July-August 2024 Issue of Funeral Business Solutions Magazine
Our September/October 2024 issue will be back in print form and will preview the upcoming NFDA Convention in New Orleans! DON'T MISS OUT ON FUTURE ISSUES!
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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.
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.
Matt Manske is the Managing Member of the company BSF, LLC (website: www.4BSF.com). He can be contacted at 913.343.2357, or by email at matt@4BSF.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.
Ann Heinz, JD, CDEI, GSI is an experienced writer and editor of professional education courses. As product manager of WebCE's funeral continuing education product line, she is dedicated to providing quality content. to connect with Ann, email her at ann.heinz@webce.com or call her at 972-616-1079.
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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.
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Creating lasting connections
We know our service is a reflection of the care you provide to families. That’s why we go above and beyond to provide a real connection with them, like a handwritten note sent by an NGL representative after a memorable conversation. Relationships are priceless, so we work every day to build them on your behalf. Scan the QR code to learn more
INDUSTRY HEADLINES
PlotBox launches Funeral home aI oBItuary assIstant
PlotBox unveils a new AI-assisted obituary writer as the newest addition to its best-in-class funeral home software solution.
Accessed from within PlotBox’s case management module, the AI Obituary Assistant enables the automatic generation of personalized obituaries based on prompts about the loved one, with options to incorporate meaningful quotes and other information.
It also uses information on the deceased previously entered into PlotBox, such as relationships - for example, spouse or children, as well as booked service information to help create the most comprehensive obituary possible.
It then provides the ability to refine and recraft, helping to create a specially tailored and meaningful obituary.
PlotBox Co-founder and CEO Sean McAllister said,“We are proud to be able to bring the AI Obituary Assistant to our growing number of funeral home customers.
At PlotBox, we are deeply committed to the responsible use of AI technology in enhancing our services, while respecting the sensitivity required for the deathcare and funeral industry.
We see AI transforming deathcare management by introducing greater efficiency and offering new ways to support families during their times of need.
That’s why we continue to embed many AI capabilities within PlotBox and have created a strong roadmap to utilize the many benefits it can provide within the solution as a whole.”
PlotBox Co-founder and CCO Leona McAllister explains how the AI Obituary Assistant harnesses the power of technology to enhance empathetic care,
“An obituary is so much more than the notification of death - it’s the story of a life - a personal, lasting tribute.
With so many important decisions to be made at such a challenging time, composing an obituary that fully captures what a family wants it to, understandably, does not always come easily.
The Obituary Assistant has been designed to alleviate some of that burden for the family while allowing funeral professionals to focus on caring for them.
And as Sean said, this underpins our approach to the use of AI across our products and services - rather than replacing that all-important person-to-person human touch, the two can work in harmony to harness the strengths of both.
And this is only the beginning for the AI Obituary Assistant; cemeteries and crematories can have access when upgrading to the cases module, and we are developing cross-functionality with our EverAfter digital engagement platform, allowing for obituaries to be displayed online alongside a range of digital materials such as memorial cards and photographs.”
To learn more about PlotBox’s funeral home software visit: https://plotbox.com/combo-cemetery-software
PlotBox is the innovative cloud-based digital deathcare management solution that enables cemeteries, crematories, and funeral homes of every size to serve better, save time, increase revenue, reduce risk, and sustain long-term growth. The essentials of deathcare management seamlessly integrated into a single, easyto-use platform for more streamlined processes and increased efficiencies, with exceptional customer support local to you. Headquartered in Northern Ireland, with on-the-ground representatives in the United States and Australia, our 120-strong and growing multidisciplinary team of experts provides the same professional levels of service and satisfaction across the globe.
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.
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
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.
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.
nFda chamPIons Veterans' BurIal BeneFIts In congressIonal hearIng
Brookfield, Wis. – The National Funeral Directors Association (NFDA) reaffirmed its dedication to honoring the nation’s veterans with dignity and respect by testifying in favor of several legislative bills during a hearing held today by the U.S. House of Representatives’ Committee on Veterans’ Affairs Subcommittee on Disability Assistance and Memorial Affairs.
Lesley Witter, Senior Vice President of Advocacy for NFDA began her testimony before Congress by thanking Chairman Morgan Luttrell (R-TX), Ranking Member Chris Pappas (D-NH), and Members of the Subcommittee, for inviting NFDA to participate in this vital hearing.
“Mr. Chairman, NFDA extends gratitude to you and your fellow veterans in Congress for your service to our nation, both on Capitol Hill and in the armed forces. We commend the Committee for its ongoing efforts to ensure veterans receive the benefits they have earned through their service and sacrifice … NFDA appreciates the opportunity to provide our perspective on matters related to funeral and burial benefits.”
While the Committee was deliberating on 18 bills addressing critical issues affecting veterans, Witter shared NFDA’s support for six specific bills:
• “Mark Our Place Act” (H.R. 6507): Would ensure every veteran continues to receive the memorialization they deserve.
• “Dennis and Lois Krisfalusy Act” (H.R. 7729): Would expand eligibility for headstones, markers, and burial receptacles to include certain individuals who passed away before November 11, 1998.
• “Flowers for Fallen Heroes Act of 2024” (H.R. 8792): Would establish a program for ordering flowers at gravesites overseen by the American Battle Monuments Commission to respectfully memorialize the more than 200,000 Americans who perished in WWI or WWII.
• “Veterans’ Burial Improvement Act of 2024”: Would make certain burial benefits permanent for spouses and children of armed forces members who die while on active duty. Would also enable the Secretary of the Department of Veterans Affairs (VA) to cover costs for
transporting a veteran from the place of death to a designated cemetery.
• “Preserving Veterans’ Legacy Act of 2024”: NFDA has collaborated closely with the VA and the National Cemetery Administration to understand the challenges posed by gravesites containing commingled remains or multiple individual graves of unclaimed veterans. This bill would enable the VA to furnish a group burial headstone or marker for eligible decedents, while ensuring that every effort is made to acknowledge each individual by name whenever feasible.
• “Ensuring Veterans’ Final Resting Place Act of 2024” (H.R. 8854): NFDA has previously raised concerns about a provision in Section 2207 of P.L. 116-315 that could unintentionally jeopardize the veteran’s eligibility for ground burial by opting for an urn benefit from the VA. This contrasts starkly with privately purchasing an urn, which does not impact burial rights.
NFDA supports legislative adjustments that allow families to reimburse the VA for an urn provided by them, thereby safeguarding continued eligibility for interment alongside their spouse in a VA or national cemetery. In alignment with this stance, NFDA also supports H.R. 8854, which empowers veteran families to make informed decisions regarding their loved ones' final resting places.
During her testimony, Witter noted, “These legislative initiatives are crucial steps toward ensuring that our veterans and their families receive the utmost respect and recognition for their sacrifices to our nation. NFDA is proud to support these efforts and remains committed to advocating for the dignified treatment of our nation’s heroes.”
NFDA President Douglas R. "Dutch" Nie II, CFSP, CCO, CMFP, owner, president and CEO of Nie Family Funeral Home & Cremation Service in Ann Arbor, Michigan, is both a licensed funeral director and Air Force veteran. Reflecting on his dual roles as a funeral director and a veteran, Nie said, “The funeral and burial of a veteran is profoundly meaningful to the family of the deceased. Every time I witness military honors being rendered at a military funeral, it serves as a poignant reminder of the earned burial rights that should forever be honored.”
NFDA’s Advocacy on Behalf of Veterans NFDA has built a strong legacy of advocating as the voice of funeral service and veterans on Capitol Hill through its continuous advocacy and expert guidance. NFDA closely collaborates with key Congressional committees, the Department of Veterans Affairs, and veterans service organizations to ensure that the perspectives of funeral directors – who are dedicated to ensuring every veteran receives a respectful and dignified final tribute – are effectively communicated and represented.
On behalf of NFDA and its members, Witter successfully advocated for the passage of “The Corey Shea Act” [P.L. 111-275], which grants parents of deceased veterans the right to be buried with their children if the veteran has no living spouse or minor children. She also led the charge in advocating for the passage of the “BRAVE Act” [P.L. 116-315], which updates veteran burial benefits to ensure veterans are not penalized for where they die and are treated equally based on their service, not the circumstances at their time of death.
Witter has previously represented NFDA by researching, writing and providing oral testimony to the House
Veterans’ Affairs Subcommittee on Disability Assistance and Memorial Affairs on multiple occasions. She also works with members of Congress and staff on legislative language and providing written testimony and comments to the VA on issues impacting funeral service and grieving families. FBS
NFDA is the world's leading and largest funeral service association, serving 20,000 individual members who represent nearly 11,000 funeral homes in the United States and 49 countries around the world. NFDA is the trusted leader, beacon for ethics and the strongest advocate for the profession. NFDA is the association of choice because it offers funeral professionals comprehensive educational resources, tools to manage successful businesses, guidance to become pillars in their communities and the expertise to foster future generations of funeral professionals. NFDA is headquartered in Brookfield, Wis., and has an office in Washington, D.C. For more information, visit NFDA.org.
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.
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.
The Four Types of Shoppers and How to Market to Them
BY TIMOTHY TOTTEN
Y our market region can be broken into four basic categories of shoppers, each with their own preferred marketing language and marketing strategy. The four kinds of people searching or shopping for your services are:
1. Price Shoppers
2. Experiential Shoppers
3. Reputation Shoppers
4. Weary Shoppers
While some shoppers straddle more than one category, we'll talk about them individually to highlight what your firm can do to reach them directly.
PRICE SHOPPERS. This segment will either search you online or call and want to know the bottom line. They might drop in unannounced or accost you at a trade show. Many skip your assertations that your funeral home offers the best services (a subjective argument in their mind) and ask for the rock-bottom amount you’ll accept for services. Unless you’re the cheapest in town and are actively seeking their business, these people will continue searching for a lower price.
EXPERIENTIAL SHOPPERS. These folks could also be called “word-of-mouth” shoppers. They seek out the advice of their friends and neighbors. They want to hear the experiences of others before they choose. They care very much about how they will be treated and how you have treated people they trust.
REPUTATIONAL SHOPPERS. These folks are an offshoot of experiential shoppers. However, they also take into consideration a funeral home’s reputation in the community. These shoppers often choose the funeral home that does a lot of advertising and sponsors a large amount of “high-brow” events in town. They want to use the “elite” funeral home.
WEARY SHOPPERS. Also called convenience shoppers, this group doesn’t want to make a decision and doesn’t care about reputation, other’s experience or price, so long as they’re relatively sure that you won’t be closed down by the state before they get their service finished. (Okay, so that last part might be extreme.) But weary shoppers just want to be reassured that you are a reputable company and that you’ll do the job you claim you’ll do.
We’ve identified the types of shoppers you’ll meet. That’s great. But now you want to learn how to market to them? First, you'll want to figure out which type(s) of customers you REALLY want to attract. Are you expecting to compete on price, the experience you offer, your reputation, or the convenience you offer?
“But I already reach out to customers in all those areas!” you say. You might, but you can’t market your funeral home to everyone. You’ve got to choose. Here’s an example from the automobile industry:
“They all drive the same. Give me the cheapest thing you got!” – Price Shopper
“Mary has one and she likes it. I was going to get the Honda, but the Toyota has a good review in Consumer Reports and it does everything I need a car to do.”
– Experiential Shopper
“They have a reputation for refinement and great handling. They’re beautiful and all my friends at the club have one.” – Reputational Shopper
"This one is available now and I don't have to look anymore." - Weary Shopper
The point is this: one car company couldn’t possible make all these models. No one would believe the marketing they would have to do to reach all of these customers. Even General Motors, the world’s largest car manufacturer, splits their luxury divisions (Cadillac and Buick) from the others. Your own marketing might be hurting right now because you’re trying to be all things to all people.
If you want to compete on price and attract price shoppers, there's no point spending your money sponsoring big community events. You don’t need to pay for the church’s calendars this year or attend a bunch of fraternal organization meetings to gain reputation. Instead, you'll want to focus your advertising on price. Don’t brag that your funeral home staff has over 150 years of collective experience because the price shopper doesn’t care. Stop telling your community that you create meaningful and unique funeral tributes, because the price shopper believes that most funeral homes offer similar services and vary only by price. Search engine and social media marketing will be helpful here as most price shoppers will search for a funeral home, even if your ads claim you’re the least expensive.
If you’ve got a very small advertising budget, your best bet is the “experiential shopper.” Start by reviewing the type of experience you currently offer. Are you making each funeral meaningful? Are you listening to your client family’s needs and exceeding their expectations? Do you follow up with the family to make sure your name stays in their mind, ready for their personal referral? You’ve got to convert current clients into evangelists for your funeral home. You’ll also want to keep your employees happy, so they’ll turn into ambassadors for your business.
A reputational funeral home takes more time and money to build. But a funeral home with a strong reputation can charge the area’s highest prices and survive the times when a family is displeased with your services. To build a strong reputation, you’ve got to sponsor big community events, spend money on GOOD marketing, like television commercials and billboard advertising, and keep your name in the spotlight with press releases. You’ll want to give away lots of freebies to the community. And you’ll need to wine and dine local community leaders and, perhaps, clergy.
Weary families will settle for the funeral home that treats them well and is convenient. To run a funeral home for the weary you must first locate your business close to the community. Easy parking and a highly visible building (and signage) will help. Your employees must be alert and ready when the phone rings or the door opens. You’ll
need to cater to the families that call for your assistance and make it hard for them to make the decision to walk out the door and search for another funeral home. This doesn’t mean you force them to stay. Rather, you need to make the experience so pleasant and easy to deal with that they’d rather give up and choose you than keep looking at other funeral homes.
Weary families will more often relent and choose you if you are able to capture their attention for ten minutes or more. If you can get them to start thinking about the solutions you can provide, they’ll often decide to stay with your funeral home because they “don’t want to go anywhere else. This place is close. They can do the service Saturday, like we want.”
So stop trying to be all things to all people. What attracts the reputational shopper will turn off the price shopper. An experiential shopper cares more about having a good experience than getting a great deal. The weary shopper doesn't care if you're in a prestigious part of town if you're not conveniently located for them or can't do a service on the day they need.
The next time you're reviewing your marketing plan, consider these four types of shoppers and how you can tailor your efforts to reach the clients who will best fit your offerings and put your business on the path to success. FBS
Should You Pass Credit Card Processing Fees to Families?
BY JIM LUFF
At 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.
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.
BREATHING SAFETY: OSHA Compliant Ventilation in the Prep Room
BY JOEL SOELBERG
Proper ventilation helps keep your workspace comfortable and your body safe from the harmful vapors and chemicals used to embalm. There have been multiple studies over the past two decades that link formaldehyde exposure to cancers such as myeloid leukemia, and nasopharyngeal cancer. The greatest risk of exposure happens within the respiratory system of embalmers who breath in the fumes and vapors of formaldehyde-based chemicals during the embalming process. That is why OSHA has developed air safety ventilation requirements that apply to the preparation rooms and spaces where embalming occurs.
Proper ventilation is the key preventative action to reduce the amount of the carcinogenic fumes present in the air that is breathed by the embalmer. So how do we ensure “proper ventilation”? Focus on the 3 areas below.
1. Airflow.
2. Volume of air moving through the room.
3. Understanding LEV, and Respirator use for augmenting safety.
1. Airflow
Ideally, the air supply coming into the room during exhaust mode flows from the ceiling (or high wall) downward and away from you as the embalmer, and into the foot-end wall exhaust grills. This air flow pattern ensures the heavier-than-air formaldehyde fumes get exhausted out of the room efficiently. This air flow pattern essentially puts the embalmer “upwind” of the fumes, reducing the chances of exposure.
2. Volume of air moving through the room
OSHA air safety ventilation requirements are interpreted to require 12.5 to 15.5 air exchanges per hour when the system is in exhaust (ventilation) mode.
This means that when you need ventilation (during the use of formaldehyde based chemicals), you flip the switch of the embalming lab’s ventilation system to exhaust mode, and the air within the room should be fully exchanged up to 15.5 times within an hour period. In true exhaust mode, the air coming into the room should be 100% outside air, which is heated or cooled once (if system is equipped) before passing through the room. After passing through the room, the formaldehyde laden
air is “exhausted” 100% via the ductwork to the outside atmosphere through walls or roof of the building. Note: The air from the room should be exhausted to an outside location that is away from human presence and walkways which employees or families may use.
As described above, a properly ventilated room will have sufficient airflow (12.5-15.5) exchanges of outdoor air per hour to keep it’s inhabitants safe. As you can imagine heating or cooling outside air, may be a big order during temperature extremes of summer and winter. This can be costly especially when you factor in that the air will be fully exhausted outside to the atmosphere after only passing through the room once! In contrast, typical forced air furnaces (which do not ventilate a room) recirculate air through the room, thus they only have to “top off” the heat or cooling based upon the minimal loss of heat or cooling that occurs in the room over time.
The good news is that there are proven systems and technology that allow safety and operating costs to be balanced and sustainable.
An example is the use of Heat Recovery Ventilators (HRVs) which use exchange cores that recover heat or cooling from the air that is exhausted outside as part of a ventilation system. These HRV based systems (such as what are sold by Duncan Stuart Todd LTD as part of their PrepAir HVAC system), are energy efficient while
providing the (OSHA compliant) ventilation needed in the prep room or mortuary lab. DST plans the systems based upon 15.5 air exchanges per hour, the local power, and climate factors. By tying the HRV to heating and cooling components, plus the use of dampering and unified controls, the PrepAir system answers the full Heating, Ventilation, And Cooling (HVAC) requirements of a prep room. So don’t think your ventilation system has to be operated independently from your comfort heating and cooling system. If planned properly, an all-inclusive system will be OSHA compliant, and also ensure cost-efficient operation over time.
3. Understanding LEVs and Respirators and breathing safety.
Local Exhaust Ventilation (LEV) system sometimes referred to as “snorkels”, “straws” and “pull-down ventilators” are sold under the brand PrepArm LEV. The PrepArm LEV systems add to the comfort and efficiency of the embalmer by allowing the clear fume hood to be placed directly between the decedent and the embalmer reducing exposures. Odors, fumes, and vapors, are sucked up through the fume hood, and expelled out of the building similar to the way a bathroom exhaust fan works.
It is important to note these LEV systems don’t meet the OSHA air requirements, for two reasons: one, they do not have a way to replace the air in the room that they remove, and two, they do not have sufficient volume and power to fully exhaust the amount of air needed to meet the OSHA standards.
If you compare the volume of air these LEV systems are capable of moving, CFM (Cubic Feet per Minute), versus a bathroom exhaust fan and versus a ventilation system like the PrepAir system, it’s easy to see they can do some of the air safety work, but won’t fully meet the OSHA air requirements.
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- Typical Bathroom Exhaust output 50-110 CFM. (only sucks air from the room)
- Typical PrepArm LEV outputs 120-180 CFM (only sucks air from the room)
- PrepAir HVAC system outputs 700-2500 CFM (supplies air to the room and sucks air from the room - true ventilation)
These LEVs can be used in concert with an appropriate ventilation system, to augment the ventilation and comfort of the embalmer. Plus with an LED light and articulating joints, they offer the embalmer a lot of control and extra illumination, similar to what you’d expect from a dental office’s light arm that pulls down over a patient.
Given the availability of proper ventilation systems and the augment to safety provided by the LEVs, personal Respirators are not required in the prep room based upon the typical airborne formaldehyde concentrations embalmers encounter.
In the case where your firm’s ventilation system is nonexistent or inadequate, OSHA then recommends as a backup or second resort, the use of appropriate respirators. OSHA further explains in section 1910.134(a)(2) that if an adequate ventilation system is NOT available:
There are still embalmers and employers of embalmers that incorrectly assume that their firm’s forced air HVAC system filters will clean the air of formaldehyde. Incorrectly applying the logic of a respirator mask’s filters, or the use of HEPA filters in clinical settings, they falsely believe a furnace filter will remove formaldehyde fumes as the air passes through the filter of the furnace or air handler. Some assume their furnace has a HEPA filter (not likely),and that their filter is cleaning the air of formaldehyde. (It’s not.)
This notion is simply NOT true and probably comes from a false correlation between what HEPA filters actually do and what we assume they do. IF a HEPA filter is present, the best it can do is catch particulates such as dusts, lints, and the smaller non-visible microbes such as bacteria, fungi and viruses. HEPA filters are not made to catch the atomic-size small molecules such as Formaldehyde.
“A respirator shall be provided to each employee when such equipment is necessary to protect the health of such employee. The employer shall provide respirators which are applicable and suitable for the purpose intended. The employer shall be responsible for the establishment and maintenance of a respiratory protection program, which shall include the requirements outlined in paragraph (c) of this section. The program shall cover each employee required by this section to use a respirator.”
Even if the ventilation system meets the OSHA safety standards, some embalmers prefer working with personal respirators. They enjoy the sense of control, and protection they feel when wearing respirators. The use of respirators with cartridges or canisters specifically approved for protection against formaldehyde can decrease the occurrence and amount of formaldehyde exposure.
MYTH Busting on HVAC system filters…
While on the subject of breathing safety, it’s a good time to debunk a myth and some misunderstanding that still surrounds filters, air quality and breathing safety.
The Formaldehyde molecule (H2CO) has only 4 atoms. By contrast, the microbes HEPA and other filters are designed to catch are comprised of trillions of atoms, even if the microbes are not visible to the naked eye. An example is a typical bacterium. It is said to contain 1 trillion atoms.
Common sense would tell us the 4 atom Formaldehyde would have a much easier chance of penetrating a filter than would a 1 Trillion atom microbe such as bacteria. Just like we expect “air” comprised mostly of 2 atom oxygen and nitrogen molecules and the 3 atom carbon dioxide molecule to pass through the filter, we would expect the 4 atom formaldehyde molecule to easily pass through.
You have a right to be safe at work. If you want to research more on this subject of breathing safety and air quality, you can look into the Occupational Safety and Health Administration (OSHA) guidelines, specifically: OSHA's Respiratory Protection standard (29 CFR 1910.134) and Appendice E (See section; Formaldehyde (1910.1048)) of 29 CFR 1910.134. There are experts at firms such as Duncan Stuart Todd, and Certified Safety Training who can help you understand the compliance requirements, and how to improve safety in the workplace. 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 newest product from manufacturer Final Embrace is the IdentiView System, which dresses up a standard cardboard cremation box to make an ID viewing before cremation less clinical and more comforting. The system goes on in just a few minutes and provides both a drape for the box and a cover and pillowcase for the deceased. This new product, introduced in late 2023, is the latest in a line of products that managing partner Timothy Totten first began developing as he worked in a Central Florida funeral home (Dobbs Funeral Home - See our Funeral Home Success Story on Page 16)
Frustrated by the old fuzzy blue blanket that was being used for removals, Tim Totten used a store-bought quilt to fashion a better cot cover and, in the process, accidentally created a company with more than a dozen employees, selling to funeral directors on five continents.
“Honestly, I never intended to do anything but create a more comforting image for our client families at that first moment when their loved one leaves their care,” says Totten. “But it turns out a lot of funeral directors want the same thing and it’s exploded into something I never could have imagined.”
Other funeral directors saw the first cover and soon Totten was back in the garage cutting, gluing and sewing quilts and vinyl lining fabric to meet growing demand. While his $100 sewing machine, propped up on an old computer desk, turned out more than 40 covers that first year, Totten wasn’t sure whether it would ever be anything more than a side business.
“I didn’t feel comfortable with my design choices until after personally making the first five hundred or so,” jokes Totten. “I really got acquainted with my product and used feedback from my customers to perfect the design, which evolved to include a pocket, drawstring and other features.”
With the cremation rate rising past sixty percent, identification viewings without a casket were also increasing. The typical solution, five or six clean sheets draped around a dressing table, was hard to pull off in the time frame these last-minute viewings provided.
The sophomore product offering, which he dubbed the
Final Embrace's New IdentiView System Turns ID Views from Clinical to Comforting
AlternaView System, was well-received but needed the most tweaking, says Totten. Changes to the tabletop attachment design and the skirt made the system universal, sized to grow from a standard dressing table up to the widest embalming tables on the market. Still, changes were needed to the size of the lined cover throw.
“Turns out they’re making people bigger nowadays, so we made the throw bigger,” shares Totten. “The evolution of the AlternaView really proved to me that our best designs come from listening to our funeral home clients and using their insight to create the highest quality product possible.”
This attention to his clients and their needs has won Totten and Final Embrace a long list of loyal customers, including Sandy Janowiak from Ypsilanti, Michigan.
“The AlternaView System works perfectly for us,” says Sandy. “Tim and his staff clearly think through the products and the intended use.”
Even with two successful designs in production, Totten was still vexed by a product he dreaded using at the funeral home: the black box for transporting fetal and infant remains. Experiments with bassinets, laundry baskets, fluffy blankets and car carriers all revealed
their own flaws. Still, Totten knew the black box had to go. The worst feature of the box and car carriers is where they ultimately end up, he says, as the handle encourages staff to carry the remains near the floor at knee level.
“The design finally came together when I eliminated the handles and enclosed the fabric carrier,” says Totten. “Now, the remains are carried close to your heart, where a baby should be carried.”
After more than two decades in business, Final Embrace continues to add new products, all designed to solve problems in the funeral industry. Designs for the Comfort Pouch, Final Embrace’s solution to the shortcomings of previous zippered pouches, joined the lineup. When Totten transformed the standard frameless church truck drape by adding grommets to reinforce the flimsy sewn holes along the top, others in the industry quickly followed suit.
In 2013, the company, which had grown to include eight members of Totten’s family, debuted their patriotic
line of cot covers. The All-Weather Stars & Stripes cot cover pays homage to the American Flag and the men and women who fought to defend it.
“My father, my stepfather, two of my brothers and my granddaughter have all served in this country’s armed forces,” says Lynn Totten, Sr., now partner in Final Embrace, who directed the implementation of the patriotic line. “Having a way to honor a veteran from the first moment of the removal, in a way that follows U.S. Flag Code, is very important to us.”
A reversible version of the flag-inspired cover, dubbed the Patriot, followed in 2014 and a patriotic church truck drape debuted at 2015’s NFDA Convention in Indianapolis.
Since then, the company has steadily added new products, including a revolutionary VersoTable, which unfolds from a cover to a sturdy 24"x24" table in less than a minute and weighs just eight pounds. The group also creates casket covers and, this year, lauched a new church truck cover design to protect the expensive tool during transport or storage.
“I feel like we’re really hitting our stride,” says Totten, speaking from the company’s latest expanded production facility. “We've been in five spaces so far, each bigger than the last, and I always wonder if it's ever gonna be big enough with all the new designs that are bouncing around in my head right now.”
So what’s next for the growing company that has provided their innovative solutions to more than 20,000 funeral homes around the world? Totten can't know for sure, but he offers one hint.
“It’s Final Embrace,” teases Tim. “Which means it’s going to be beautiful. And a solution that funeral professionals need. We just have discovered it yet!" FBS
Rethinking the Funeral Home Dress Code for Employees
BY CHASE DOWNS
In the realm of unconventional debates, one topic that seldom sees the light of day is the dress code for funeral home employees. Yes, you read that right. Funeral home dress codes – those strict, somber ensembles that have been as unchanging as the passing of time itself.
But in a world that's constantly evolving, it’s time to ask ourselves: is the funeral home dress code for employees a relic of the past, desperately in need of a makeover?
A New Narrative For Funeral Director Attire
Traditionally, funeral home staff are expected to don the classic black suit, matching tie, and polished shoes, or some form of monochromatic attire. It's a uniform that has weathered the sands of time, surviving decades of fashion trends and societal shifts.
After using the prompt ‘smiling funeral director in front of a funeral home’, an AI image generator provided the following images, which falls in line with the funeral director stereotype of a standard black suit.
But let's face it – in an era where individuality is celebrated, the funeral home dress code might be due for a stylish resurrection. Think about it: the black suit has become the undisputed mascot of the funeral industry. But should mourning really be synonymous with monochrome?
Picture this: for a celebration of life, a funeral home where employees strut their stuff in vibrant colors instead of the classic grey or black suit.
Additional Factors to Consider With Dress Code
In addition to cultural shifts, there are more factors to consider with the traditional funeral home dress code for employees:
Weather
Have you ever tried navigating a cemetery on a scorching summer day in a suit designed for winter funerals? It's like a sauna on legs. Perhaps it's time for funeral home dress codes to take into consideration the practicality of the attire. Linen suits, breathable fabrics, and stylish yet comfortable footwear could be the perfect compromise between tradition and modern sensibilities.
Quality of Service
At an event where everyone is dressed the same, it may be helpful for a funeral director to dress in attire that stands out from the crowd if the family needs assistance during the services.
Employee Satisfaction
While funeral home dress code for employees seems like a minor subject, you should take the time to poll your team and see if a revamped dress code is something that they’re interested in, especially in an era where services are so personalized for families – why not the funeral directors too?
Funeral home employees are often limited to minimalistic ties and nondescript lapel pins. But why not embrace the opportunity to add a touch of personality? Imagine a world where funeral directors are known for their quirky cufflinks or distinctive pocket squares – a subtle nod to the personable nature of the service they provide.
Funeral
Home Dress Codes Should Embrace Change, But With Respect to Tradition
Of course, it's crucial to approach this debate with the respect and gravity that the funeral industry commands. There should still be a dress code in place, regardless.
But with that said, maybe it's time for funeral home dress codes to include a touch of whimsy –a clever tie clip, a discreet lapel pin with a hint of personality, or possibly even a different-colored suit to provide a moment of solace and comfort to grieving families.
Funeral directors are there to guide families through one of the most challenging times in their lives, and perhaps a small departure from tradition with funeral home dress codes could make the experience a bit more human, a bit more personal.
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.
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Who is Hilton Funeral Supply and what service do they provide?
Based in Auburn Hills, Michigan, Hilton Funeral Supply has built a reputation as a trusted provider of the highest quality funeral supplies. A reliable partner, Hilton ensures that funeral professionals across the United States have access to the essential products and services necessary for delivering compassionate and caring support to grieving families. Hilton Funeral Supply offers a diverse selection of products including funeral stationery, service essentials, prep room equipment, promotional products, and urns and keepsakes.
How did Hilton Funeral Supply get involved in the industry?
Established in 1990, Hilton Funeral Supply has since grown into a trusted and reputable name within the funeral profession. The company's founder, Tom Patten, grew up in the monument business where he developed an innate understanding of the specific needs and requirements of funeral professionals. Over the years, Hilton Funeral Supply has expanded and made lasting relationships with funeral directors throughout the United States, selling everything from printed funeral stationery to blank paper stock, promotional products to keepsake candles, and prep room essentials.
What makes Hilton Funeral Supply unique?
Hilton Funeral Supply, while remaining proudly independently owned, has consistently reimagined, redesigned, and refreshed its product selection in funeral categories such as stationery, service, prep room, promotional products, and keepsakes—all exclusively hand-picked for America’s funeral professionals. With licensed funeral director Jason Weir on
www.hiltonfuneralsupply.com or download their free mobile app!
staff, Hilton Funeral Supply has firsthand insight into adapting to the needs of today's families and funeral professionals. The entire staff at Hilton Funeral Supply takes great pride in their vision of providing innovative solutions, reliable customer service, and exceeding expectations.
What are the benefits to funeral homes using Hilton?
Funeral homes can enjoy numerous advantages when partnering with Hilton Funeral Supply. One of the key benefits is access to Hilton's state-of-the-art e-commerce website and free mobile app—both ensuring easy access to their meticulously crafted product selection. In addition to this, Hilton Funeral Supply has designed services such as Shared Memories, a creative printing solution that simplifies the creation of personalized stationery. Furthermore, they have established partnerships with trusted names such as The Regal Line, Terrybear Urns & Memorials, and Final Embrace in order to provide only the highest quality product solutions.
How does Hilton provide a solution for Funeral Homes? By choosing Hilton Funeral Supply as their supplier and partner, funeral professionals can leverage industry expertise, access a diverse range of products, receive topnotch customer service, and benefit from creative design solutions. These advantages collectively empower funeral professionals to better meet the needs of the families they serve and enhance their reputation. Hilton Funeral Supply steps up to the challenge of the ever-changing needs of funeral professionals by consistently putting the customer first and regularly updating its products and services.
M a r k Z .
“The aftercare team was so incredible and beyond anything we thought was possible - and they truly do think of everything for you in stressful time of need ”
S a r a L .
“The very best part of the experience for me was Aftercare process Ashely was EXTREMELY helpful in taking us through all the business of what happens after - Social Security, Medicare, fraud, etc. It was incredibly helpful. Thank you for offering this service.”
K a r e n C .
“I also want to recognize Kathy with the Aftercare program that Menke offers. She met with us over the phone and was so very helpful and knowledgeable of how to proceed to make notification of my father passing. I cannot recommend this company enough for all their help and support! Thank you!”
S c o t t C .
“The Aftercare follow-up call received from Carol was very informative and reassuring. Thank you again to everyone who helped and supported us through this difficult time ”
(Federal Retirements)
Our Partners See Benefit in:
“I can say that the relationship we have with Full-Circle Aftercare has been so beneficial for us and also for our community Our families will tell us after a service just how much they benefited from the Aftercare and they were surprised at how much they were able to help them. I can also attest to providing a lot of referrals and word of mouth because families are just taken aback by all the help and tell their friends about it. I think it’s the right move and your families will thank you for it ”
Josh Blake, Wilkirson-Hatch-Bailey Funeral Home
“Thank you so much for the services of the entire estate and support team at Full-Circle Aftercare We’ve only been up and running for a month now - but have already seen firsthand the benefit this has served families and are excited about the added support we are now able to provide.”
Tatyana Fowler, Ballard-Durand Funeral & Cremation Service
“Matt’s team has exceeded my expectations in terms of performance, but what I value the most is their heart for my customers His staff are good listeners, empathatic, & create a calm and nurturing environment for our families And yet at the same time, they are persistent & assertive to achieve the results needed with external agencies. Matt has succeeded in achieving this unique balance that comforts the grieving & produces the results needed to accelerate the healing process!“
Jason Harrell, Harrell Funeral Homes
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.
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
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.
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.
Watch our 30-minute roundtable discussion of this article now!
The Back-Breaking Realities of the Funeral Industry
Preserve Your Back and Protect Against Medical Leave
BY ERIN CONNOLLY
In the funeral industry, dealing with dead weight is both a literal and metaphorical part of the job. While some people might think working with the departed is all about solemnity and respectful whispers, those who spend their days in funeral homes know the real, unspoken truth: it’s a back-breaking job. Let’s delve into the humorously aching world of back problems in the funeral industry, where every day is a mix of reverence, heavy lifting, and chiropractic appointments.
The Heavy Lifting of Eternal Rest
First, let's talk about the most obvious cause: the dearly departed themselves. One of the greatest ironies of the funeral industry is that while the deceased have found their eternal rest, the living are left hoisting them into place. Lifting a casket can be like trying to pick up a solid oak tree wrapped in velvet. And that’s on a good day.
Now let’s address how to go about safely getting the job done.
As they say, an ounce of prevention is worth a pound of cure:
Know your limits: You do not have to channel your inner Olympic weightlifter and pretend there's a gold medal on the line for every casket you lift. Communicate with management if the task is too daunting. If the management is you, then see the following bullet point…
Use tools and equipment: Modern equipment will do the lifting for you. Save your superhero strength for opening stubborn jars of pickles.
Avoid twisting movements: You’re not in a dance-off. Keep your moves smooth and straight.
Take breaks and stretch: Stretching isn't just for yoga enthusiasts. A quick downward dog between services can do wonders. Namaste your way to more limber joints and muscles which will decrease the risk of injury.
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If you are looking to get your company in the spotlight, why not give us a call at 317.608.8914?
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Choose your lifting technique wisely: It is well-known that lifting heavy objects with your legs instead of your back is a smart thing to do. However, this is not always the case with dead bodies. When you have to put a body in a casket, you must stretch out your arms and bend at the waist to get a body where it needs to be. Make smart decisions for how you will execute your moves.
Keeping in good physical shape: Having a fit physique isn’t just for swimsuit competitions if you deal in dead body preparation. Maintaining muscle mass and keeping up with your cardio makes the lifting process both easier and safer.
Get Help: Know your limitations and don't try to do this alone. This is important for a number of reasons:
1) You might get hurt and being alone is not a good idea when you are hurt.
2) You are more likely to damage equipment or unintentionally cause issues for the deceased.
3) Team lifting is better on your body, and
4) Another person might talk you out of a bad decision.
Finding the Humor in the Hurting
Despite the physical demands, the funeral home workforce maintains a darkly humorous perspective on their back problems. After all, if you can't laugh about the stiff competition (pun fully intended), then what can you laugh
about? They share stories of past mishaps, compare notes on the best back braces, and occasionally swap chiropractor recommendations like others exchange avocado toast recipes.
While the funeral industry is deeply respectful and essential, it’s also a world of unexpected physical demands and backbreaking tasks. Because in this line of work, it’s not just the dead who are carrying a heavy burden.
By following these tips, you can keep your back strong and avoid those dreaded mishaps.
Mortuary Lift Company offers continuing education seminars on safe lifting practices. Call 319-364-4910 if you would like an in-person or on-line seminar. 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.
Selling Basics: Valuing Your Firm
BY MATT MANSKE
Do you know what your funeral home is worth? Most business owners think they have a good idea. Some will guess at their value and others might apply a multiple to revenue they’ve heard is an accurate measurement of value. Guessing and applying multiples to revenue typically do not produce accurate estimates of value.
It’s been said that first generation business owners tend to underestimate their business value because they remember the lean years and believe their business may not survive without them. There is some truth to this because many businesses do not survive the transition to the second generation. This can happen for a variety of reasons which we will cover in a future article. Second generation owners tend to overestimate value because they did not experience the lean years and they may think the prosperity they’ve seen will easily continue for a new owner.
Estimating the value of your funeral home can be difficult because values can vary greatly from one business to the next – even in the same industry. Why is this so? The first reason is that every business is operated and managed differently. From an operations standpoint, some businesses are managed
with discipline and achieve higher profit margins. Others are managed off the cuff and achieve lower profit margins. All else being equal, higher profit margins equate to higher business values per dollar of revenue. Thus, the way a business is operated can greatly influence its value. An easy example of this in the funeral industry is a 150 call firm operating with two full time funeral directors at $50,000 per year each vs. a similar firm operating with three full time funeral directors at the same pay rate. One firm is paying an additional $50,000 in payroll for no additional revenue.
The second reason business values can vary in the same industry is that every business operates in a different market environment. Market factors will vary by location and can significantly influence business value. One business may operate with no competition and another may have five competitors in the market. Obviously, the business with no competition would be less risky and on average have a higher value per dollar of revenue than the business with five competitors.
Existing competition is just one of several market factors. Other market factors affecting the funeral
industry include the threat of new competition, general market trends such as decreases in revenue per call associated with cremation, increases in interest rates which decrease loan amounts for borrowers, population shifts, or demographic changes affecting the customer base, the availability of dependable employees to operate the business, and the amount of goodwill associated with the business. A common adverse market factor seen in the funeral industry is a declining market. Population shifts are often impossible to overcome no matter how the owner changes his or her marketing strategy.
As you can see, there are many factors that must be considered when arriving at an accurate value for your funeral home. It’s not just a matter of multiplying revenue by two and putting the word out that you want to sell. Guessing is not a good option either as it can be very costly. If you guess too low you may sell yourself short and leave money on the table. If you guess too high you may spend the next three years wondering why buyers keep low-balling you. And by the time you’ve recovered from your depression and are ready to sell for the true value, your buyer pool may be depleted and you may have to sell for even less! You only get one chance to sell your funeral
home, so it’s critical that you obtain an accurate estimate of value before you plan to sell – preferably at least two years before you plan to sell.
Why do you need to know your value two years before you sell? Appraising your funeral home may identify certain areas that need adjusted to increase profitability. Remember, all else being equal, higher profits translate into higher business values. If adjustments to revenues or expenses are necessary to increase profitability, it will take some time for those adjustments to be realized on your financial statements and tax returns. Potential buyers need to see proof of your historical profitability via your financials and tax returns. Buyers and their lenders will use this historical data to determine the amount debt service the buyer can afford in the future. Thus, more profitability results in more cash flow available to pay debt service, which results in a higher sales price for you. FBS
Matt Manske is the Managing Member of BSF, LLC (website: www.4BSF.com). He can be contacted at 913.343.2357, or by email at matt@4BSF.com.
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