow life, the world, people, whatever, rob us of that elation.

A significant part of his research involved studying newborns. “All babies come out of the mother unhappy, they aren’t giving out high fives,” says the doctor. “They are screaming, they’re kicking, and red in the face. But once they’re clean, wrapped in warm clothes, tucked in bed, and given warm milk, the crying stops.” At this stage, he says their happiness can be delivered with food or a clean diaper.

“By the time a baby is 4 months old, they have established a close relationship with a trusted companion with its mother, grandmother, or other caretaker,”

he continues. “As they get older, the need for inclusion becomes a factor, which is why timeout is so effective. As far as the need for information and answers, that’s something that never leaves us nor does the need for continuity and security.”

Certain to fly to the top of the bestseller list, Dr. Obayuwana’s incredibly detailed research and the easyto-use formula for measuring, and thereby exerting some control over happiness, was not just a scientific endeavor, but a work of love.

“I wanted to write a book about happiness that offered answers and removed the mystery,” he says. “I wanted to write a book to give to my grandchildren.”

Susan Cushing is a regular contributor to Memento Mori magazine.

Hail a Cab or Schedule

ANY COMPANY IN ANY INDUSTRY can get lazy when there is little change in how that firm or industry operates. And then when there’s a disruption to how the industry traditionally functions, firms get angry, panic, and begin pointing fingers at those they believe are doing the “disrupting.” I’ll give you two examples that the funeral profession may want to think about.

Taxi companies around the country hate Uber®. Hate may be putting it mildly. But here’s the reality: The app that calls the Uber car is not proprietary. In fact, you can call a taxi with an app. Paying with your phone is not proprietary and any taxi can do that as well. The reason that Uber is eating taxi companies for lunch is because it’s a better product.

Years ago, the taxi companies could get away with having a less than satisfying service because they were the only game in town and folks had no choice but to use them. And now they have a formidable competitor; but instead of competing, they got angry.

I would gladly take a cab than call for Uber if I could get in a cab and the driver says “hi,” and it was clean, and I had a nice chat with the driver, and he wasn’t on the phone or smoking, and I had some leg room. I’d gladly use them more. It has nothing to do with the app or pay mechanism but rather the fact that Uber and Lyft® are just a better experience and have a better overall service to offer.

It doesn’t matter if it’s a few dollars more (and I don’t know if that’s even the case) as I’ll gladly pay for what I’m getting in return.

The Conundrum Behind the Presentation an Uber?

by Rolf Gutknecht

The same goes for Starbucks®. People don’t like Starbucks; the company is seen as a big corporate firm and has put a lot of “mom and pops” out of business. The reality is the complete opposite. When a Starbucks moves into the neighborhood, mom and pop coffee shops do better for two reasons.

One, Starbucks attracts more customers so there’s more people in the area. And the second reason is that there’s a groundswell of giving back to the local store, so more people decide to support the momand-pop store. The mom and pops that go out of business are the ones that give in and almost refuse to compete by virtue of not wanting to change. I’ll give you a reallife example that goes back a few years.

I’m a bit lactose intolerant (TMI, right?) so I don’t have milk in my coffee. And there was a time when it wasn’t a foregone conclusion that every coffee shop had soy or almond milk. So, when I wanted a cup of coffee and I had a choice between buying from the mom-and-pop coffee shop or Starbucks, I’d first go into the mom-and-pop and ask if they had soy milk. They’d say “no” and I’d say “thank you” and walk out and go across the street to Starbucks.

they want, along with products and services they find interesting and attractive.

There are a number of really smart, ambitious folks that our firm has spoken with and/or have as clients who have adapted to the new marketplace (even before COVID), and they are reaping the rewards of doing so.

Among other things, they became bold and willing marketers who positioned themselves in a distinctive way so that people know who they are and what benefits they offer versus other options. These firms decided to brand themselves in ways that would help them be seen in a different and more beneficial light than their competitors.

Competition reveals your weaknesses; but when your competition is timid or mediocre, you don’t know your own weaknesses.

They are also in a strong enough financial position to take advantage of opportunities to have a brighter future by being able to purchase other locations or firms that decided not to compete as they should have. They’ve also expanded into business building niche operations that they’re synching with their other businesses to create even more revenue generating opportunities for them. And so on.

A few of those mom-and-pop coffee shops went out of business or became far less than what they could have become because they didn’t want to adapt to what customers wanted and expected.

Had the owners of the mom-and-pop gone across the street to see what Starbucks had, they would have seen that Starbucks offers soy milk. In turn, they probably should have said to themselves, “There’s a reason these guys offer soy milk so we should do the same and maybe even carry almond milk as well.”

And while they were visiting that Starbucks, they would have realized that they should also update the area in their own store where people could sit; or provide customers with a more customer-centric experience like online ordering; etc. It’s the ones who got angry at Starbucks and refused to think, operate, and market themselves differently that are no longer around, or they at least saw their sales decline, decline, and decline.

The Competition

I think that these examples reflect how too many B2B and B2C firms in the funeral profession operate. People are pointing fingers instead of saying, “We’ve had it good for a number of years (and generations of family ownership) and what is our competitor revealing about our own weaknesses that we can use to improve or change?” Because that’s what competition does.

Competition reveals your weaknesses; but when your competition is timid or mediocre, you don’t know your own weaknesses. This is the problem with being the “best” in anything because you don’t know or refuse to acknowledge where your faults are, and someone comes in and undermines you because they can see your faults before you do.

And in doing so they make sure that your prospective customers (which are also their prospective customers) know why dealing with them versus your firm provides them the customer experience

As we all know, the funeral profession, B2C and B2B, has been and will continue to be disrupted. One consumer or industry research study after another notes that mergers/acquisitions, consumer expectations, cremation, new products, and services offerings are just some of the reasons for the profession evolving as it has.

The ones interested in continuing to be relevant and thus part of the group of firms that a more discernable customer will consider using will have their ears and eyes (and minds) open to opportunities, but also to making sure the customer knows what their firm’s brand stands for.

With that in mind, in conversations I’ve had with funeral homes, cemeteries, manufacturers and service providers, I’ve asked several of them why families and others are buying from their competitors and not from their firm since they’ve told me that they’re the “best.” The answer I usually get is: “I don’t know.”

So, let me ask you the same question: “Do you really know why others buy from your competitors if you’re “better” than they are? If you don’t know, there are ways of finding out and then when you do know, begin to change how you market the value of your firm so that you become the most interesting, fascinating, and preferred choice.

Don’t believe for a minute that you’re the default firm for the audience. As many funeral homes, cemeteries, B2B firms and, yes, coffee shops and taxi companies have found out, they aren’t. Options abound. Lots of options.

Rolf Gutknecht is president and CEO of LA ads, a full-service marketing firm specializing in helping success-oriented funeral homes, cemeteries, manufacturers, and service providers create compelling marketing messaging and develop impactful marketing programs to grow their business. Rolf can be reached at rolfg@laadsmarketing.com or 800-991-0625 ext. 2. Check out the LAads website by visiting www.laadsmarketing.com

• Alix

• Answering Service for Directors (ASD)

• Argent Trust

• Batesville

• Behar Mapping

• Biondan North America Inc.

• Blackstone Cemetery Development

• Bryant Crematory Services

• Carriage Services

• Cave Hill Cemetery

• ClearPoint Federal Bank & Trust

• Coldspring

• Continental Computers

• Creedy & Co.

• Cypress Lawn

• Davey Tree

• Domanicare

• Express Funeral Funding

• Family Bronze

• Foresight

• Forest Lawn Memorial-Parks & Mortuaries

• Foundation Partners Group

• FSI Trust Solutions

• Funeral Directors Life

• funeralOne

• Funeral Service Credit Union

• Global Atlantic Financial Group

• Hillside Memorial Park & Mortuary

• Homesteaders

• Inglewood Park Cemetery

• International Memorialization Supply Association

• Johnson Consulting Group

• Knollwood Cemetery Corp

• Legacy Funeral Group

• Madelyn Co

• Matthews Memorialization

• Merendino Cemetery Care

• National Guardian Life Insurance Company

• Nomis Publications, Inc.

• Paradise Pictures

• Park Lawn Corporation

• Precoa

• Premier Preneed Marketing

• Professional Cemetery Services

• Ring Ring Marketing

• Service Corporation International

• Shalom Memorial Park and Funeral Home

• Sinosource International Inc

• Spring Grove Cemetery & Arboretum

• Strassacker Bronze America

• TribuCast

• TruStage Preplanning Solutions

• Tukios

• webCemeteries.com

Prose for the Quietus of Life

Away

I cannot say and I will not say That she is dead—she is just away. With a cheery smile and a wave of a hand She has wandered into an unknown land, And left us dreaming how very fair Its needs must be since she lingers there.

– James Whitcomb Riley

Celebrities Who Died in June

American jazz singer (“Prime of My Life”) commits suicide at 45 1996

WWII U.S. Navy captain, fighter pilot, and Medal of Honor recipient dies at 86

2001

American actor (“All in the Family”) dies of a heart attack at 76 2013

American actor (“The Sopranos”) dies from a heart attack at 51

2021

Champ Biden family pet and First Dog dies at The White House at 13

Phyllis Hyman

David McCampbell

Carroll O’Connor

James Gandolfini

Embracing the Future: Key Insights from the 2024 ICCFA Convention & Expo

by Peter J. Ryan

THE 2024 International Cemetery, Cremation, and Funeral Association (ICCFA) Convention & Expo in Tampa, served as a critical platform for industry professionals to converge and discuss the dynamic changes shaping the future of deathcare. Here, we explore the convention’s significant themes, emphasizing technological innovation, consumer trends, regulatory challenges, the rise of death doulas, and new service innovations—elements that are essential for any professional striving to stay ahead in the evolving funeral industry landscape.

1. Navigating Through Digital Transformation

One of the standout sessions led by Curtis Funk delved into how artificial intelligence (AI) is revolutionizing the funeral industry. From automated obituary writing to dynamic tribute video production, AI is not only streamlining operations but also enhancing personalized services. This technological shift is instrumental in improving efficiency and personalizing client interactions, thus allowing funeral professionals to handle memorial services with a sensitive touch that today’s consumer expects.

2. Consumer-Centric Trends in Deathcare

Chris Krueger’s insights into consumer behavior highlighted a shift toward digital engagement and a demand for transparency. Today’s consumers are informed and expect to interact with services online before making significant decisions. The increasing importance of social media interaction and online reviews has also emphasized the need for proactive reputation management. Funeral homes must adapt by enhancing their online presence, ensuring digital content is accessible and educative, and engaging with customers transparently and respectfully.

3. Understanding Legal and Regulatory Updates

The “Legal and Legislative Luncheon” provided crucial updates on regulatory

challenges affecting the industry. Key legislative developments like the Funeral and Cemetery Trust Modernization Act and the FTC’s review of the Funeral Rule highlight the need for ongoing vigilance and adaptability in compliance practices. Such sessions are vital for keeping industry professionals informed and prepared for changes that could impact their operations and service delivery.

4. The Emergence of Death Doulas

The role of death doulas in providing emotional, physical, and educational support during the end-of-life process is gaining recognition. As discussed in the sessions, these professionals act as a bridge between

medical care and holistic, personalized support for the dying and their families. The integration of death doulas into traditional funeral services presents an opportunity to enhance the care provided, ensuring it aligns with the emotional and spiritual needs of clients.

5. Innovative Service Offerings

Lastly, the increasing consumer preference for personalized and meaningful experiences calls for innovative service offerings. This involves more than just providing standard services; it includes creating comprehensive packages that respect cultural preferences, integrate digital tools for planning, and offer environmentally friendly options like cremation with meaningful rituals. These innovations are crucial for meeting the diverse needs of modern families and enhancing customer satisfaction and loyalty.

The ICCFA Convention has laid a foundation for understanding and responding to the rapid changes in the funeral industry. By embracing digital technologies, understanding evolving consumer preferences, navigating new legal landscapes, integrating compassionate roles like death doulas, and innovating service offerings, industry professionals can better serve their communities and lead the way in a compassionate and technologically adept future. This convention has not only provided the tools needed to adapt but also inspired a progressive approach to the timeless traditions of honoring those we have lost.

Peter J. Ryan is general manager of Rosedale Cemetery & Crematory in Orange, NJ, www. rosedalecemetery.org. Contact Peter at pryan@ rosedalecemetery.org

Springfield Memorial Gardens to Honor Oregon’s Fallen Heroes

Musgrove Family Mortuaries & Cemeteries has announced plans to create a new “Court of Honor” at Springfield Memorial Gardens to remember and respect Oregonians who served in the U.S. Armed Forces. Located along the main driveway in the northeast corner of the cemetery, the area’s existing monuments will be replaced with a series of new polished granite structures including a distinguished granite flagpole base inscribed with the names and ranks of area veterans.

“There is nothing more important than recognizing and honoring the service of the men and women who risked or lost their lives to defend our freedoms,” said Kristi Pyle, market sales manager. “The new expanded area will offer veterans’ families many new options for permanently memorializing their loved ones. From simple plaques to an ossuary, in-ground burial sites and a cremation niche wall with space for more than 100 veterans, the choices are as varied as the heroic deeds of the fallen.”

The original monument was dedicated on May 30, 1967, through the joint efforts of the Springfield American Legion Post 40 and Springfield Veterans of Foreign Wars Post 3965. Representatives of the American Legion joined the Springfield Memorial Gardens team last week to mark the official groundbreaking and placement of the new memorials. The revitalized Court of Honor will serve as the gateway to the cemetery’s Veterans Garden where more than 1,700 veterans and their spouses currently are interred.

“I am sure this will be an important place for veterans and their loved ones to stop and reflect on the sacrifice of those that have gone before us,” said Nick Gillaspie, U.S. Air Force veteran and American Legion Post #40 Commander. “The inclusion of new places for the remains of veterans and their spouses within the Court of Honor makes it all that much more important and meaningful. We look forward to having future events and ceremonies at this location.”

Pyle also encourages veterans’ families to consider the new Court of Honor for permanent placement of cremation urns held in their homes. “Recent research conducted by the Cremation Association of North America found that nearly one in four U.S. households have human cremated remains in their homes,” she said. “That’s 21.9 million families with parents, grandparents and extended family members who have not been memorialized in any permanent way. More than half of those remains are U.S. veterans. Veterans’ families that choose to honor their loved ones with permanent memorials create

a place where their stories of service and sacrifice live on for future generations.”

Dean Armstrong, president of the Native American Cultural Association of Oregon and co-director of the Native American Honor Guard, said, “It is a great honor to have this new memorial in Lane County. The Musgrove group has honored veterans at their three locations for many years. Veterans and the warrior class hold very high standings in the tribes throughout North America. My grandfather was a World War II veteran and spent 39 months in a Japanese prisoner of war camp. I am pleased that the Musgrove group continues to honor our veterans.”

Gillaspie, Armstrong and other local veteran leaders joined the Springfield Memorial Gardens team to mark the official opening of the Court of Honor with a special ceremony on March 27, 2024, followed by a ribbon-cutting with city officials and members of the Springfield Chamber of Commerce on Friday, May 31.

Before and after photos of the Springfield Memorial Gardens Court of Honor project.

Research Project with Historical Implications at Green-Wood Cemetery

WITH A LEGACY spanning over 185 years, 580,000 individuals interred and memorialized across its grounds, and an archive of records documenting it all—

The Green-Wood Cemetery represents a vast, untapped resource for historical investigation.

Recognizing this incredible potential, Green-Wood seeks to engage researchers and members of the public alike with history. April marks the launch of a new history fellowship that provides support for one current graduate student or early-career scholar to conduct independent research in any area of study that makes use of GreenWood’s historical resources.

The selected researcher will be awarded a $5,000 honorarium and unparalleled access to the cemetery’s primary source assets—tens of thousands of gravestones and mausoleums and millions of archival documents dating back nearly two centuries. They’ll also work closely with the cemetery’s professional staff, including its current environmental research fellows and artists in residence. Ultimately, they’ll have the opportunity to craft public history programs and share their findings with a wider audience.

Applications for the 2024–25 fellowship will run from September 2024 through May 2025. Those welcome to apply include current graduate students (master’s or Ph.D.) or earlier career academics, historians, or other professionals no more than five years into their career who are living or studying in New York City. The fellowship is open to any area of specialization, though fields of research may include the history of American cemeteries or funeral customs, public health, demographics, landscape design, and the visual culture of death and memorialization.

“We’re thrilled to be opening up this new opportunity for researchers to access our trove of historical records,” said Harry J. Weil, vice president of education and public programs at Green-Wood. “We hope through this

fellowship, and the public history programs that come out of it, we’ll be able to engage more of our neighbors and visitors with new areas of our complex and fascinating history— and learn a bit more about this incredible place in the process.”

Throughout the nine-month fellowship, the awardee will pore through the cemetery’s many resources to develop a project informed by their findings. They are expected to draw on the institution’s archives, which include

burial files, business records, architectural drawings, and much more; its historical collections of over 10,000 artifacts including art, photographs, ephemera, and more; and its historic landscape and burial monuments. After selecting, investigating, and reporting on their topic, the history fellow will develop and facilitate public programs, tours, workshops, or classes to share their findings.

The announcement of GreenWood’s History Fellowship comes on the heels of the success of its Environmental Research Fellowship. Now in its third year, the Environmental Fellowship provides the opportunity for scientific investigation using the cemetery’s landscape and natural assets. Fellowships such as these will form the basis for Green-Wood’s “Center for Research,” an integral component of its mid-construction Education & Welcome Center, a multi-use space set to open in late 2025.

successfully grow FDL’s market share in South Texas, Southeast Texas, and Louisiana. Her success over the past 13 years has been nothing short of remarkable. “Beth-Ann is thoughtful, strategic, driven, competitive, generous with her time, caring, and has successfully led our largest Market Center Manager team for the last 13 years,” said Mark Owen, Senior Sales Vice President for Funeral Directors Life. “She has outstanding judgment and moral character, which will help our sales managers and funeral home clients.” Before joining FDL, Beth-Ann earned a bachelor’s degree in psychology from Texas A&M University and gained experience in preneed funeral sales and pharmaceutical sales. She has mentored several FDL sales managers and is eager to continue helping the FDL sales team succeed. “Since joining FDL, I’ve been blessed to learn from many amazing people. They’ve inspired me and deepened my commitment to serving our great clients,” Beth-Ann said. “I look forward to helping my fellow sales managers grow as they give our funeral homes the best tools available so they can give families the best and most-respected Douglas Farrow will join FT North America to oversee the Sales Organization. Douglas brings over 30 years of industry sales experience. “Doug’s understanding of relationship and sales process implementation makes him a great fit for our growing team,” said Michael Miller, Chief Operating Officer of FT North America. “His energy and passion for selling through service as well as his ability to grow and mentor a team will serve FT well into the future.” The company will also benefit from the continued contributions of Ernie Kassoff, who will serve as Brand Ambassador and Sr Sales Consultant. Miller commented “I am

thrilled Ernie will be serving FT as Brand Ambassador. We’ve been discussing how he wants to evolve his role in the years prior to retirement, and this gives us a great opportunity to best use his talents and expertise.” In this role, Kassoff will serve as mentor to our Sales Team and new Project Management Office. He will also continue to serve key accounts and relationships when possible. “As the manufacturer of the highest quality, safest and most efficient cremators and cremation equipment available, we know the continued consumer preference for cremation will translate into stronger and stronger demand for our products.” Miller said. “We’re taking positive actions today to ensure we are prepared to meet that demand while ensuring the continuity of care and service our customers have come to expect from FT is not compromised.”

Anthem Partners, a premier operator of funeral homes and cemeteries, is pleased to announce that Jim La Mar has joined the organization in a consulting capacity. La Mar will be providing strategic counsel on how Anthem can grow its share in California. In addition, he will develop a leadership training program for the organization. Most recently, La Mar was the President of Greenlawn Funeral Homes and Cemeteries in Bakersfield, CA. “For our company to continue its impressive growth, it’s essential for Anthem—among other things—to develop its human capital,” said Will Andrews, President and Co-CEO of Anthem Partners - US. “Thanks to Jim’s inspiring passion, unshakable integrity, and unrelenting focus on developing team members, he is a perfect candidate to lead our efforts in the area of talent development.” La Mar has almost 35 years of sales and operational expertise in funeral service. La Mar began his career in cemetery sales at Greenlawn and transitioned to a field sales position at Forethought Financial Services (now Global Atlantic Financial Group). He later returned to Greenlawn to assume the role of President. “I am excited to join the Anthem team and look forward to leveraging my deep experience in cemetery management and leadership development to help Anthem

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elevate its level of service, execute its growth plan, and drive talent improvements across the organization,” commented La Mar. “I’m energized by both talent and teamwork, and there is no shortage of that at Anthem. I feel fortunate to join such an innovative and growing organization that puts both families and employees first.” La Mar serves as Secretary for the Board of Directors at the California Funeral Director Association. He also serves on the board of Bristol Hospice Foundation and Pathway Services, an organization that works with at-risk youths, providing foster care, adoption services, and emergency housing. He has also served on the boards of the Southern California Teen Challenge and the Stockdale Christian School. La Mar is a graduate of California State University and currently lives in Arroyo Grande.

Matt McKearn has been promoted to Regional Vice President, Sales at National Guardian Life Insurance Company (NGL). McKearn joined NGL in 2015 as the New Business Supervisor and during his tenure with NGL has navigated various roles encompassing underwriting, claims, new business, product development and most recently, Agent Solutions Supervisor, as he advanced his way to Regional Vice President, Sales. In his new role as Regional Vice President, Sales, McKearn will focus on developing and enhancing Preneed business development opportunities with NGL’s marketing organizations, independent agents and agencies. He will work closely with Jennifer Kaset, Vice President, Sales and Business Development as she assists NGL’s Marketing Partners in growing their Preneed sales. “With more than a decade of insurance experience in a myriad of operational and customer focused roles, Matt’s background is

valuable as he helps support future growth with our partners and the funeral homes they work with,” said Kaset. “He is driven by a fervent passion for identifying solutions, optimizing processes and striving to achieve tangible outcomes. I look forward to working with Matt in his new position at NGL, where

ICCFA island24.qxp_Layout 1 2/13/24 4:03 PM Page 1

his dedication to customers will play a vital role in our day-to-day sales growth process and service expectations.” “The Regional Vice President, Sales role is an exciting chance to deepen partnerships and further contribute to NGL’s growth in the Preneed industry. I’m thrilled to move into this position and utilize

my extensive background. Having worked across various areas of the organization, I bring a holistic understanding of our operations and a unique perspective to the Sales team. My dedication to service and relationship building are fundamental to my approach. I look forward to leveraging this commitment to fostering strong relationships, driving results and ultimately assisting NGL as it remains a Preneed insurance provider of choice.” Kaset continued, “We pride ourselves in providing an unparalleled level of support and Matt has demonstrated his unwavering commitment to assisting others. His dedication, experience and internal knowledge of NGL will be essential as our team continues to support our partners in serving more families. We look forward to building a great 2024 with you and your funeral homes.”

The Iris is a beautiful lightweight polystyrene unit ergonomically designed to be handled easily by a single person. The exterior is offered in white, pink marble and blue marble while the inside features a soft majestic interior to coordinate with the exterior. The cover features a butyl seal around the perimeter and a flat top for optional graphics. All colors are available in 18” and 24” units.

18” Dimensions

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25”l x 10.75”w x 10.25”t

Park Lawn Corporation congratulates Lauren Hogan who has been promoted to Regional Vice President of the Eastern Region. Prior to joining Park Lawn, Lauren served as Director of Operations for many of our Tennessee businesses. Originally from Columbia, Tennessee, Lauren attended Belmont University in Nashville, TN where she graduated with a bachelor’s in business administration. During her early years at Belmont, Lauren decided to follow in her father’s footsteps of service and currently serves as a licensed funeral director, a licensed crematory operator, licensed (pre-need) insurance agent, and a certified celebrant. She grew in her role running her family business for her father, where her passion for cemetery, memorialization, planning, and caring for pets has always been an outward and visible sign of her commitment to service excellence. After 18 years of leadership in her family business, she became a member of our team when her family made the decision to join Park Lawn in May 2021. Lauren completed her MBA from Trevecca Nazarene University in 2013. She has also served as Past-President of the Southern Cemetery, Cremation, and

Funeral Association (SCCFA) and Past-President of The Cemetery Association of Tennessee (C.A.T). She currently serves as the Vice President of Internal Affairs for the International Cemetery, Cremation, and Funeral Association (ICCFA), as well as the Chair for the Pet Loss Professional Alliance.

Homesteaders Life

Company SVP-Strategic Markets Will Bischoff has announced that Scott Morris has been promoted to VP-Business Development. “I’m honored and humbled to begin this new chapter of my career,” said Morris. “Homesteaders is committed to bringing growth, innovation and exceptional customer support to the funeral profession, and I’m excited to be a part of such an accomplished team.” “Since joining Homesteaders, Scott has demonstrated a unique ability to match client’s needs with proven preneed solutions,” said Bischoff. “In his new role, I’m counting on Scott to lead a team to work with funeral homes to enhance their preneed programs and grow market share.” Scott joined Homesteaders in 2018 as a Director-Strategic Markets, bringing more than 20 years of sales experience to the team, along with a proven record of high customer satisfaction and retention. He is a graduate of Cincinnati College of Mortuary Science and the University of Dayton.

President and CEO

Kent Robertson is leaving Foundation Partners Group and will be transitioning his responsibilities to Chris Blackwell, an advisor to Access Holdings. Chris will serve as interim CEO while the Company searches for a new chief executive. Chris was actively involved in the early stages of the Access-Foundation Partners partnership. Chris will be supported by Bob Bukala, former

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Foundation Partners CEO and current board member & advisor, as well as the company’s strong leadership team made up of experienced business executives and veteran funeral service professionals. Kent joined Foundation Partners in March 2020, and the Foundation Partners team will always be grateful for his leadership, especially during the COVID-19 pandemic when he led the company through some of the industry’s most challenging days. Today, the company stands ready to begin the next chapter of its evolution. We remain focused on creating the funeral home of the future by accelerating our digital efforts, driving growth, and providing families with the best possible experience. We look forward to announcing our new CEO and some exciting new initiatives in the weeks and months ahead.

Shawna de la Cruz has been promoted to Vice President–Park Operations. Joining Forest Lawn in April 1998, Shawna began her career as a Service Assistant in Glendale Funeral

Service, later assuming the position of Apprentice Embalmer in the Glendale Mortuary, where she worked her way to Embalmer/ Leadperson and Supervisor. She has continually assumed roles of increasing responsibility, including Manager–Information Center, Vice President–Covina Hills, and ultimately Vice President–Hollywood Hills. In her new role, Shawna will be responsible for all aspects of cemetery and mortuary operations with the Park Vice Presidents reporting directly to her. She will continue to report directly to Senior Vice President–Operations Scott Drolet. Vicky Franco has assumed the role of Vice President–Hollywood Hills. Joining Forest Lawn in 2011, Vicky began as a Mortuary Supervisor in the Hollywood Hills Mortuary, later earning subsequent promotions to Manager–Indio & Coachella, General Manager–Coachella Valley, and Vice President–Coachella Valley. In her new role, she will report directly to Vice President–Park Operations Shawna de la Cruz. John Abele has been promoted to Vice President–Coachella Valley. Joining Forest Lawn in March 2010, John began as a Service Assistant in Covina Hills Funeral Service, where he worked his way to Assistant Service Director and Service Director, before earning

promotions to Family Service Director in Douglass & Zook, Memorial Counselor in Covina Hills, Funeral Service Supervisor in Glendale, and ultimately Manager–Coachella Valley. In his new role, John will report directly to Vice President–Park Operations Shawna de la Cruz.

NEW PARTNERSHIPS

Tribute Technology is proud to announce its partnership with Treasured Memories®, a premier consultancy and benefits provider for independent funeral homes. This collaboration marks a pivotal moment in making advanced technology more accessible and meaningful for funeral directors and the communities they serve across North America. Treasured Memories has been a beacon of support

for funeral homes across the U.S. since its inception in 1988. Led and championed by Jimmy Altmeyer Jr., a fourth-generation funeral director, Treasured Memories has grown to epitomize excellence and dedication within the funeral service profession. Jimmy’s commitment to exceptional service is mirrored in the legacy of Altmeyer Funeral Homes & Crematory, which has expanded to serve numerous communities across Ohio, Virginia, North Carolina, and Florida since its founding in 1917. The partnership heralds a new era of enhanced support for funeral directors, with Treasured Memories clients gaining access to Tribute Technology’s cutting-edge software and resources. The initiative will begin with introducing Tribute Technology’s Premier Partner, Legacy Touch, to Treasured Memories clients, allowing them to offer beautifully crafted Fingerprint Keepsakes to families seeking to memorialize their loved ones in a uniquely personal way. “Deciding to partner with Tribute Technology was the best choice

for us. Tribute Technology stands out as the premier provider of technology solutions in our profession. Their commitment to innovation, combined with a deep understanding of the needs of both funeral directors and the families they serve, aligns perfectly with our values at Treasured Memories,” Altmeyer said. “This partnership is not just about enhancing our service offerings; it’s about setting a new standard in the profession.” This partnership ensures that all members of the Treasured Memories network benefit, reinforcing both organizations’ commitment to supporting funeral directors in offering compassionate, personalized services to families during their time of need. “Jimmy is an incredible leader within the profession, and we are honored to partner with Treasured Memories. This partnership is poised to deliver the finest technology solutions for funeral directors, and we are excited for what the future holds,” said Tribute Technology Chief Customer Officer Courtney Gould Miller. Members of the media

with questions about Tribute Technology or any of the company’s products and services are asked to contact press@tributetech.com.

Tribute Technology is pleased to announce a strategic partnership with C&J Financial, the leader in insurance assignment funding™. Effective Thursday, April 25, C&J Financial became the exclusive insurance assignments partner for Tribute Technology, taking over operations previously managed by the Tribute Insurance Assignments division. This partnership marks a significant step in Tribute Technology’s ongoing commitment to providing seamless and efficient services to its clients. By aligning with C&J Financial, Tribute Technology leverages C&J’s extensive experience and specialized capabilities in processing insurance assignments. This collaboration ensures that funeral homes and their clients receive fast, reliable funding services from C&J and allows Tribute Technology to focus on building new and innovative technology solutions for the funeral profession. “Tribute Technology is on a mission to create technology that helps funeral professionals run their business and better serve their families. Our partnership with C&J Financial is the perfect pairing between Tribute’s technology with C&J’s financial expertise to meet the evolving needs of our clients,” said Charlie Cole, CEO of Tribute Technology. “C&J’s reputation for fast, accurate, and dependable insurance processing aligns perfectly with our mission to deliver comprehensive, user-friendly solutions.” All insurance claims processing for Tribute Technology clients will be handled by C&J Financial beginning from the specified date in April. However, the process for submitting claims will remain unchanged for Tribute Technology users. Clients will continue to utilize the existing platforms provided by Tribute Technology, ensuring a smooth transition and no disruption in services.

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ANNOUNCEMENTS

PlotBox unveiled its new additions and feature upgrades at this year’s International Cemetery, Cremation, and Funeral Association (ICCFA) convention in Tampa. Founders Sean and Leona McAllister, along with the U.S. sales team members, demonstrated its groundbreaking range of software solutions. “The ICCFA convention is always a key calendar event for PlotBox,” commented Leona McAllister, Co-founder and Chief Commercial Officer of PlotBox. “Although exhibitions are primarily considered a ‘sales’ event, for me this year’s ICCFA was a fantastic opportunity to connect with existing customers in person and also to spend time together as a team, which is always a bonus.” “It was great to attend the ICCFA convention again this year to meet old and new friends,” added Sean McAllister, Co-founder and Chief Executive Officer. “This event always brings together some of the best operators and vendors in funeral service and the educational sessions provide a wonderful opportunity to gain insights on funeral trends.”

Lakewood Cemetery has announced that its new Welcome Center is officially open to the public and ready to serve and support the thousands of community members who visit its grounds and choose to be remembered at Lakewood each year. The project encompasses five acres and includes three new garden experiences, accessible walking paths and outdoor seating, and a 25,000-square-foot Welcome Center building. “As a nonprofit that’s been serving this community for over 150 years, we need to be responsible stewards for all we’ve been entrusted with while we reimagine and expand on what a cemetery can be,” said Lakewood President Chris Makowske. “This project is a reflection of our vision and emerged from an extensive process

of listening to stakeholders about how we can better support families and the community now and into the future.” “When it comes to end-of-life and deciding how one wants to be memorialized and remembered, there are so many more choices today,” explained Kelly Leahy, Director of Family Services at Lakewood. “The conversations we are having with families are more intimate and personal—really understanding what is meaningful to them and how they can express that at Lakewood. This new space facilitates these conversations in a more comfortable and accessible setting.” Starting this spring, a variety of programming will be offered in or near the new building on a recurring basis, including educational talks, workshops, a book club, meditative yoga and much more. For more information about community events and programming, visit Lakewood’s website at https://www.lakewoodcemetery.org/events-calendar/.

Building on a legacy of quality, innovation and service, Batesville has been named to Newsweek’s list of Most Trustworthy Companies in America for 2024. This prestigious award is presented by Newsweek and Statista Inc., the world-leading statistics portal and industry ranking provider. Batesville achieved a top 25 ranking in the Consumer Goods category, alongside a variety of global brand leaders, coming in at number 22 out of 40 in its first appearance. “For more than a century,

Batesville has focused on helping grieving families honor their loved ones with dignity and respect and supporting their healing journey,” said Chris Trainor, CEO of Batesville. “To know that we have earned their trust during this difficult process is truly the highest honor we could receive.” The Most Trustworthy Companies in America were chosen using a holistic approach for evaluating trust across three main pillars: consumer, investor, and employee trust. All companies headquartered in the U.S. with over $500 million in revenue were considered in the independent study. Rankings were determined based on input from approximately 25,000 U.S. residents, a review of more than 97,000 evaluations and analysis of 532,000 online mentions. Respondents were asked about companies they know well, and among other things, if they believed individual companies treated their customers fairly, treated their employees fairly and would be good long-term investments. Batesville is the first deathcare product and technology supplier to receive this award.

Making Ideas Real

Johnson Consulting Group (JCG) has officially released its Volume 7 2024 Performance Tracker X Trends and Insights Report, Powered by J3Tech Solutions. Performance Tracker X is the complete customer service management tool that evaluates staff and financial performance by sending out surveys to families to get real-time, accurate feedback for funeral homeowners and operators to make data-driven decisions. Each year JCG analyzes every survey that goes through its system to determine what today’s families need and where the profession is headed. Since the first report was released in 2011, JCG has analyzed 284,315 surveys and over a million sales records from 1,909,741 individual funeral events. This year, JCG analyzed 35,175 new survey responses from 2022–23. Some key takeaways from their recent findings

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include: Large cities had the highest NPS scores, with populations of 100,000 to 500,000 people. These cities often have more amenities and services than smaller towns; Funeral Businesses using incentive compensation plans demonstrated higher sales averages for burial and cremation; The lowest levels of satisfaction occurred for immediate at-need burials; Price has become more important to immediate burial families and less important to traditional and graveside burial families over the last 3 years; Families that learned about the funeral home through Social Media, TV, and Seminars had noticeably higher Net Promoter Scores than families that first learned about the funeral home in other ways. The report is available to download for FREE.

After six years of unwavering commitment and trust, Domanicare proudly announces a transformative rebranding initiative, unveiling “Elevia” as the new face of its award-winning aftercare and client-family experience services. This evolution is more than a change in name or logo; it represents a profound dedication to enhancing connections, supporting communities, and driving business growth. In response to valuable feedback from clients and families, Domanicare recognized the desire for deeper connections within communities. This insight has fueled the birth of Elevia, aligning seamlessly with the vision for business growth and increased market share while maintaining the personalized care and thoughtful service Domanicare is renowned for. “Rebranding, for us, is not merely about changing a logo or a name; it’s a reflection of our forward-thinking mindset and commitment to the ever-evolving end-of-life space,” says Elevia Founder and CEO Jon Lefrandt. “It’s an opportunity to communicate our story more effectively, emphasizing the qualities

that make us a leader in the profession.”

Elevia, derived from the word “elevate,” is grounded in the pillars of human empathy, modern communication, trusting relationships, and positive experiences. Elizabeth, the familiar and compassionate figure behind the company’s texting services, will continue reaching out to families on behalf of Elevia’s

clients. The outcome of this human-centric approach is evident in the stronger relationships forged between Elevia’s partners and their communities, resulting in elevated service, positive reviews, and business growth.

“Elevia is proud to affirm its dedication to compassionate, human-centered services as an enduring cornerstone of our brand,” says

The Natural Choice® for

Lefrandt. “Our commitment extends beyond the ordinary, and we are excited to introduce an expanded array of services designed to enrich the client-family experience.”

MERGERS & ACQUISITIONS

Starmark has announced the acquisition of AMA (Airline Mortuary Associates) Containers in Houston, TX. The addition of the AMA Containers brand provides a more comprehensive offering of shipping container solutions to Starmark customers. AMA Containers was established in 1991 by Jon Bumbaugh. Bumbaugh had previously worked in the airline industry where he developed a professional mortuary shipping program. His airline experience played an important role in pioneering many of the shipping products and processes currently used in funeral service for transporting human remains when he founded AMA Containers. “Following the acquisition, I am delighted that Jon will stay on and contribute to the Starmark team as a consultant,” said Justin Davis, President of Starmark. “We value the airline mortuary shipping experience that Jon brings to Starmark.” Over the coming months, Starmark plans to improve and expand its product selection by combining the best features of both AMA Containers and Starmark. The recognizable AMA Containers brand will be retained and used to categorize mortuary shipping containers within catalogs, pricelists, and the Starmark website. “Both Starmark and AMA Containers are well known for providing excellent customer service and high-quality products to funeral directors throughout the country,” added Bumbaugh. “AMA Containers customers are in good hands as the entire Starmark organization shares a genuine and singular focus on the needs of funeral directors and the families they serve.” For more information about the complete line of Starmark products for burial and cremation, visit starmarkcp.com. For more information about AMA Containers, visit amacontainers. com

Read Memento Mori on the Go!

Whether you are at the office, in the comfort of your home, or on the go, the digital version of Memento Mori is available. Reading Memento Mori online has never been easier or more interactive!

In this digital version, you can easily flip between pages, visit any advertisement’s website, or get in contact with an author or company. You can do all this with just a click of a button! If you missed a certain magazine issue or want to

re-read an issue, you can browse the past issues in the archives.

Cemeteries

• Resurrection Memorial Cemetery Oklahoma City, OK

• Oconee Hill Cemetery Athens, GA

• Riverside Cemetery Denver, CO

Funeral Homes

• Ponders Funeral Home Inc Dalton, GA

• Fairmount Cemetery, Funeral Home & Mortuary Denver, CO

Pet Loss Professionals Alliance

• Resting Rainbow Pet Memorials and Cremation Franchise LLC Opa Locka, FL

ICCFA is proud to have Memento Mori even more accessible to our readers! If you haven’t checked out the online version of Memento Mori, be sure to visit https://users.iccfa.com, log in with your e-mail address and password, and click on ICCFA Magazine. Please note that you must have an active ICCFA account on our website to access the online version of Memento Mori. If you need assistance accessing your account, please contact the ICCFA office at HQ@iccfa.com or at 703-391-8400.

• Hamlar-Curtis Funeral Home & Crematory Roanoke, VA

Suppliers

• 1-800-CREMATE, 1-800-FUNERAL Waco, TX

• Bell Trucks America Houston, TX

• Elegance in Easels Tucson, AZ

• Agile Development Solutions Houston, TX

• Safe Dispose Tampa, FL

• World of Urns Fort Meyers, FL

• Memories Unlimited, Inc. Olympia, WA

Meet the New Inductees to ICCFA’s Century Club and Certified Executive Program

ICCFA took dock on April 10–13 in sunny Tampa for the 2024 ICCFA Annual Convention & Expo, where ICCFA members were either inducted into the ICCFA Century Club or were awarded their executive designation on April 11 during the ICCFA Annual Meeting of Members. The ICCFA Century Club is a club for individuals who have been members for 25 (Quarter Century Club) or 50 (Half Century Club) consecutive years.

On behalf of the ICCFA leadership and staff, congratulations to the following inductees for their continued support for the association:

Quarter Century Club:

• Elisa Krcilek, Mountain View Funeral Home

• Howard Holderfield, Sunset Memorial Oaks

• David Yearsley, CSE, Ensure-A-Seal

Half Century Club:

• Arlie Davenport, Greenwood Memorial Park

• Aaron Shipper, Rose Hills Memorial Park

• Robert Lindquist, Lindquist Memorial Parks

Additionally, individuals who attained the highest level of achievement in the deathcare profession were awarded their designation within the ICCFA’s Executive Certification Program. This year’s individuals have continued to participate in continuing education programs within the ICCFA and have demonstrated successful leadership skills in the profession. The following individuals received their designation(s) at this year’s ICCFA Annual Convention & Expo:

• Colby Hitchcock received CCrE (Certified Cremation Executive) and CCFE (Certified Cemetery Funeral Executive)

• Robbie Pape received CCFE (Certified Cemetery Funeral Executive)

• Craig Zitterman received CCE (Certified Cemetery Executive)

The ICCFA leadership and Certification Board congratulate these individuals for their continued participation within the association and their dedication to the deathcare profession. For more information on the ICCFA Executive Certification Program, visit https:// iccfa.com/certified-executive-program/

CEMETERY DESIGN & PLANNING

GREVER & WARD

CEMETERY MASTER PLANS

CONSTRUCTION PLANNING

SECTION LAYOUT PLANS CREMATION GARDEN PLANS

LANDSCAPE PLANS & SPECS

LOT LAYOUT & SALES MAPS

SITE EVALUATIONS

SPACE RECOVERY

Make Sure Your Summer Plans Include the ICCFA University!

If your calendar doesn’t already have July 19–24, 2024, blocked off, get out your red pen now! ICCFA University will be back in session at Emory University in Atlanta this July, and you won’t want to miss out on this opportunity to learn from the best and join the ranks of deathcare professionals who call the ICCFAU their alma mater.

Immerse yourself in the full “U Experience” with on-campus housing and dining at the Emory University Conference Center. We offer eight colleges to choose from in this unique learning environment that encompasses every area of management and operations. The curriculum combines proven business theory with practical, proven instruction from top cemetery, cremation, and funeral service professionals who have been selected for their firsthand experience and knowledge of the daily challenges you face in your job.

ICCFA University is open to employees of all cemeteries, funeral homes, crematories, supplier companies, and related businesses. Prior college attendance is not required. In general, it is designed for students who are:

• Company owners and chief executive officers;

• Managers seeking to develop additional skills and knowledge in order to improve their techniques and operations;

• Managers who are interested in moving into new areas of responsibility;

• Managers new to the cemetery and funeral service profession;

• Staff interested in advancing into management positions;

• Staff interested in improving their skills to better serve their employers and their client families; and

• Suppliers who want to network and gain a better understanding of their clients’ challenges.

ICCFAU boasts eight colleges to choose from that are in tune with our profession today:

1. College of 21st Century Services—Dean Glenda Stansbury

2. College of Cremation Services—Dean Clift Dempsey, CCrE, CCFE

3. College of Hospitality & Customer Experience—Dean John Bolton, CCE, CCrE, CSE, CXE

4. College of Land Management & Grounds Operations—Dean Gino Merendino

5. College of Leadership, Management & Administration—Dean Gary Freytag, CCFE

6. College of Technology - Dean Nick Timpe, CSE

7. J. Asher Neel College of Sales & Marketing— Dean Daniel Thomas

8. Todd Van Beck College of Funeral Home Management—Dean Mathew Forastiere

We are also happy to once again be hosting the School of Graduate Studies, led by Dean Robbie Pape, CCFE. This course of study offers ICCFAU graduates, or those with a letter of recommendation from one of our Deans, the opportunity to return to the University and attend a specially curated course designed for C-Suite leaders and senior executives who are ready to drive collaboration, innovation, and growth while reaching the highest levels of leadership. This course is limited to 12

participants and requires a separate application to attend. Please visit iccfa.com/university to complete the School of Graduate Studies application.

Class sizes are limited and are accepted on a first-come, first-served basis. The registration fee is $2,150 ($3,000 for the School of Graduate Studies) and includes all classroom training, materials and three meals a day starting with dinner on Friday evening and ending with breakfast on Wednesday, as well as refreshment breaks during the day.

Secure your spot by registering today at iccfa.com/university, and don’t forget to reserve your hotel room! The discounted room rate is just $169 per night at the Emory Conference Center Hotel at Emory University.

We look forward to seeing you on campus this summer!

THROW YOUR HAT IN THE RING!

Announcing the 2025 ICCFA DEAD Talks Call for Presentations

The ICCFA Sales and Marketing Committee is seeking qualified presenters for DEAD Talks: 2025 in Las Vegas. Continuing the quick-paced format of DEAD Talks, the committee is looking for submissions to feature an expanded list of topics for each 18-minute talk.

We are looking for 18-minute “TED Talk” style sessions that target the following areas:

• Personal Branding

• Time Management

• Utilization of Technology (prospecting, lead generation, leveraging CRM, etc.)

• Marketing

• Customer Experience

• Rapport Building/Active Listening

• Handling Objections

• Asking for Referrals

Prior to the event, all selected speakers are required to provide a one-page handout on their topic to be included in the on-site notebook.

Your proposal must include:

• Your name, title, company name, address, phone, and email address.

• Specific topic you are addressing (i.e., “Han-

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dling Objections”).

• Title and description of your session. Session descriptions should name two specific skills, techniques, or ideas the attendee will take away from your 18-minute talk.

• Brief biography (1,000 characters or less). Please include any speaking experience you may have.

As an added bonus, DEAD Talks speakers will be invited to submit an article on their presentation topic to Memento Mori magazine for a chance to reach the full ICCFA membership.

The deadline to submit your speaking proposal for DEAD Talks 2025 is Friday, June 14, 2024. Please use the submission portal found at iccfa.com/sales. If you have any questions, please contact Lindsy Gundrum at lindsy@ iccfa.com

Lee Longino Elected ICCFA President, Emphasis on Future of Deathcare

Lee Longino was elected as the new president of the International Cemetery, Cremation, and Funeral Association (ICCFA) during the organization’s 2024 Annual Convention & Exposition held in Tampa Bay, from April 10–13, 2024. Longino brings over 35 years of dedicated service in the deathcare profession and a commitment to advancing the profession through innovation and strategic leadership.

Lee, currently senior managing director for the Major East Business Unit at SCI (Service Corporation International), oversees 300 funeral homes and cemetery locations across multiple states, including Alabama, Florida, Georgia, Maryland, Mississippi, Virginia, and Washington, D.C. His extensive experience and visionary approach will drive ICCFA forward during his tenure as president.

Reflecting on his new role, Lee emphasized his dedication to enhancing the profession for future generations: “I am deeply honored to serve as the president of our 10,000+ ICCFA members. I aim to advance the ICCFA’s mission and leave a lasting positive impact on our profession. I am a disruptor, committed

to introducing fresh ideas, exploring innovative strategies, and fearlessly diving into challenges to uncover new opportunities.”

Lee envisions a future of deathcare focused on modernization and personalized service. He aims to create unique and meaningful environments where families can celebrate the lives of their loved ones in special and personalized ways. Emphasizing the importance of embracing change and innovation, Lee recognizes the potential of technological advancements to enhance the customer experience. He advocates for pursuing technologies that can elevate family experiences within our profession.

Lee draws inspiration from his dedicated teams and remains

optimistic about the opportunities ahead for the profession: “My teams inspire me. Many opportunities in our profession can serve us well into the future. If we embrace them, the sky is the limit for us.”

In addition to his professional achievements, Lee has passionately participated in fundraising projects for breast cancer research and supporting candidacies across Florida.

Mitch Rose to Serve as ICCFA President-elect: A Career Marked by Dedication and Innovation

Mitch Rose, CCFE, CCrE, a leader in the deathcare profession, was elected president-elect of the International Cemetery, Cremation, and Funeral Association (ICCFA) during the 2024 Annual Convention & Exposition in Tampa held from April 10–13, 2024.

With a career spanning over three decades, Mitch brings a wealth of experience and strategic vision to this pivotal role, further solidifying his impact on the profession.

“Being elected president-elect of the ICCFA is a profound honor for me, symbolizing a lifelong commitment to excellence and innovation in the deathcare profession,” Mitch says. When asked about his new position, he added, “I am eager to leverage my experience to elevate our profession’s standards further, ensuring integrity and exceptional service in every aspect of our work.”

Mitch is the CEO of The O’ahu Cemetery Association and O’ahu Mortuary, a wholly owned subsidiary in Honolulu, where he serves 1,500 clients annually. The O’ahu Cemetery, established in 1844, is the first public cemetery on the island.

Before his tenure in Hawaii, Mitch was president and CEO of The Woodlawn Cemetery and Woodlawn Conservancy fundraising organization based in the Bronx, NY. Joining Woodlawn in 2010, Mitch spearheaded transformative initiatives, including master planning, establishing a workforce development program with the World

Monument Fund for the restoration projects, and achieving a Level II Arboretum designation for landscape beautification, and the complete restoration of the Woolworth Chapel, contributing significantly to preserving this National Historic Landmark.

Mitch’s distinguished career began on the for-profit side with NYSE consolidators, where he served as the managing partner/general sales manager/area leader for Carriage Services from 2000 to 2010, overseeing cemeteries and funeral homes across 13 states along the East Coast and Mid-Atlantic.

Before his tenure at Carriage Services, Mitch was area vice president/cluster manager for Service

Corporation International from 1990 to 2000, managing multiple funeral homes, cremation centers, and cemeteries across diverse markets.

Throughout his career, Mitch has garnered accolades for his outstanding performance and dedication within the profession, including serving as the past president of the Cremation Association of North America (CANA).

Mitch’s leadership reflects his core values, which were instilled in him from childhood: “There is a place for everything and everything in its place,” and “If you’re going to do it, do it right and give it your best, or don’t do it all.”

OF EVENTS CALENDAR

July 19–24, 2024

ICCFA University

Emory University, Atlanta, GA

Visit www.iccfa.com/iccfau.

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August 6–8, 2024

2024 Washington State Death Care Professionals Convention Clearwater Resort & Casino, Suquamish, WA

Save the Date! More information to come.

September 20, 2024 Funeral IQ

Live! Casino & Hotel in Philadelphia, PA

Visit https://www.funeraliq.org to learn more about the event.

October 15–17, 2024

ICCFA Fall Leadership Summit

The St. Anthony Hotel, San Antonio, TX Visit www.iccfa.com/fall.

Since 1976 IMSA has been empowering cemetery and funeral service providers by advocating for unity with various industry associations and ensuring greater access to supplier products and services. Our organization of companies is committed to supplying quality products and services to the funeral profession while providing the leading best practices and standards in the industry.