Funeral Business Solutions Magazine September/October 2024 Issue

Your Guide for Funeral Industry Business Strategies | September/October 2024

Medicaid Crisis Planning: A multi-billion-dollar industry, now available to funeral professionals.

STORY 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.

OUR NEXT ISSUE WILL HONOR VETERANS Our November/December issue will feature a section on products and services that honor Veterans as well as a cover story on Mortuary Lift Company.

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www.FBSMagazine.com | September/October Issue 2024

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www.FinalEmbrace.com

FEATURES

SEPTEMBER/OCTOBER 2024 VOLUME II, No. 5

30

Medicaid Crisis Planning

16

FUNERAL HOME SUCCESS STORY

Dobbs Funeral Home Orlando, Florida

16 18

18

FEATURE EDITORIAL Essential Funeral Livestreaming Equipment Explained

BY BRUCE LIKLY

6

www.FBSMagazine.com | September/October Issue 2024

CON TENTS 20

Should You Pass Credit Card Processing Fees to Families?

BY JIM LUFF

22

20

22

Maximizing Efficiency: Planning the Ultimate Mortuary Cooler

BY JOEL SOELBERG

34

34

Fact or Myth: Should Funeral Homes Embrace the Digital Age?

BY CHASE DOWNS

38

Are You Serving the Right Families? Part 2

38

BY GEORGE PAUL, III

42 46

SPECIAL SECTION: Must See Companies at the 2024 NFDA Convention & Expo

42

Funeral Industry Customer Service in the Age of Amazon

BY ERIN CONNOLLY

50

The Basics of "Basis"

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

46

50

www.FBSMagazine.com | September/October Issue 2024

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CONTENTS

SEPTEMBER/OCTOBER 2024 VOLUME II, No. 5

COMPANY SPOTLIGHT

28 FOR-ETERNITY

Based in Montana, For Eternity is a wholesale memorial jewelry company that focuses on building individual brands of funeral homes. They feature high quality, one-of-a-kind keepsakes – many that are hand-crafted and made to order.

COMPANY SPOTLIGHT

32 FINAL EMBRACE

Based in Central Florida, this 23-year old family company makes a full-line of removal and alternative viewing products for the funeral industry. From graveside tables to infant removal containers, Final Embrace creates comforting products that bring humanity to the most difficult undertaking.

OTHER RESOURCES

12 54 8

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.

www.FBSMagazine.com | September/October Issue 2024

INDUSTRY HEADLINES 12

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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.

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.

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.

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.

Joel Soelberg is the Managing Director of Duncan Stuart Todd Ltd, a design and mortuary equipment firm that specializes in OSHA compliant Care Center renovations and new construction since 1992. He can be reached by email at info@duncanstuarttodd.com or call him at 720-583-1886.

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.

Chase Downs joined Gather in 2022 as a funeral service and death care advocate. He's excited to help share Gather's incredible story. He's been featured in several funeral service publications on a variety of subjects including software, marketing, technology, and funeral service. Reach him via email at chase.downs@gather.app, or learn more about Gather by visiting https://gather.app.

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

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.

10 www.FBSMagazine.com | September/October Issue 2024

FBSOCT24

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INDUSTRY HEADLINES

Tribute Technology to Match up to $10,000 in Donations to Selected Educational Trust LINCOLNSHIRE, IL — Tribute Technology has issued a matching gift challenge todonors to the Selected Educational Trust. Now through September 30, Tribute Technology will matchdollar-for-dollar all gifts made to the Trust up to a total of $10,000.

independent funeral serviceprofession. All donations made now through September 30 are eligible for matching, including contributions by mail (Selected Educational Trust, One Overlook Point, Suite 530, Lincolnshire, IL 60069) or online at www.selectedtrust.org/give-now.

“Our donors know that the Trust is making a real impact by funding scholarships, job placement tools, and education that provide a path to greatness for the next generation of the funeral service profession. This matching gift opportunity allows donors to double their gift’s impact,” said Stefanie Favia, ExecutiveDirector of the Trust. “We are deeply grateful to Tribute Technology for demonstrating their long- standing faith in the mission of the Trust and making this opportunity possible.”

For more information about the Selected Educational Trust, visit www.selectedtrust.org or contact Stefanie Favia at stefanie@selectedtrust.org.

“Giving back to the funeral service community is something that truly matters to us at Tribute Technology. We have a deep understanding of the challenges and dedication required in this professionbecause we talk with funeral directors every day,” said Courtney Gould Miller, Chief Customer Officer at Tribute Technology.

“Supporting the Selected Educational Trust is our way of helping to pave the wayfor the future leaders of our profession. It’s more than just a donation; it’s an investment in the peoplewho will be caring for families in the years to come.”

Donations to the Trust help support a suite of scholarships, workforce development tools and events, and educational courses for the advancement of all who work within the

About the Selected Educational Trust The mission of the Selected Educational Trust (www.selectedtrust.org) is to provide the best educational opportunities for the advancement and support of all who work within the independent funeral service profession. To fulfill this mission, the Trust provides programs which offer scholarships to mortuary science students andfuneral service professionals, online education through its Institute for Exceptional Funeral Service powered by National Guardian Life Insurance Company (www.funeral-institute.org) and networking and employment opportunities through its Workforce Development Centers.

About Tribute Technology Tribute Technology’s mission is to bring the best technology to all funeral homes, to help communities aroundtheworld celebrate life, and to pay tribute to loved ones. Over 9,000 end-of-life providers use Tribute Technology’s software and product offerings, including websites, marketing services, management software, and more. TributeTechnology is focused on helping funeral directors save time on tasks, so they can focus more on connecting withfamilies. Our mission is to give funeral directors everything they need to run their business in one place.

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INDUSTRY HEADLINES

friendly option for families opting for greener cremation or green burial. Crafted from all-natural materials, this insert features an interior lined with unbleached cotton fabric and equipped with cotton straps.

This commitment to eco-friendly materials ensures that families can make a responsible choice without sacrificing the dignity and comfort of their loved ones.

By pairing any Chaise Bed Viewer with the Nature’s Way bed viewer insert, eco-conscious families can reduce their carbon footprint and support sustainable practices, all while providing a respectful and elegant setting for their final goodbyes.

Starmark Expands Line of Bed Viewers with the Chaise Pine RICHMOND, IN— Starmark™ Funeral Products adds the Chaise Bed Viewer® 27” - Pine to its original lineup of Canyon Brown, Cherry Mahogany, and Walnut models. With its one-time use insert, the Chaise Bed Viewer equipment is positioned as an affordable cremation container for identification viewings and private farewells. To complement and expand Starmark’s increasing Chaise Bed Viewer line, the Chaise Bed Viewer 27” – Pine will sport a new green burial and cremation-friendly Nature’s Way bed viewer insert.

Since 2004, the Starmark brand has provided Sensible Solutions® for cremation. Starmark prides itself on providing environmentally conscious, innovative, economical, and high-quality products so that funeral professionals can focus on what matters most: allowing families the opportunity to lay their loved ones to rest in a dignified manner.

The bed-like Chaise Bed Viewer is designed with intuitive viewing in mind to provide families trending towards direct cremation with an option for identification of a loved one or a private, final goodbye with close friends and family. The Chaise Bed Viewer – Pine’s exterior styling features a natural finish with a water-based clear coat and simple stationary wood handles and is an affordable alternative to other direct cremation containers.

“Many direct cremation-choosing families believe the body is cremated without considering issues related to body handling, such as storage, transportation, safety, and positive identification,” said Arie Elder, VP of Merchandising for Starmark™ Funeral Products.

“Educating families and providing intuitive cremationfriendly options will allow funeral directors to discover a great benefit when understanding that one or more immediate family members will want to identify their loved one or hold a brief goodbye in a comfortable setting”.

Any Chaise Bed Viewer, paired with the Nature’s Way bed viewer insert, provides an environmentally www.FBSMagazine.com | September/October Issue 2024

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INDUSTRY HEADLINES

Batesville Expands its Technology Suite with Acquisition of Halcyon Deathcare Management Solutions BATESVILLE, Ind. – Batesville, a leading provider of burial, cremation and technology solutions to deathcare professionals in North America, announced the acquisition of privately-held Halcyon Deathcare Management Solutions, adding a proven, comprehensive management system for funeral and crematory professionals to its rapidly-growing technology business. As part of the transaction, Halcyon owners Sara and Perry Gard, and the company’s employees, joined Batesville and will continue to develop, market and provide support to customers and partners under the new Halcyon by Batesville brand. The acquisition is the company’s first since becoming a standalone deathcare business and reflects Batesville’s longstanding commitment to the future of funeral service.

“Over the last two decades, Halcyon has become one of the most respected providers of funeral home and crematory management software by delivering high levels of product innovation, technology leadership and outstanding customer service – all while maintaining the same integrity the company was founded on,” said Chris Trainor, Batesville CEO. “We are excited to continue to invest in new capabilities, new partnerships and integrations to support the changing needs of today’s professionals and provide a foundation for success for the next generation.”

Halcyon’s powerful functionality is complemented by an intuitive design that streamlines the onboarding process and advanced security measures to protect sensitive data. From its origins as a funeral management software application, the Halcyon suite has grown to include a spectrum of best-in-class management solutions, including: - Funeral home management software with a family-facing arrangement tool - Crematory management software with body tracking capabilities - Trade services management software - Pet cremation management software All systems are cloud-based, providing access anywhere on any device, with user-friendly navigation to maximize productivity. Software can be configured to meet the needs of individual customers.

“Batesville understands that technology is a powerful enabler and is committed to developing highperformance systems that deliver unprecedented functionality and efficiency for deathcare professionals,” said Sara Gard, Halcyon director. “We share that vision and look forward to this next chapter as part of the Batesville portfolio.”

Solutions for funeral homes, cemeteries, crematories, and trade businesses Management systems have become an essential tool for funeral homes, crematories, cemeteries, and other trade organizations. With the acquisition of Halcyon, Batesville has two modern, cloud-based solutions that provide the unique features and capabilities required by each, with professional support based in the U.S. MIS and Halcyon are complementary products and will continue to be marketed as such in the near term.

MIS Funeral Home & Cemetery Management Software MIS offers the advanced functionality, scalability and data security that cemeteries and large funeral home/cemetery combinations need to streamline complex operations, automate processes and eliminate redundancies – across a single site or an entire enterprise. It has a robust feature set that is designed to support the things that are critical to their business, including: - Auditability and compliance - Trusting and commissions for both cemeteries and funeral homes - Revenue recognition - Comprehensive reporting and analytics - 2-D and 3-D cemetery mapping - New online capabilities for payments and decedent burial search Halcyon by Batesville Funeral Home & Crematory Management Software Halcyon by Batesville was designed to support traditional funeral homes – both single and multilocation, crematories, including those offering aquamation and natural organic reduction, pet crematories, and other trade services in deathcare. It provides a quick and easy path to increase efficiency

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INDUSTRY HEADLINES

and automate data flow in less than 48 hours, and a rich feature set that includes: - Dashboard, electronic white board, notes, automatic task assignments - Forms management with a library of standard state and custom forms - Invoicing, payments and analytical reporting - AI tools for obituary creation and charitable donations - Family-facing arrangement tool - Chain-of-custody tracking with QR codes and GPS tracking - Trade partner portal Investing in the future Batesville has made significant investments in the development of technology solutions designed to simplify and automate routine tasks, drive consistency in core processes, accelerate the flow of information, and drive profits to customers’ bottom lines. From its world-class Batesville Connect® online ordering and account management system, to sophisticated digital product selection tools, management software, and custom websites with revenue-generating floral and

e-commerce offerings, the company is focused on building a portfolio of digital solutions that work well individually and deliver even greater value as part of an integrated landscape.

For more information on the Halcyon by Batesville management software, visit halcyondcms.com. To learn more about MIS management system, visit batesville. com/management-solutions.

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.

Exceptional service from a CPA firm that knows the funeral industry.

WWW.CLMCPA.COM Raymond L. Bald, CPA/CFE Principal Phone: 603-430-6200 Fax: 603-430-6209 Email: rbald@clmcpa.com Certified Public Accountants 118 Portsmouth Avenue Suite D206 Stratham, New Hampshire 03885

www.FBSMagazine.com | September/October Issue 2024

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

I became interested in the funeral profession as a teenager. I began working in a family-owned funeral home at 17 years old. I started with washing cars and vacuuming the carpets. I worked there for three years while finishing my college degree at Purdue University.

Once I finished at Purdue, I attended Worsham College in Chicago and got to live and work at the John Carroll Funeral Home on Erie & Wabash in downtown Chicago. After graduation, I returned to the original funeral home to work a few more years before moving to Florida in 1984.

Please share the history of your funeral home.

I worked for a year for a large funeral home/cemetery operation that was not yet corporate. Then in 1987, I began trade embalming. Doing that work encouraged me to open my own funeral home in West Orlando in August of 1989.

Like many funeral directors, I started out small in one location but moved in 1991 to our current building on Kirkman Road. It was the former Garden Chapel, owned by Cy Case of Baird-Case Funeral Homes.

Mr. Case owned the building and sold it to me after he saw my dedication to operating a family-owned independent funeral home to serve my community.

What makes your funeral home unique?

We are extremely family-oriented. Operating now with just myself and my son, Brandon (who has been licensed for 9 years). Often, we see our families together and run our own services. We take our own night death calls, conduct our own arrangement conferences, and work our own visitations and services.

Many of our return families will contact us via my cellphone because they've kept me in their contacts.

What does excellent customer service mean to you?

I think that treating your families the way you would want to be treated in their situation would constitute excellent customer service. The funeral industry is a unique business as we are trying to guide people at their worst and lowest time of their life. Compassion for their needs has to be job #1.

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

We have been serving West Orange County for 35 years. We still receive "new" calls from price shoppers or Google searches at times. But the majority of our business is from return families and referrals. The churches we deal with on a regular basis have our cell numbers and can call us at all hours of the day and night. They know we'll answer and be ready to help their members. We've done it for all these years and that consistency of service is our biggest asset.

Do you have any advice for other funeral homes?

If I had any advice to give it would probably be the same advice I give to my son on a daily basis. After all, he's coming into the business with the thought of perpetuating Dobbs Funeral Home. I'm nowhere near retirement age - well, at least not retirement time! - but I am sharing my experiences with him on a daily basis of all the things I've learned in my 49 years of being in the industry.

The best piece of advice I ever got was from an old funeral director when I was 18. "If you've got the time tonight to get something done, do it. You never know what's gonna happen between now and the morning!"

How are you involved in your community?

Community involvement is very important in our field.

You can do billboards or television advertising but the one-on-one connection of church involvement, rotary, and charity organizations is priceless. People

will remember you when they need you when they've done something with you. Besides, personal contact is still the most sincere way of connecting with another human being.

What excites you for the future?

New projects excite us. We're always looking at new ways to approach things. My son, Brandon, is 34 years younger than I am. He sees things with young eyes.

Sometimes it takes a couple of nudges but I always keep an open eye and ear to his suggestions and changes. You're never too old to learn new ways to do established things.

As a family funeral home, do you have a succession plan?

We are currently looking at some expansion projects to better serve our people. I'd like to think that the day I do hang up the black suit that my son has a future to keep this 35 year old tradition going strong.

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

I'd like to take the opportunity to thank you, Tim, for your great contributions to the funeral industry. You started as an associate in the corporate funeral world then to an administrator for our family firm and then launching an incredibly-successful business and now publishing this magazine, which is another great contribution to help our fellow funeral directors keep their businesses growing. We all appreciate your dedication to the funeral industry. FBS

www.FBSMagazine.com | September/October Issue 2024

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FE AT URE E D ITOR IA L

Essential Funeral Livestreaming Equipment Explained

BY BRUCE LIKLY

I

n recent years, funeral livestreaming has become a compassionate way to include friends and family who cannot attend a service in person. By broadcasting the service live, loved ones from around the world can attend remotely and pay their respects. To ensure the livestream is both dignified and seamless, having the right equipment is crucial. Here’s a guide to the essential tools for a professional funeral livestream.

1. High-Quality Camera A reliable camera is the cornerstone of any funeral livestream.

The goal is to capture the service clearly and respectfully, helping distant mourners feel as connected as possible.

A camera with a high-quality lens broadcasting at a lower resolution will deliver a better viewing experience than a poor-quality camera broadcasting at a higher resolution.

This is especially important in larger venues. When choosing a camera, consider the quality of the lens (12MP or higher) and its performance in low-light conditions, as many services occur in dimly lit environments. Whether you use a permanently mounted PTZ camera, a smartphone or tablet, a DSLR, a mirrorless camera, or a dedicated webcam, the camera should be stabilized using a tripod, permanent mount, or high-quality gyro-based gimbal. It should be discreet and capable of operating quietly during the service.

Using iPad and iPhone Cameras: For a portable or cost-effective option, the latest iPad and iPhone models offer surprisingly high-quality cameras suitable for funeral livestreaming. Both devices feature advanced camera systems, including optical image stabilization, 12MP lenses, and impressive low-

light performance. An iPhone or iPad can be a practical solution, especially in smaller venues or for those needing a quick setup. Their ease of use and portability make them attractive options for funeral directors who need to stream services from multiple locations.

2. Microphone Audio quality is crucial in a funeral livestream.

Clear sound ensures that eulogies, prayers, and music are audible to all viewers. The microphone setup should prioritize capturing voices clearly while minimizing background noise. Consider these microphone types: USB Microphones: Simple to use and ideal for straightforward setups.

Lavalier (Lapel) Microphones: Discreet and effective for capturing voices during eulogies or readings.

Shotgun Microphones: Directional mics that capture sound from a specific area, minimizing extraneous noise, especially in larger venues.

XLR Microphones: For larger or more formal settings, these professional microphones, paired with an audio interface, offer superior sound quality.

3. Lighting Lighting plays a crucial role in ensuring the livestream is clear and visually appealing, even in challenging conditions, such as older churches or evening services.

Choose a camera with high-quality automatic exposure adjustment capabilities, and consider these lighting solutions if needed: Key Lights: Provide the main source of illumination, ensuring speakers and the service are well lit.

Fill Lights: Soften shadows, particularly in dimly lit venues.

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Backlights: Create depth and help distinguish the subject from the background, offering a more polished look.

LED Lights: Lights with adjustable brightness and color temperature are recommended for their versatility and ease of use.

4. Video Switcher A video switcher becomes important if the livestream involves multiple cameras or different sources, such as slideshows or pre-recorded messages. The switcher allows you to seamlessly transition between these sources, ensuring the livestream flows smoothly. Features like screen overlays, the ability to add still photographs and slideshows, and embedding video directly into your broadcast can add a professional touch with minimal extra effort. Consider these types: Hardware Switchers: Reliable, dedicated devices suitable for professional setups where reliability is paramount.

Software Switchers: Installed on a computer, these are more affordable and versatile but depend on the computer’s processing power. Software like OBS Studio, vMix, or Wirecast provides a good balance between cost and functionality.

5. Encoder An encoder is essential for converting the video and audio feed into a digital format suitable for streaming. There are two types to consider: Hardware Encoders: Dedicated devices that are reliable and suitable for professional setups. Remember, like any computer, they need regular updates and reboots.

Software Encoders: Installed on a computer, these are more affordable and versatile but require sufficient processing

power. For most PCs, this means a minimum of 16GB of memory and a relatively new processor. Software like OBS Studio, vMix, or Wirecast can provide a good balance between cost and functionality but avoid running other memory-intensive applications like Microsoft Office or internet browsers during the broadcast unless you have more than 16GB of memory and a high-powered computer.

6. Reliable Internet Connection A stable and fast internet connection is non-negotiable.

Whenever possible, use a wired connection, as Wi-Fi can be unreliable, particularly in older buildings, and cellular signals may not always be available. A minimum upload speed of 8-10 Mbps is recommended, but higher speeds will ensure a smoother livestream, especially in crowded venues or when streaming at higher resolutions.

Considerations for Wireless Broadcasting: If you must broadcast wirelessly using Wi-Fi or cellular networks, ask guests to turn off their devices, especially during larger services. Every cellphone has multiple antennas (Bluetooth, Wi-Fi, and cellular) that actively search for signals, which can interfere with your livestream. For every 100 attendees, that’s 300 antennas competing for signals, which can disrupt your service. Always inform in-person attendees that you are livestreaming and ask them to turn off their devices completely (not just to airplane mode, as that only disables the cellular antenna, not Wi-Fi or Bluetooth).

7. Backup Power Supply To avoid interruptions during the service, have a backup power supply, like a portable battery pack or Uninterruptible Power Supply (UPS). This ensures your equipment remains operational even in the event of a power outage.

8. Broadcasting Software Broadcasting software is needed to manage the livestream, handle different media sources, and transmit the broadcast to your chosen platform. For funeral services, ease of use and reliability are paramount. Options include free software like Airmix Solo, PRISM Live or Live Now for iPads and iPhones, IRL Pro for Android devices, and OBS Studio for PCs. Conclusion Investing in the right equipment for funeral livestreaming can significantly enhance the experience for remote mourners.

A respectful and seamless livestream helps bring comfort to those who cannot attend in person, ensuring they can still share their condolences and benefit from the services.

Whether you opt for a traditional camera setup or use the high-quality cameras on newer iPhones and iPads, the key is to ensure every aspect of the service is captured clearly and respectfully, providing a dignified and professional result that loved ones will remember. FBS 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.

www.FBSMagazine.com | September/October Issue 2024

19

DI GE ST IB L E OS HA B ITES

Should You Pass Credit Card Processing Fees to Families?

BY JIM LUFF

A

t a recent board meeting of the Independent Funeral Directors of Florida, members engaged in a discussion about passing credit card processing fees to their families.

This is a consideration widely discussed within the industry as the fees can easily erode several hundred dollars of profit for each case.

Forbidden in the Past

Prior to 2013 funeral homes were forbidden by both law and credit card issuers from charging a “usage/convenience fee” for using a credit card. That has all changed and except for the states of Connecticut and Massachusetts, passing the cost of accepting a credit card is legal and allowed by credit card issuers such as Visa, Mastercard and American Express. Many funeral homes are embracing the recovery of these fees.

Why it Changed Visa and Mastercard were sued in a class action antitrust lawsuit and as part of the settlement of the case, funeral homes are now allowed to impose surcharges on families using credit cards. NFDA previously reported the lawsuit involving seven million credit card accepting merchants. The settlement included an agreement to eliminate a prohibition against funeral homes from imposing surcharges on families who pay with credit cards. Funeral homes can now recoup the swipe fees paid to Visa and Mastercard and other card brands.

Recovery Methods To recover the processing costs, funeral homes can elect to impose a surcharge of up to 4% of the transaction total.

As an alternative, families can be offered dual pricing.

With this model, there is one price for cash payments and a higher price for each service and item paid for by credit card. This is also known as cash discounting. Families paying by cash are offered a discount based on the lower price of dual pricing.

The Use of Technology One merchant services provider in the death care industry, Aurora Payments, has introduced a new comprehensive payment platform that integrates with existing software while expanding payment methods to include payment apps and electronic checks. QR codes allow families to quickly scan the code and click-to-pay from their mobile device or desktop computer. To avoid awkward conversations about surcharging, their product also features zero-cost processing that presents the cash price and credit card price on a terminal display.

What You Need to Know Prior to imposing a credit card surcharge, funeral homes must provide a 30-day written notice to Visa, Mastercard and their processor of an intent to add a surcharge. For Visa, merchants can submit a notification form by going to www. visa.com/merchantsurcharging. For Mastercard, please go to www.mastercardmerchant.com to post a 30-day notice.

Surcharges may only be imposed upon credit cards, and not debit cards. The amount of the surcharge may not exceed the amount of the swipe fee paid by the funeral home on the particular credit card. Therefore, funeral homes will need to know how much a swipe fee is on each card if they intend to fully recoup the full amount of the swipe fee.

Additionally, funeral homes must post a notice of the surcharge at the point of entry into the funeral home, at the point of sale, and on the receipt. For funeral homes imposing a surcharge, this would require adding a line item onto the Statement of Funeral Goods and Services Selected to record the amount of the surcharge.

Should I Impose a Surcharge Each funeral home will need to determine the impact on families and whether others in your market are embracing the rules. Funeral homes will also have to decide whether to apply the surcharge only on certain items or to impose it on all transactions. The financial world is changing, and consumers now realize the burden placed on businesses who choose to accept credit cards for the convenience of customers. 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.

20 www.FBSMagazine.com | September/October Issue 2024

MAXIMIZING EFFICIENCY: Planning the Ultimate Mortuary Cooler

BY JOEL SOELBERG

M

ortuary coolers are an indispensable asset for mortuaries, funeral homes, crematories, autopsy labs, and mortuary colleges. However, to truly harness their potential, it's crucial to plan for ergonomics, cost efficiency, and an optimal layout. By optimizing these aspects, you can enhance operational efficiency, minimize costs, and improve the overall experience and productivity of your staff. Here's how DSTCool recommends you get the most out of your next mortuary cooler.

Ergonomics: Designing for Ease and Safety Accessibility: Proper ergonomics begins with making sure your cooler and the cooler work area (for loading and unloading) are easily accessible to employees. The cooler should be in or near the loadin area of the facility. This prevents unnecessary movement of the decedent through the facility, reducing the overall loading time and reducing ergonomic risks to staff and 3rd party transport teams who perform the initial loading of the cooler.

The cooler should also be as near as possible to the workspaces the decedent is destined for, such as embalming labs, dressing and cosmetics, and crematory areas. By looking at the flow of the decedent through the facility, you can determine the best placement for the cooler.

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Internally, be sure to plan body racking for compatibility with the equipment you will use to access the racks.

The lowest rack should be at or above the lowest setting of a scissor lift, and the upper rack should not exceed the highest setting of the scissor lift. While this seems obvious, we find many facilities have a mismatch between the racking they use, and the devices they use to load and unload the racking. If you load manually, be sure to set the racks at comfortable heights to reduce bending, stretching and twisting by personnel. This is both a factor in planning the rack heights but also in planning the layout of the cooler that most efficiently allows staff to access each decedent without awkward movements.

Never let your staff play “TETRIS” at work! Coolers that require employees to reposition, move, and reorganize racks and cots each time they need to access a decedent in the cooler are an unwanted game of Tetris. Too often, coolers become packed over time with excessive body racks and cots that cover up the layers of racks behind them. This is due to the facility’s growth over time, or a persistent lack of prioritizing efficiency in the storage spaces of the facility. Double-handling decedents, excess repositioning of cots, and moving of racks within a cooler are a significant safety risk, and an operational inefficiency that costs the facility time and money.

CONTINUED

Safety: Ensure that doorways are wide enough for both personnel and equipment, and that the door wall and door swing directions are optimal for the direction the majority of the decedents will be coming from or going to. Where possible, install anti-slip medical flooring around and inside the cooler to prevent slipping accidents. Make sure there is adequate lighting inside the cooler and that all door handles and lock mechanisms are in good condition, easy to operate, and accessible to staff. We are seeing a lot more customers opt for doors to access each bay of the cooler, allowing them to access end-load body racks individually from a well-lit and open work area.

Historically, for example, you may have seen one cooler, one door. Now we are seeing one cooler with as many as five doors on one wall. This changes the work area to be outside the cooler versus inside, which allows for more room to maneuver and also allows for more room for team lifting and loading when needed.

See Configuration C in Diagram 1.

Cost Efficiency & Layout: Maximizing Your Investment Energy Efficiency: Choose energy-efficient models with good insulation and low-energy lighting. Regular maintenance, such as cleaning condenser coils and checking door seals, can prevent energy waste and prolong the cooler's lifespan.

Temperature Control: An efficient storage layout can help reduce energy waste and improve temperature maintenance by ensuring even cooling throughout the cooler and by minimizing the time doors are open. By organizing body racks, and having a workflow system

for identifying the racked location of each decedent, you can minimize the time staff spend searching for decedents and minimize the need for moving racks to access hidden racks in the back of the cooler.

Maximize Usable Space: Utilize the full vertical space of the cooler by installing body racks. This allows for flexible storage solutions and helps make the most of your cooler’s cubic footage. Or if you know your facility only needs 1-3 bodies stored at any given time, buy a smaller body box cooler instead of a walk-in cooler.

Or if loading a body box doesn’t fit your process, and you prefer to use cots for roll-in cooler storage, buy a short cooler that allows for easy cot floor storage.

By right sizing the cooler to your needs and process, you are not paying for cooling areas of the cooler that are unused. As noted above in the multi-door configuration C in Diagram 1 example, you may wish to get a multi-door cooler in order to cool only the decedent storage area, and not the loading work area.

This can save energy and costs over time.

A note on cooler sizing… All too often customers come to us looking for dimensions that aren’t efficient for mortuary industry use. For example, they ask for a quote on a “standard 10’ x 10’ cooler” with one door.

While we can certainly provide a quote for that, we find it really helps our customers to think about how the space will be used. Often in a 10’x10’ cooler scenario, customers plan to have two multi-tier body racks positioned on each sidewall of the cooler, with a centered door and center aisle to be the work area for accessing each body rack. See Configuration A.

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Given that body racks are about 7’ long, in this usecase, a 10’x10’ cooler can waste about 3 feet of cooler space on the backside of the cooler. While not compromising on the decedent capacity, and work area plan, the same customer could get a 10’x8’ cooler for less cost, cool less cubic space over time, resulting in operational cost savings.

Some could argue that you could possibly fit an extra cot or shelf, in the back of a standard 10’x10’ but in doing so you would be blocking it in, essentially planning in inefficiency, and playing Tetris again.

Not something we wish on anybody.

Conclusion Optimizing mortuary coolers involves more than just ensuring it’s cold enough or that it’ll fit in the room you want it to. By focusing on ergonomics, cost efficiency, and layout, you can create a safer, more productive, and cost-effective cooler for your facility. Well-designed mortuary cooler and storage systems not only support better workflow, employee experience, and safety, but they also contribute to meaningful long-term savings. FBS

Joel Soelberg is the Managing Director of Duncan Stuart Todd Ltd, a design and mortuary equipment firm that specializes in OSHA compliant Care Center renovations and new construction since 1992. He can be reached by email at info@duncanstuarttodd.com or call him at 720-583-1886.

THE ANSWERING SERVICE IN A CLASS OF ITS OWN

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1-800-868-9950 www.FBSMagazine.com | September/October Issue 2024

25

COMPANY SPOTLIGHT

For Eternity 406-205-4579 for-eternity.com

Who is For Eternity and what products do they provide?

Based in Montana, For Eternity is a wholesale memorial jewelry company that focuses on building individual brands of funeral homes. They feature high quality, one-of-a-kind keepsakes – many that are hand-crafted and made to order.

Premium and exclusive urn designs are also available.

How did For Eternity get involved in the funeral industry?

Owner Casey Doran began selling pet cremation urns online that were made by his dad, Rod. Rod was a Finish Carpenter and a dog lover. Over two decades, the product line grew to encompass cremation jewelry, photo engraved jewelry, fingerprint jewelry, Ash Infused jewelry and, most recently, Eternally Sealed jewelry.

What is “Ash Infused” and “Eternally Sealed” jewelry?

Ash Infused jewelry is a memorial pendant or ring that has a loved one’s cremains incorporated into the design. Ashes are mixed into gemstone quality resin set in sterling silver, 14k yellow gold, or 14k white gold. The result is a beautiful oneof-a-kind creation that can be passed from one generation to the next.

feature a funeral home’s logo on the cover with the products their clients can order, and gift packaging comes with the funeral home’s logo. A catalog stand and hardwood jewelry display stand for three pieces of jewelry, both featuring the funeral home’s logo, are also available.

What are the benefits to funeral homes using For Eternity?

Funeral homes enjoy an average of 80% profit with flexible MSRP, allowing them to adjust prices for their market and even build sales into funeral packages. When a funeral home chooses For Eternity, it cuts down on any stock they need to have on hand because most products are made to order. Most pieces are made in the USA and there is a quick turnaround time. Funeral homes can also place all their orders online.

Eternally Sealed jewelry is For Eternity’s latest creation. It is a traditional cremation pendant that is made in-house, filled, and then permanently sealed – with no unsightly screw – by the craftsman at For Eternity in sterling silver, 14k yellow gold, or 14k white gold.

What makes For Eternity unique?

For Eternity is unique because the mission of the company is to enable funeral homes to increase profit margins while building their brand, not For Eternity’s. Product catalogs

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How does For Eternity provide a solution for Funeral Homes?

For Eternity provides an easy way to enhance services offered to families & increase overall profit. There’s no minimum to buy or need to stock cremation jewelry, photo jewelry, and more on hand. With the full color catalog, families get a visual of all that is available. Combined with a jewelry display, clients can see and feel the quality before they make a purchase.

How would a funeral home contact you to start selling your products?

You can reach For Eternity at sales@for-eternity.com or by calling 406-205-4579. Our full catalog is also online at www.for-eternity.com.

Start making 80%+ profit on your Memorial Jewelry sales.

Call to set up your account and order your FREE branded catalogs today.

406-205-4579 | WWW.FOR-ETERNITY.COM | SALES@FOR-ETERNITY.COM

CO VE R S TOR Y

Untapped Potential for Deathcare Professionals: The Medicaid Compliant Annuity at Your Fingertips Nearly every funeral professional has encountered the age-old nursing home scenario: an individual comes into the funeral home and needs to pre-fund their funeral because they are spending down their assets for Medicaid. The client's limited assets slowly dwindle to their hefty nursing home bill, diminishing their life savings along with the ability to pass anything on to their heirs.

But what if you could help them pre-fund their funeral and save a large portion of their assets to pass to their family members—all while gaining Medicaid eligibility?

It may sound too good to be true, but it’s not.

In fact, this is common practice when it comes to Medicaid law and spend-down strategies. Yet, it hasn’t been available to the deathcare space. That is, until now.

Progressive funeral homes understand that this arena, once reserved for legal and financial professionals, also belongs to deathcare professionals.

Damon Wenig, a licensed funeral director and former funeral home operator, saw this scenario one too many times. “I always simply funded their funeral and sent them on their way. But when I learned that there are ways to legally pass this wealth on to Next Of Kin, I wanted in.”

Damon now serves as the Director of Funeral and Life Products at The Krause Agency, where he equips funeral providers in this Medicaid Asset Preservation space.

“In a world where one-stop-shop care gains market share, deathcare professionals who equip themselves as Medicaid resources serve more clients with greater impact, while adding significant revenue to their bottom line.”

This is exactly what Krause has built its business on.

The Krause Agency, a subsidiary of Krause Group (pronounced “kr-ow-ss”), has deep roots in Medicaid planning. Over the last 30 years, Krause has become the prevailing Medicaid asset preservation company in a multi-billion-dollar space, specializing in serving attorneys, agents and financial advisors, and now… funeral professionals.

The Importance of Medicaid Planning

With over 50% of individuals turning 65 today expected to require long-term care at some point in their lives, the rising costs associated with nursing homes are becoming a significant concern for families. Fortunately, Medicaid offers financial assistance for extended long-term care.

But qualifying for these benefits requires careful planning

30 www.FBSMagazine.com | September/October Issue 2024

and an understanding of complex regulations. Without a plan, many individuals risk depleting their life savings to cover these expenses.

Medicaid planning offers a solution. This approach is designed to help individuals who have an imminent longterm care need or already reside in a nursing home by expediting their eligibility for Medicaid benefits, allowing them to receive immediate financial relief from the high costs of long-term care. By strategically positioning their assets, individuals can protect their wealth while still qualifying for the assistance they need.

Introducing the Medicaid Compliant Annuity

A Medicaid Compliant Annuity (MCA) is a financial tool that funeral professionals can introduce to their clients as part of their preneed and planning offerings. An MCA is a single premium immediate annuity with provisions that comply with Medicaid’s strict requirements. It allows individuals to convert their excess assets into an income stream with no cash value, effectively reducing their assets to a level that qualifies them for Medicaid benefits.

Thomas Krause, J.D., CEO of The Krause Agency, played a key role in developing the current framework for the Medicaid Compliant Annuity that complies with the Deficit Reduction Act of 2005. He strongly advocates using an MCA to help clients pass their wealth to loved ones in a legal and regulated manner while ensuring compliance with Medicaid regulations. He adds, "A Medicaid Compliant Annuity is an invaluable tool for funeral professionals to offer their clients. It not only helps families preserve their hard-earned savings, but also ensures they can qualify for essential Medicaid benefits when they need them most.”

How Funeral Professionals Can Get Involved

Incorporating Medicaid planning services into your funeral home offerings not only enhances your business but also allows you to provide added value to your clients and peace of mind for their loved ones. Plus, you have the flexibility to choose how involved you want to be in the planning process. Whether you opt for a referral-based service or decide to integrate MCAs into your offerings, there are options available to suit your business model and client needs.

Wenig adds, “Our referral process not only allows families to save their money (often hundreds of thousands of dollars), but also compensates the funeral director for the referral—creating a win-win scenario, leaving lasting

brand loyalty and awareness for the funeral home and real assets for their clients.”

Option 1: Referral Service If you prefer a hands-off approach, you can refer clients who may benefit from Medicaid planning to The Krause Agency, and their strategic partner will handle the details.

You’ll receive a portion of the sale for each successful referral, allowing you to offer a valuable service without taking on the workload.

Option 2: Full Integration If you want to be more involved, you can offer MCAs directly through your business. The Krause Agency offers comprehensive training and support to guide you through the entire process. Adding MCAs to your preneed offerings enhances your service portfolio and positions your funeral home as a trusted advisor in the community.

The Benefits for Funeral Professionals

By offering Medicaid planning services, you are not just selling a product; you are providing a critical service that helps families navigate one of life’s most challenging situations. Krause emphasizes, “By incorporating Medicaid planning into their business, funeral homes can elevate their offerings and become a vital resource for their clients' financial and long-term care planning."

Market Differentiation: In a competitive industry, offering specialized services like Medicaid planning can set your funeral home apart, making it the go-to choice for families seeking holistic planning solutions.

Enhanced Reputation: Helping families protect their assets and secure their financial future enhances your reputation as a caring and knowledgeable professional.

How to Get Started

The need for long-term care planning is rapidly growing, and funeral professionals are uniquely positioned to provide this crucial service. By incorporating Medicaid planning or simple referrals into your offerings, you can help families protect their assets, qualify for Medicaid benefits, and secure their financial future—all while enhancing your business.

If you’re ready to explore this opportunity, contact The Krause Agency team to learn more. Whether you choose to refer clients to us or fully integrate Medicaid planning into your services, they are ready to provide the support and resources you need to succeed. Together, we can all help families achieve peace of mind and financial security during life’s most challenging moments.

The benefits to your funeral home include: Increased Revenue: Whether through referrals or direct sale commissions, offering Medicaid planning can open up new revenue streams for your business.

Client Retention: By providing comprehensive solutions that address both immediate and future needs, you build stronger relationships with your clients, leading to higher retention and referral rates.

www.FBSMagazine.com | September/October Issue 2024

31

COMPANY SPOTLIGHT

Final Embrace 800-896-0598 www.finalembrace.com

Who is Final Embrace and what do they provide?

Based in Central Florida, Final Embrace makes a full line of removal and alternative viewing products for the funeral industry.

How did Final Embrace get involved in the industry?

Started 24 years ago in a one-car garage, Final Embrace started because of the experiences that our founder, Tim Totten, had while working in a family funeral home.

Assisting with his first home removal, Totten was uncomfortable with the fake fur cover the funeral home generally used for removals and finally asked his boss for permission to buy and refit a quilt to make a nicer cover. The cover was a resounding success and made families take notice. Totten's boss wanted two more but Totten himself saw a full-fledged business opportunity as well.

What makes Final Embrace unique?

Still a family-owned company, Final Embrace has remained unique and successful by focusing on the needs of funeral professionals. We have continued to innovate with products like our Patriot Cot Cover, which reverses from beautiful fabric to a stars and stripes motif to honor military service.

We've also worked hard to create solutions in the face of rising cremation rates, offering both an AlternaView System for dressing tables and the IdentiView System for viewing in a cardboard box.

The Patriot Cot Cover Reverses to Honor Military Service.

What are the benefits to funeral companies using Final Embrace products?

First, our products are unique in the industry and create a more comforting image for a family dealing with the removal of a loved one or viewing their loved one outside of a standard casket.

Second, our products are made in the United States and come with a full one-year warranty against any defects. We stand behind our quality commitment so that our customers know they are getting the best we can produce. In fact, we have clients who call us ten years later saying their cover is finally starting to wear out and they might need another one!

Third, we've been around a long time and have committed ourselves to making the best product for a specific purpose.

Our church truck drapes have gone through so much testing and fitting that our expert here probably knows more about the different models of church trucks sold in the U.S. over the last 100 years than anyone in the industry!

What can we expect when we deal with Final Embrace?

We take customer service seriously. When you call or email us, you'll get a caring person who wants to help solve your problem. Whether that's overnighting a special cover for a police funeral or finding a special fabric to fit your specific needs, we are there for you and know that your success is our success.

The IdentiView System Fits on All Cardboard Cremation Boxes

32 www.FBSMagazine.com | September/October Issue 2024

SEE FABRIC SELECTIONS ONLINE!

Fact or Myth: Should Funeral Homes Embrace the Digital Age?

BY CHASE DOWNS age where technology touches nearly every aspect Ialsonofanour lives, it’s no surprise that the funeral industry is adapting to meet the needs of new generations of

consumers, who are only growing more digitally savvy.

But the question remains: is technology really necessary for today’s funeral consumers?

Adapting For All Generations of Consumers Too often, we hear that younger generations (Gen Z, for example) are heavy technology adopters. However, research from Pew Research Center shows that: - 90% of Gen Xers own a smartphone - 86% of millennials use social media - 85% of Boomers use the internet Here’s the moral of the story: funeral homes shouldn’t only be concerned about adopting new technology to prepare for new consumer trends. They may also be missing the mark with today’s consumers as well – including some of our older generations.

Educating Consumers Through Digital Channels In the early 2000’s, it seemed excessive for a local funeral home business to invest in an online presence. However, as seen with some of the data above, all generations are using internet to get answers to their questions today.

If your funeral home is trying to grow or expand, you can no longer solely rely on referral business. You must find a way to connect and educate new families and meet them where they’re at.

Research can help you formulate your digital strategy for 2025: - 81% of consumers use Google to evaluate local businesses - One negative online review can cost a business up to 30 customers - 70% to 85% of consumers abandon e-commerce checkout (depending on device) - The human brain processes visuals (such as video) 60,000 times faster than text

www.FBSMagazine.com | September/October 2024 only be concerned about adopting new 34 Here’s the moral of the story: funeral homesIssue shouldn’t

CONTINUED Here are just a few digital-first approaches that would be worth investing time and resources in for your funeral home business: - Creating a unique, SEO-friendly website design - Setting up online business listing and generating online reviews - Investing in more digital or online marketing channels (social media, email, text, etc.)

- Generating more video content vs. static content Enhancing The Family Experience From first call, to final disposition, and even to the preneed conversation that takes place with a family member after their loved one’s services have concluded, technology plays a critical role in every step of the experience that you create for families you serve.

However, there are oftentimes several different factors that can impact overall satisfaction: - Family Dynamics: family members may live far apart or not be close with each other.

- Impact of Grief: when grieving the loss of a loved one, families may struggle with making decisions or remaining patient while planning their loved one’s services.

- Unique Preferences: each family will have different requests and preferences.

Here are just a few different ways that funeral homes can use modern technology to help enhance the experience they provide to families:

- Cloud-Based Funeral Arrangement Software - Funeral Home Website Design - Interactive Online Obituary Experiences - Memorial Video Software - Phone Answering Services - Credit Card Terminals - Memorial Stationery Design Software - TVs for Arrangement Conference Rooms Technology Will Aid, Not Replace Your Team So the truth is, your funeral home should be exploring new technology every year – there will be new tools, new platforms, and new vendors that are designed to specifically help your business be successful.

That being said, the common misconception is that technology is going to take over the world. In our eyes, funeral directors are here to stay – technology can never replace the human element in death care.

It can simply help us fill in some of the pesky gaps that have always existed in death care, and even help us uncover new opportunities to better serve families. FBS

Chase Downs joined Gather in 2022 as a funeral service and death care advocate. He's excited to help share Gather's incredible story. He's been featured in several funeral service publications on a variety of subjects including software, marketing, technology, and funeral service. Reach him via email at chase. downs@gather.app, or learn more about Gather by visiting https://gather.app.

Here are just a few digital-first approaches that www.FBSMagazine.com | September/October Issuewould 2024 be worth investing time and resources in 36 for your funeral home business:

Are You Serving the Right Families? Part 2

BY GEORGE PAUL, III ruth be told not every family in your community is T the right family that you want to work with. Don’t believe me? Do you have difficult families? Are there

Here in America we have to remember something. What people buy says a statement about them as a person.

People buy luxury for status. People shop at Whole Foods because they care about quality. I could go on.

Your funeral home is no exception to this. Who a family chooses to handle the last rites of their loved one says something about them as a person and how they feel about their loved one.

Conversely, there are families you love. There are families that you want to help on a deeper level because you enjoy serving them so much. There are some families that make you stop and say, “I wish I could serve 200 families just like them. If I could I’d be very happy.” Those are the ones you do need be serving 200 times a year. They’re out there in your community. You just have to position yourself so they can find you easy and see clearly why they should pick you.

This happens whether it’s a traditional burial or a cremation. In fact, it’s actually more crucial if the family is doing a traditional burial because attendees are looking around at your facility, staff, vehicles, casket, funeral programs and everything that’s a part of the service. If any of that isn’t aligned to who they are as a person it will hurt YOU as a firm owner because people roll in tribes/ communities.

some families that you can’t wait until the service is over? Are there some families that if you see them in the caller ID you’re reaching for some TUMS before you take the call? If so, then you’re not targeting the right families.

Why Is This Important?

Now that COVID is over differentiation is becoming important again. Branding is becoming crucial. User experience is key and most importantly setting that up for the families you really want to serve is what’s going to keep your doors open.

Signs You’re Not Targeting the Right Families Each service is a way to get more families because people are invariably thinking that if their loved one passes in the future they will or will not go to your firm based on what they’re experiencing. Therefore, if the family you’re working with isn’t the right fit for the experience your firm provides then you’re in trouble because that’s who’s there

38 www.FBSMagazine.com | September/October Issue 2024

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CONTINUED and will come to you later. I’ll give you a true story to drive this home.

Could my business, Cherished Keepsakes, serve every funeral home in America? Yes, but in doing that early in my launch I saw the headaches that came with that.

I basically asked myself the same questions below and did exactly what I’m telling you and everyone is much happier now. I’ve seen what the right firm looks like and I focus on positioning myself for them. You need to do the same.

Thus, ask yourself some questions about the families you’re serving to see if you’re targeting the right ones.

Do more than half my families argue with me over price?

Do they ask for discounts or lots of add-ons before we even get started?

Your Ideal Family Profile Next you need to build a profile of your ideal family that everyone on your team knows and can get excited about serving. Pick 10 families you loved serving and take a closer look at them as individuals. You’ll start to see similarities. You want to take those similarities and create a profile of them.

Name (yes, give them a real name, but not one of an actual family, just similar) Gender Age Community area where they live Salary Car

Do they bring up my competitors to me often?

Spouse

Do they promise more exposure in exchange for discounts?

Children

Do they pay on time?

Do they follow my policies and get me what I need in time?

Do they see, appreciate and comment on the value I bring to the table?

Do they tell others about me without me even asking?

Could I envision serving 500 families just like them?

Of course, there are going to be a few exceptions but, most of your families shouldn’t have any of the negative qualities I talk about. You want families that are a joy to work with and happily pay your cost because they know they’re going to get so much more in return. So, how do you get those families? Strategy.

How to Target the Right Families You gotta know yourself first. It’s like dating. For a time you didn’t know what you wanted in a mate. So obviously you try going out with different people over a period of time. At some point you start getting serious and know what you want and don’t. Now the search begins.

However, you also do one important thing before you start your search for a mate. You say to yourself, “I know what I want, but WHAT DO I HAVE TO BE to attract that kind of person?” In other words, what qualities and traits do I need to develop in myself so that the person I want to spend the rest of my life will be attracted to?

This isn’t a bait and switch type thing because that’ll put you on the path to divorce quick. So, you focus on your development. In the same way you as a firm need to focus on yourself. What do you want for yourself in the future? What value do you want to deliver that’s dramatically different than other firms? What does your ideal family want? Then you start building your business around that because in doing so you both win.

Hobbies Interests Organizations Reading material TV Shows Values Objectives in a funeral service Problem they’re trying to solve with their funeral, Etc. If you need help use AI tools like ChatGPT to help you.

From there, get a stock photo that captures what your ideal family looks like and focus all of your branding and marketing on positioning yourself as the best choice for your ideal family. Does this mean you stop serving every family in your community? The short answer is no.

But you’ll be doing everyone a huge favor if you choose to focus on serving your ideal family. Until next time, I wish you success honoring the legacies in your care.

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

40 www.FBSMagazine.com | September/October Issue 2024

Must See Companies at the 2024 NFDA ANNUAL CONVENTION & EXPO

GOING TO THE 2024 NFDA ANNUAL CONVENTION & EXPO? Keep an eye on the following companies. This section highlights companies and their products and services that will be exhibited at the NFDA Annual Convention and Expo October 21-23, 2024 at the New Orleans Convention Center. Company information has been supplied by the manufacturers serving the funeral industry.

42 www.FBSMagazine.com | September/October Issue 2024

Mortuary Lift Company

Booths #1637, 3631

In this day of competitive business, efficiency is of the utmost importance. At Mortuary Lift we have been helping funeral homes become more efficient for more than 50 years. We have the experience to help you streamline your lift needs and improve your productivity, thereby giving your business an opportunity to be more profitable.

We have continually enhanced and adapted its features to improve what was already a superior product. Custom engineered specifically for the funeral, morgue and hospital industry, this heavy duty lift is the only All-in-One Lifting™ system you will ever need for your business.

866-353-2165 | www.mortuarylift.com | info@mortuarylift.com

Bio-Response Solutions

Booth #2351

Bio-Response Solutions is a family owned and operated company based in our hometown in Indiana. We make sustainable, non-burn technologies that have a place in our world’s future.

With over 30 years dedicated to refining alkaline hydrolysis technology, we have revolutionized the funeral profession with our Aquamation® systems.

Our systems offer a gentle, water-based alternative to traditional flame cremation, catering to both our human and pet loved ones.

The installation and operation of our Aquamation® systems are straightforward — they are renowned for their reliability, affordability, and extensive testing, with over 600 daily operators worldwide.

Join hundreds of death care professionals offering this option to the families they serve. As the AH industry leader, we have the experience and expertise to answer your questions, and the resources to ensure you will be confident adding this option to your business.

317-386-3500 | www.aquamationinfo.com |info@bioresponsesolutions.com

www.FBSMagazine.com | September/October Issue 2024

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Tukios

Booth #2154

Everything about Tukios is easy except saying the name. The most common question we hear is “what’s a Tukios?” Tukios is the plural form of a word from the Swahili language that means “event.” We pronounce it “tookey-ohs.” We wanted our name to be just as unique as our company.

Tukios was launched in 2009 to make funeral directors’ lives easier by saving them time and money on tribute videos. We have since merged with FuneralRecording. com and in the most recent years have started providing websites and aftercare programs.

Our passion is making great products that are indispensable to funeral directors everywhere. We love to hear from our customers and are constantly adding new features they request.

801-682-4391 | www.tukios.com | support@tukios.com

Crowne Vaults/Cressy Memorial

Booth #3123

Crowne Vaults are made of high impact ABS plastic. Unlike traditional concrete urn vaults which are porous, heavy and require multiple staff for lowering, these are lasting, lightweight and can be buried by one person. Of course as a women majority company, Crowne Vault celebrates that interring is easy for both genders.

In addition Crowne Vault can be decorated with something as simple as a Sharpie marker. Funeral Homes can enhance and add warmth to the wake or graveside service by allowing families to sign and write goodbyes during at the memorial. Other families may like to add memorabilia such as letters, awards, photos and other small tokens to the extra space around the urn. Our “commodity-priced" vault comforts families in knowing that their urn will be protected and dry for generations to come.

866-763-0485 | www.crownevault.com

Hilton Funeral Supply

Booth #1516

YOUR COMPLETE FUNERAL SUPPLY SOURCE! Hilton Funeral Supply is excited to announce our presence at the highly anticipated 2024 NFDA International Convention & Expo. Our commitment to forging strong relationships with funeral professionals solidifies our position as a trusted provider of premium funeral supplies.

Our mission is to simplify the way funeral professionals shop for funeral supplies while reaffirming our commitment to excellence through our partnerships with leading industry brands.

Hilton Funeral Supply is ready to listen and ready to respond.

800-433-8878 | www.HiltonFuneralSupply.com

44 www.FBSMagazine.com | September/October Issue 2024

Duncan Stuart Todd

Booth #3628

Remodeling your Prep Room or Care-Center? Do you need to add capacity to your care center? Building a new care-center?

Duncan Stuart Todd (DST) designs and equips Preparation Rooms, Dressing & Cosmetic Rooms, Ritual Prep Rooms, Crematory and Viewing Rooms, Aquamation Rooms, ID Rooms, Cooler and Storage areas, and Employee locker and bathrooms. If it's a back-of-house mortuary workspace that needs to be built, or remodeled, DST is the expert in design & equipment. DST works with you, your architect, and contractors, to ensure you get the best layout, combined with the latest OSHA & code compliant equipment. Ask about our OSHA compliant PrepAir HVAC systems!

720-583-1886 | www.duncanstuarttodd.com | info@duncanstuarttodd.com

Starmark

Booth #3422

Starmark manufactures products such as premium wood and metal ceremonial rental caskets, corrugated fiberboard inserts, Artisan alternative cremation containers, and urns (Starmark is the largest maker of cremation urns in North America).

The team at Starmark thinks only about cremation and products for the changing industry landscape. Starmark is 100% focused on providing Sensible Solutions (R) for cremation that improve funeral home revenue from direct to full services.

Pictured at left: Starmark's innovative Chaise Bed Viewer.

888-366-7335 | www.starmarkcp.com | sales@starmarkcp.com

Final Embrace

Booth #3113

The leading manufacturer of removal and alternative viewing products, Final Embrace creates a full line of products designed to make your first interaction with a client family as comforting as possible.

Their innovative IdentiView System makes even the simplest direct cremation identification viewing a more comforting experience.

From Precious Cargo Transporters and Comfort Pouches, to Reversible Patriot Cot Covers and VersoTables, Final Embrace has solutions for all your removal and viewing needs.

800-896-0598 | www.FinalEmbrace.com | info@FinalEmbrace.com

www.FBSMagazine.com | September/October Issue 2024

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Watch our 30-minute roundtable discussion of this article now!

Funeral Industry Customer Service in the Age of Amazon

BY ERIN CONNOLLY In the wild and wooly world of retail, there exists a formidable beast known as Amazon. This giant of online commerce has revolutionized the way consumers shop, turning the once tedious task of buying stuff into a one-click wonder. But with this convenience comes the cost of changing expectations for both funeral clients and funeral professionals.

In the not-so-distant past, funeral directors were the undisputed kings and queens of customer service, navigating the delicate art of guiding families through life's toughest moments. Then, Amazon came along and turned the marketplace into a highspeed, instant-gratification frenzy. Now, even funeral directors must grapple with the wild expectations set by the mighty Bezos empire. The modern public seems to believe that behind every service and goods transaction waits an army of robots and people working to deliver their order at record speed with competitive pricing.

funeral industry interactions when consumers expect funeral staff to have things handled the moment they express a desire.

Fortunately for the industry, funeral homes have always been prepared to move at lightning speed to accomplish the seemingly impossible. Few other industries have to plan and execute full-scale events that coordinate multiple sites and details in just a few days. Of any offline business, funeral homes are perhaps more prepared to counter these increased demands for speed than most.

Helping to Set Your Client’s Expectations

The Amazonification of Funeral Services

It is important to temper your client's expectations by explaining the realities of putting together an involved and nuanced event like a funeral. This begins by laying out what it takes to get large items like caskets and vaults delivered in just a day or two, how the coordination of clergy, funeral location, cemetery/crematory needs will take multiple contacts and double- and triple-checking. While it is not necessary to go into full details with your client family, a quick overview of the things you will be handling and the timeframes for those items will set them at ease and help them understand the realities of delivery times.

Here is a “what-if” scenario:

Helping Your Clients Understand The Difference

A bereaved family walks into a funeral home, and instead of the usual respectful inquiries, they whip out their phones, expecting to track the progress of their loved one's final arrangements in real-time.

1. Educate Clients.

Gently remind them: Explain that quality takes time. "We’re not delivering a tempurpedic bed; we’re honoring a life."

The Personal Touch: Highlight the importance of personalized services that can’t be automated. "We promise, our compassion isn’t delivered by drones. We have living, breathing humans to support your process."

Welcome to the brave new world where even in the solemnity of funeral services, clients expect the kind of service they get when ordering socks online. Amazon’s disruption of the marketplace has trickled down to the funeral industry.

"Can we get a delivery estimate on the casket?" they ask. "And do you have a 'One-Day Funeral' option?"

Yes, thanks to Amazon, people now expect a veritable army of robots and people boxing up their order the moment they click 'buy,' delivering it faster than you can say "Prime shipping."

As general consumers, we've been trained to believe that the moment we click "buy", someone is putting the item into a box and shipping it to us immediately. This can manifest itself in

2. Highlight Quality and Care: Show the difference: Use testimonials and stories to show how personalized care makes a difference. "We’re not just a funeral service; we’re a memory-making service."

Compare experiences: Explain that while the internet delivers packages, you deliver peace of mind and closure, which can’t be rushed. "Amazon Prime can't deliver comfort in 24 hours."

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3. Offer Packages: Bundled services: Create packages that balance affordability with quality. "Our Silver Package is a deal that Jeff Bezos would envy."

Value over cost: Emphasize the value of what clients are receiving. "You wouldn’t want a discount memorial for a premium life."

4. Flexible Payment Options: Payment plans: Offer flexible payment plans to make costs manageable without compromising quality.

"It’s like layaway for legacy."

Discounts for referrals: Provide discounts for referrals or repeat business. "Bring a friend next time, and you both get a discount... though we hope it’s not too soon."

5. Transparency and Communication: Clear pricing: Be upfront about costs and what they include. "No hidden fees – unlike your cable bill."

Regular updates: Keep clients informed about the process. "Your casket is being hand-crafted and not by an assembly line."

By using these strategies, funeral directors can gently steer clients away from the instant gratification mindset and towards understanding the value of thoughtful, quality services. It’s about creating lasting memories, not just meeting the next-day delivery standard.

Funeral directors have gone from compassionate caretakers to logistics wizards, all while maintaining the grace and dignity that the profession demands. It’s a mad, mad world where even saying goodbye has been touched by the magic of Prime shipping. But please do remember that until they introduce Amazon Afterlife Services, funeral homes definitely have the competitive edge.

Dealing with Consumers Buying Elsewhere On the off chance that your client decides that a large online service like Amazon or Costco can get them a casket faster and cheaper, be prepared for something to go wrong. While there is always a concern about an item arriving damaged, the worst scenario is a missed delivery or cancellation by the seller. While your family made their own choice to risk it by buying from a non-local source, you are still the one who has to pick up the pieces when it goes wrong. You don't have the

luxury of a faceless corporation that can just say "sorry, we're out of stock so we refunded your order."

Highlight Your Years of Great Customer Service In fact, this drive toward impersonal monolithic control of consumer products leaves an opening for you to highlight the personal, local service you provide. Advertising and social media campaigns focusing on the many years you've provided consistent service to your community are now more effective than ever.

Remember You Are Also a Consumer The "Age of Amazon" has also turned each of us into consumers with speedier expectations. It's important we all remember that the amazing companies we buy our own funeral industry products from are dealing with similar pressures from large retailers. The urn supplier you have always used is seeing competition and customer service pressure from online retailers. The equipment manufacturer who has always been there to answer your questions needs your continued support to maintain the speciality expertise and knowledge that a large multinational corporation just cannot curate.

When dealing with your suppliers, realize that supply chain issues, heightened demand during the pandemic, and other economic pressures have created challenges that they are working through. Your continued support is important for their survival. While cheaper options continue to flood the marketplace, too often those are inferior and do more damage to the industry than good. 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. Spending much time in the newsroom sparked her own journalistic instincts.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.

#2351

aquamationinfo.com

www.FBSMagazine.com | September/October Issue 2024

47

Prep Table or Your Stretcher for Viewing.

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The Basics of "Basis"

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

V

ocabulary is extremely important in professional disciplines. The proper use of certain words is critical in properly conveying correct information.

Some words will be unique to a particular profession or industry, while other, more common words will have a specific contextual meaning. A vault, for example, will mean something very different to a funeral director than it will to a banker. The same is true with certain words in the tax code. One such word is “basis”.

As a tax practitioner, I try to avoid using technical tax terminology with my clients because it can lead

to unnecessary confusion. However, “basis” is one of those terms I can’t avoid using because of how prevalent it is in our tax system and its crucial impact in determining taxable gains and losses.

So what is “basis”?

According to IRS’ Publication 551, Basis of Assets, basis is the amount of your investment in property for tax purposes. The investment could be in stocks, a building, equipment, or even a retirement account.

That sounds simple enough, doesn’t it? However, as you’ve probably learned by now, few things in the tax code are simple and basis is no different.

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A Growing Opportunity for Funeral Professionals

Enhance your preneed offerings by helping families protect more assets and obtain financial assistance for long-term care.

Do you have clients facing a nursing home stay? If so, you can offer them a solution that preserves their hard-earned savings and accelerates their eligibility for Medicaid benefits. Through a seamless referral process, we will work with your clients to maximize their funeral contracts and strategically pass their assets to family, all while remaining Medicaid-compliant.

When you refer a Medicaid planning case to The Krause Agency, you get dependable Medicaid planning assistance, plus: Brand loyalty and market differentiation for your funeral home Peace of mind that your client is taken care of A competitive referral bonus

Learn more and get started today! thekrauseagency.com/funeral-director-referral

CONTINUED

Consider the following example: If you invest $1,000 to purchase 100 shares of Apple stock, your total basis in the stock is $1,000. If you subsequently sell all that Apple stock for $5,000, your taxable gain is $4,000. So far so good. But what happens if you only sell half of that stock?

The basis of 50 shares would be $500, and if you sold those 50 shares for $5,000, your gain would be $4,500. Still not too bad. Now let’s suppose you purchased those shares in two different blocks; one block of 50 shares for $300 and one block of 50 shares for $700. Your total basis (i.e. investment) for the 100 shares is still $1,000, but the basis for each share now depends on which block of shares you’re looking at. The first block has a basis of $6/ shr while the second block has a basis of $14/shr.

If all the shares are subsequently sold for $5,000, the gain is still $4,000. However, suppose you only sell 50 shares. How do you determine the basis of the shares you sold? Depending on your ability to specifically identify the shares being sold, the tax code contains three different ways to determine the basis resulting in a potential gain as high as $4,700 to as low as $4,300 or something in between. So much for tax simplicity.

Basis is also complicated by the rules on how it’s initially calculated and the subsequent changes that can be made to it. In other words, basis can become a moving target. Consider how this applies to a business asset. If you purchase a hearse for $80,000, your initial basis is $80,000. However, if you are also required to pay sales tax on that purchase, the sales tax must be added to the cost basis of the hearse. Assuming a 5% sales tax, the hearse’s cost basis will be $84,000. This is the amount that will be used to calculate annual depreciation for the hearse.

If depreciation expense for the hearse is $16,000 in year 1, the “adjusted basis” is now $68,000 ($84,000 - $16,000). As you can see, the original $80,000 basis of the hearse has changed twice in a single year; once for the sales tax added to it and again for the depreciation taken on it. If the hearse were sold for $75,000, the gain on the sale would be $7,000 ($75,000 - $68,000). Notice the gain is based on the adjusted basis of $68,000; not the original basis of $80,000. This is a common mistake made by my clients. They estimate their gain or loss based on what they originally paid for something while failing to consider the changes that were made to the original basis for such things as depreciation.

Another common occurrence where basis is a moving

target applies to S corporation stock. Many funeral homes are taxed as S corporations for very good reasons. However, an owner’s basis in their S corporation will constantly change, affecting such things as deductible losses, whether distributions are taxable, and the taxable gain or loss on the eventual sale of the business. An owner’s initial investment in the S corporation will be their beginning basis, and it will increase and decrease due to pass-through income and losses, as well as additional investments in, or distributions from, the company. Keeping track of S corporation basis is so important that IRS now requires completion of a tax form that calculates your basis annually.

It's also important to note that tax basis is determined using post-tax dollars; not pre-tax dollars. An investment made with pre-tax dollars has no tax basis. A perfect example of this is a traditional IRA. If you made tax deductible investments of $100,000 in an IRA over your life-time and it grows to $500,000, the taxable portion of the IRA is not just the $400,000 gain in value. The full amount of the IRA is taxable when withdrawn because you were never taxed on the initial investment of $100,000. However, if the investments in the IRA were never deducted (e.g. because your income level disqualified you from making tax deductible contributions), you would then have a $100,000 tax basis and only $400,000 of the IRA would be taxable.

As you can see, understanding and tracking basis is critical for good tax planning, but it’s also complicated.

The tax laws dictating how basis is calculated, how it changes, and its effect on gains and losses are complex. Be sure to work closely with your accountant to monitor and track your basis, especially when considering major business decisions. Doing so could help avoid an unpleasant surprise. 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.

52 www.FBSMagazine.com | September/October Issue 2024

Advertiser Index

THANK YOU FOR SUPPORTING OUR ADVERTISERS!

ASD myasd.com Bio-Response Solutions aquamationinfo.com

25

43, 47

Funeral Home Gifts funeralhomegifts.com

53

Hilton Funeral Supply hiltonfuneralsupply.com

44

39

BSF 4bsf.com

55

Kanga-Woo kanga-woo.com

Cherished Keepsakes cherishedkeepsakes.com

9

Krause thekrauseagency.com

Continental Computers continentalcomputers.com Cremation Systems cremsys.com Crowne Vault crownevault.com Cummings, Lamont, McNamee PLLC clmcpa.com Duncan Stuart Todd duncanstuarttodd.com Final Embrace finalembrace.com For Eternity for-eternity.com

2, 37

41

41, 44

15

13, 45

4-5, 33, 45, 48-49 29

54 www.FBSMagazine.com | September/October Issue 2024

Cover, 51

MemoriaLeaf memorialeaf.com

26-27

Mortuary Lift Company mortuarylift.com

35, 43

Passages International passagesinternational.com

21

Starmark starmarkcp.com

11, 45

Tukios tukios.com

44, 56

United Precious Metals Refining, Inc. unitedpmr.com

23

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