Memento Mori: July 2021

MEMENTO MORI
AN ICCFA MAGAZINE J U LY 2 0 2 1
The Cremation
Landscape
2021 and Beyond
INSIDE:
Shipping Cremation Remains
Leveraging Cremation Trends
Cremation Pioneers in the UK
T h e y k n e w wh o th e ma j o r p la ye r s
we re , a n d mo st imp o r ta n tly, t he y
k n e w wh o wo u ld clo se .
D AV I D L . R A B E N H O R S T
R abenhors t Funeral Hom e
We ap p r eciat e your sensitivit y

an d u n d e rst anding in regar ds to
th e d i f f i cult decisions we faced in
ch oos i n g a successor to contin u e
our family legacy.
MARK & DIANE MUSGROVE

Musgrove M or t uari es and Cemet eri es
I wa s v e r y co mfo r ta b le with t he
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d e ta ils we re h a n d le d , a n d n o w
th a t we ’ re fin ish e d I a m v e r y
co n fid e n t in th e re su lts.
D AV E M A R T I N
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CONTENTS
VOLUME 81 | NUMBER 6 J U LY 2 0 2 1
10
Transforming
Deathcare
Education
for the 21st
24
Survey Says …
Century Cremation Is Still a
by Jack E. ‘Burning’ Desire
Lechner, Jr., CFSP by John T. McQueen, CFSP
14
The Pioneers of
28
A Look into the Past …
Cremation in Great Britain Courtesy of Laurel Hill Cemetery
by Brendan Day
30
20
You Can’t Ship
Prose for the Quietus of Life
Her Old Bones Creaked
by Jamie Samms
Cremated Remains
Virtually
by Poul Lemasters, Esq.
2 MEMENTO MORI JULY 2021 www.iccfa.com

MEMENTO MORI
VOL. 81 | N0. 6 JULY 2021 DEPARTMENTS
ICCFA Officers
PRESIDENT
Gary M. Freytag, CCFE PRESIDENT’S LETTER�� 6
The Path Forward
PRESIDENT-ELECT
Robbie L. Pape by Gary M. Freytag, CCFE
VICE PRESIDENT, EDUCATION

John Bolton, CCE, CCrE, CSE, CXE ANOTHER BLACK DRESS�� 8
Disposition Is Not Really the Point …
VICE PRESIDENT, MEMBERSHIP & MARKETING
by Stephanie Longmuir
Shawna de la Cruz
VICE PRESIDENT, INTERNAL AFFAIRS
DID YOU KNOW�� 32
Mitch Rose, CCFE, CCrE
Celebrities Who Died in July
VICE PRESIDENT, EXTERNAL AFFAIRS
Lee Longino
CEMETERY IMPOSSIBLE �� 34
TREASURER Is Your Cemetery the Victim of
Christopher Keller
Antiquated Documents and Antiquated Thinking?
SECRETARY by Daniel M. Isard, MSFS
Stacy Adams
EXECUTIVE DIRECTOR TRIBUTES & MEMORIALIZATION �� 36
Nadira Baddeliyanage Krause Funeral Homes Connect More Families
GENERAL COUNSEL with a Simplified Live-Streaming Solution
Poul Lemasters, Esq. by Natalie Kuri
poul@iccfa.com
MEMBER NEWS�� 38
Magazine Staff Landmark Lakewood Cemetery Celebrates 150 Years�� 38
EDITORIAL DIRECTOR Hard Work Does Not Go Unnoticed��40
Tatia L. Gordon-Troy, Esq.
A Day of Healing at Greenlawn Funeral Homes & Cemeteries ��41
tatia@iccfa.com | 571.323.2983, ext. 1222
New Construction and a New Resting Place at Forest Lawn in Omaha �� 42
SUPPLIER RELATIONS MANAGER
Rick Platter
rplatter@iccfa.com | 800.645.7700, ext. 1213 ICCFA NEWS �� 56
Membership Benefit Spotlight: Dead Ringers �� 56
COMMUNICATIONS MANAGER
Katherine Devins Welcome New ICCFA Members �� 56
kd@iccfa.com | 800.645.7700, ext. 1218
Call for Presentations for DEAD Talks 2022�� 58
COMMUNICATIONS ASSISTANT
Jason Brown Meet the 2020 KIP Award Winners�� 59
jason@iccfa.com | 800.645.7700, ext. 1224
EXECUTIVE DIRECTOR AND PUBLISHER AD INDEX ��60

Nadira Baddeliyanage
nadira@iccfa.com | 800.645.7700, ext. 1225 EVENTS CALENDAR��60
DESIGN & PRODUCTION
BonoTom Studio, Inc.
info@bonotom.com | bonotom.com | 703-276-0612
Memento Mori (ISSN 1936-2099) is published by
the International Cemetery, Cremation and Funeral
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Copyright 2021 by the International Cemetery, Cremation Perhaps the whole root of our trouble, the
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PRESIDENT’S LETTER
The Path Forward

by Gary Freytag, CCFE
T
HE LAST 18 MONTHS CERTAINLY HAVE BEEN A CHALLENGE to us as a are you disinfecting? How do we keep good
country, as a profession, and as individuals. Although some of the regions of our salespeople if they aren’t allowed to sell? Do
nation were hit harder than others, each of us has had to deal with the trials, the you have a good source for PPE?
loss, and the disconnection caused by the COVID-19 pandemic. I would like to thank The ability to connect with others facing
ICCFA leadership and ICCFA staff for their perseverance and professionalism during this the same issues was absolutely invalu-
difficult time. Their effort and sacrifice have ensured that ICCFA will emerge from this able. In the beginning, it was comforting
pandemic stronger and more vibrant than ever. psychologically to know we didn’t have to
go it alone. After the initial shock, we recali-
I am deeply honored to serve as ICCFA voted on and passed by ICCFA members brated and started looking for answers. We
president. It is a daunting task, but I am eligible to vote during the 2021 virtual worked a problem through until we found
very excited and optimistic about what the board of directors election. All offices will a good solution and then we shared it with
coming months will bring for our profes- go back to the traditional one-year term everyone still searching for answers. It was
sion. Often the greatest challenges we face beginning in 2023. a powerful reminder that who you know
in life become our greatest learning experi- can be infinitely more valuable than what
ences. COVID forced our association and It’s a Deathcare Thing you know—especially in a profession that is
our profession to quickly pivot and adapt to Take a moment to think back on the chaos so willing to share best practices.
the new working environment—something that was the spring of 2020. As a country,
humans and organizations do not like to do. we had a poorly understood, rapidly spread- Working Remotely
During COVID, we also learned that parts
of our operating model can be done virtu-
ally or remotely. Functions like signature
In desperation, we reached for some new tools capture, arrangement conferences, funeral
to help us bridge the gaps. I am certain I’m not the services (streaming), and even purchasing
cemetery property can be done electroni-
only one who was skeptical, but we had little choice. cally. ICCFA learned that collaboration and
Sometimes the only way to learn how to swim education also can be delivered effectively
via the internet.
is to jump in and start paddling. That does not mean that virtual is always
the best way to interact with our custom-
ers and each other. All of us have been
The most prominent role of the presi- ing virus that was clearly lethal to several frustrated at times with virtual meetings.
dent of ICCFA is to promote and represent vulnerable segments of our populace. As Personally, after 18 months, I now consider
the association across the country at state managers/owners, we had quickly shifting Zoom my least favorite four-letter word. As
and regional meetings and with other and often conflicting guidance from health we learned from Celeste Headlee, our 2021
national associations. Because most of organizations, local regulatory agencies, ICCFA Annual Convention keynoter, there
those activities were shut down or went and legislators. In my nearly two decades at are key elements of human interaction that
virtual from March of 2020 through this Spring Grove, I cannot recall a greater trial are lost over a digital platform.
summer, the ICCFA Executive Committee by fire.
decided that Jay D. Dodds would serve as It is during these most difficult times we What Makes Sense Moving
president through May of 2021. I will fill the learn the value of connection. I can recall Forward?
role until the ICCFA Annual Convention getting hundreds of emails from other So where do we go from here? As I see it,
in the spring of 2023. The ICCFA executive CEOs and leaders either asking questions we are clearly headed for a new “normal”
committee and officers terms were also or suggesting solutions. What are you that will embrace both virtual and face-
extended similarly, to give us continuity doing for a mask policy? How do we handle to-face, but where do we draw those lines?
through and out of the pandemic shut quarantining possibly exposed employees? That’s where ICCFA comes in. ICCFA
down. This is a one-time change that was What do we do about pall bearing? How will continue to be the focal point for idea

revenue.
Big
sharing as we move forward. We will be

able to begin gathering again, starting with
the ICCFA University in Atlanta at the end
of July. Yes, it will be good to see old friends,
catch up on our lives, recount our past diffi-
culties, perhaps even give each other a hug
and thank each other for help and support.
But it will also be time for us to re-con-
nect with each other and start figuring out
the best ways to move our organizations
and our profession forward. Please help me
reach out to colleagues, employees, suppli-
ers, and other institutions to convince them
to re-engage with ICCFA events. We need
everyone pulling together to find the next
bright idea, the next innovative approach.
To sum up, I believe we managed to
successfully “endure” the COVID pandemic.
We continued to serve families as best we
could, subject to the shifting restrictions
imposed upon us. It was hard on us both
physically and psychologically. In desper-
ation, we reached for some new tools to
help us bridge the gaps. I am certain I’m
not the only one who was skeptical, but we
had little choice. Sometimes the only way
to learn how to swim is to jump in and start
paddling.
Coming out of the pandemic, we still
have many questions to answer. “Which
of these new tools is permanent and
which were just temporary ways to get us
through?” “How have families’ expecta- The numbers don’t lie:
tions changed?” “How have our employees’
3 sides. 12 square feet. 24 private niches. 85 community spaces.
expectations changed?” In short, “What
is the new normal?” I am certain of only Outstanding ROI.
one thing: Together, we will find the right Your Wilbert Granite Choices provider can prove it.
answers.
Find them at https://tinyurl.com/granitechoices
Gary Freytag, CCFE, or call 1.888.WILBERT
ICCFA president (2021–23), is
president and CEO of Spring
Grove Cemetery and
Arboretum in Cincinnati.
JULY 2021 MEMENTO MORI 7

07-ICCFA-45x10-20-GraniteChoices.indd 1 5/28/21 10:16 AM
ANOTHER BLACK DRESS
Disposition Is Not Really the Point …

by Stephanie Longmuir
T HE FIRST TIME I TRAVELLED to the United States to attend a Funeral Conference was in 2015. It was
an extraordinary week of learning for me, despite having been invited to share my insights as a celebrant.
One of the big surprises during that trip was the pro- Cremation Is Second Nature …
fession’s cautious approach to cremation. For decades, So, why this uncertainty around cremation in the
cremation has been the choice of disposition for many United States? For many of the funeral professionals I
Australians. The latest information available from the spoke with during that 2015 conference, it wasn’t really
Australian Bureau of Statistics shows that the percent of about a different form of disposition; it was about a
cremation chosen above other forms of disposition was different form of ceremony—or more to the point, no
65.19%. ceremony.
While a “no service” disposition is sometimes the
case with cremation in Australia, the expectation is if
there is a cremation, there will be a service—either a
traditional service led by clergy or a non-traditional
service led by a celebrant. As a side note: McCrindle
research shows that 58% of Australians surveyed would
prefer to have a celebrant conduct their funeral.
What is the difference between a cremation service
and a burial service? Mostly, what happens in the final
five minutes of that service. So, when you are meeting
with a family, and they want their deceased cremated,
they need you to focus on the important time before
that final five minutes—the time that will be spent
mourning the loss and honouring the life.
Cremation Includes Ceremony

I guess the point that I’m trying to make is that for
a non-traditional funeral service and even for many
traditional funeral services, disposition is not really the
point. Whether it involves burial, cremation, compost-
ing, or dissolution, it’s the ceremonial aspect of the fare-
well not the final disposition that matters.
A funeral service is life’s most important ceremony. It
provides a platform for grief and a public expression of a
very private emotion; an opportunity for remembrance
and reflection and a starting point for healing.
Stephanie Longmuir is an end-of-life

celebrant, podcaster, and consultant. She
has been serving the families of Melbourne
and Sydney, Australia, since 2009, creating
From the National Gallery of Victoria’s Triennial Exhibition unique and meaningful services. Determined
2021—Larrakitj—Australia. Pictured are Aboriginal Memorial to better prepare and inform families, in
Poles by Dhambit Munudgurr. The Larrakitj were originally 2015, Stephanie founded www.myendnotes.
made as coffins. They were hollowed out and decorated. com, Australia’s first digital funeral planning service; in 2017,
The body of the deceased was burnt, and the bones were
she launched a podcast series, “Dying to Tell.” Stephanie is a
broken up and put into these Larrakitj. They were put on
display and the spirits of those remembered stayed within skilled writer and speaker and has been invited by ICCFA,
the community. NFDA, and AFDA to present at their annual conferences.

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Transforming Deathcare Education
for the 21 Century st
by Jack E. Lechner Jr., CFSP

“The definition of ‘insanity’ is doing the same thing over and
over again and expecting different results.”
C
remation throughout the world, and even more so in North America, continues
to grow. It is now the preferred method of disposition in North America. The
partnership between Facultatieve Technologies (FT) and Cincinnati College
of Mortuary Science (CCMS) will be setting the standard and leading the way for
required certification or licensing of properly trained operators.
The opinion of both CCMS and FT is that the methods and develop an advanced curriculum to address those evolv-
currently used to certify crematory operators are just not good ing needs of client families,” says Jack Lechner, president and
enough. The goal is to raise the bar and bring the crematory CEO of Cincinnati College of Mortuary Science. The ECC will
operator up to the level of a specialist, going beyond the cur- provide detailed hands-on cremation training, alkaline hydro-
rent operator training programs to become certified or licensed lysis, pet loss, and hospitality training.
as a cremationist.
CCMS and FT, with the assistance of ICCFA’s educational Partnering with ICCFA
program, will provide a complete platform that is based not only CCMS is on a firm financial footing and successfully imple-
on classroom instruction but hands-on proper operation of all menting an initiative to transform deathcare education. To
phases of the cremation process utilizing the latest technologies accomplish that, CCMS is partnering with ICCFA to deliver
being offered in modern-day cremation system equipment. an Advanced Crematory Operator Program that will integrate
“I am so proud that our board of trustees had the vision to hands-on training with best management practices for those
direct CCMS to build an Educational Cremation Center (ECC) already in the cremation or funeral profession. ICCFA believes
in the programs so strongly that the partnership revenues will
heavily favor CCMS.
“It is great to have the endorsement from such a great profes-
sional and progressive association,” says Jack. “Some other asso-
ciations were not interested, but ICCFA jumped at the chance to
partner in this effort to provide advanced training. This endorse-
ment speaks to the progressive nature of ICCFA and the commit-
ment to providing expert advanced training opportunities.”
A Curriculum Change
President & CEO Jack Lechner and the Board of Trustees at the The American Board of Funeral Service Education (ABFSE)
ceremonial ground breaking for the Educational Cremation Center. prescribes a curriculum that all accredited mortuary programs

SHUTTERSTOCK / VIKIVECTOR / KZFDESIGN JULY 2021 MEMENTO MORI 11
TRANSFORMING DEATHCARE EDUCATION FOR THE 21ST CENTURY
must deliver for graduates to take the

National Board Examination (NBE). The
cremation outline is only five pages, while
the embalming outline is 29 pages. Curric-
ula are updated on a recurring basis, yet
the cremation outline was last approved
back in 2015. This outline makes up one of
the three elements that the International
Conference of Funeral Service Examining
Boards (ICFSEB) will use to create crema-
tion questions for the NBE.
The curriculum outline addresses cre-
mation as a form of disposition; and in the
The witness room encourages families to gather
strictest sense, it is a form of disposition. But
for a celebrant service or religious ceremony.
with 56.1% of the client families being served A window into the cremation room allows the
by funeral homes, it’s time to consider crema- family to witness the cremation process.
tion as more than just a form of disposition.
Understanding aspects of cremation’s system in the world, has contributed the
history, identification, forms, FTC compli- FT-III cremator, hydraulic loader, and dust-
ance, etc., are all important to know. Cre- less processing station valued at $280,000.
mation is woven into different parts of the By combining pet loss bereavement
ABFSE curriculum but not in enough detail, training with pet disposition, the ECC
given the fact that the majority of client fam- will be able to teach the science of alkaline
ilies served today are opting for cremation— hydrolysis while expanding CCMS’s pet loss
and cremation continues to increase. curriculum. With alkaline hydrolysis legal in
20 states and more pending, it is only a mat-
PET-400 Alkaline Hydrolysis Machine
“The best way to predict the future ter of time until every funeral profession will
is to build it.” —Peter Drucker need to be familiar with alkaline hydrolysis.
this $3.5 million state of the art facility, which
It takes most mortuary programs about serves as the center piece of our ‘Transform- Becoming Future Forward
one year or three semesters to deliver the ing Deathcare Education’ initiative.” “As I began reading the current copy of
ABFSE curriculum, making it difficult to It will house a cremator for hands-on The Cremationist of North America, the
add too much to their programs outside the cremation training, a family viewing room first thing that jumped out at me was the
ABFSE curriculum. CCMS offers a Bachelor with a slumber bed, a Pet-400 pet alkaline “CANA Annual Statistics Report” where
of Mortuary Science, which gives the school hydrolysis unit, hospitality training, and the data for 2020 revealed a national cre-
the luxury of developing its own curriculum expanded pet loss training. All offerings will mation rate of 56.1%,” says Jack. “When I
for the fourth semester. be available to entry-level students as well as entered the deathcare profession in 1973,
The Educational Cremation Center will advanced courses for licensed practitioners. the national cremation rate was 5.69% and
be built around a curriculum that provides Facultatieve Technologies, which man- it has been growing steadily over the past 48
the technical and ethical foundation for ufactures the most advanced cremation years. In 2019, it was 54.6%.”
deathcare professionals. Its program will
focus on including family, friends, and cer-
emony. Cremation is not just another form
of final disposition selected based on price FT-III Cremator and Hydraulic Loader
point alone.
“Transformation is a process, not

an event.” —John P. Kotter, Harvard
Business School
A Unique Initiative
“Our Educational Cremation Center will be
the first of its kind,” says Jack. “CCMS will
become the nation’s premier provider of
enhanced, hands-on, cremation education
training. Work has already begun to build

The CCMS campus that Jack heads If you are a CCMS alumni or a member
is single purpose. Students and licensed of the deathcare profession who believes in
professionals attend CCMS for entry-level the project and are interested in sponsoring
education and continuing education after a fundraising event in your city or state,
licensure. The students already perform please reach out and CCMS will guide you
over 500 embalmings per year, so there through the process.
are plenty of hands-on opportunities for This project is a bold move to trans-
students to embalm in the school’s modern form deathcare education to prepare more
seven-embalming station lab. Students professionals to serve in the 21st century.
practice dressing, casketing, cosmetizing, “CCMS is a nonprofit 501(c)(3) and profit
arranging visitations, conducting visita- making is not our objective,” Jack says. “Our
tions, and conducting funeral services. mission is to make better entry-level prac-
Cremation training classes offered by titioners and provide quality educational
associations are very informative and packed opportunities to licensed practitioners. We
with detailed technical aspects of cremation. FT-USA’s dustless processing station processes are 85% tuition supported. Join us to help
But six to eight hours of PowerPoint, with remains and separates recyclables in three improve the quality of cremation education
no hands-on experience, may satisfy regula- minutes while providing a negative air pressure while keeping tuition costs down. Consider
station to fill the urn.
tory requirements to obtain a certificate but donating your recyclable income to CCMS.
no one leaves one of those sessions fully pre- the rights to install permanent displays of You can help create the future. Now is the
pared to run a crematory—let alone satisfy cremation-related items, including niches, time to become a zealot or martyr!”
the cremation needs of a family. jewelry, and other items that might normally
At CCMS, every BMS graduate leaves be seen at a trade show or convention,” Jack Jack E. Lechner Jr., CFSP, a certified
thanatologist, was appointed president and
with credentials as an InSight ™ Certified adds. “This would give the vendor full-time
CEO of Cincinnati College of Mortuary Science
Celebrant, a Certified Crematory Opera- exposure to the students and practitioners
in January 2016.
tor and Arranger, and certified to assist in moving through the building all year.”
Disaster Management. They also conduct a
total dissection of a human cadaver in the
school’s gross anatomy lab. The addition
of the Educational Cremation Center
will enhance all courses being taught and
include continuing educational opportuni-
Cloud-Based Solutions for

ties for licensed professionals.
A Worthy Endeavor with

Financing Needs the Death Care Industry
In addition to the partnerships forged
between FT-USA, CCMS, and ICCFA, the
Helping funeral homes, cemeteries
school has raised over $625,000 in cash
and in-kind donations to support the ECC. and crematories manage business
CCMS has partnered with Welton Hong operations more efficiently, maintain
and Ring-Ring Marketing, which provides
important relationships and adapt to a
marketing efforts pro bono. In addition,
Passare is being implemented on campus, changing market.
pro bono, too. Passare’s web-based platform
is included in the school’s preparation room
to aid in chain of custody, capture embalm-
ing reports, and generate invoices. Passare See what we can do for you.
is also part of CCMS’s Capstone program.
There are still plenty of opportunities to Visit opusxenta.com
be part of the future of deathcare educa-
tion. CCMS is accepting cash and in-kind
donations of equipment and services. There
are still some room-naming rights opportu-
nities available, including the naming rights
to the ECC itself.
“We are planning on opening the lobby
space in the ECC for vendors to purchase

The Pioneers
of Cremation in
Great Britain by Brendan Day
T
he most profound changes to the disposal of the dead for over
a millennium took place in the second half of the 19th century.
Its figurehead, Dr. William Price, is recognised as one of the
most significant figures of 19th-century Wales, and one of the most
unusual in Victorian Britain.
The greatest environmental issue facing Victorian to open modern cemeteries to supplement and ulti-
society was the appalling sanitary conditions of the mately replace the traditional churchyards.
growing towns and cities, including the disposal of In addition, with its slogan, “save the land for
the dead. the living,” the Cremation Society was formed
The industrial revolution had resulted in the in 1874 to campaign for cremation as a hygienic
rapid and exponential growth of existing towns and alternative to burial. When Dr. Price attempted to
cities as people were drawn from the rural environ- cremate the body of his son, the resulting trial at
ment to take the new and better paying factory jobs. Cardiff in February 1884 found that cremation was
However, the existing churchyards could not cope lawful, providing no nuisance was caused in the
with the rapid increase in the number of interments process to others.
from the growing population; and as a result, British This was the opportunity the Cremation Soci-
burial grounds had become a site of national crisis. ety required to establish itself as the “pioneer of
Several parliamentary commissions reviewed cremation in Great Britain,” building and operating
the situation, and the Burial Acts followed in the the very first crematorium for public use in 1885 in
1860s enabling the formation of local Burial Boards Woking, Surrey.

Dr. William Price

SHUTTERSTOCK / MAGI BAGI JULY 2021 MEMENTO MORI 15
THE PIONEERS OF CREMATION IN GREAT BRITAIN
By the time of the introduction of the first Crema- the technology advance from rudimentary cremators
tion Act in 1902, the revolutionary shift from church- fuelled by coke-emitting smoke to advanced comput-
yards to local authority cemeteries and crematoria was er-operated machines operating on gas and controlled
well under away; and 100 years later in 2002, 71.9% of in a manner to reduce harmful emissions.
the dead would be cremated. However, we are now aware of the damage caused
The necessary change had been achieved despite by CO2 and the need to reduce/prevent the production
significant opposition from a number of stakeholders of this greenhouse gas. CO2 being produced by the
through adapting existing practices, taking the limited cremation process cannot be overlooked and needs to
churchyard model and developing it into a network of be reduced.
municipal cemeteries, and adopting the new disruptive There are potential solutions available, from adapting
technology of cremation. the current process to use different fuels, such as hydro-
British burial grounds are no longer the national gen or electricity, to possible new technologies including
crisis they were. However, like the rest of society, they alkaline hydrolysis, cryomation, and composting.
and crematoria face a new challenge, a crisis that also
demands vision, change and, if necessary, the adoption of Coffin Construction
disruptive technologies. That crisis is the climate crisis; In the 19th century, many people were buried in
namely the impact cemeteries and crematoria have on shrouds or coffins of rough sawn timber, unable to
the environment, their contribution to climate change, afford the solid oak, varnished coffin replete with brass
and ultimately how they can form part of the solution. handles and hand made by individual funeral direc-
tors. The growth of the centralised coffin construction
Cemeteries and Crematoria: The Challenges industry has seen the development and introduction
Federation members, as owners of crematoria and cem- of coffins made from chipboard with a wide variety
eteries across the UK, are the stewards of thousands of veneers. These developments have made coffins
of acres of land. Much of it mature green landscapes affordable for everyone, and their excellent finish
situated within urban conurbations providing valuable makes it difficult to tell them apart from their much
ecological habitats. more expensive solid wood
For over 150 years, they have Cremation is the dominant counterparts. Furthermore, in
managed in a manner that has using chipboard, they are using
brought continuing benefits means of disposal in a by-product of the timber/
to the bereaved. Transforming the UK with 472,302 forestry industry that would
the delivery of a vital service otherwise go to waste.
through the introduction of cremations taking place However, we are now start-
new technologies, processes, ing to recognise issues associ-
and practices to raise standards,
in 2019. The introduction ated with the use of chipboard
modernise service delivery, and of this means of disposal and the problems caused by the
provide efficiencies. binding agent used in its con-
However, in recent years, has delivered exactly what struction: Formaldehyde.
we have become increasingly the early members of the The CDS Group environ-
aware of the unintended mental services undertake
consequences of some of Cremation Society called groundwater testing and pollut-
these policies and the negative
for, it has saved the land ant risk modelling of cemeteries
impacts they are having on the pre– and post-development in
environment, as illustrated by for the living. accordance with regulations.
the following examples: Formaldehyde is appearing in
groundwater samples downstream of cemeteries.
Cremation This is likely to be coming from two sources:
Cremation is the dominant means of disposal in the embalming but also from resin composition used in
UK with 472,302 cremations taking place in 2019. The chipboard coffins.
introduction of this means of disposal has delivered Formaldehyde is highly toxic, a class 1 carcinogen,
exactly what the early members of the Cremation harmful and persistent to aquatic wildlife and can cause
Society called for, it has saved the land for the liv- genetic defects. The permissible limit of formaldehyde
ing. Unquestionably, it has prevented thousands of in groundwater is zero!
acres across the UK from having to be turned over In a one-acre cemetery, we deposit up to 198 kg of
to cemetery development. In addition, we have seen formaldehyde from embalming; this does not include

the formaldehyde in chipboard coffins. And in the
cremation process, it contributes to the production
of NOX, an extremely polluting greenhouse gas.
There are possible solutions, which include adapt- It took a mere couple of years to destroy the wild-
ing the current chipboard construction process to flowers, together with the voles, butterflies, and then the
remove formaldehyde and replace it with a different barn owl. This tidiness mantra was happening all over
bonding agent. Alternatively, more radical solutions the UK and we have yet to recover from the impact.
could include the wider use of greener coffins, such as The solution is for cemetery and crematorium
wicker, enviboard, or a return to wooden coffins made grounds to include a range of landscapes, including
from trees grown in the UK. The use of formaldehyde in formal grounds maintained using electric rather than
embalming should be replaced with a rapidly biode- petrol/diesel fuelled mowers, along with areas that will
grading substitute, or simply not used. welcome wildlife and support biodiversity.
These are examples of challenges that are currently
Memorials facing Federation Members as the stewards of UK ceme-
Prior to the 19th century, churchyard memorials were teries and crematoria. Change, if it is going to take place,
predominantly wooden crosses with only the wealthiest will need to be delivered in a sustainable manner, involv-
being able to afford an actual head stone. The Victorian ing evolution not revolution. Change will need to be in a
municipal cemeteries witnessed the proliferation of manner that will support the green economy and release
stone memorials, with local quarries producing slate, the “Green Capital” held in areas such as UK forests and
natural stone and granites all being used by local memo- quarries, which could support the changes necessary to
rial masons. Stone memorials became available to every- deliver greener coffins and memorials.
one, even in crematoria where the desire of the bereaved
to mark a final resting place could be catered to. Change Drivers
To meet this demand, the memorial wholesalers now Just as in the 19th century, for meaningful change to be
source their stone, predominantly granite, from loca- achieved, the current stakeholder industries, Crema-
tions thousands of miles away from the UK, including tion/Burial Authorities, funeral directors, memorial
China and India. The shipping of this material produces masons, and coffin manufactures will need to make
significant amounts of CO2 pollution. Furthermore, significant changes to how they currently operate and
quarrying is damaging to the environment and the their offer to the public. Whilst climate change and
resulting granite memorials support little if any biodi- environmental issues are without a doubt the agenda
versity, unlike natural stones that encourage lichens. item, there are constraints to meaningful change, for
Again, there are solutions—a return to the use of example, cost, natural inertia, and knowing where to
locally quarried stone. Alternatively, more drastic solu- commence! So is change likely to happen?
tions could be adopted, replacing stone with modern There are three key drivers that are likely to make
materials or traditional ones such as wood—carved change inevitable, even if the sector chooses not to
oak memorials or recyclable metal plaques. One of the embrace the new agenda: statutory changes, public
largest sources of stone in the UK is existing cemeteries, opinion, and investment.
whose management includes the disposal and destruc-
tion of a vast number of granite memorials, which Statutory Changes
could be refurbished and reused. Politicians are under ever-increasing pressure from
their constituents to legislate to limit harmful impacts
Grounds Maintenance on the environment. The start of this process can be
In both cemeteries and crematoria, high standards of traced back to the publication of “This Common Inher-
maintenance, including formal grounds mimicking the itance: Britain’s Environmental Strategy: A Summary of
civic style perfected by council Parks Departments up The White Paper On The Environment.”
and down the land, became the norm in the late 19th The resulting Environmental Protection Act of 1990
and 20th centuries. However, this model is extremely regulated a wide range of services for the first time,
labour intensive, produces large quantities of carbon, including cremation. To control a range of harmful
and positively discourages biodiversity. emissions, the sector was required to replace the old
It was 1961 and I was a horticultural trainee. “Push Button Operated” cremators with ones controlled
Grounds maintenance was in the midst of a revolution; by computers, attached to abatement plant and moni-
cheap herbicides and rotary mowers meant that we toring equipment of a complexity never seen before. It
could dismiss the scythers at Shrewsbury Cemetery and is extremely unlikely that without the legislative nudge,
tidy up the Victorian section. the sector would have gone this far.

THE PIONEERS OF CREMATION IN GREAT BRITAIN
Cenotaph MeMorial Wall
There has been an increasing amount of legislation Investment What’s Next?

relating to the environment—The Climate Change Act Increasingly, investment in the cemetery and cremato- Facing the key green drivers of legislation, public opinion, and
of 2008 and most recently legislation requiring the rium sectors, in common with most industries, is linked investment linked to the environment, can burial and crema-
government to reduce the UK’s net emissions of green- to the green agenda. tion authorities continue to act in a manner which is not in
house gases by 100% relative to 1990 levels by 2050. UBS Wealth Management with $2.3 trillion invested keeping with their role of stewards of the land and facilities
The Committee on Climate Change reported in worldwide defines sustainable investing as: they manage?
2012: “Local authorities are well placed to drive and The overwhelming evidence suggests that the answer is
Sustainable investing takes into account the envi-
influence emissions reductions in their no. Furthermore, we have known this for some years. Legisla-
ronmental, social and governmental challenges our
Facing the key green wider areas through the services they
deliver, their role as social landlords,
world faces. For instance, this could relate to the
tively, the Environmental Protection Act indicated the path of
travel 30 years ago; operationally, pioneers including Ken West
overuse of natural resources, rising levels of pollu-
drivers of legislation, trusted community leaders and major tion or the effects of increasing urbanization.
introduced the first woodland burial site in 1993; cardboard
employers, and their regulatory and and wicker coffins were introduced decades ago as more
public opinion, and strategic functions.” Darwin Alternative Investments state that for their environmentally friendly alternatives to chipboard coffins; and Memorialization to honor and remember loved ones who are
investment linked to Cheshire East’s cabinet held its first investments, we “take into consideration their environ- rather than have ashes at crematoria with a memorial, 79% interred elsewhere.
virtual online meeting where members mental impact and we focus on enhancing the natural of families now take the cremated remains away to a more Having a personalized cenotaph plaque which reminds families
the environment, can agreed to the council’s first carbon neu- landscape, protecting the ecology and building in a meaningful location. of a loved one provides the closure most families seek during
burial and cremation tral action plan. The action plan focusses sustainable manner at every location.” In view of the recognised challenges facing the sector and their mourning process.
on the initial actions that Cheshire East Within the sector, the Crematorium and Memorial the key drivers making change almost inevitable, how should
authorities continue to Council will take to not only deliver the Group state: the Federation, representing the owners and stewards of crema- Strassacker Bronze America, LLC
Phone: 859-534-5218
act in a manner which 2025 target, but also how the council will
encourage all businesses, residents and
We recognise the impact of our operations on
toria and cemeteries across the UK, respond?
sales@strassackerbronze.com
local surroundings and are committed to main-
is not in keeping with organisations to reduce emissions. taining the quality of the environment in which
Brendan Day is secretary of the Federation of Burial and Cremation
Authorities in the United Kingdom.
shop.strassacker.com
Councillor Nick Mannion, Cheshire
their role of stewards of East Council cabinet member for envi- we all live by operating in accordance with our
environmental policy.
the land and facilities ronment and regeneration, said: “In May
2019, the council noted the UK declara- Westerleigh Group state that it:
they manage? tion of a climate emergency and commit-
is committed to maintaining the highest levels of
ted to being carbon neutral by 2025.”
environmental protection across its crematoria
As the majority of crematoria are operated by local
and cemetery operations. New crematoria must be
authorities (63%), it is likely increasing pressure will be
designed to conserve energy, to prevent pollution
brought to bear on the sector to satisfy both national
and to limit the impact of the building and the even-
and local political imperatives, in addition to the next
tual operations on the surrounding environment.
driver—public opinion.
A new entrant to the market, the Faunus Group,
Public Opinion state that:
It is apparent that public opinion is now more aware of
The Faunus Group is a green initiative formulated
environmental issues than ever. Phrases such as “climate
by a collection of like minded professionals. We
change” and “climate emergency” are part of everyday
specialise in producing environmentally beneficial,
language, the public has to separate their waste for recy-
socially responsible projects and developing green
cling; and in watching weather forecasts we hear reports
industry. Formed as a vehicle for our first venture,
of the hottest, wettest and driest day/month/year since
The Woodland Burial Co, the group has developed
records began.
into a sounding post and spring board for develop-
The BBC series “Blue Planet II” hosted by David
ing new and exciting green businesses and ventures.
Attenborough is recognised as a defining moment in the
Conservation stands a better chance if there is a
shaping of public opinion and the environment. “Nearly
The opinions profit in it. The greater the profit, the greater the
nine in 10 people (88%) who saw that episode of BBC’s
expressed in this good you will do.
Blue Planet II about the effect of plastics on our oceans
article are those
of the author and have changed their behaviour since. Sixty percent of us In the funeral sector, new entrant Neo Cremation
do not necessarily now choose a refillable water bottle and coffee cup more states that it provides “direct cremations that focus on
reflect the than we did, and Waitrose has seen an 800% increase in the essentials. We make it easy to arrange an unat-
opinions or views questions about plastics from customers.” tended direct cremation for a fixed all-inclusive fee of
of ICCFA or its
The public is now actively seeking out green alterna- £1,295. Choose our sustainable and eco-friendly alter-
members.
tives; and where the public goes, investment follows! native and make a lasting impact.”
18 MEMENTO MORI JULY 2021 www.iccfa.com JULY 2021 MEMENTO MORI 19

Cenotaph MeMorial Wall
What’s Next?
Facing the key green drivers of legislation, public opinion, and
investment linked to the environment, can burial and crema-
tion authorities continue to act in a manner which is not in
keeping with their role of stewards of the land and facilities
they manage?
The overwhelming evidence suggests that the answer is
no. Furthermore, we have known this for some years. Legisla-
tively, the Environmental Protection Act indicated the path of
travel 30 years ago; operationally, pioneers including Ken West
introduced the first woodland burial site in 1993; cardboard
and wicker coffins were introduced decades ago as more
environmentally friendly alternatives to chipboard coffins; and Memorialization to honor and remember loved ones who are
rather than have ashes at crematoria with a memorial, 79% interred elsewhere.
of families now take the cremated remains away to a more Having a personalized cenotaph plaque which reminds families
meaningful location. of a loved one provides the closure most families seek during
In view of the recognised challenges facing the sector and their mourning process.
the key drivers making change almost inevitable, how should
the Federation, representing the owners and stewards of crema- Strassacker Bronze America, LLC
toria and cemeteries across the UK, respond? Phone: 859-534-5218
sales@strassackerbronze.com
Brendan Day is secretary of the Federation of Burial and Cremation
shop.strassacker.com
Authorities in the United Kingdom.

You Can’t Ship
Cremated Remains
Virtually

by Poul Lemasters, Esq.
I
n this new virtual world, we are
seeing fewer people in a face-to-face
setting. For deathcare providers, it
has meant some changes in how we
conduct business. Families are doing
more information gathering online;
making arrangements virtually; and
live-streaming funerals. But when it
comes to cremation, we still have to
deliver the cremated remains. While
some families will stop by, and others
will allow for delivery, there has been
an increase in the use of shipping via
the U.S. Postal Service.
This may not seem worrisome, but when you add recent
reports of increased mail issues including delayed deliveries,
lost mail, and just general poor tracking services, it begs the
question, “What about shipping cremated remains?” Rightfully
so! The truth is that while there are new rules on shipping cre-
mated remains, you the shipper can still face risk of liability. So,
in an effort to make sure you are doing all you can do, here is a
refresher of the updated shipping requirements for cremated
remains, as well as some additional liability safeguards.
New Rules, New Box

Not too long ago, September 2019, the U.S. Postal Service
updated Publication 139: “How to Package and Ship Cremated
Remains.” While the basic guidelines and procedures for ship-
ping cremated remains have not changed, there are a few specific
areas where the USPS has tightened its procedures in an effort
to make the transportation of cremated remains safer and less
likely to be lost or damaged. But one thing that remains the same
is that all cremated remains, both human and animal, must be
shipped via Priority Mail Express.
First, the USPS has added a recommendation that the
shipper place the inner sift-proof container into a sealed
plastic bag; and “then attach a label with the complete return

YOU CAN’T SHIP CREMATED REMAINS VIRTUALLY
address and delivery address on the sealed plastic bag and the word 1. Who is responsible (legally speaking)
‘Cremated Remains.” This is in an effort to protect the cremated for shipping cremated remains?
remains if the shipping container becomes detached from the For the most part, the funeral home or
outer container. the person/individual who is arranging
A second change is the introduction of the USPS Priority Mail for the shipping is responsible. There are
Express Cremated Remains box. This free box can be ordered always exceptions, but the main thing to
online from USPS.com. The Cremated Remains box comes pre- focus on is this: follow the rules. If you can
printed with orange labeling on all sides, indicating that the con- show that you did everything correctly,
tents include cremated remains. then you definitely have a better chance of
This leads to the last significant shipping change by the USPS, avoiding liability. But if you fail to follow
and that is the requirement that the cremated remains shipping con- the procedures and guidelines set forth
tainer must be marked with Label 139, “Cremated Remains”, affixed by the USPS, then not only will you be
to all sides including the top and bottom. While the label always has responsible, you will most likely be liable
been available and recommended, it is now required and must be for damages as well.
on all sides of the shipping box.
As a side note, I was recently involved in a
claim over damaged cremated remains being The theory of sovereign immunity
shipped via USPS. The shipping party did not use
the labels correctly and was responsible entirely is simple: An individual is
for the claim from the family requesting the
shipment. The new Label 139 is now orange, and,
prohibited from filing a lawsuit
of course, these labels/stickers remain free and against the United States unless
available online or from any USPS location.
the government consents.
Knowledge Is Power: CYA
While the physical process has tightened up a bit,
making the shipment more visible, it doesn’t address the unseen 2. Can I, or the family, sue the USPS
part of the process. This includes things like liability, release from if it loses or damages the cremated
the family, and insurance. Listed below are a few of the more remains?
common questions that you should be asking—and knowing the Absolutely! But keep in mind, it will cost a
answers to. lot of money, take forever, and you will most
likely lose. In fact, after the time and money
part, the case will probably be dismissed by
the court. Why? There is a legal doctrine
called sovereign immunity that applies
to any claim against the United States
(by the way, the USPS is part of the U.S.
government).
The theory of sovereign immunity is
simple: An individual is prohibited from
filing a lawsuit against the United States
unless the government consents. Needless
to say, this was eventually deemed unfair.
So, to fix this unbelievably unfair practice,
Congress enacted the Federal Tort Claims
Act (FTCA), which allowed some lawsuits
against the United States.
Understand that the FTCA was not
a complete waiver to claims against the
United States, but rather it allowed some
types of lawsuits and it also created some
limitations. Section 2680 of the FTCA pre-
vents private litigants from pursuing certain
claims against the United States including

“… any claim arising out of the loss, miscarriage, or complete copy of the new publication, Kentucky University Chase College of
Law. He is a licensed funeral director/
negligent transmission of letters or postal matter.” go to https://about.usps.com/publica-
embalmer in Ohio and West Virginia
tions/pub139.pdf.
and is admitted to practice law in Ohio,
3. B
ased on responsibility and lack of recourse, Kentucky, and Virginia. As principal of
Poul Lemasters, Esq., poul@iccfa.com,
is there anything I can do to help protect my Lemasters Consulting, a deathcare
serves as ICCFA general counsel and
business and me? consulting company, Poul offers ICCFA
cremation programs coordinator. He also
There is always something more we can do to offer pro- members in good standing a free one-
serves on the Government and Legal
tection. Consider language that will offer a little more Affairs Committee. Poul is an attorney hour consultation relating to cremation;
protection and shift some of the responsibility from and a funeral director/embalmer with in addition, members are entitled to a
your business. In your cremation authorization form, degrees from the Cincinnati College free GPL review to check for Funeral
consider language, such as: of Mortuary'21
February Science and the Northern
ICCFA:Layout Rule compliance.
1 12/24/20 5:13 PM Page 1
Funeral home and crematory are not reponsible for

any loss or damage of cremated remains once deliv-
ered to the United States Postal Service and shipped
via Priority Mail Express.
Without language that defines when your respon-

sibility begins or ends, your responsibility may never TM
end. Well, that may be a bit strong, but the point is this:
Keep
There is case law that says that without clearly identi- sake Pendants
fying when a shipper’s liability ends, the responsibility
remains with the shipper until the package arrives at The opportunity to choose a
its final destination. As the shipping party, you want to Keepsake Pendant
clearly identify that upon proper delivery to the USPS, presents itself only once.
your responsibility and liability end. The comfort
a Keepsake Pendant offers,
4. C
an I add insurance when I ship cremated lasts a lifetime.
Known for quality materials
remains? and craftsmanship,
Actually, you can. The issue is how much will the USPS Madelyn Co. Keepsake Pendants
allow. The answer: $5,000. Is it worth it? The price for are hand-made using jewelry-grade metals.
insurance can be calculated when shipping Priority
Mail Express (again, the only authorized method of
call about monthly specials or visit our website
shipping cremated remains.) Any Priority Mail Express 800-788-0807 Fax 608-752-3683 www.madelynpedants.com e-mail orders@madelynco.com
package includes $500 of insurance. Additional insur-
ance can be purchased at the rate of $1.35 per $100 GREVER
GREVER &
& WARD
WARD
after the original $500 of insurance.
Don’t worry, we did the calculation for you and it’s CEMETERY PLANNING
an additional $62.85 to get the entire $5,000 of insur-
ance. Should you get the insurance? That’s a question
only you and the family can decide, and it’s a question
you should be asking and offering every time.
Keep in mind that these requirements are in effect
now and apply to all cremated remains (this includes
human and animal—as well as shipping cremated
remains for “artisan” purposes, such as placing them in
blown glass or other works of art).
Make sure you update your policies and procedures
to include the process and make sure your policies are
included in any paperwork you use with your families, such
as your cremation authorization and disposition form.
And like anything out of Washington, D.C., make
sure you follow ICCFA for new updates and changes
because failure to ship according to the USPS guidelines
will only increase your liability if things go wrong. For a

by John T. McQueen, CFSP
H
ow do you ignite a conversation in a room full of funeral directors? Toss in the word
“cremation.” It will spark conversation—some good, some bad. But in all cases, you will
witness myriad emotions. It may be hard to believe that some funeral professionals are
still adamantly opposed to cremation. Rather than embracing the opportunities that can be
found in cremation, they are still fighting for a return to the way things were “in the good old
days.” For most of us, we recognize those days are gone, and it is time to embrace ways to
create opportunities with cremation families.
According to the recent Performance TrackerTM • Cremation rate expectations are going down:
Analysis: 2020 COVID-19 Impact Report, 55% of all 63% agreed last year that they would prefer to be
cases in 2019 resulted in cremation. During the recent cremated compared to 59% this year. Does this
COVID pandemic, our industry saw a 5%–10% increase mean the cremation rate may be reaching a plateau?
in cremation disposition cases for 2020. Although • A slight shift toward keeping cremated remains
cremation rates increased during the 2020 pandemic at home: 24% agreed last year that they would
period, the average cremation sale diminished from prefer to keep their loved one’s cremated remains
2019 levels for traditional cremations and memorial at home compared to 27% this year.
services but rose slightly for direct cremations. • More people expect to have a funeral service in
Interestingly, the average sale per case grew in all a funeral home: 19% agreed last year they expect
burial categories (traditional, graveside, and imme- to have a funeral service in a chapel or funeral
diate). In addition, of all the various merchandise home compared to 26% this year.
offerings available for burial and cremation families, • People are viewing a big celebration of life event
permanent memorialization (i.e., marker, monuments, as much more acceptable: Last year, only 39% of
etc.) saw an average increase in spending of $500, and respondents stated a big celebration of life event
cremation families spent more on memorialization was very important compared to 60% of respon-
than burial families (on average $400+ above burial dents in 2021.
memorialization). • The shift toward virtual arrangements is facing
In addition to changes in case volume and revenues, headwinds: In 2020, 65% agreed that meeting
satisfaction levels among family members fluctuated with a funeral director virtually to plan is very
in 2020 compared to 2019. Although burial family important compared to only 51% in 2021. A sim-
satisfaction fell across all categories, satisfaction among ilar shift occurred among respondents regarding
cremation families increased in most all categories meeting with a cemetery counselor virtually to
other than the “arranging funeral director.” Addition- make arrangements.
ally, the Net Promoter Score (NPS) began to fall in all • People now feel much more strongly that
categories, reflecting an overall negative impact on meeting with a funeral or cemetery profes-
customer satisfaction. sional in person is critical: In 2020, only 43%
agreed in-person funeral arrangements were very
Looking Back, Now Looking Ahead important compared to 71% in 2021. In 2020, 41%
Now that we have seen where we came from, it is time agreed in-person cemetery arrangements were
to look at where we are headed in our “new normal.” In very important compared to 65% in 2021.
reviewing the 2021 Funeral and Cemetery Consumer • More people expect the total cost of their final
Behavior Study conducted by The Foresight Companies arrangements to be more in the future than the
in conjunction with SOCAL Approach Marketing and national average: We have seen a 10% increase in
Consulting Group, several interesting insights appeared 2021 among respondents who expect the cost to be
with regard to consumer behavior and cremation. Here $8,000 or more. In 2020, 19% expected costs to be
are just some of the interesting statistics: $8,000+ whereas 21% expect it in 2021.

ey Says…
Surv
Cremation
Is Still a
‘Burning’
Desire

ISTOCK / SORBETTO / AMBASSADOR806 / 1030250448 JULY 2021 MEMENTO MORI 25
SURVEY SAYS… CREMATION IS STILL A ‘BURNING’ DESIRE
Cremation Plateauing? Not So Fast! training) combined with a normalized workload will
Well, all this data is great, but what can we decipher enhance future financial results, provided we do not
from it that can be used to better serve our client fami- fall into the misconception that “everyone wants a
lies, in particular, cremation families? cheap cremation.”
Starting with the cremation rate, both reports
demonstrated that 2020 saw an increase in the actual Identifying the Solutions
cremation rate and the expected cremation rate. Of Some very encouraging news for the funeral profes-
course, Foresight’s 2021 consumer study identified that sion is that more consumers (26%) expect to have a
consumer expectations are decreasing. funeral service in a funeral home. When we combine
Does this mean the cremation rate in the United this increase with the dramatic rise in those who
States has finally reached a plateau? This is doubtful. believe a large celebration of life is acceptable (60% in
Rather, the leveling off or decline in expectations may 2021 versus 39% in 2020), funeral professionals should
be because restrictions are lifting; therefore, the 10% be ecstatic.
increase identified in 2020 due to the pandemic may The challenge for many will be developing services
simply be returning to a “normal and products that keep the funeral professional relevant
rate of increase.” in the services and/or celebrations, whether on-prem-
The challenge for many It does identify that cremation ises or off-premises. What are you doing to meet the
will be developing services is still the primary choice in dis- needs of families wanting to celebrate their loved one’s
position; therefore, some funeral life but not at your facility? If you are simply allowing
and products that keep directors will finally need to them to walk out the door, you are missing out on a
the funeral professional forgo old beliefs and adjust their significant opportunity.
business models to embrace their Speaking of shifts, we have seen an increase in the
relevant in the services futures if they want to remain number of individuals wanting to keep the cremated
and/or celebrations, viable and profitable.

As for diminishing revenues in
remains at home. Although this rise is most likely a
factor of the pandemic and the lack of an opportu-
whether on-premises or 2020 for cremation cases, it will be nity to adequately say their goodbyes, it does create
interesting to see if this was due opportunities.
off-premises. What are you to consumer preferences, financial With a little consumer education, you can have fami-
doing to meet the needs concerns due to the pandemic, or lies taking their loved one home in urns that honor and
lack of consumer education on the celebrate their life as opposed to cardboard boxes or
of families wanting to part of the funeral professional. temporary plastic mailers. In fact, if you want to see urn
sales climb, cardboard should be eliminated and plastic
celebrate their loved one’s Identifying the Problems only used in special circumstances, not as a routine
life but not at your facility? The Foresight study reveals a option (but that is for another article).
10% increase in what consumers In addition to urn sales, this shift regarding home-
If you are simply allowing expect to pay in 2021; as such, bound urns creates an opportunity for follow-up,
them to walk out the door, it appears that part of the 2020 finalization, and memorialization. For those families
decline was due to financial con- who took the cremated remains home during the pan-
you are missing out on a cerns from the pandemic. How- demic, funeral homes should take a proactive approach
significant opportunity. ever, given the decline in customer and reach out offering to assist in final placement, or to
satisfaction levels around arrang- schaedule a celebration, or both, now that restrictions
ing funeral directors, a significant are loosening around the country.
portion of the decline in revenues is most likely due Keep in mind that families rarely will reach out to
to inadequate education of consumers on the value of you for assistance on future services or final placement.
various products or services. But a simple call from you, perhaps with some well
Also, as cases increased at many funeral homes, thought-out options, can make all the difference.
director fatigue has been identified by many; and when
the directors are fatigued, they tend to “streamline” Get More Creative!
processes where possible. One of these areas is often Building upon the previous concept, one of the most
among the additional time needed to adequately explain interesting statistics revealed was the increase in
the benefits (value) the customer will receive through permanent memorialization. As previously stated, on
additional offerings. average, permanent memorialization rose $500 for
The good news is that staff training (such as phone both cremation and burial families. However, when
skills, arranger training, and customer experience reviewing the number, cremation families on average

spent $400+ more on memorialization in this article combined with the facts
than burial families. as they relate to spending and customer
All too often, funeral professionals do satisfaction should renew your faith in
not recommend permanent memorializa- the future of our industry. The pandemic
tion because of our own paradigms; after may have added stress to families and last
all, it was cremation. But the numbers tell a responders through increased death rates
much different story. Since it is cremation, and changing the ways we serve, but it has
funeral providers should look to a multi- also reminded consumers of the fragility of
tude of options for permanent memorial- life and the need to say good-bye to those
ization—from markers and monuments to they love.
niches, benches, and garden memorials for All of this, I hope, will serve to renew
the home. your burning desire to serve.
But do not limit yourself to just the shared values directly with your customer.
usual; you could offer the opportunity for What are shared values? According to the John T. McQueen joined The Foresight team in
September 2020 as director of Client Experience.
the cremated remains to be turned into shot Harvard Business Review, shared values are
He is responsible for maintaining relationships
gun shells, or have a rocket launch to the a “belief that both the brand and consumer
with current clients as well as expanding the
moon, or a variety of other choices. have about a brand’s higher purpose or brand client base. Before joining The Foresight team,
My wife, Nikki, would say, “If you don’t philosophy.” This is important because people in 2010, John owned a funeral home and
ask, the answer is no.” In this case, “If you buy based on an emotional connection and bought out his partners, and with his wife, Nikki,
don’t offer it, you won’t sell it.” It costs you then justify their purchase with logic. continued to grow the company’s footprint
nothing but time and spit to show it or to For example, the customer may think into Florida’s largest family-owned funeral
make a family aware of it. The rewards can “XYZ funeral home wasn’t the cheapest for operation. Once dubbed “the most innovative
be tremendous! cremation, but they had steps in place to guy in funeral service,” John & Nikki introduced
ensure the cremated remains I receive back many new concepts, including the world’s first
Bio-Cremation (Flameless Cremation) process
Your Online Face Doesn’t are mom’s cremated remains, so I’m happy
that utilizes water instead of fire. In 2017, John
Beat the Real Thing paying extra.”
sold his family’s funeral enterprise to Foundation
The last area for consideration when Face-to-face also eliminates technical
Partners Group.
serving cremation families is virtual versus difficulties and minimizes misunderstand-
in-person arrangements. We saw a spike in ing in the communication process. As the
References
online arrangements during the pandemic. Harvard Business Review cites, “human
Rappaport, O. and Owens, G. (2021). 2021
Although many consumers in 2020 showed conversation remains the primary way peo- Funeral and Cemetery Consumer Behavior Study.
a preference for virtual arrangements, the ple make complex purchases or emotional The Foresight Companies. Analysis and article
vast majority—7 out of 10—of respondents decisions.” If complex and emotional are not prepared by SOCAL Approach Marketing and
in 2021 agree that in-person arrangements the kind of decisions families make with us, Consulting Group.
are very important. then perhaps I do not know funeral service. Wilson, M. and Milto, R. (2020). Performance
Meeting face-to-face with an empathetic TrackerTM Analysis: 2020 Covid-19 Impact.
Johnson Consulting Group. Analysis and article
professional, well-versed in service and Focus on the Positives prepared by Funeral Research & Insight.
product offerings, and focused on customer In conclusion, the research findings shared
experience is paramount in building rela-
tionships and ultimately sales. To capitalize
upon this realization, owners and managers
should focus on strengthening the sales
skills, product knowledge, and customer
service training of employees.
As humans, we are wired for connection
to others. As funeral professionals, we build
R E L A M PI N G
our entire career around emphasizing, cele-
brating, and remembering the connections LED light bulbs
fo r C r y p t s & N i ch e s
we share to those who have gone on before
us. People buy from those they know and D O I T YO U R S E L F
trust, so focus on building relationships,
and the sales will follow. s e p te ch n o l o g i e s .co m
Face-to-face communication helps build 1 8 7 7 5 1 5 - 4 67 2
a bridge that communicates your brand’s

A Look…
into the
28 MEMENTO MORI JULY 2021
Past
www.iccfa.com
I
t’s February 1837. Laurel Hill Cemetery has been conducting
burials for only a few months. In the throes of winter,
mechanized digging machines have yet to be invented. All
graves must be dug by hand, but the ground is frozen. What
does Laurel Hill do? It builds a receiving vault.
A receiving vault is a structure with mul- entrance, close to a rail station and the town
tiple crypts for caskets. It was used to tem- of Pencoyd along the Schuylkill River.
porarily store bodies during winter months As the 20th century progressed, and
when the ground was too hard to labori- the necessity of receiving vaults waned,
ously dig by hand. Beyond that purpose, memorial services were moved across the
receiving vaults were sometimes used while cemetery to the Chapel of Peace built in
underground crypts or mausoleums were in 1938. The town of Pencoyd disappeared and
the process of being built; if families needed the main entrance of the cemetery moved to
to wait for out-of-town guests to arrive Belmont Avenue, near the West Laurel Hill
before burying their beloved; or in times of Station of the Pennsylvania Railroad. Today,
epidemics, when a large number of burials the receiving vault at West Laurel Hill is only
needed to occur in a short time span. used in extreme circumstances and opened
to the public for special, guided tours.
Preserving the Architecture Though these buildings no longer
Almost every cemetery had some form of serve their original function, the interest
receiving vault structure in the 19th century, in them prevails. The receiving vaults at
but as time progressed into the 20th century both cemeteries have been backdrops for
and digging machines became more com- concerts, plays, weddings, and other public
mon, these buildings became obsolete. The programming.
receiving vaults at Laurel Hill and West Lau-
rel Hill Cemeteries still stand as beautiful Modern-Day Uses
architectural examples of this 19th-century In 2018, the receiving vault at West
necessity. Looking toward the future, we are Laurel Hill Cemetery was the subject of
now considering how we might revitalize the University of Pennsylvania’s graduate
these buildings for more contemporary uses. program in historic preservation’s Conser-
The first receiving vault at Laurel Hill vation Seminar: Masonry course. Students
Cemetery was located within a chapel that completed a 200-page assessment of the
no longer stands. The current Roman Doric condition of the receiving vault structure
receiving vault, in the South Section, was and recommended treatment options.
built by the Conkling Armstrong Terra Both receiving vaults offer onsite and
Cotta Company in 1913. It contained 48 virtual interpretive opportunities for future
interior crypts that could be rented for exhibitions on the history and uses of these
three months, for $5 each. Four exterior buildings. Or perhaps we can reclaim the
“mausoleums” contained four crypts each spaces for unique community burial options.
and could be rented for $25 per month. The Pennsylvania Historical & Museum
Cemetery management only allowed a body Commission through the Keystone Historic
to be stored in the receiving vault for one Preservation grant program has awarded
year. Today, the receiving vault is opened Friends of Laurel Hill & West Laurel Hill
for special events and tours. Cemeteries a $25,000 grant. This grant will
West Laurel Hill Cemetery opened help restore the magnificent 19th century
in 1869, and its first receiving vault was receiving vaults at West Laurel Hill.
completed in 1871 in an Egyptian Revival The possibilities are endless, as each
fashion. Further additions were made to the historic receiving vault will continue to
receiving vault in 1921 and 1931, in a Gothic withstand the test of time and enable our
Revival style. These receiving vaults were visitors and families to marvel at their
located at what was then a main cemetery enduring architectural beauty.
COURTESY OF LAUREL HILL CEMETERY JULY 2021 MEMENTO MORI 29

Prose for
the
Quietus
of
Life Her Old Bones Creaked
Her old bones creaked
And her pace was slow,
But her smile was blindingly bright.
Her mind was sharp
And her voice was kind,
Her manner was a true delight.
The world had changed
In the winters she’d known
But she bore their weight with pride.
She shared her wisdom
And passed the goodness on,
Using her love of life as her guide.
She did not bow to time,
Using life as her stage,
She sought each morning’s joy
And she was never defeated by age.
—Jamie Samms
SHUTTERSTOCK / EAKACHAI LEESIN

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CEMETERY IMPOSSIBLE
Is Your Cemetery the Victim of Antiquated

Documents and Antiquated Thinking?
by Daniel M. Isard, MSFS
L
AST MONTH’S ARTICLE , “The Bored Board,” brought many e-mails. The FBI will sales person, not only would the cemetery
be following up with some of you. Most of the questions raised dealt with nonprofit spend the $60,000 to $80,000 difference in
governance. commissions for this additional sales per-
son, but they would have a benefit/tax cost
Obviously, the governance of the of about $25,000 a year on top of this. Petty
nonprofit organization is the bylaws. In If you are a nonprofit doesn’t work well in businesses.
simple terms, a nonprofit corporation Many Articles state the requirements
is a corporation first and foremost. It is cemetery board of a board member. Again, these might
therefore governed by its core values as any be old requirements. In one case, the
corporation would be. This is called the member, look at the cemetery predated the realistic cremation
Articles of Incorporation. Since cemeteries trends. In fact, the original master plan
are usually continuously operated busi-
other board members actually predated the LeMoyne crema-
nesses, most are old. It might be that the at the next meeting and tory, which was built in 1876! The board
Articles of Incorporation are very old. The requirement stated board members “must
simple way to judge this would be to look ask if they are qualified own a burial plot” within the cemetery.
at the Articles and if you see the imprint on Today, with 50% or more of their commu-
the paper from typewriter keys, then the to run a business. If nity being cremated, the board (average
document is old. age 76) was unwilling to allow niche own-
not, work to change the ers to be on the board. Therefore, their
Update Your Documents board or educate them. only cremation offering was to bury an
Articles of Incorporation are historical; but urn in a full-sized grave.
like any historical document, they should I see three problems with that:
be updated. Times change. Methods of meeting sent (or posted) for other board 1. The cremation offerings were not devel-
communication change. members to view and vote as needed. How- oped for a modern community.
The number of people on the board is ever, if the Articles don’t allow for that, you 2. The board only thought like burial
one matter that might need to be updated. cannot do it. consumers.
In one case, the board consisted of 11 Several nonprofit cemeteries I have 3. The age of the board continued to be
people. The manager of this cemetery told worked with were governed by the wrong older, thus making them less willing to
me in his six years of being employed, people on the board. I remember very make holistic master plan decisions.
they had never had all 11 people show clearly one case of a 200-interment cem- Therefore, it is important to sit down,
up for a board meeting no matter how etery. Three local merchants were on the review the Articles of Incorporation, and
urgent the subject. In some cases, the board of seven people. The manager was amend them to meet the needs of the 21st
Articles state that a quorum is required paid a salary and got commissions for century.
(a minimum number of people, usually advance sales. One year, this manager made
defined as half plus 1). The manager said about $160,000, of which about half was Board Members Must Be Taught
that they would often have two quarters from commissions. These local merchants The next step is to make your board smart.
in a row without a quorum. That makes a were up in arms as they didn’t make this Training your board starts by pre-qualify-
non–entrepreneur-driven business come much running their downtown businesses. ing the possible new board members. In
to a screeching halt! They wanted the manager to take a pay cut today’s world, with video conferencing, it is
Other changes can promote the use of out of petty jealousy. very easy to help each board member learn
video conferencing for the meetings. This Anyone who is a cemetery professional the business of the cemetery. It is not 80
was an invention of The Jetsons; but now running a 200-interment business will acres of horticulture. It is not land. It is a
it is reality. It can make meetings quicker, have a salary of about $80,000 to $100,000 business. They must learn the business. You
easier, and just as efficient. Video confer- (depending on the market). If they trans- can, if you dare, make it a requirement that
ences can be recorded, and the recorded ferred the duty of making sales to another future board members attend a few hours

Dan Isard, MSFS, is founder of
of educational classes. Between ICCFA and they are empowered to lead, or sell off the The Foresight Companies LLC,
the professional consulting community, rights to the leadership to a professional a Phoenix-based business and
we either have or can create hundreds of operating company. management consulting firm
hours of continuing education. Then, after If you are a manager of a nonprofit, specializing in mergers and
viewing this content, the selection commit- save this article. Use it to lead the business acquisitions, valuations,
tee could interview these people. Do they you are managing into the future. It starts accounting, financing HR
understand what the objectives of running with changing who your boss is. If you are services and family surveys. He is the author of
this enterprise need to be? Then you can a nonprofit cemetery board member, look several books and hundreds of published articles
in industry magazines, including “The Director’s
make an informed nomination. at the other board members at the next
Finance 201” column. He can be reached at
I think it is necessary to train your board meeting and ask if they are qualified to run
800.426.0165 or danisard@
annually. There is so much changing in the a business. If not, work to change the board theforesightcompanies.com.
world of interment as cremation becomes or educate them.
the majority decision in the United States.
This changes the market, the marketing,
and the business model of the cemetery
business. I must have done more than 100 EXCLUSIVE FROM BOGATI
such trainings or presentations for non-
profit cemetery boards in my career, but
most are not recurring annually. I burned
political capital disagreeing with board
members and got my contract not renewed
(i.e., fired) many times.
The training can be general or specific.
I love the specific assignments, as we can
demonstrate the actual results of operations
of a business and use that to make future
decisions. If this were a “for-profit” enter-
prise, you would do this frequently. How-
ever, just because you are a nonprofit does
not mean you should not have education
and planning sessions. This category only
affects the tax status of the property and the
business earnings.
A for-profit cemetery will be run by
people with entrepreneurial mentalities.
A nonprofit can bring in an operating
company. Many operating companies have Powdercoated
operating agreements with entities and Adult Alloy Urns
have paid handsomely to acquire such Smaller Sizes Available
contracts. I bet they are making good long-
term decisions. It is the same cemetery, but
the mentality of the business leadership is
different. A nonprofit can change the think- (941) 751-3382
ing of its leadership either by selecting the www.BogatiUrns.com
right leaders, training them in the business

TRIBUTES & MEMORIALIZATIONS
Krause Funeral Homes Connect More

Families with a Simplified Live-Streaming
Solution
by Natalie Kuri
T
EN YEARS AGO , Krause Funeral Homes and Cremation Services looked into live- website, tell it what day and time to start,
streaming solutions for its four locations across the greater Milwaukee, WI, region. and we’re done. That’s all we have to do.”
“We jumped into it, but found out the technology wasn’t quite there yet,” says Jacob also highlights how Krause Funeral
Mark Krause, president and funeral director. It proved too inconsistent to trust. “If funeral Homes download the recorded service to
directors can’t rely on it,” Mark continues, “they’re not going to use it because their word is offer an artifact for families to share for
their bond with these families. They’re promising to deliver for an event for which we have generations, a kind of testament to how
no safety net. A funeral is kind of like that. It’s like live theater.” recording ceremonies will endure. “When a
family does a funeral, all eight kids end up
Mark tried to make do with clunky, and changes,” says Mark. “And we need to with the service recording. They can watch
multi-part equipment for about two years constantly be looking at what we need to do it later and show it to others.”
before abandoning his funeral home's differently, because if we think that we now
live-streaming ambition altogether. “We have all the answers, we’re probably missing A New, Competitive Edge
haven’t offered anything for the past eight the boat somewhere.” Since implementing OneRoom across its
years until we started with OneRoom,” says With their chosen solution, the Krause four funeral homes, Krause has seen a 25
Jacob Waterworth, manager of operations staff doesn’t need to manage cameras, percent increase in call volume. “It’s prob-
and funeral director. adjust angles, and move equipment. ably due to a combination of many things,”
Instead, employees can concentrate solely says Mark, “but we’ve promoted the fact
Meeting Demand in on delivering exceptional service to families that we have live-streaming capabilities.
Unprecedented Times in need. “We can focus on our job and That may be giving people a reason to pick
Krause Funeral Homes adopted OneRoom OneRoom is just working in the back- us over other funeral homes.”
at the peak of COVID-19, a pandemic that ground automatically,” says Jacob. “There’s Jacob agrees. “A lot of other funeral
demanded the funeral industry quickly no real way to get user error. We have a homes are offering live-streaming, but
adapt to gathering restrictions and health large staff and we don’t have one person they’re using Facebook Live or YouTube,” he
concerns. “I kind of look at the funeral designated to do this—we all do it. It’s such explains. “OneRoom is a lot more profes-
service as something that constantly evolves a simple system. We just set it up on the sional. We don’t just take our phone out

and put it on a tripod. We can offer families plan. There’s a grandchild who can’t take together, gathering to tell stories, and, most
something that’s higher caliber than what vacation time to come back for Grandpa’s importantly, participating,” believes Mark.
other funeral homes are offering.” funeral. There’s finals week at school and a “And live-streaming is something we need
In addition to helping Krause stand out granddaughter can take two hours to watch to offer to the family to keep moving the
from the competition, the funeral homes the funeral online, but she can’t travel. So industry forward.”
now have access to funeral streaming the need won’t be as dramatic as it is now,
insights and analytics, which they contin- where people’s lives are in danger if they Natalie Kuri, OneRoom
Customer Success manager,
uously use to motivate employees. Jacob attend the funeral or if they travel, but it’s
has been a licensed funeral
adds, “We’ve had a number of services that still going to be a need that families expect
director for over 20 years in
have had high usage, high viewership—300 and want.” New York and more recently
people watching online. We’ve had some When it came to live-streaming, One- in Texas. She served client
international services, too, where one Room helped Mark Krause get on board. families in different roles
person was British and the other was from “It’s a good, easy-to use product, and it’s throughout her career ranging from daily
India. A lot of the viewers from around turnkey,” continues Mark. “It helps to operations, embalming, leading teams in
the world—six, seven different countries— differentiate between those funeral homes pre-need sales, managing cemeteries and
tuned in. We have a little blurb in our that are world-class and those that are not.” crematories, as well as presenting to other
weekly newsletter to let all the staff know In an industry that’s always looking for new professionals at events. Natalie joined the
that OneRoom is making a difference.” ways to exceed the needs of families, Krause OneRoom team in 2020, leveraging her skills
from the industry to onboard and train new
Funeral Homes, now equipped with a
customers while continuing to develop
Not Just a Pandemic Trend simplified live-streaming solution, are better
customer relationships. OneRoom is a video
Jacob sees the need for live-streaming set up for success, no matter what the future streaming and recording platform, fully
technology well into the future. “Funerals may bring. automated and easy-to-use. Visit
aren’t convenient,” he says. “It’s not like a “The funeral, in essence, should embrace www.oneroomstreaming.com/ICCFA.
wedding where you have a year or two to a lot of qualities about bringing people
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MEMBER NEWS
Landmark Lakewood Cemetery

Celebrates 150 Years
One of the Most Storied and
Extraordinary Urban Cemeteries Looks Back and Ahead
Lakewood Cemetery, located in Uptown Lakewood’s story began with several New community programming ever to encourage
Minneapolis, is celebrating 150 years as a local England-born leaders who came to Minnesota people to connect or re-connect with this
treasure, industry pioneer, and resting place in the late 1800s and helped build the city very special place.”
for thousands of remarkable individuals and of Minneapolis. Progressive and enlightened, “Not only are we celebrating the past, but
families. From its founding by a few vision- they envisioned Lakewood as a place for all we are also looking ahead to the next 150
ary leaders in 1871 to its expansive public individuals and families to be memorialized years,” Makowske continues. “The world of
programming today, Lakewood has always in a peaceful and beautiful setting. Over time, death, dying and remembrance is changing.
been a place where people come together to Lakewood has become a keeper of some of People today are looking for more personal
celebrate, honor, mourn, reflect, and remem- this city’s treasures — its historical figures and and meaningful ways to honor and remember,
ber what’s sacred in life. events, art and architecture, park-like land- both at the time of death and in the years
that follow. Because as many of us know, we
never forget those we’ve lost.”
“As we move forward, Lakewood intends
to continue to inspire individuals and fami-
lies to discover what’s meaningful for them
when it comes to memorialization, whether
it’s planting a tree in memory of a loved one,
inscribing a name in stone, joining others in a
grief meditation or tying a ribbon to our Living
Memory Tree, we intend to bring more offer-
ings forward that encourage personal and col-
lective remembrance so that memorialization
becomes more inviting, accessible and relevant
for people’s lives today,” says Makowske.
Visitors can learn about the virtual and
seasonal activities taking place this year at
www.lakewoodcemetery.org/150. All activities
are open to the public and will follow the lat-
est COVID-19 mandates and guidelines. More
experiences and events will be added as the
year goes on.
Throughout 2021, the nonprofit cemetery scape, and people from many cultures and Story Collecting
will be celebrating its 150th year by encour- walks of life. Lakewood is collecting memories from
aging people from all walks of life to take part “Lakewood is a haven in the heart of everyone who has a personal connection
in a full calendar of experiences and activities Minneapolis and an integral part of the Twin to this storied place. This includes stories
that showcase Lakewood’s proud history Cities community,” says Lakewood president from people who have loved ones memo-
and bold vision to reimagine the role of a Chris Makowske. “For our 150th anniversary, rialized at Lakewood, people who grew up
cemetery in modern life. There will be oppor- we’re opening our doors and inviting the or have lived nearby, and people who have
tunities to explore Lakewood’s 250 acres of entire community to get to know us better. If a love of a history, gardens, art or cemeter-
urban memorial parkland, to share stories and you haven’t seen our historic mosaic Chapel, ies. Whatever your interest or connection,
memories of Lakewood, to learn more about participated in one of our seasonal celebra- Lakewood would love to hear about it. Visit
Lakewood’s history, art and gardens, and to tions, or taken a walking tour of Lakewood, lakewoodcemetery.org/150 or follow on
discover ways to bring more creativity and this is the year to do it,” Makowske adds. Facebook and Instagram: #lakewood150
meaning to memorialization. “We’re offering our most robust year of #mylakewoodstory.

Seasonal Celebrations ences are carefully curated to allow guests to Learn @ Lakewood Series
Lakewood offers a series of memorable view Lakewood through a new lens. Sparking conversations on topics related to
outdoor events tied to each season that have death, dying and memorialization, Learn @
become an annual tradition for many families The Lakewood Experience Series Lakewood workshops and seminars explore
and the community. Seasonal events are open The Lakewood Experience Series offers diverse perspectives from experts and profes-
to the public and include celebrations of Earth immersive experiences created to expand sionals in their field. Topics range from Death
Day, Mother’s Day, Memorial Day, Father’s understanding and bring new depth and Café discussions to end-of-life planning and di-
Day, Midsummer Memory Mandalas, Lantern meaning to subjects like grief, healing and verse memorialization traditions and practices.
Lighting and Fall Colors. remembrance through personal reflection and Today, Lakewood is making memorializa-
creative expression. Some of the experiences tion more relevant, accessible and inviting
Explore Lakewood Series in this series include grief meditations, legacy for new audiences and generations—with
Visitors can discover the natural and histor- writing workshops, journaling, mandala-mak- more creativity and choices. As a nonprofit
ic treasures of this unique urban sanctuary ing, art therapy, and Lakewood’s Living Mem- organization governed by a board of trustees,
through a wide array of tours, walks and ory Tree, a tree of colorful ribbons dedicated Lakewood is committed to preserving and
activities focused on interests such as art & by community members to those they love enhancing our grounds and architectural
architecture, bird watching, photography, and have lost. treasures, and we use proceeds generated
sketching and more. These events and experi- from activities and events for that purpose.

MEMBER NEWS
Hard Work Does

Not Go Unnoticed
OGR Honors Its Best and Brightest
The Order of the Golden Rule hosted its awards ceremony on April • OGR Foundation Awards of Excellence scholarships
29, 2021, as a standalone event hosted virtually to allow more of its • Gold level ($3,500): Mariah Banks, Pittsburgh Institute of Mortu-
international members to attend. Below is a quick recap: ary Science
• Golden Light Award: OGR’s most prestigious honor went to Geri • Silver level ($2,000): Kenneth Wortman, Fayetteville Technical
Oliverie of Oliverie Funeral Home in Manchester Township, New Community College (Fayetteville, N.C.)
Jersey. • One of our members announced a $5,000 matching grant for any do-
• Community Service Award: Brunswick Memorial Home in East nations made to the Foundation. More than $11,000 has been pledged.
Brunswick, New Jersey, won for the fourth time in the award’s 13- • We installed our new Board of Directors and officers, including Evan
year history. No other funeral home has won more than twice. J. Strong of Evan J. Strong Funeral Services in Calgary, Alberta, as
• Exemplary Service Awards: Three are given out each year based on the new president.
feedback submitted by family clients that our
funeral homes serve every year. This year’s
winners are:
• Freitag Funeral Home in Bridgeton, New
Jersey
• Montgomery & Steward Funeral Directors,
Inc., in Pueblo, Colorado
• Plummer Funeral Services in Litchfield,
Illinois Geri Oliverie Mariah Banks Kenneth Wortman Evan Strong
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A Day of Healing at Greenlawn Funeral
Homes & Cemeteries
Greenlawn Funeral Homes partnered with On Thursday, May 6, the city of Bakersfield in La Mar noted that this will be a permanent
the City of Bakersfield in California for Day partnership with Greenlawn Funeral Homes memorial at the cemetery and said he hopes
of Healing recognizing loss during COVID-19. and Cemeteries declared a “Day of Healing,” to be able to add many more personal notes
The COVID-19 pandemic has redefined the reflecting back on loss of all kinds during the to the time capsule over the coming months.
meaning of “loss” for many. Tragically, it has pandemic. Dozens of guests and attendees “Events like these are meant to acknowledge
claimed the lives of more than 1,300 Kern wrote notes with a loved one’s name, or a the pain and allow those in grief to move
County, CA, residents, forever affecting their message about other kinds of loss, and placed forward. Whether burying a loved one, or
families, friends and co-workers. it in a time capsule in front of the facility’s symbolically ‘burying’ a beloved memory, it’s
But it has also meant loss in other ways: Celebration of Life Center. It was a chance to so important to the healing process to share
loss of jobs, loss of income, loss of security, remember and honor those we have lost. one’s loss with others,” added La Mar.
loss of personal connections, and much more. But it was also a declaration of optimism, Toward the end of the ceremony, a dozen
an affirmation that together white doves were handed to the speakers; and
as a community they can on a count of three, the doves were released,
begin to press forward again. rising as a group into the sky above the crowd.
Joining in the event were Within seconds, they disappeared from view,
Bakersfield mayor Karen Goh, like the souls of the departed, flying home.
other elected officials, repre-
sentatives from local hospice
organizations, and executive
staff of Greenlawn. “The loss of
a loved one during these past
13 months has been particu-
larly painful,” said Greenlawn
President Jim La Mar. “Besides
the fact that it shouldn’t have
happened to begin with, the
pandemic has put severe limits
on a family’s being able to
come together at a funeral
for emotional support. So,
with the mayor’s buy-in we
set May 6 as the day to grieve
as a community and the time
capsule as “a place to lay to
rest our fears.”

MEMBER NEWS
New Construction and a New Resting Place

at Forest Lawn in Omaha
Forest Lawn is recognized as one of the most beautiful
cemeteries in the country, the largest in the Midwest,
having been open since 1885. Forest Lawn‘s comprehensive
funeral services will now provide an additional option for a
beautiful, final resting place to reflect and remember loved
ones year-round at the newest Mausoleum. The Mauso-
leum’s permanent memorial options include interior and
exterior crypts and niches, which can be commissioned
with glass or granite fronts.
The Mausoleum‘s opening was celebrated on May 25,
2021, with a grand opening event attended by the Forest
Lawn Cemetery and Funeral Home Board of Directors as
well as the following contributors to the project:
• Architects: Frasier-Martis Architects, P.C.
• General Contractor: Charles Vrana and Son Construction
Company
• Consultants: Morrissey Engineering Inc. (Electrical/Me-
chanical); Ehrhart Griffin & Associates (Civil); Perfor-
mance Engineering (Structural); Carrier Mausoleums
Construction USA Inc. (Mausoleum Consultant); and
Kinghorn Gardens (Landscaping).
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IN MEMORIAM expertise and insight will help guide Forest president-Human Resources in September
Mary Alice Shipley Cambron, Lawn into the future.” Valerie Lopez has had 2006. Known for building and nurturing a
age 74 of Winter Park, FL, an over-20-year career at Forest Lawn, dedicated, caring team of Human Resources
passed away on June 2, 2021, starting in 1998 as an Employee Relations professionals, Valerie is responsible for
with her family at her side. Representative in Human Resources. She was recruiting, training, employee relations,
Mary Alice was the wife of subsequently promoted to Human Resources benefits, worker’s compensation, and
Richard Baldwin, former manager in May 2002, and then to vice compliance.
ICCFA Board of Directors
member and treasurer. Mary Alice will be
remembered as owner of a large Tupperware
franchise in Anchorage, KY, before she moved
to Winter Park. Locally, Mary Alice was very
The Grandview Legacy Trail
active in the PTA at Dommerich Elementary, (Maryville, TN)
Maitland Middle School, and Winter Park High

School. She also served as the President of
Weekends, an organization helping high school
students make positive choices. In addition,
Mary Alice was an active member of the Junior
League of Greater Orlando and on the Council
of 101 for the Orlando Art Museum.
Samuel B. Saxton, CCE,

passed away on June 5,
2021, in Allentown, PA. Sam
served as president of the
We are Proud to Offer
National Association of
Cemeteries (NAC), now
The Only True
known as the International
In-Ground Niche in the Market
Cemetery, Cremation and Funeral Association www.columbariumbydesign.com
(ICCFA), from 1967 to 1968. His involvement
included being president of Pennsylvania Granite Lid
Double Deep
In-Ground Niche Now Upgraded
Cemetery, Cremation and Funeral Association with Standard
(PCCFA) and a recipient of the ICCFA Hall of Anchoring and
Large 21x21 In Security Systems
Fame award. Sam acquired and developed Memorializing
Surface
cemeteries and was an advisor for the first
memorial park in Japan. He was a Pennsylva- Lid Security System
nia state real estate commissioner for 20 years
and chair of the PCCFA’s legislative committee
Single Deep
for decades, affecting the cemetery laws of In-Ground Niche
Upper Urn Chamber
the state and making lifelong friends in the 15” Diameter x12” High
legislature.
ON THE MOVE
Forest Lawn Memorial-Parks Bottom Urn Chamber
14” Diameter x12” High
& Mortuaries has promoted
long-time Forest Lawn team
member Valerie Lopez to
Anchoring
the senior vice president of System
Human Resources. “Over the
years, Valerie had distin-
guished herself as an extraordinary leader at Gerardo G. Garcia
Direct (720) 880-8055 17301 W Colfax Avenue, Ste 404
our organization,” said Darin Drabing, Forest www.columbariumbydesign.com Golden, CO 80401 6 42 4 37
Lawn’s CEO and president. “We are excited to g.garcia@columbariumbydesign.com Click or Call 877-7Niches.com
welcome her to the executive team where her

MEMBER NEWS
Forest Lawn Memorial-Parks Jason Mallas has joined The

& Mortuaries has promoted Tribute Companies team in
Jennifer Terrill to senior vice a Project Management and
president & CIO. “Jennifer is Business Development
a remarkable leader and has capacity. He has served the
made a tremendous impact Advertising veteran, creative director, and professional community with
on the organization during founder of LA ads, Dan Katz, has announced marketing, account and
her time at Forest Lawn,” said Darin Drabing, his retirement from the agency in June. Agen- project management, and production support
Forest Lawn’s CEO and president. “Her cy vice president Rolf Gutknecht will take over for over 30 years. In his position, Jason will
knowledge of Information Technologies is as president and CEO. Danny Mehl will assume assist in managing Tribute’s construction
invaluable, and she’ll be a wonderful addition the role of creative director. Dan began his projects, as well as develop additional markets
to the executive team.” Since February 2019, career in the late 1970s as a copywriter and for the company’s Precast and Design
Jennifer Terrill has served as the vice president creative director for a number of Los Ange- divisions within the Eastern and Southern
& CIO, leading the Information Technology les-based agencies whose clients included part of the United States. He will also identify
strategies for Software Development, major national consumer goods manufac- and drive opportunities for Tribute’s expan-
Infrastructure, Cybersecurity, Business Process tures, financial services, consumer electronics sion into other international markets.
Improvement and Project Management. Her brands, leading homebuilders, health & beauty
proven leadership has created a resourceful, products and food producers.
imaginative, and responsive team of IT
professionals, providing the secure and
effective tools necessary to build relationships
and communicate with our clients and within ASD is pleased to announce the recent
Forest Lawn. promotions of five dedicated employees: Jim
Russo, Andrew Yavil, Nina McAllister, Daniel
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Eckenrode and Brandon Torres. They are well part of the team. Tony came to NMS with a Shlomo Fantl has joined the
deserving of these advancements in their background as a pastor and brings a level of staff of The Garden of
careers and we are eager to see what they will empathy and compassion that was a perfect Remembrance (Gan
achieve in their new roles within our company. fit working with local funeral homes and their Zikaron) Memorial Park as a
ASD will also be expanding our Client Solu- cremation needs. Over the last nine years, he memorial counselor and
tions Department to increase our company’s has maintained the operations of the funeral coordinator. Shlomo
customer service outreach. crematory as well as assisting in its growth. was previously a funeral
director at Sagel Bloomfield and Shomrei
Funeral Home Gifts is proud Neshama Funeral Homes and oversaw kashrut
to announce the addition of operations for the Rabbinical Council of
Andrew J. Werner to its Greater Washington. He received his bache-
professional Business lor’s degree in mortuary science from the
Development staff. Andy University of the District of Columbia and a
brings over 25 years of master’s degree in education administration
experience to FHG, and from Loyola University in Chicago. He also
deathcare professionals are sure to remember earned a bachelor’s degree in Talmudic law
National Mortuary Shipping him for his service as a business development from the Yeshiva College of the Nation’s
and Cremation (NMS) and executive and expo manager with the National Capital.
Great Lake Crematory are Funeral Directors Association (NFDA). Andy
excited to announce the can be contacted directly at 828-859-7401 or
promotion of Tony Williams e-mail andyw@funeralhomegifts.com.
to crematory supervisor.
Tony has been with NMS/
GLC for nine years and has been an integral
“I’M LIVING DANNY JEFFERSON

A DREAM.
PIERCE-JEFFERSON FUNERAL SERVICES
PEOPLE KNOW I had no family in the business or employee

ready to tackle ownership. There was no one
IT WHEN THEY GET prepared to succeed me, and protecting my
employees and continuing to care for my
AROUND ME. I’M AS community was extremely important. Other

potential partners presented options, but I
HAPPY AS I’VE
felt like they didn’t want me - they wanted the
business. At Foundation Partners Group, they
EVER BEEN.”
valued me, and the business.
They did exactly what they said, and I’m

forever indebted to them. I get emotional
thinking about how they embraced me. The
business has grown dramatically, and my
employees and my community welcomed the
change. When looking ahead, ask yourself, “Is
my potential partner going to do what they
promised years down the road?” At Foundation
Partners, the answer is a resounding yes!
Foundation Partners Group Get in Touch

4901 Vineland Road, Suite 300 1-800-399-4635
Orlando, FL 32811 FoundationPartners.com

MEMBER NEWS
Duncan Stuart Todd, Ltd. is silk flowers and bead spacers, and is sized
proud to announce and NEW PRODUCTS to crown the Regent and Marquis urn vault
welcome Joel Soelberg as lids. For more information about ordering
the company’s new the Memorial Accent Collection, please call
managing director. Joel will Crowne Vault at 866- 763-0485 or visit www.
be responsible for all aspects crownevault.com.
of business operations and
customer support. “I am excited to merge my
bachelor’s in Biomedical Science, with my
manufacturing management experience, in a
way that is meaningful and supportive of
DST’s customer requirements.” Joel joins the Crowne Vault – home of the modern burial
DST family from Chesaning Manufacturing Co., urn vault – has created a special assortment
Inc. where he managed the Jetool aerospace of custom urn vault accessories: the Memorial
GSE manufacturing division. During his tenure Accent Collection. This exciting new collection
at Jetool, Joel’s leadership resulted in Jetool features custom engraved nameplates and
achieving AS9100-D and ISO9001:2015 quality handmade rose garland. The nameplates are
system certifications, OSHA compliance, and created from a specialty acrylic material with
the streamlining of production and logistics an adhesive backing. The flexible material is
operations resulting in on-going savings and ideal for display on the vault sides as well as
verifiable growth for the company. curving around the vault dome lid. Available
in metallic Gold, Rose Gold & Silver as well Thumbies® Inc., creator of jewelry and
as Celestial Blue and Black, customers can keepsakes worn or carried in memory of a
choose from four fonts for their engraved per- loved one, has announced the launch of two
sonalization. The rose garland is crafted with new products, designed in the spirit of a life
<RXU2QH6RXUFHIRU&HPHWHU\)XQHUDO+RPHDQG%XULDO9DXOW
(TXLSPHQW0DQXIDFWXULQJWKH+LJKHVW4XDOLW\3URGXFWV6LQFH
ƒVDOHV#KROODQGVXSSO\LQFFRPRUYLVLWZZZKROODQGVXSSO\LQFFRP
celebrated and of memories kept close. The cremated remains and interment in earth or brand and website. Aimed at providing more
two new knife options are unique tributes to a deep water. The smaller size allows for the support and resources to its customer base,
loved one. The Small Keychain Knife is a slip dividing of remains. the new SuperNova focuses on improving
joint knife with a keychain connection. Made in the overall customer experience and strives
the USA, this keychain knife has a high-carbon NEW PROJECTS to be the “one-stop-shop” for those in the
stainless steel blade and a body fabricated deathcare industries. The new brand offers
from aluminum. It is rust-resistant and easy competitive wholesale granite pricing, a
to sharpen and can be kept comfortably in a large product selection, special ordering,
pocket at 2-1/2” L closed and weighing one production & finishing services, pre-made
ounce. Thumbies offers the knife in a choice SuperNova International, a wholesale granite marketing materials and an interactive online
of blue or black. Our artisans personalize supplier, has officially launched its new customer portal. PARTNERSHIPS
the knife with a print and inscription of your
choice, with two lines of engraving available,
in block or script. The Multi Tool Keychain
Knife includes a frame lock knife, bottle open-
er and detachable keychain ring, and is fabri-
cated from 440 Stainless Steel. It is approx-
imately 3” L closed and weighs about three
ounces, making it easy to carry in a jacket or
pants pocket. This sturdy tool is customized
with the print and inscription you submit to
our team for personalization and can fit two
lines of engraving, in block or script.
Passages International,
Inc. has introduced eight
new designs to their
Journey Earthurn®
collection. These new
designs include
Dogwood Lilac,
Dogwood Shale, Lily Green, Lily Blue,
Seafoam Green, Seafoam White, Thistle
Royal Blue, and Thistle Slate. All the new
designs are available in large and mini sizes.
Journey Earthurns biodegrade quickly and are
intended for burial in deep water or earth.
When placed in water, they float briefly then
sink, biodegrading naturally. Many designs,
materials, and color alternatives are available,
allowing families to choose from a wide range
of options. Urns are hand-crafted and may
vary slightly in size and appearance. These
hand-crafted urns are made from sustainably
produced, biodegradable paper. They are
suitable for the temporary storage of

MEMBER NEWS
just as passionate about pets and celebrating permanent online obituary of unlimited length
NEW PARTNERSHIPS those relationships as we are.” Wayne Read, for any veteran. Families and friends will be
CEO of Thumbies, continued, “Our Buddies able to upload photos, share condolences in
keepsakes are about honoring the bond be- an online Guest Book, and announce service
tween people and their pets, and we appreci- information. A print obituary and enhanced
ate the opportunity to partner with the AAPP promotion on social media are also available
to support their efforts for better pet health. for a modest fee. “We’re extremely proud to
Offering savings to AAPP members to help be able to offer this service to our readers.
them celebrate their furry family members is This is another very important way we can
something we are thrilled to be a part of.” honor those who choose to serve in uniform
Legacy.com®
and to memorialize their individual stories for
family, friends, and future generations,” said
Thumbies is pleased to announce a new Andrew Tilghman, Executive Editor of Military
affiliation with the American Association of Times. The new veteran obituary section will
Pet Parents (AAPP). This partnership supports become an important part of the Military
the AAPP and offers savings on Buddies Times’ Military Honor channel. Other Honor
keepsake jewelry, celebrating pets of all channel offerings include: Salute to Veterans,
types, to AAPP members nationwide. “The Legacy.com is pleased to announce the Military Appreciation Month, Service Members
American Association of Pet Parents is all successful launch of a new relationship with of the Year, Honor the Fallen, and Hall of Valor
about the importance of the connection and the Military Times that offers families a free special content topics.
love between pets and their people,” said Tom way to honor and share their veteran’s life
Van Winkle, AAPP Founder and CEO. “We are story. Powered in a partnership with iPub-
excited to announce this new relationship with lish Media Solutions and Legacy, the new
the Thumbies team because we know they are Military Times obituary site will offer a free,
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Your exit
strategy
is only as
good as
your exit
strategist.
CemSites is proud to announce its integration partnership with CRäKN,
an innovative funeral management software company. This integration
provides customers with access to direct communication between
Learn from Chris Cruger
CEO
CemSites cemetery software and CRäKN’s funeral home software,
entirely eliminating the disconnect between funeral homes and ceme-
the best.
teries. Both CRäKN and CemSites are dedicated to bringing the death
care industry into the modern age through technological innovation.
Call Chris about your Succession Planning today.
CRäKN and CemSites’ integrated case management features provide
a direct link from cemetery customers to funeral cases. With powerful,
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MEMBER NEWS
founder Andrea Bogard LeBlanc. “We’re will help our mutual clients save time on data
happy to offer OGR members a 10% discount entry so that staff can spend less time typing
on all Bogati-brand products for call-in or information and more time connecting with
emailed orders with Net-30 billing, further and serving families.” The integration process
increasing their return on investment when starts with Passare generating a daily export
buying a Bogati urn!” file of family information. Users simply need to
The Order of the mark the record as complete in Passare, and all
Golden Rule the data will be automatically sent to Precoa’s
(OGR) is pleased CRM. From there, Precoa’s Funeral Planning
to welcome Center can seamlessly follow up with families
Bogati Urn to provide aftercare support, grief resources,
Company as its and preneed options to the surviving family
newest partner. Since 2004, Bogati Urn members. “The reason we promise to com-
Company has been a great wholesale urn pletely take care of pre-need for our funeral
resource for professionals within the funeral Passare® is proud to offer an automated daily home partners is so they can focus on serving
industry for affordable, high-quality urns, export integration with Precoa’s Customer Re- families,” said Daven Septon, vice president of
keepsakes and memorial jewelry. Funeral lationship Management (CRM) system and in- Information Technology at Precoa. “Our inte-
homes have come to rely on the hundreds of dustry-leading Funeral Planning Center. “We’re gration with Passare is simply another way we
products Bogati offers as they meet the proud to team up with Precoa to streamline can work together to make things a little easier
increasingly diverse needs of the families they the process of following up with a family after for our partners.” By eliminating double entry
serve. “Bogati Urns is looking forward to the service has concluded,” said Josh Mc- on the part of funeral home staff, the automat-
becoming a long-standing supplier for OGR Queen, vice president of Product at Passare. ed integration offers an even better experience
funeral home members,” said Bogati owner & “We’re glad that this integration with Precoa for clients of both companies.

John
wrote the
HONORS & ACKNOWLEDGMENTS book on
funeral
home
A.M. Best Company, a global rating agency focused on the insurance
success.
industry, has announced the affirmation of Homesteaders Life Compa-
ny’s financial strength rating of A- (Excellent) with a stable outlook. “To
Literally. John McQueen
Director of Client
us, the A.M. Best affirmation represents a significant vote of confidence Experience
in our financial management philosophy and our ability to pay policy
owner claims today and into the future,” said Homesteaders Executive
VP-CFO Steve Pick. “Homesteaders remains dedicated to providing
Exceptional family experiences begin with John.
our policy owners and funeral home customers peace of mind with a
consistently strong financial profile.”
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MEMBER NEWS
The skill
CHARITABLE DONATIONS set to
address
whatever
Batesville paid tribute to America’s military veterans and fallen heroes
business
at the annual International Cemetery, Cremation and Funeral Associa-
tion (ICCFA) Virtual Exposition, May 17–21, 2021. The company donated
challenge
Gabe Ngo
$500 to the “Journey to Serve” initiative recently launched by the
ICCFA Educational Foundation and the Funeral Service Foundation and you have. Director of Business
Development
another $100 for every N01 18 gauge military casket ordered with a
Family Choices Image medallion in the company’s virtual booth during
the convention. “Journey to Serve” is aimed at recruiting veterans
for employment throughout the deathcare profession. “We believe
Gabe’s ready to take on your toughest issues.
every life tells a story and none are more meaningful than those of our
veterans who dedicated themselves to protecting our freedom,” said
Jenn Parvin, vice president of marketing and technology for Batesville.
“Journey to Serve is a remarkable program and we are proud to lend
our support in this small way.”
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MEMBER NEWS
IN THE NEWS blanket hanging from the ceiling showing standards for IMSA and its members, and
an embroidered version of Dexter’s little pug will continue to provide the funeral profes-
mug. sion with leading best practices,” said David
Yearsley, ethics advisory committee member,
ANNOUNCEMENTS founder and CEO of Ensure-A-Seal and past
president of IMSA.
ANNOUNCEMENTS
Answering Service for Directors recently

achieved a significant milestone, recording the
10,000th version update to the company’s an-
swering service system. ASD’s vice president
and family-member owner, Marty Czachor Jr.,
IMSA has developed a new Code of Ethics. first custom-designed the company’s state-of
Funeral Home Gifts was pleased to see one of With the support of an Advisory Committee the-art telephone answering computer system
its most popular items being displayed in the made of IMSA members, the Code of Ethics back in the mid-90s. Since that time, it has
news. Dexter Beville, a 7-year-old pug from was created to differentiate its supplier mem- been updated 10,000 times with numerous
Allentown that died April 27 from an apparent bers. This initiative reflects the association’s enhancements. For more information, visit
illness, received an over-the-top funeral this commitment to serving the industry based www.myASD.com or call 1-800-868-9950.
week according to a Facebook post from his on a shared set of values while differentiating
owner that’s gone viral with 40,000 likes and IMSA members in the marketplace. “The Code
71,000 shares. The centerpiece was a large of Ethics created will serve as a great set of

We’ve got the
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The Gardens Cemetery continues to make visual improvements to the Most funeral home operators and cemeterians
cemetery. This involves planting trees, shrubbery, and other greenery
understand how to work IN the business. But the
so that families have a positive and welcoming experience.
job of working ON the business, that’s different.
That takes specialized expertise, deep experience,
uncanny wisdom and above all else, insight! Find
out now how our team of nationally-respected,
A-list gurus can give your firm the unfair advan-
tage it needs to thrive. You don’t need consulting.
The Doughboy Foundation, the U.S. World War I Centennial Commis-
sion’s longtime partner, will honor the Doughboys with a daily playing You need consulting with insight. That’s Foresight!
of “Taps” at the National World War I Memorial every evening at 5:00
p.m. EDT, rain or shine in a pilot program running through Veterans
Day. Taps will be sounded daily by buglers from the Taps for Veterans
organization at the foot of the flagpole at the northwest corner of the
Memorial. The Foundation will continue its mission to “keep faith with
the American Doughboy” by honoring those who served; commem-
orating the events of a century ago; and inspiring visitors to learn,
remember, and reflect on how World War I changed our country and theForesightCompanies.com
the world through commemorative and educational programs.

NEWS
I CC FA M E M B E R S H I P B E N E F I T S P OT L I G H T
Is Poor Phone Etiquette Hurting Your

Business? Dead Ringers Can Help!
There’s a reason why first impressions are
important: You only get one chance to
make a good first impression, and the time
it takes to make one is short, making every
second count!
With the help of Dead Ringers, a
mystery shop provider, you can not only
build that first lasting impression but also
your overall phone etiquette. Dead Ringers
analyzes your staff’s phone etiquette across
10 different categories and identifies where
improvement is needed. Consultations and
training will then be provided to ensure
you have the right information to make the
necessary improvements.
ICCFA members receive $100 off the
Dead Ringers Remote Training package!
This package brings the Dead Ringers’
comprehensive training program to you
presented in one-hour modules – no matter bership benefits and services, visit www. iccfa.com, log in with your username and
where you are. iccfa.com/benefits. To access membership password, and click on Member Discount
To learn more about other ICCFA mem- benefits and services, visit http://users. Programs.
Welcome New ICCFA Members!

• Bethel Cemetery Company Inc. • Bersticker-Scott Funeral Home • Loyal Hands
Alexandria, VA Toledo, OH Orlando, FL
• Dyers Bay Crematory • Dublin Cemeteries Trust • Cal Pet Crematory
Steuben, ME Dublin, Ireland Sun Valley, CA
• Countryside Funeral Home, Inc. • MSU Consulting • Pearl’s Premium Ultra Low Maintenance
Anthony, FL Montclair, NJ Lawn Seed
Wayland, MA
• Chronicle Cemetery Software
Kyneton, Victoria (Australia)
• MonuGrid® by IOWAT Group Inc.
Russell, ON (Canada)
For more information about ICCFA and mem-

bership, visit www.iccfa.com/membership
and download an application form. Or call
1.800.645.7700 to speak to a membership
associate.

NEWS
DEAD Talks: The Pre-Need Conversation

2022 Call for Presentations
The ICCFA Sales and Marketing Committee is 1. Prospecting & Outreach Session descriptions should name at least
seeking qualified presenters for DEAD Talks: 2. Presenting & Educating one or two specific skills, techniques, or
The Pre-Need Conversation, which is taking 3. Overcoming Objections ideas the attendee will take away from your
place January 12–14, 2022, in Las Vegas. Con- 4. Closing 18-minute talk.
tinuing the quick-paced format of DEAD Talks, 5. Client Development & Referrals 4. Brief bio regarding your experience and
the committee is looking for submissions 6. Sales Leadership qualifications within the industry, as well as
to feature six key topics with three 18-min- The deadline to submit your speaking pro- any speaking experience you may have.
ute talks per topic, followed by a Rookie posal for the DEAD Talks 2022 sales confer- All selected speakers are required to pro-
Roundup replacing the Q&A sessions, where ence is Wednesday, July 21, 2021. vide a one-page supplemental handout that
individuals new in the industry can show off Your proposal must include: will be printed in the onsite notebook.
their skills encouraging audience participation. 1. Your name, title, company name, address, Please visit www.iccfasales.com and click
The three best presentations of the Roundups phone, and email address. on the 2022 Call for Presentations to complete
will be voted on the last day. 2. Specific topic you are addressing (i.e., the online proposal submission form by the July
We are looking for 18- minute sales ses- “prospecting & outreach”). 21 deadline. If you have any questions, please
sions that target the following areas: 3. Title and description of your session. contact Natalie Deriu at natalie@iccfa.com.
’s
®
Online Courses & Libraries | Scripts & Sales Tools
Sign Up Today for Consistent Sales Success
Complete Pre-Need Sales

Training Program & Materials
For Sales Teams and Individual Counselors Lead
Lead Generating
Generating Consumer
Consumer Premiums
Premiums
Tested. Proven. Results.

thesystemuniversity.com
The Sales Training Program of the ICCFA

The Results for the 2020 KIP Awards Are In!
ICCFA received numerous entries for the 2020 Keeping It Personal (KIP) Awards,
with entries from Australia, Brazil, and the United States. The winners are:
Most Personalized Service or Most Personalized Service or Innovative Product (Suppliers-only
Memorial (Funeral Home) Memorial (Cemetery) Category)
FIRST PLACE FIRST PLACE FIRST PLACE
Stephanie Longmuir and Associates, Victoria, Grandview Cemetery, Maryville, Tennessee Capstone Technologies, Haines City, Florida
Australia HONORABLE MENTION HONORABLE MENTION
HONORABLE MENTION Friends of Maple Grove Cemetery, Kew Gar- TribuCast, Wilton, Connecticut
Robert Toale & Sons Funeral Home, Sarasota, dens, New York
Florida
ICCFA congratulates the winners for

their commitment to honoring the life
stories of the families they serve, and
for innovative products to better serve
families. Communications and mar-
keting professionals from outside the
cemetery and funeral service profession
performed the judging. The KIP pro-
gram was created by the ICCFA Person-
alization Committee to recognize the
very best in personalization and prod-
ucts in the cemetery and funeral service
profession to better serve families.

CALENDAR OF EVENTS
August 2–4, 2021 September 19–21, 2021

Ohio Cemetery Association Annual Convention & Trade The Order of the Golden Rule Leadership Summit 2021
Show Hotel Carmichael in Carmel, IN
Displays/Golf/Field Day at Union Cemetery-Columbus Members get a discount on registration.
Embassy Suites, 2700 Corporate Exch. Drive Visit OGR.org/Leadership-Summit.
Columbus, Ohio
October 24–26, 2021
September 14–16, 2021 Texas Cemeteries and Crematories Association
ICCFA Fall Management & Leadership Conference Annual Convention
Mountain Shadows Resort, The Worthington Renaissance Hotel, Fort Worth, TX
Paradise Valley, AZ Please note the date change. Visit www.txca.us for more
Stay tuned for more details. information.
ADVERTISER INDEX
American Cemetery/Mortuary Consultants Inc. (ACMC)�� 56 KMI Columbaria�� 50

American Funeral & Cemetery Trust Services (AFCTS)�� 39 Kryprotek �� 51
Answering Service for Directors (ASD) �� 33 Madelyn Co.�� 23
Aquamation �� 60 Matthews Cemetery Products�� 31
Bogati Urn Company �� 35 McKleskey Services�� 54
C&J Financial, LLC�� 9 Memorial Reefs International LLC�� 47
Carrier Mausoleum�� 5 Merendino Cemetery Care �� 1
Celestis Inc.�� 37 Mortuary Lift Company, Inc. �� 33
Columbarium by Design, LLC �� 43 National Mortuary Shipping (NMS) �� 19
Continental Computer Corp. �� 3 National Museum of Funeral History �� 40
Custom Air Trays�� 44 Nomis Publications�� 33
Ensure-A-Seal�� 32 Obermayer �� 41
Flowers for Cemeteries�� 33 OpusXenta �� 13
The Foresight Companies, LLC.�� 49, 51, 53, 55 PlotBox �� 57
Foundation Partners Group�� 45 Premier Columbaria�� 60
funeralOne�� C4 Regions Bank . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53
Funeral Services, Inc. (FSI) �� 52 SEP TECHNOLOGIES INC�� 27
Global Bronze�� 59 Shanghai YuanMei Stone Co., Ltd.�� 55
Grever & Ward Inc.�� 23 Strassacker Bronze America, LLC�� 19
Holland Supply Inc.�� 46 SuperNova �� 42
IncredibleBank�� 48 Supply Link—Multiview�� 22
Inman Shipping Worldwide�� 49 THE SYSTEM �� 58
International Memorialization Supplier Association (IMSA)�� C3 U.S. Metalcraft�� 19
Johnson Consulting�� C2 The Wilbert Group �� 7

A TRUSTED RESOURCE OF FUNERAL & CEMETERY SUPPLIER COMPANIES SINCE 1976
ABOUT US
Since 1976 IMSA has been empowering cemetery and funeral service
providers by advocating for unity with various industry associations and
ensuring greater access to supplier products and services.
Our organization of companies is committed to supplying quality

products and services to the funeral profession while providing the
leading best practices and standards in the industry.
As a member of IMSA you’ll receive exclusive benefits no other supplier

association can provide.
FIND A SUPPLIER OR BECOME A MEMBER AT

www.hello@imsa-online.org

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MEMENTO MORI

We ap p r eciat e your sensitivit y

MARK & DIANE MUSGROVE

WHEN IT’S TIME TO SELL, IT’S TIME FOR REACH OUT TO

closed transactions since 1997, we’re uniquely prepared to help you

JohnsonConsulting.com Created for Partnership. Designed for Business Success.

Developing space for cost effective

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1817 1881 1971 1979 1997

Do you want to make your

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Thank You • Free Consultation

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