Funeral Business Solutions November/December 2024 Issue

Your Guide for Funeral Industry Business Strategies | November/December 2024

Howard Miller Memorial: Honoring Tradition, Innovation, and Timeless Craftsmanship Page 30 Radcliffe Media, Inc. 1801 South Bay Street, Eustis, Florida 32726

FROM THE PUBLISHER Hi, I'm Tim Totten, a 25-year industry veteran. I've worked at both corporate and family-owned firms before expanding my side business (making removal quilts out of the garage) into a full-time career.

I'm a huge fan of trade shows and I've attended them for more than 15 years now! It's the best place to learn new techniques, see the latest products, and catch up with your colleagues who are doing the same things you are but across the country!

I'm looking forward to the 2024 NFDA Convention and Expo and I invite you to look through the pages of this magazine to see the awesome companies that will be at the show. Make sure you visit them!

Sincerely, TIMOTHY TOTTEN Publisher P.S. - Mailing lists are sometimes flawed, which means you may have received your issue with your name spelled incorrectly, an old address, or the name of someone who is no longer on staff.

Please do not hesitate to reach out to me by email at timtotten@fbsmagazine.com and let us know what changes we need to make to ensure you continue getting this great publication.

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www.FBSMagazine.com | November/December Issue 2024

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FEATURES

NOVEMBER/DECEMBER 2024 VOLUME II, No. 6

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Howard Miller Memorial: Honoring Tradition, Innovation, and Timeless Craftsmanship

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FEATURE EDITORIAL

The Comforting Role of Therapy Dogs in Funeral Homes: A Growing Trend

BY ERIN CONNOLLY

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www.FBSMagazine.com | November/December Issue 2024

CON TENTS 22

Innovative Products at the 2024 ICCFA Convention & Expo

BY FBS STAFF

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22

Capital Investing Done Right

BY RAYMOND L. BALD, CPA, CFE & RONALD H. COOPER, CPA

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Stepping Back to Scale Up: The Art of Replacing Yourself with Yourself in Your Funeral Home

BY GEORGE PAUL, III

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36

Connecting With Your Community

BY JIM LUFF

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42 Pay-Per-Use or Flat Fee: Which Funeral Home Livestream Price Model is Right for You? BYBRUCE LIKLY

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Why Aftercare Investment Pays Off for Funeral Homes

BY NIKKI ANNE SCHMUTZ

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www.FBSMagazine.com | November/December Issue 2024

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CONTENTS 16

FUNERAL HOME SUCCESS STORY

Hughes Family Tribute Center Dallas, Texas

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INDUSTRY SPOTLIGHT VAN DRIMMELEN 40 MATTHEW FROM FULL-CIRCLE AFTERCARE Having spent years as a government contractor, Matthew Van Drimmelen joined a friend's new funeral home preneed venture. Today, Drimmelen and his staff run Full-Circle Aftercare and are making a difference in the lives of grieiving families all over the country.

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OTHER RESOURCES

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INDUSTRY HEADLINES See what's happening with vendors, distributors, and manufacturers.

AD INDEX

Manufacturers and suppliers that make it possible to bring you FUNERAL BUSINESS SOLUTIONS Magazine.

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INDUSTRY HEADLINES 12

Order your FREE copy TODAY! FuneralHomeConsulting.org/ book-promo/

CONTRIBUTORS Erin Connolly started her communications career teaching anchors and reporters how to present the news. She found her niche working for Mortuary Lift Company writing articles and press releases. Erin received her B.A. from the University of Iowa and her M.A. from the S.I. Newhouse School of Communications at Syracuse University.

Jim Luff is an expert in Merchant Services for the deathcare industry. Jim serves as the liaison between NFDA and Aurora Payments. He can be reached by email: jim.luff@risewithaurora.com or by phone at 661-706-7955.

George Paul III is a volatile visionary using branding and design to help grieving families honor the legacy of their loved one. Cherished Creative delivers agency-level branding, marketing and design services to busy firm owners. He can be reached at gpaul@ cherishedkeepsakes.com.

Ronald H. Cooper, CPA is a funeral home accountant and consultant with Ronald Cooper, CPA, PLLC. He can be reached by phone at 603-6718007, or you may email him at ron@ funeralhomeaccounting.com.

Nikki Anne Schmutz, a Utah native, is a published author with a background in caretaking and as a Registered Behavior Technician (RBT) for special needs individuals. After being widowed in 2016, she became an Estate Specialist in 2019 at Full-Circle Aftercare. Promoted to Director of Operations in 2021, Nikki now guides funeral homes, hospice providers, and families through the complexities of non-legal estate settlements.

Raymond L. Bald, CPA, CFE is a funeral home tax accountant and consultant with Cummings, Lamont & McNamee, PLLC. He can be reached by phone at 603-772-3460, or you may email him at rbald@clmcpa.com

Bruce Likly is President and co-founder of TribuCast™, a patent-pending remote funeral attendance system with clients established across the US and overseas. Likly’s experience includes developing and implementing technology and communications solutions that help businesses build a competitive edge.

FUNERAL BUSINESS SOLUTIONS MAGAZINE www.FBSMagazine.com

A PUBLICATION OF RADCLIFFE MEDIA 1801 South Bay Street Eustis, Florida 32726

Timothy Totten, Publisher TimTotten@FBSMagazine.com 352.242.8111 Robin Richter, Content Editor RobinRichter@FBSMagazine.com 813.500.2819

Funeral Business Solutions Magazine is published bi-monthly (6 Issues a year) by Radcliffe Media, Inc. 1801 South Bay Street, Eustis, Florida 32726.

Subscriptions are free to qualified U.S. subscribers. Single copies and back issues are $8.99 each (United States) and $12.99 each (International).

United States Subscriptions are $64.00 annually. International Subscriptions are $95.00 annually.

Visit www.FBSMagazine.com for content that is updated frequently and to access articles on a range of funeral industry topics. Radcliffe Media provides its contributing writers latitude in expressing opinions, advice, and solutions. The views expressed are not necessarily those of Radcliffe Media and by no means reflect any guarantees that material facts are accurate or true. Radcliffe Media accepts no liability in respect of the content of any third party material appearing in this magazine. Copyright 2024. All rights reserved. Funeral Business Solutions Magazine content may not be photocopied or reproduced or redistributed without the consent of publisher. For questions regarding magazine or for subscriptions, email info@FBSMagazine.com.

ARTICLE REPRINTS For high quality reprints of articles, email us at content@FBSMagazine.com.

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INDUSTRY HEADLINES

Doric Products, Inc. Adds Columbaria to Product Line MARSHALL, ILLINOIS – Doric Products, Inc., an industry leader in providing dignified funeral and cemetery solutions, is proud to introduce the Doric Columbaria product line. With both standard and custom models, Doric remains committed to creating beautiful final resting places for families and their loved ones.

“Our columbarium product line is our testament to the needs of today’s funeral consumers,” commented Jim Wiens, President of Doric Products, Inc. “Our use of superior materials along with proven craftsmanship, ensures that a Doric Columbarium will remain a cherished part of any memorial area for generations to come.”

Derek Maher, Business Development Manager of Doric Products Inc., is leading the columbaria project.

Maher has more than twenty years of experience with columbarium development and cemetery management and is well-versed in the columbarium purchase and installation process, including design, construction, marketing, and maintenance.

“Every columbarium is constructed in Doric’s Corbin, KY facility under the supervision of Doric artisans to ensure the highest quality in every columbarium manufactured,” stated Maher. “We use only a marine grade aluminum alloy for the superstructure which is engineered to hold well over 1650 lbs. per square foot.

For more information, contact Doric at (888) 553-6742 and ask for Derek Maher.

Initially, Doric will offer the Aegeus, featuring 48 niches, and the Calisto which has 72 niches. Each model’s timeless design combines aesthetics, functionality, and modern durability. In addition, Doric offers the ability to custom design a columbarium to fit any site.

Doric Products, Inc. is a leading manufacturer of burial vaults, cremation vaults, and memorialization products.

Distributed by highly trained professionals throughout the United States and Canada, Doric offers final resting places of exceptional quality, value, and strength.

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INDUSTRY HEADLINES

Foundation Partners Group Launches Afterall to Guide Families Through End-of-Life Experiences WINTER PARK, FLORIDA – Foundation Partners Group, the second largest provider of funeral services in the United States, today announced the launch of Afterall, a new digital hub that integrates content, community, connection and commerce into a simple and seamless experience for families.

The announcement comes on the heels of the Foundation Partners’ acquisition of Cake, a trailblazer in online end-of-life planning tools and resources, announced on September 5, 2024.

“Together, these initiatives represent a significant step toward modernizing the funeral service landscape and integrating various services into a single platform,” said Lee Senderov, Foundation Partners chief marketing and digital officer. “Unlike other industries, which have answered the consumer call for highly personalized yet streamlined experiences, end-of-life planning has largely lacked a more comprehensive solution until now. Like The Knot for the weddings and Expedia for travel, our aim is to create an experience that makes this once complicated and overwhelming end-of-life process easy and simple.”

The national launch of Afterall follows more than eight months of learning in several Foundation Partners markets. The program was first piloted in Portland, Oregon where Senderov said the company “developed a better understanding of the relationship of our rooftop and digital experiences, as well as the changing wants of consumers and the e-commerce landscape.”

Afterall brings together Foundation Partners’ portfolio of more than 250 funeral homes, cemeteries and directto-consumer cremation services in one place, along with helpful online resources, free digital obituary services and a memorial store.

A key element of Afterall is ensuring that local brands retain their existing identities and voices. “Foundation Partners sees great value in continually creating new ways to help our funeral homes thrive in these changing times, and we do this by working alongside partners and their teams to uphold the strong relationships and values that have been established over the years,” Senderov said. “Afterall enhances those relationships. Today’s

families are seeking choice in all facets of end-of-life care. With Afterall, instead of endless online searches and phone calls to compare funeral providers, families can visit one website to find a local funeral home they trust, as well as the right services to fit their unique needs.

“Afterall is not a static platform,” Senderov explained.

“We’re going to continue to explore how consumers respond to a seamless experience between funeral homes, digital and commerce platforms and integrate new features quickly.”

About Foundation Partners Group Winter Park, Florida-based Foundation Partners Group is one of the industry's most innovative providers of funeral services and the second-largest funeral home group in the country based on the number of families served. Foundation Partners owns and operates a network of over 250 funeral homes, cremation centers and cemeteries across 21 states. Our deep understanding of technology and customer experiencecentered approach allows us to deliver truly innovative and compassionate care to the families we serve. Visit www.foundationpartners.com to learn more.

About Afterall Afterall is a digital platform helping families to find the right funeral services for their individual needs. Developed by Foundation Partners Group in 2024, Afterall brings together local funeral homes, cemeteries and direct-to-consumer cremation providers, along with tools and resources to make the end-of-life experience as easy as possible. Visit www. afterall.com to learn more.

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INDUSTRY HEADLINES

Batesville Embraces Innovation with Investements in New Burial, Cremation and Technology Solutions to Elevate the Family Experience BATESVILLE, INDIANA – Batesville, a leading provider of burial, cremation and technology solutions to deathcare professionals in North America, showcased its latest innovations at the 2024 National Funeral Directors Association (NFDA) Convention and Expo, October 20 - 23 in New Orleans, LA. The company has an expansive collection of caskets, urns, remembrance jewelry, and memorialization offerings on display, as well as technology solutions that drive operational efficiency and elevate families’ funeral experiences. One of the highlights of this year’s convention was the launch of the new Family Choices® digital and physical showrooms.

“Batesville is investing in solutions that deliver value today and position our customers for the future, with highly differentiated products, an expanded technology portfolio and a completely reimagined funeral home showroom – the first major redesign in decades,” said Jenn Parvin, SVP and Chief Marketing Officer for Batesville. “NFDA is the perfect environment to share these solutions.”

Over the last year, Batesville has accelerated the development of new solutions, focusing on areas with the greatest opportunity and those with unmet needs. Its booth (#1737) reflects a broad mix of new and enhanced products and technology demonstrations, including the recently acquired Halcyon by Batesville management software.

with coordinating accent trim. Available in four paint/ trim color combinations – Midnight/Gold, Midnight/Red, Neopolitan/Silver, and Sydney/Silver.

• Dimensions® Oversize Caskets: A family favorite, the ON8 collection is now available in oversize 28” models with enhanced personalization in three colors – Platinum, Auburn Sunset and Violet Bouquet. New for 2025 – all Batesville-branded oversize products now include enhanced personalization.

• Rookwood Ceramic Urns: Three exclusive designs, the Longworth, the Celestial and the Adams, available in three unique glazes, are meticulously crafted by the skilled artisans at Rookwood Pottery. Each urn is available in full size and keepsake.

• Contemporary 18K Gold Vermeil Jewelry: With more than 30 pieces of contemporary, stylish gold vermeil jewelry, families can get a touch of luxury at an affordable price.

Family Choices® – the showroom of the future, here today Selecting the right product for a loved one is one of the most difficult and important choices a family makes.

This continuous process of adapting and expanding allows Batesville to remain at the forefront, staying true to its mission of helping families honor the lives of those they love,® including those who dedicated their lives to serving our country. Here are just some of the new or enhanced products to explore at NFDA: • Marsellus® 410 Forever Honored™ Collection: Sophisticated Marsellus designs with a cherry satin finish and distinctive interiors that are tailored with blue or black accents to match the colors of the US armed forces. Caskets are suitable for burial or cremation.

• N01 Midnight Gold: Part of the 18-gauge military casket collection, the N01 features rich velvet interiors

Family Choices Digital Showroom by Batesville.

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INDUSTRY HEADLINES

• Halcyon by Batesville: A spectrum of cloud-based management solutions with user-friendly navigation and a comprehensive feature set for funeral homes, crematories, trade professionals, and pet cremation, including family-facing arrangement tools and QR codeenabled body tracking.

• MIS Management System: Industry-leading management system provides cemetery and funeral contract management, trust management, business analytics, and 2D and 3D mapping in a single system to grow revenues, maximize efficiency and minimize risks.

The Longworth by Rockwood Ceramic Urns.

For more information on Batesville’s solutions, contact your Batesville sales representative or visit www.batesville.com.

Paralyzed by grief, the products and the room itself can be overwhelming. Batesville’s new Family Choices digital and physical showrooms transform this process, making it as simple and comfortable as possible. Developed in collaboration with funeral directors and leading digital and retail experts, Family Choices respects the traditions families value while embracing new approaches to deliver a better experience for families and funeral directors.

• Family Choices Digital Showroom: This nextgeneration digital solution provides a personal, guided experience to walk families through their burial, cremation and personalization options, using 360-degree digital imaging and rendering capabilities that are familiar and comfortable to today’s consumers.

Available to funeral homes at no charge.

Batesville (www.Batesville.com) is a recognized leader in the death care industry in North America, offering a comprehensive portfolio of burial and cremation products, memorialization options and innovative technology solutions. For more than 125 years, Batesville has supported licensed funeral professionals in helping families honor the lives of those they love.® A history of manufacturing excellence, product innovation, superior customer service, and reliable delivery helped Batesville become – and remain – a market leader.

•Family Choices Physical Showroom: A modern, sophisticated retail system carefully crafted with modular components, striking product displays, consumerfriendly educational materials, and sophisticated product imaging technologies to create a light and respectful atmosphere that encourages dialogue and results in more informed and personalized purchasing decisions.

Family Choices showrooms provide a consistent way to help families navigate a difficult process and optimize every engagement. Check out both offerings in the Batesville booth.

Technology solutions to simplify processes and grow your business The right technology solutions can increase operational efficiency and improve profits. Stop by for a live demonstration and see how these Batesville solutions can work for you.

• Custom funeral home websites: Flexible content management, complete design customization, profitenhancing e-commerce offerings, dedicated in-house support, and efficiency tools, including the new AI Assistant, which uses information already gathered about the decedent to auto-fill form fields to create the case, configure services, enter family members, create, or proofread the obituary.

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funeral home success story An Interview with Stephanie Hughes from Hughes Family Tribute Center in Dallas, Texas

Tell me about yourself and how you became involved in the funeral industry?

The funeral business truly blindsided me. I never thought I could be a funeral director. I started my career at Corporate & Securities section of the law firm of Gardere & Wynne (now Foley & Lardner LLP) and then Senior Vice President and General Counsel of a publicly traded company in Dallas for 14 years. Although I enjoyed practicing law, I fell in love quite literally with the funeral business. I began dating DeWayne who was working at his family’s funeral business at the time. We joke that our second date ended with me joining him on a first call. After we were married, the funeral home become ours and I came to help temporarily, and I just felt called to the profession. I began attending Dallas Institute of Funeral Service to become a licensed funeral director. I also am a Celebrant and a CPC. I never imagined I could join the funeral industry, but now I can’t imagine life without it.

Please share the history of your funeral home.

Our funeral home was started in 1944

by DeWayne’s grandfather, Dudley M. Hughes, Sr. in the Oak cliff neighborhood of Dallas. He owned various locations throughout Dallas. In the 1960’s, he purchased Crown Hill Memorial Park and a few years later, he built our funeral home. A couple of years after DeWayne acquired the funeral home, we decided to change the name to Hughes Family Tribute Center. We felt it was necessary

to break away from the “traditional” funeral home name and identify ourselves as a place to truly honor a loved one.

What makes your funeral home unique?

We specialize in Life Celebration services in which we take the likes, stories, passions, and memories of the loved one, and tell their story through the 5 senses: touch, smell, taste, sight, and sound. We go beyond just placing out programs and pictures to creating unique and elaborate displays throughout our chapel that immerse family and friends within the loved one’s life story. We have a margarita machine, movie type popcorn maker and a storage room full of props – movie themes, veterans, sewing, cooking, sports, teams, country flags, saints, a BBQ grill and so much more. We laugh that we have more brands of beer than 7-11. We do things like driving a car or motorcycle into the chapel or having a huge bowl of water ballons for a child that lost his mother and a water balloon fight was his favorite memory.

Each service we are looking for what will make that family go WOW and smile.

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We also have modernized our facilities.

We increased the amount of natural lighting in our building, added more technological enhancements such as 16 wall projectors and a better sound system, and even added a beautiful crematory into our chapel. When most people walk into our business, they have a hard time believing they are in an actual funeral home!

that day said it didn’t ever feel like they were at a funeral, it was literally a Celebration of Life! Thank you so much to everyone at Hughes Family Tribute Center for making that day so memorable!”- S.C. October 2024

What does excellent customer service mean to you?

It means everything to us. We focus our service culture on our 3 H’s: Helping, Honoring and Healing. We believe that if a family didn’t achieve each of those 3 H’s, we have failed that family. With our Life Celebrations, we find that it is easier to connect with families and give them the services that they didn’t even know they were looking for while achieving our 3 H’s. Recently we had one review that sums up what we are all about: “My father’s passing was the worst feeling ever! The last thing I was ready for was our final goodbye. Hughes Family Tribute Center was the best place we could have chosen.

The thoughtfulness and just getting to know my dad and who he was. I never expected to walk into that place that day leaving with a smile and a heart full of love. So many people

What do you feel has been the biggest factor in your success?

Definitely our Life Celebration services. We are willing to go outside of the box to give our families a truly unique way to honor their loved one. By adding Life Celebrations to our services, we were able to go from 150 cases to almost 500 cases within less than a decade. Our families also are more loyal to staying with us because they feel and acknowledge that they are listened to and heard as they tell us about their loved one. They also can’t get what we do anywhere else in Dallas. We include all the tiniest details that we learn from them, and it makes a difference when not only do they get to talk through their grief, but they can see their loved one’s life on display and honored in such a wonderful way.

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Do you have any advice for other funeral homes?

Don’t be afraid to get out of the box or else your business might be buried in said box. So many funeral homes are afraid to do something different, but being different also helps you stand out from your competition and in your community. It is a lot more work but watching the faces of loved ones when they walk through the door and see the beautiful displays is so worth it.

How are you involved in your community?

We do many events with our local community like our Mother’s Remembrance Butterfly Release, our Father’s Remembrance Car Show, our Valentines for Veterans, our Candlelight Service of Remembrance, and our Celebración del Día de Muertos, which is our largest event. We also have our grief therapy dog, Star, who we get out in the community to meet with people in nursing homes, schools, libraries, hospitals, homes, and more!

What excites you for the future?

We are looking forward to continuing to grow and celebrate more lives. We are planning on doing many events within our communities to increase our pre-need sales and to grow our aftercare. The ideas keep coming in, and we are excited to act upon them! We are always looking for better ways to serve our families.

Anything else you would like to include or say to our readers?

If you close the doors to change, be ready to close your doors for good. The days for “traditional” services are gone and will not be coming back. Take time to educate yourself on current trends and take the leap to make those changes. If you refuse to educate yourself, you are doing your families a great disservice because you are their advocate and their best source of information when they face the loss of a loved one.

So rip down the curtains from the 1970’s and make way for a new future for your staff, your families, and your business. You do it now and be a leader or you do it later and be a follower.

FBS

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www.FBSMagazine.com | May/June Issue 2024

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FE AT URE E D ITOR IA L

The Comforting Role of Therapy Dogs in Funeral Homes: A Growing Trend

BY ERIN CONNOLLY

F

uneral homes have long been places of solace, offering comfort and support to grieving families. In recent years, the concept of grief support has expanded to include the use of therapy dogs, offering an additional layer of comfort that taps into the unique emotional connection between humans and animals. These gentle, well-trained animals can help alleviate the emotional stress experienced during one of life’s most challenging moments—the loss of a loved one.

Why Therapy Dogs?

The bond between humans and animals is a powerful one. Scientific studies have shown that spending time with animals can reduce stress, anxiety, and depression.

Therapy dogs, trained specifically to provide comfort, have been used in hospitals, nursing homes, schools, and even airports. In funeral homes, their role is to offer a non-judgmental, calming presence, helping to ease the overwhelming emotions that often accompany loss.

For many people, interacting with a therapy dog can provide a sense of normalcy, warmth, and unconditional love at a time when they feel emotionally raw. The mere act of petting a dog can trigger the release of oxytocin, a hormone associated with bonding and emotional healing.

Therapy dogs offer physical comfort, which can translate into emotional comfort during the grieving process.

Stephanie Hughes, owner of the Hughes Family Tribute

Center in Dallas, Texas knows this firsthand. She and her co-owner husband DeWayne have an Australian Labradoodle named Star who brings joy and relief to many visitors at the funeral home. DeWayne serves as the dog handler for this certified grief therapy dog that also visits hospitals and nursing homes.

On one particular occasion, out of many heart-warming interactions, Star visited with a young boy who was extremely sick and suffering from O2 levels in the low 80s.

After a few minutes of lying with Star, his entire demeanor shifted into one of peace and happiness as his O2 levels shifted to 98. This is not an isolated phenomenon with Star and his class of canine stewards in the Alliance of Therapy Dogs. They are specifically trained to offer emotional comfort that often translates into physiological responses.

Benefits of Therapy Dogs in Funeral Homes 1. Emotional Support for Families Therapy dogs offer a comforting distraction for families, particularly for those who may feel uncomfortable with the somber atmosphere of a funeral home. The dogs can serve as a calming presence during visitations, funeral services, or even in private family gatherings. Children, in particular, may find solace in interacting with the dog, as it offers them a gentle companion in an environment that might feel intimidating or sad.

2. Helping with Grief The grieving process is highly individual, and therapy dogs provide a unique, non-verbal form of support. Many people find that simply having the dog nearby helps reduce feelings of loneliness, grief, and stress. For those who may struggle to express their emotions, being able to sit with or pet a therapy dog can bring a quiet sense of relief.

3. Stress Reduction for Funeral Home Staff Funeral home staff often experience stress as they care for grieving families. A therapy dog can serve as a source of comfort not just for visitors but also for staff, offering a brief moment of relaxation during emotionally intense workdays.

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4. Creating a More Welcoming Atmosphere Funeral homes can sometimes feel sterile and intimidating.

By integrating therapy dogs into the environment, funeral homes can create a warmer, more welcoming atmosphere.

Families may feel more at ease and connected, knowing that the space is supportive of their emotional needs.

Training and Certification of Therapy Dogs It’s important to recognize that therapy dogs are different from service dogs or emotional support animals. Therapy dogs undergo specialized training to ensure they are wellbehaved, calm, and responsive to a variety of environments and situations. Certification programs for therapy dogs often focus on temperament testing, obedience, and exposure to different types of people and settings.

Funeral homes interested in incorporating therapy dogs should work with certified therapy dog programs or hire handlers who are experienced in grief support environments. The dogs must be able to remain calm and collected amidst tears, emotions, and large crowds.

Considerations for Funeral Homes Adopting therapy dogs in a funeral home requires thoughtful planning. Not every family may want or appreciate the presence of a dog during such a personal and emotional time, so it’s crucial to approach this option with sensitivity. Families should always have the choice to decline the presence of a therapy dog if it doesn’t align with their preferences or cultural practices.

Additionally, the health and well-being of the therapy dogs should be a priority. Dogs need regular breaks, proper care, and time off from their "work" to ensure that they remain happy, healthy, and effective in providing comfort.

Conclusion The use of therapy dogs in funeral homes is an innovative way to provide emotional support to grieving families. As more funeral homes embrace this practice, they are offering a new form of compassion that combines the calming presence of animals with the emotional care that mourners need. Therapy dogs create a sense of calm, provide emotional relief, and make the grieving process just a little bit easier. By offering therapy dogs, funeral homes are not only serving their clients better but also enhancing the overall experience of saying goodbye to a loved one.

Therapy dogs remind us that sometimes, the most profound comfort doesn’t come from words but from the simple, quiet companionship of a furry friend. FBS Erin Connolly started her communications career teaching anchors and reporters how to present the news. Her clients vary range from Good Morning America anchors to attorneys looking to improve their courtroom performance. She found her niche working for Mortuary Lift Company writing articles and press releases. Erin received her B.A. from the University of Iowa and her M.A. from the S.I. Newhouse School of Communications at Syracuse University.

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INNOVATIVE PRODUCTS AT THE 2024 NFDA EXPO

HERE'S THE THINGS YOU M I G H T H AV E M I S S E D AT THE 2024 NFDA ANNUAL CONVENTION & EXPOSITION...

We certainly enjoy all of the great speakers and classes, but the highlight for our staff is always seeing the interesting new and refreshed products available on the trade show floor. Here's a sample of the products that were presented by vendors at NFDA!

Modern, intuitive, all-in-one funeral home software.

Are you a Funeral Director juggling multiple tabs and apps—one for case management, another for stationery, and yet another to update your website?

Finally, there’s a better way.

1Director streamlines the entire process: collaborate with families, arrange services, generate statements, e-sign documents, and collect payments—all in one place. Effortlessly design and print stationery, use family photos to create memorial videos for your 1Director website, and make website updates, modify your GPL, and edit document templates without ever picking up the phone.

Track case progress with assigned tasks and keep your staff organized with an up-to-date event calendar. Finally, manage everything together, all in 1Director.

Request a demo at 1Director.com or call +1 (608) 844-8461.

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P R O D U C T G U I DE

Eceer Company creates unique one-of-a-kind handmade wooden urns unlike any found in the market today. Each thoughtfully crafted design celebrates life by offering families something truly unique and meaningful.

Our handmade collection includes our patented Grain Elevator Urns, inspired by rural architecture and historic farming, each one carefully crafted using oak and walnut.

Additionally, we offer our signature and patented Rockwood Urn, made to resemble a natural river stone, crafted from solid cherry wood. (Also available in an 80 cubic inch size.)

With a range of custom engraving options and a selection of finishes, our urns are created to reflect the individuality of your loved one, providing families with a personal and elegant way to honor their memory. Each unique piece is designed to offer a beautiful and lasting tribute.

To learn more about ordering, please contact us at +1 (778) 580-7551 or sales@eceerco.com. www.FBSMagazine.com | November/December Issue 2024

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PR ODU CT GU ID E

“The funeral home offered my sisters and I one final visit with Mom. When we saw our beloved mother in a plain cardboard box, we were disappointed and heartbroken. We all wished we had been offered the option to choose something more personal and dignified”.

- A regretful family Did you know that these feelings of regret happen every day with grieving families?

LifeArt by Terrybear is designed to provide a beautiful and dignified premium cremation container option.

LifeArt ensures that families conclude their final goodbyes confident in their choices, having made No Regrets™ decisions. Imagine the appreciation and brand loyalty you gain by providing your families with families’ needs for personal, one of a kind, and unique experiences – a true celebration of life.

LifeArt cremation containers are a trade-up option that will improve profitability and efficiency. It will naturally increase the desire of families to add viewing or modest family gathering services.

LifeArt addresses consumer trends – Sustainably-sourced, environmentally friendly, and personal. LifeArt will be made in the USA, reducing your carbon footprint and inventory requirements.

Contact us today to discuss our Early Adopters program – supporting you and your team(s) by being first to offer LifeArt in your market.

LifeArt by Terrybear

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888.588.8767

24 www.FBSMagazine.com | November/December Issue 2024

support@lifeartus.com

P R O D U C T G U I DE

Custom Furniture, Faster.

We understand that creating a warm, respectful, and comforting space is essential for funeral homes, and waiting for high-quality furniture can be challenging. That’s why we’re proud to offer our line of Prebuilt chairs, ready to meet your needs without delay.

Our Prebuilt chairs deliver the same exceptional quality and attention to detail as our custom options, ensuring a durable, dignified, and welcoming environment for your guests. Crafted with premium American-made materials, these chairs are designed to uphold the standards you expect. simple. easy. affordable. Prebuilt Ready to Ship Chairs.

Ships in 5-10 Business Days! www.churchchairs.com

800.331.5411

www.FBSMagazine.com | November/December Issue 2024

25

PR ODU CT GU ID E

What if we told you we found a new funeral tribute platform that offers more personalization options but somehow has made it even faster and easier to create them? They even have a family self-service feature.

Eulogize Memorials has created the most streamlined tribute creation platform we have come across. From one super-simple dashboard, you can create tribute videos, folded programs, bookmarks, and more with the click of a button. Each funeral home can have its own unique themes and designs custom-created for their community.

What’s more, their family self-service functionality can save funeral directors hours of time while still producing a product to be proud of. Able to integrate with any CRM/Website and with no lock-in paper sales Eulogize could be the future of tribute creation.

To learn more about Eulogize, visit their website at eulogizememorials.com or to book a demo & arrange a trial reach out to the Eulogize Team at hello@eulogizememorials.com or call 1800 295 8923

26 www.FBSMagazine.com | November/December Issue 2024

P R O D U C T G U I DE

Cremation Lamps ( L’urnstm) made it’s National Debut at the NFDA in October.

It was very well received as most people agreed that the broader audience of families are looking for something that they can use in their home, and also pass down to their children.

The lamps are Ceramic Stoneware Clay handmade in Tennessee with a patent pending design. Easy to transfer the cremains, this 2 piece design comes with a double lined satin sac already placed inside.

Offering various sizes and designs, the newest lamp is a limited edition Golden Butterfly.

Use the NFDA discount (50% off retail) available thru 12/15/24. Show2450 Visit the website: www.LampUrns.Com Or call direct: 201.819.0335

www.FBSMagazine.com | November/December Issue 2024

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PR ODU CT GU ID E

Pressed Floral specializes in preserving floral arrangements as timeless, sentimental works of art. Known for our high-quality craftsmanship and attention to detail, we offer families a way to cherish the memories associated with their loved ones’ final tributes. Our preservation process captures each flower’s natural beauty, creating custom designs that can be displayed and treasured for years. As a trusted name featured in Martha Stewart, and more, we are committed to honoring life’s most meaningful moments with respect and empathy. Partnering with funeral homes, we offer a unique, comforting service for families, helping them hold onto cherished memories through beautiful, lasting artwork.

Contact us to learn more about our Framed Flower artworks and accessories with preserved flowers. https://pressedfloral.com/pages/partner-page info@pressedfloral.com 801-691-1821 A review from one of thousands of satisfied clients: "Pressed Floral preserved my great grandmas flowers from her husband’s funeral and they turned out beautiful, she loves them and they mean so much to her. So glad she chose to do this!"

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P R O D U C T G U I DE

™

The FBS Staff is always interested to see what innovations that Crowne Vault has come up with, and this year was no exception.

Their new inexpensive urn can be personalized and won't break the bank for a family with limited resources.

Crowne Vault Niche Urn We are proud to introduce a cost friendly urn to families struggling with funeral expenses. Made of ABS polymer, this weatherproof 11" x 8.5" can be placed in a 12" niche or at home.

The highly styled design is distinctive and lovely. The urn is sized to accept the crematory container and closes with a snap-in-place bottom plate that can be removed for opening.

For information or to become a distributor call: 866-763-0485 www.FBSMagazine.com | November/December Issue 2024

29

COVER STORY

HOWARD MILLER MEMORIAL: Honoring Tradition, Innovation, and Timeless Craftsmanship For nearly a century, Howard Miller has become synonymous with excellence in American craftsmanship. Originally known for its iconic clocks, Howard Miller has evolved to produce a wide range of highquality furniture as well as a comprehensive Memorial division that offers a unique line of memorial urns and keepsakes, where each piece is thoughtfully designed to celebrate life and provide a lasting tribute to loved ones. Founded in 1926, the company has continued to uphold the values of quality, innovation, and attention to detail, making each creation a lasting work of art.

At Howard Miller, tradition blends seamlessly with innovation. From their classic Continuum Clock Urns to contemporary designs like the Midtown Clock Urn, Transitions Mantel Urn, and Memorial Glass Keepsakes, Howard Miller is committed to creating memorial pieces that not only honor lives but also provide comfort and connection to families. With products hand-crafted in their Zeeland, Michigan factory, Howard Miller’s team of hardworking employees ensure that every urn and keepsake reflects the company’s nearly 100-year legacy of quality.

MIDTOWN CLOCK URN: The Elegance of Timeless Design The Midtown Clock Urn stands out as a unique fusion of elegance and functionality, capturing Howard Miller’s signature style of timeless design. Made exclusively by Howard Miller, the Midtown Clock Urn features a Macassar ebony finish with refined silver trim and an open view of moving gears that adds sophistication to any room. Its clock mechanism not only serves as a functional timepiece but also symbolizes the continuity of life— a comforting reminder of precious moments spent with a loved one.

With a hinged front door and a removable back panel for easy access, the Midtown Clock Urn allows for personal customization and the insertion of a bronze urn. Its design balances form and function, adding a practical yet tasteful touch to the traditional memorial urn. An engraved plate adds the final personal touch, making the Midtown Clock Urn not only a symbol of cherished memories but also a piece of art that enhances its surroundings.

TRANSITIONS MANTEL URN: Artistry Meets Innovation

One of Howard Miller Memorial’s newer designs is the Transitions Mantel Urn. Crafted in Zeeland, Michigan, the Transitions Mantel Urn is the result of a commitment to quality and creative design that Howard Miller has championed for generations. This urn showcases a handmade stained-glass panel, which is illuminated from behind to create a warm and comforting glow. With five exclusive stained-glass options, families can personalize this urn to reflect the personality and memory of their loved one. Each stained-glass panel is intricately crafted, providing a choice of elegant designs that add a uniquely beautiful touch to any memorial display.

The Transitions Mantel Urn is finished with an Espresso stain on select hardwoods, giving it a look of relaxed elegance and sophistication.

The craftsmanship shines through every detail, from the smooth finish of the wood to the hand-crafted stained glass that Howard Miller’s skilled artisans produce exclusively for this urn. This piece not only holds precious memories but also transforms them into a visual experience of remembrance. Designed to accommodate a bronze urn insert or temporary plastic container, the Transitions Mantel Urn is a testament to Howard Miller’s dedication to creating memorable and lasting tributes.

CONTINUUM CLOCK URNS: A Classic Tribute

For families seeking a more traditional look, Howard Miller’s Continuum Clock Urns remain one of the brand’s bestsellers. These classic wood bracket-style mantel clocks embody the company’s dedication to timeless

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A Legacy of Craftsmanship and Quality

For Howard Miller, every memorial piece is more than just a product; it is a reflection of nearly a century of dedication to craftsmanship and quality. The company’s employees pour their skill and commitment into each design, ensuring that every urn and keepsake meets the high standards that have defined Howard Miller for decades. This dedication to quality is evident in every detail, from the intricate stained glass of the Transitions Mantel Urn to the rich wood finish of the Continuum Clock Urns.

What sets Howard Miller apart is its ability to blend tradition with innovation. In addition to timeless designs, the company is constantly pushing the boundaries of memorial artistry with pieces like the Midtown Clock Urn and the Memorial Glass Keepsakes. By combining new design elements with tried-andtrue craftsmanship, Howard Miller continues to lead the industry in producing high-quality, thoughtfully designed memorials urns and keepsakes that honor the memory of loved ones. craftsmanship and design. Each Continuum Clock Urn is crafted with a locking hinged door, allowing for the safe placement of an urn insert within its discreet compartment. The clock itself features an elegant decorative dial with antique brass accents, glass crystal, and Roman numerals—details that enhance the overall aesthetic and bring a sense of warmth to any setting.

The Continuum Clock Urns represent Howard Miller’s commitment to tradition. They provide a comforting, familiar style that holds deep meaning for those who want a classic tribute to a loved one. These urns are not just clocks; they are expressions of love and remembrance, bridging the past and present in a way that few other memorials can achieve.

MEMORIAL GLASS KEEPSAKES: A Lasting Symbol of Love

Howard Miller’s innovative Memorial Glass Keepsakes represent a beautiful way to remember and celebrate loved ones with the elegance of art glass. Each keepsake is hand-crafted with vibrant colors and unique patterns, offering families a one-of-a-kind tribute. No two pieces are identical, reflecting the individuality of the lives they honor. The glass keepsakes come with a sleek, glossy black base that holds a small capsule behind a customizable plate. Families can personalize these keepsakes with names, dates, or heartfelt messages, creating a lasting memento that brings comfort and solace.

The Memorial Glass Keepsakes are not only a tribute but also a piece of art that can be displayed in homes or cherished in special places. The beauty of these keepsakes lies in their ability to capture both the spirit and the memory of a loved one in a tangible form. Displayed prominently or kept close, they serve as enduring symbols of remembrance and offer a comforting presence for generations to come.

Honoring Lives with Integrity and Grace

Howard Miller understands that choosing a memorial piece is a deeply personal and meaningful decision for families. That’s why each piece, from the sophisticated Midtown Clock Urn to the vibrant Memorial Glass Keepsakes, is crafted with the utmost care and respect for the lives they commemorate. These creations are not just objects; they are lasting symbols of love, connection, and remembrance.

Whether families are drawn to the classic elegance of the Continuum Clock Urns or the modern flair of the Transitions Mantel Urn, they can trust in Howard Miller’s unwavering commitment to quality and craftsmanship. Each piece tells a story, honoring legacies with beauty, integrity, and grace. With nearly 100 years of tradition and innovation, Howard Miller Memorial continues to provide families with the comfort of knowing their loved ones are memorialized with dignity and care.

Conclusion: Honoring the Past, Embracing the Future

In a world that often moves too quickly, Howard Miller remains dedicated to the timeless values of quality, craftsmanship, and innovation. Their memorial products stand as tangible reminders of the love and memories shared with dearly departed loved ones, offering families a sense of peace and connection.

For nearly a century, Howard Miller has honored lives with pieces that are not only beautiful but also enduring, providing generations with a meaningful way to remember and celebrate those they hold dear.

M E MOR IA L w w w.h ow ar dm iller.com

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31

Capital Investment Done Right

BY RAYMOND L. BALD, CPA, CFE & RONALD H. COOPER, CPA

A

s the end of the year draws near, many of our clients will have tax planning on their mind. If the year has been very profitable, there is often a temptation to make large capital purchases that generate substantial tax write-offs such as flower/removal vans or hearses. While such purchases will lower your tax liability, it’s important not to let the tax benefit drive the decision to make a large capital purchase. Rather, it’s much wiser to have a sound business reason to make a capital purchase. With that in mind, let’s review some important questions to consider when making a capital investment.

What is the potential purchase really going to cost you?

Most large capital purchases need to be financed with a loan. As such, your real acquisition cost must also include the interest you’ll be paying over the life of the loan.

Even when the purchase price of the item remains stable, increases in interest rates will make the capital purchase more expensive. When considering a purchase that will require financing, be sure to prepare an amortization schedule using the terms of your loan to determine what your total debt service (i.e. loan payments) will be over the life of the loan.

How will your post-purchase operating costs change?

Certain capital purchases will require significant operating costs. For example, a hearse’s operating costs will include gas, repairs and maintenance, insurance, cleaning, etc. Will a new hearse lower any of these costs you are incurring on the hearse you currently own? Assuming you’re replacing your current hearse with a newer model, one would expect repair and gas expenses to decrease with a model that has less wear and tear and better fuel

efficiency. Although such cost savings should be factored into your decision-making process, it’s important to be realistic about such anticipated savings. Let’s face it, a car wash for an old hearse will be the same as for a newer one.

How much will your purchase depreciate over its useful life? Some capital purchases maintain their value while others do not. For example, vehicles are notorious for rapidly decreasing in value right after you drive them off the lot. However, the potential trade-in value of the item is important to consider since it will directly offset your real acquisition cost. The brand and quality of the asset, as well as how well you maintain it during your ownership period will significantly affect its trade-in value.

How much revenue will the capital item generate for your funeral home and/or how much money will it save you through improved efficiency? It’s critical that a capital purchase fulfills one of these objectives. Some purchases will do one or the other while others will do both. For example, a hearse can generate revenue by renting it out while a new software package may automate administrative tasks and reduce labor costs. If you provide cremation services to other funeral homes, a new, more efficient retort will produce revenue while also reducing operating costs when compared to your current older retort.

With the information collected from these four questions, you can now answer the most important question of all: During the period of ownership, will the capital purchase be a net cash flow generator or user? If the answer

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CONTINUED is a cash flow generator, then move forward with the purchase. If the answer is a cash flow user, reassess if there is another option to meet your need without hurting your business. For example, as the number of direct cremations continues to rise, the demand for a hearse continues to diminish. I would venture to say that a hearse is more likely a net cash flow user than it is a generator.

However, I also know that most directors believe they must have a hearse since it is so fundamentally connected to a service historically provided by a funeral home. So what to do? One option is to accept the hearse as a net cash flow user and consider it a cost of doing business; similar to a loss leader in the retail industry. Another option would be to find a lower priced hearse with higher mileage and an older look. However, sometimes it’s helpful to think outside the box.

A novel option would be for multiple funeral home owners to pool their resources and spread the ownership costs of expensive capital assets that have limited use but are considered essential. This could potentially work well for limousines and hearses. Under this model, multiple funeral home owners would invest in a separate entity (e.g. a partnership) which would own these vehicles. The vehicles could then be rented to the owner/directors at discounted rates as well as to other third-party funeral homes or users at market rates. A combination of the owner investments and cash flows generated from the rental income would cover the debt service for the

vehicles. Such a structure would spread and lower the overall ownership costs of all the owners and provide more opportunities for the vehicles to generate cash flow rather than to sit idle. This model could also be used for a crematory.

Making a large capital purchase simply to generate a tax deduction without assessing whether the investment will be a cash flow generator or user is poor business planning.

When considering a significant capital purchase, be a smart investor, do your homework, and never hesitate to think outside the box. FBS This article is meant to provide general information and should not be construed as legal or tax advice or opinion and is not a substitute advice of counsel, CPAs or other professionals.

Raymond L. Bald, CPA, CFE is a funeral home tax accountant and consultant with Cummings, Lamont & McNamee, PLLC. He can be reached by phone at 603772-3460, or you may email him at rbald@clmcpa.com Ronald H. Cooper, CPA is a funeral home accountant and consultant with Ronald Cooper, CPA, PLLC. He can be reached by phone at 603-671-8007, or you may email him at ron@funeralhomeaccounting.com.

THE ANSWERING SERVICE IN A CLASS OF ITS OWN

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1-800-868-9950 34 www.FBSMagazine.com | November/December Issue 2024

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35

Stepping Back to Scale Up:

The Art of Replacing Yourself with Yourself in Your Funeral Home

BY GEORGE PAUL, III The Cost of Doing It All Yourself Look, I get it. This business is personal. It’s about people, legacy, and values. In many cases, your name is on the building! It’s hard to step back when you know each family’s experience reflects directly on you and your future. But here’s the tough truth: if you want your funeral home to grow, you can’t do it all alone. Scaling isn’t about squeezing more hours into your day—it’s about creating systems and building a team you trust to carry your vision forward.

Yet, letting go feels risky, right? You might think, “Nobody can do this the way I do.” But you know what’s riskier? Running yourself into exhaustion. Too many in this industry are suffering from burnout - physically, mentally, and emotionally. Bottom line, you can’t be the captain and man all the positions of the ship.

In this article, I’ll show you why letting go isn’t about losing control. It’s about creating more control by putting the right people in place so that your vision can grow even when you’re not in the room.

Step 1: Identify Your True Value Let’s start by being honest about what only you can do in the business. Ask yourself: what tasks genuinely need your hands-on involvement? For most firm owners, it’s showing your face, building relationships, upholding the reputation, and making strategic decisions. But what about the dayto-day? Do the emails, paperwork, and even parts of family consultations need your personal touch?

Identifying your true value means recognizing the areas where your involvement makes the biggest impact—and then setting the rest aside. Focus on what you uniquely bring to the business that no one else can replicate.

Practical Step: Make a list of every task you handle daily.

Highlight the ones that are truly critical for you to do and those that could be done by someone else with training. Use an app like Toggl (free) to track your time and identify where you’re spending too much energy. I did this, and it revealed areas where I could delegate more effectively, freeing me up to focus on growth.

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CONTINUED Step 2: Start with Small Delegations Delegation is like a muscle—the more you practice, the stronger it gets. Start by handing off smaller, routine tasks that don’t require your unique skills. Could a trusted team member handle intake paperwork? Could someone else draft emails to families, with you simply reviewing them? Better yet, turn these repetitive tasks into a system.

At my company, Cherished Keepsakes, we have standard phrases and responses for every order, proofs, and other communications. We put these into a Google Doc so we can just copy and paste when needed. This approach saves hours of time drafting emails from scratch every time.

The key is to start small, observe, and adjust. Choose one or two tasks that don’t directly impact your business’s core values if there’s a hiccup. As you see others handle these roles, you’ll start building confidence in your team—and in your ability to let go.

Practical Step: Pick one task to delegate this week. Spend time training someone to take it over, and then let them own it.

Trust them to do the job and resist the urge to micromanage.

Step 3: Document and Systematize I’m big on systems. They’re your safety net. One of the biggest fears of letting go is inconsistency—after all, if you’re the one doing it, you know it’s done “right.” Creating systems means establishing a roadmap so anyone can step into a role seamlessly. This could be as simple as a checklist for family consultations or a detailed process for preparing service materials. Think of it as replacing yourself on paper, so someone else can replace you in practice.

Systems create consistency and reduce errors, while empowering your team to work independently. When they know there’s a set way to do things, they’re more confident and less reliant on you for every answer. Want proof? Research Toyota’s Production System. There was a Harvard Business Review on them and it's the reason Toyota vehicles last forever and consistently rank as best buys.

Practical Step: Start with one key process in your funeral home and write out the steps in detail. Review it with your team, and over time, they’ll make it better. Everyone wins.

Step 4: Hire and Train with Your Vision in Mind Many firm owners feel frustrated when employees don’t meet their standards, but often the problem isn’t skill—it’s culture.

Employees need to align with your firm’s values, not just complete tasks. When hiring or developing team members, prioritize cultural alignment over experience. Skills can be trained, but you can’t teach someone to care the way your business requires.

Share your vision for the funeral home with every team member. Help them understand not just what they’re supposed to do, but why they’re doing it. This creates buy-in, turning employees into ambassadors of your brand. People want to feel they’re part of something bigger, and when your vision resonates, it drives them to go the extra mile.

Practical Step: When onboarding a new hire, spend the first week sharing your values and vision for the business—not just the tasks. Set the tone for the culture you want to build.

Step 5: Embrace Accountability, Not Micromanagement Let’s be clear: letting go doesn’t mean lowering standards.

It means creating accountability without hovering. Set clear expectations, follow up on outcomes, and trust your team to deliver. When standards are high and consistent, your team will meet them.

For example, at Cherished Keepsakes, we have a “Last Checks” system to catch mistakes families might miss before we print. If a mistake happens after printing, it’s almost always because someone didn’t follow the system.

I don’t get upset—I use it as a teaching moment, showing how the system prevents issues. If it becomes a pattern, I evaluate whether it’s a training issue or a fit problem.

Accountability means everyone respects the system, which upholds our values.

Practical Step: Implement a weekly check-in with key staff.

Use these sessions to discuss what’s working, what’s not, and where support is needed.

Step 6: Take a Step Back and Observe Finally, give yourself permission to step back. Take a day— or even a week—away from the daily grind and see how things run without you. This is the ultimate test of your systems and your team. You might find that everything flows smoothly, or you might discover areas for improvement.

Either way, stepping back gives you a clear view of how well your delegation efforts are working.

Growth isn’t about doing more yourself; it’s about empowering your team to achieve more. When your business thrives even in your absence, that’s when you know you’ve truly replaced yourself with yourself.

Practical Step: Schedule one day each month to step away from day-to-day operations. Use this time to review the business from a high level and make adjustments as needed.

The Power of Replacing Yourself Replacing yourself doesn’t mean sacrificing control—it means enhancing it. By building a team that embodies your vision and systems that maintain your standards, you’re creating a business that’s strong, resilient, and ready to grow. The goal isn’t to work harder; it’s to work smarter by empowering those around you. That’s what true leadership looks like.

Until next time, I wish you success honoring the legacies in your care while you build the legacy of your firm. FBS

George Paul III is a volatile visionary and Funeral Experience and Growth Specialist. For over 10 years his company, Cherished Keepsakes, has helped funeral homes stand out and grow. Through personalized keepsakes and proven branding strategies, he transforms how families remember their loved ones, turning every service into a memorable experience that drives referrals and repeat service calls. He can be reached at gpaul@cherishedkeepsakes.com. URLs: www.cherishedkeepsakes.com

38 www.FBSMagazine.com | November/December Issue 2024

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Matthew Van Drimmelen Full-Circle Aftercare

Can you start out by sharing a brief history of the company you founded?

The concept of Aftercare has been around for as long as funeral homes have been serving families. In the olden days, Aftercare was the funeral director personally bringing dinner to their neighbors and checking in on them to help them anyway they could. As funeral homes grew larger, there was less time to help families so that practice mostly stopped. The concept of more modern aftercare came about from a small town in Idaho with two competing funeral homes. One of them hired a consultant to see what they could do to increase market share. The consultant soon found out that families were struggling to figure out what the next steps were in closing their loved ones personal affairs.

How did you personally become involved in this industry?

I was working as a government contractor and decided I couldn't deal with the bureaucracy anymore and started looking for a new career. My good friend owned a preneed agency that worked with funeral homes. He had an idea of creating a service based business to help families after the funeral was over with all the next steps.

However, due to his other business, he didn’t have the time to get the company up and running. So he asked if I would be interested in partnering with him and his other business partner to get the company started. It was a big change from the engineering and real estate world I had been working in, but something drew me to this idea and I couldn’t let it go. I kept thinking about all those grieving families, buried by a mountain of work, and I knew this was for me.

What is your favorite thing about what you do?

Helping families is my favorite part. We were working with a new widow in Alaska who had broken her hip and, as her husband’s primary caregiver, was unable to care for him when COVID hit, leading to his passing. They couldn’t have a funeral, and during this time, she was mistakenly reported as the one who had died, causing her to lose both her benefits and her husband’s spousal benefits—her only income source. Social Security couldn’t fix

it without her going in person, which was impossible due to COVID and the state of her hip. After getting nowhere through regular channels, we contacted Washington, D.C., and reached a congressman who helped us resolve it with Social Security.

They called us to finally correct the situation, and her benefits were reinstated. This is why I love doing what I do. We are really making a difference!

What is something that you know now that you wish you knew when you first started?

When I started, I focused on the how of our process, not realizing that who was calling the families mattered just as much. One of our mission statements is to actively seek to employ women, caretakers and stay-at-home moms looking to reenter the workforce. We interviewed them, asking what they needed: flexibility, good pay, meaningful work, and a social element. We designed the job around these needs, thinking it was an altruistic move. We thought they would work for us for a time and move on to bigger and better things. Surprisingly, they didn’t want to leave—they love this work. Even more, it became our best business decision.

These women are knowledgeable, empathetic caretakers, not pressured by checklists or quotas. Families feel genuinely cared for because these women listen, connect, and provide steady support. It’s amazing to walk through the office, hearing them say, “Thank you for telling me about your husband; he sounds wonderful,” and offering that deep, personal connection.

What is the most challenging aspect of your career?

Getting Google reviews from these families has been a challenge for funeral homes to get. We have helped in getting more Google reviews for our funeral home clients. Then the last area is funeral homes all want to sell pre-need to, to these at-need families, because they’ve just been through this experience. They know they need that help, but it’s kind of awkward approaching them on that because it’s like, Oh, we just got done with this funeral.

Now let’s plan yours, you know, and it feels very salesy. So a lot

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of funeral homes shy away from that. It has been a challenge but we’ve been able to begin to bridge that gap where as we’re talking through our processes, eventually we’d wrap up all the deceased’s affairs. And then we go to the survivor and say, let’s talk about protecting you, let’s put some fraud protection on you and for the deceased let’s talk about wills and trusts.

How do you set personal goals for yourself? What is the process like?

I set big hairy goals! I’m an all or nothing kind of person. I’m going to set about doing something in a way that’s visionary and worry about the logistics as we are tackling things. My incredible staff is a huge part of this process for me.

What do you feel has been the most important factor in your success?

I think the biggest lesson I’ve learned is “doing what’s right for people always ends up being what’s right for business”. I think of what’s right for our families and how we can best serve those families. What is right for my employees and clients? When you get it into that perspective of doing what’s right, it always ends up growing a business.

This industry has changed dramatically in the past few years.

How has that affected your company?

Families are expecting more service now, and the funeral industry is becoming more commoditized. Where families once handled parts on their own, they now want more assistance, similar to other services we’re accustomed to, like food delivery. The value now

comes from service, not just ceremonies or fancy facilities. We’re seeing families ask, “Can you also take care of this?” in more ways than before. So, we’re focusing on being more efficient to meet these growing needs while keeping costs as low as possible. As the country is becoming more secular, funeral homes are going to need services that draw in families who are not having traditional services. The practical help my company offers falls into that category. Everyone needs estate help!

What are you most proud of so far in your career?

I am proud of the business I’ve created and how it has developed into such a unique thing. No one does exactly what we do. The world thinks everything is going to go digital, but I’m here to tell you that loss requires personal connection. There are apps that do what we do, but can you ask an app a question? Can you talk through situations and feel better emotionally when using it? No, you can’t. I am proud we are able to help families, along with our funeral home partners, in a way that truly gives peace of mind and provides a person to hold their hand during the process.

Do you have any advice for others in this industry that might be struggling?

Stick with it! If you believe in what you are doing and are passionate about sharing what you do, you are more likely to achieve your goals! When I began this company no one understood what we were trying to do. Even now we are constantly explaining the difference between follow-up aftercare and service-based aftercare. Sometimes you have to educate the industry you are in and when you do people catch your vision. FBS

www.FBSMagazine.com | November/December Issue 2024

41

Connecting With Your Community

BY JIM LUFF

F

uneral homes are a part of the fabric that binds the community together. Often existing for generations, the names, buildings and people who work in funeral homes are well known to the community. In most cases, a physical address is unimportant since everyone in the community knows the location of each funeral home - by name.

The Community Perception In most cases, a physical address to a funeral home is unimportant since everyone in the community knows the location of each funeral home - by name. Perhaps they remember attending their very first funeral at your funeral home. Perhaps it was their first experience with death that placed them in your funeral home. There is no doubt that a person will always remember where their parents services were held, or what funeral home handled the arrangements of a cherished loved one.

Subtle Marketing Connecting with your community can be rewarding in many different ways. It isn't always about gaining new business as much as it is about giving back to the community as a pillar of your community. All businesses need to market in some way to foster new business. However, marketing the funeral business must be done in a subtle and gentle way. You can imagine how morbid it might be to have a row of caskets lined up like a TV commercial for new cars with the camera panning across various types of caskets from

the flashy military logo'd versions to wicker baskets and pinewood box caskets.

A Creative Example Greenlawn Mortuary & Cemetery in Bakersfield, California engaged in a billboard campaign that encouraged motorists to "Buckle Up" followed by the comment - "We Can Wait".

The ads are strategically placed on busy highways and prominently displays their logo. It is a subtle message that sticks in the heads of those drivers passing by daily. It reminds people in the community to buckle their seat belt while traveling and includes a sense of infused humor.

Connecting with Civic Organizations There are many civic organizations that would love to hear from a Funeral Director. The work done in a funeral home is a mystery to most people and they have questions. Reach out to your local groups such as Rotary International, Lions Clubs, Kiwanis International and even scouting programs such as Boy Scouts and Girl Scouts to ask when they meet and if they are looking for speakers. You might just end up joining the organization or inspiring a young person to pursue a career in the death-care industry that might not have otherwise been considered.

Hosting Community Events Funeral homes have been hosting community events more frequently in the past few years. Many funeral homes

42 www.FBSMagazine.com | November/December Issue 2024

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CONTINUED associated with cemeteries have begun showing movies in a tasteful manner. People have been flocking to the famed Hollywood Forever Funeral Home and cemetery since 2002.

The cemetery teamed up with a company called Cinespia to produce outdoor film screenings every summer from May through September. Thousands of people gather on the Fairbanks Lawn after sunset to watch classic Hollywood movies projected onto the side of a mausoleum. This past October, Range Funeral Home in North Virginia hosted their First Annual Trunk or Treat event. The event was free to the community and costumes were encouraged.

Other Ideas for Community Events There are many ways to connect with your community without breaking the bank. Think about causes you believe in and how you might make a difference in your community while fulfilling your heart and marketing at the same time. It would cost nothing to hold a clothing, food, toy or blood drive for those in need. You could also connect with career guidance counselors with local high schools and colleges and offer your own scholarship program. Sponsoring local sports teams is another idea that creates great top-of-mind awareness.

Sponsor events hosted by local nonprofits that support your own philanthropic goals. Get out and participate in a charity walk or run. In a more traditional marketing campaign, you

might consider hosting a veteran service for all community veterans to come and be recognized. You could host a cleanup project for an eye-sore in your community. You provide trash bags and gardening tools for the clean-up and invite the local news media to attend and see the community effort led by your funeral home. The ways of connecting with your community are boundless.

The Importance Beyond Marketing Most people will only interact with a funeral home during a stressful time of loss. People may view a funeral home as intimidating or even unsettling. Inviting your community to participate in a positive, low-pressure setting shares your compassion, makes you approachable, and portrays you as a trusted business member of your community. The morale of your staff will be improved by working for a funeral home that invests in the community. FBS

Jim Luff is an expert in Merchant Services for the deathcare industry. Jim serves as the liaison between NFDA and Aurora Payments. He can be reached by email: jim.luff@risewithaurora.com or by phone at 661-7067955.

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Pay-Per-Use or Flat Fee:

Which Funeral Livestream Pricing Model Is Right for You?

BY BRUCE LIKLY

A

s funeral livestreaming becomes more common, funeral homes face the decision of choosing the most appropriate pricing model for these services. The two primary models are pay-per-use and flat fee. Each has its own benefits, depending on the frequency of use and specific needs. Understanding the differences between these models can help you select the one that best suits your requirements and budget.

months not at all, you can do so without the burden of ongoing costs or hefty upfront costs.

1. Pay-Per-Use Model The pay-per-use model allows you to pay for each funeral livestream individually. This pricing model is flexible and can be particularly useful for homes that like to incur, account for and apportion as many expenses as possible on a case-by-case basis. It can also be very cost-effective for funeral homes that have multiple locations, need to livestream multiple services at the same time, or only require livestreaming services occasionally.

Customer Service: Some pay-per-use plans come with dedicated customer service and support regardless of when your service is happening. This can be a tremendous advantage given that many funeral services happen on weekends and during nontraditional business hours.

Advantages Accounting: Easy expense accounting on a case-by-case basis, in much the same way some homes account for caskets, urns and other hard goods.

Cost Efficiency: If livestreaming is needed in multiple locations, concurrently at the same location or even infrequently, paying per use can be more economical than committing to a flat fee.

For instance: If you own multiple locations, you won’t need to secure contracts and monthly or annual fees for each location.

If you have the occasion to have multiple services happening at the same time, either in the same location or remotely, pay-per-use will enable you to service those needs without adding additional contracts and monthly or annual fees.

Scalability: This model allows you to scale up services based on need without worrying about exceeding a set budget. If you only livestream a small number of services per month, or in some

Flexibility: Ideal for funeral homes that are exploring livestreaming services or only need them on an as-needed basis. Pay-per-use provides the flexibility to offer livestreaming without a long-term commitment.

Disadvantages Potentially Unpredictable Costs: Costs will increase as the need for livestreaming increases, especially during times of higher demand.

Potential for Higher Long-Term Costs: For funeral homes that start to offer livestreaming regularly, the cumulative cost of pay-per-use could exceed that of a flat fee plan on a locationby-location basis.

2. Flat Fee Model A flat fee model involves paying a fixed amount, usually on a monthly or annual basis, regardless of how many livestreams are conducted. This model offers predictability and can appear to be more economical for funeral homes with consistent livestreaming needs.

Advantages Predictable Budgeting: A fixed fee simplifies budgeting by eliminating cost fluctuations, allowing funeral homes to plan more effectively.

Cost Efficiency for Frequent Use: If livestreaming becomes a regular offering, a flat fee can be more cost-effective than pay-per-use, especially if the fee includes a high number of, or unlimited livestreams.

46 www.FBSMagazine.com | November/December Issue 2024

CONTINUED

Disadvantages Higher Upfront Costs: Committing to a flat fee plan may require a higher upfront payment which can be a concern for homes with multiple locations, smaller funeral homes or those just starting to offer livestreaming services.

These plans often have caveats and limitations that are very important to understand. For example: Often, to control costs, these plans come with little to no customer service and support. This can be a challenge given that many funeral services happen on nights and weekends.

How many services can be performed at the same time?

Can services be livestreamed from multiple locations at no additional cost?

Can their services be viewed in all countries?

Potential for Underutilization: If the number of livestreams varies, there’s a risk of paying for more than what is used, leading to wasted resources.

3. Additional cost considerations International Reach: Some services, regardless of suitable internet, are not accessible in all geographies across the globe.

This can be an incredibly stressful issue for families with loved ones who live in certain countries and on certain continents. Make sure you consider your clientele and check with the providers you are considering prior to selecting a livestreaming provider.

ADA compliance and Foreign Language Interpretation Services: Some providers will proactively work with your staff to help address/facilitate access for those with communication challenges. Make sure you consider these issues in advance.

Technical Support: Some services offer free technical support before, during and after your services to help ensure they go smoothly. Most livestreaming companies do not provide this support free of charge 365 days a year. Given that in many funeral homes there can be several people using the audio and video equipment and this can sometimes result in setting changes that cause issues down the road, having access to some level of technical support 365 days a year can be a very valuable consideration.

Customer Service: Some providers offer free customer service support to your families and remote attendees before, during and after services to answer questions and help alleviate stress. This support can include helping people understand time-zone differences, last minute delays in service start times and even how to adjust the volume on the devices they are using to watch a service. This level of support can have a significant impact on how your families view the quality and value of the services you provide. It can also dramatically reduce your existing staff workload given they won’t be asked to handle these calls themselves. This too can be a very valuable cost consideration.

Which Model is Right for You? Deciding between a pay-per-use and a flat fee model depends on several factors, including the frequency of livestreams, technical/customer service support, and budget considerations.

Frequency of Livestreaming: If your funeral home plans to offer livestreaming somewhat regularly—such as for multiple services a week and you don’t care about after-hours customer service or being able to directly apportion your expenses on a caseby-case basis—a flat fee model may be a better route for you.

On the other hand, if livestreaming is something you do daily and often concurrently pay-per-use may be a better option.

And of course, if you only needed livestreaming occasionally, pay-per-use is the better option.

Budget Considerations: For funeral homes with tight budgets, the predictability of a flat fee can be reassuring, ensuring no unexpected costs arise. Alternatively, for those who prefer to pay only for what they use, the pay-per-use model offers more financial flexibility.

Scalability Needs: If your funeral home anticipates an increase in demand for livestreaming services, a flat fee model may offer better value, particularly if it includes unlimited or a high number of livestreams and the plan’s limitations aren’t of concern for you. However, if the future demand is uncertain, pay-per-use allows you to adjust your spending as needed without a longterm commitment.

Conclusion Both pay-per-use and flat fee models have their merits and offer distinct advantages and disadvantages depending upon your funeral livestreaming and business needs. For occasional users, the pay-per-use model provides flexibility and cost control. For funeral homes that anticipate regular use, a flat fee model may offer lower cost and billing simplicity. By carefully assessing your overall needs, you can choose the pricing model that aligns with your budget, philosophy and business model and helps you provide a compassionate, professional service to grieving families.

Full Disclosure My business partner and I aggressively explored both pricing models before we went into business and considered each carefully. In the spirit of transparency, in case it didn’t come through, we decided to offer a pay-per-use model, with no monthly fees, no annual fees, no set-up fees and no ongoing fees of any kind. Why? Because I was personally tired of paying for gym and club memberships, I wasn’t taking full advantage of. As a small business owner, I never like having someone else in my wallet every month, especially during slower times of the year (it’s not as big of an issue during the busy season) and pay-per-use keeps us on our toes to deliver the best possible service to our clients on every service we livestream.

Bruce Likly is President and co-founder of TribuCast™, a patent-pending remote funeral attendance system with clients established across the US and overseas. Likly’s experience includes developing and implementing technology and communications solutions that help businesses build a competitive edge and address changing market conditions. His experience spans a wide range of industries including funeral services, healthcare, manufacturing, professional services and distribution.

48 www.FBSMagazine.com | November/December Issue 2024

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Why Aftercare Investment Pays Off for Funeral Homes

BY NIKKI ANNE SCHMUTZ

F

essential post-funeral tasks listed on the checklist funeral homes typically provide.

Progressive funeral home owners are recognizing the long-term value of aftercare programs. As families navigate grief and practical challenges following a loss, aftercare services offer funeral homes a way to foster trust, maintain relationships, and ultimately improve business outcomes. Investing more in personalized aftercare is no longer just a goodwill gesture—it’s a strategic business move that can yield significant financial returns in the long run.

A successful aftercare program is built on personal connections.

Families appreciate when funeral homes stay involved beyond the funeral service. These touchpoints—such as sending cards on significant dates or making follow-up phone calls— demonstrate genuine care. Engaging families in this way helps funeral homes foster a sense of loyalty, which can lead to future referrals and positive reviews​. Service-based Aftercare programs offer a service product beyond the idea of a funeral, ultimately providing the funeral home a way to assist more families. All families, regardless of the size of the funeral package purchased, require assistance with estate matters.

Whether they turn to their attorney relative, to the lawyer down the road, or to the internet - the problem exists across the board.

uneral homes are traditionally focused on short-term services like memorials and burials. As full-service funeral purchases decline and cremation rates rise, funeral homes need to adapt to serve families who lack traditional customs for memorial decisions. How will these shifts shape the industry in the coming decades?

Aftercare services fall into two categories: Follow-up Aftercare or Service-based Aftercare.

Follow-up Aftercare includes the funeral director checking in after the services, delivering death certificates, utilizing texting and card programs, and preneed outreach.

Service-based Aftercare takes a progressive approach by offering dedicated resources and staff to assist families with

Create an Emotional Connection Increasing (or creating) an aftercare budget to provide more comprehensive services helps funeral homes ensure families feel seen, heard, and supported. This emotional connection increases the chance they’ll refer friends or leave positive online reviews—both essential for growth in an increasingly competitive industry. Word of mouth is the most powerful and effective tool in a community and there is no better way to generate it than by going the extra mile.

50 www.FBSMagazine.com | November/December Issue 2024

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CONTINUED Practical Support Fuels Growth Increasing aftercare budget allows a funeral home to offer more valuable resources—like estate closure assistance or grief workshops—which meet the growing demand for practical help after a funeral. Today’s families often need help navigating complex post-death processes, including estate help, government benefits, closing accounts, or accessing life insurance benefits​.

Differentiation from Competitors In a world where reputation drives business, an aftercare program can set a funeral home apart from competitors.

Boost Preneed Sales with Personalized Aftercare One of the most direct ways aftercare impacts financial returns is through the increase in preneed sales. When families have a positive aftercare experience, they are more likely to purchase pre-planned services for themselves or encourage relatives to do the same. This ensures long-term financial stability for the funeral home, smoothing out the unpredictability of at-need services​.

Stay Relevant in your Community Consistent follow-ups, such as reminders about estate management or anniversary events, keep your business top-of-mind for families. This brand visibility can lead to new opportunities through word-of-mouth referrals and partnerships.

CONCLUSION: Is aftercare worth the investment?

An aftercare program may require upfront investment in technology, staffing, and training, but the return on investment (ROI) is significant. This can help funeral homes reduce customer acquisition costs. Retaining relationships with past clients through personalized follow-ups requires far less effort than attracting new customers from scratch.

Increasing your aftercare budget creates a win-win: families receive the emotional and practical support they need, while your business benefits from enhanced reputation, customer loyalty, and future sales. In today’s competitive funeral industry, aftercare is not just an add-on—it is a strategic imperative that can drive growth and financial success and positions a funeral home as a trusted community resource.

FBS

Nikki Anne Schmutz, a Utah native, is a published author with a background in caretaking and as a Registered Behavior Technician (RBT) for special needs individuals.

After being widowed in 2016, she became an Estate Specialist in 2019 at Full-Circle Aftercare. Promoted to Director of Operations in 2021, Nikki now guides funeral homes, hospice providers, and families through the complexities of non-legal estate settlements.

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