Innovation, Inspiration and Impact: NFDA 2025 Convention Unites Funeral Professionals in Chicago

Brookfield, Wis. – The 2025 National Funeral Directors Association (NFDA) International Convention & Expo brought together funeral service professionals from around the world for four unforgettable days of learning, connection and inspiration. Held October 26–29 in Chicago, Illinois, the event invited attendees to explore new ideas, celebrate innovation and reaffirm the compassion at the heart of the profession.

From powerful keynote speakers and dynamic workshops to the world’s largest funeral service exposition, the NFDA Convention delivered an experience that blended education, creativity and community in equal measure. The atmosphere throughout McCormick Place reflected the energy and optimism of a profession dedicated to excellence and continuous growth.

As the funeral service profession’s premier gathering, the 2025 Convention once again set the standard for collaboration and leadership, proving that when funeral professionals come together, the result is transformation.

Total attendance for the 2025 Convention was 5,964 (3,625 participants and 2,339 exhibitor representatives). This included 393 international attendees from 39 countries and territories. The Expo Hall featured 357 exhibiting companies, filling 85,100 square feet of exhibit space.

Education and Inspiration

The 2025 Convention offered more than 30 education sessions and five pre-convention seminars, each carefully curated by the NFDA Convention Education Task Force to address evolving consumer expectations, workforce challenges and the latest innovations shaping funeral service.

Participants explored topics such as new forms of disposition (including alkaline hydrolysis and natural organic reduction), the integration of artificial intelligence, compassion fatigue, consumer communication, and strategies for strengthening business operations and marketing. Traditional subjects such as embalming, restorative art and cremation were also featured prominently.

During the Opening General Session on Monday, October 27, NFDA CEO Christine Pepper unveiled “When Words Matter: A Funeral Director’s Guide to Clear and Compassionate Communication,” a guidebook based on groundbreaking NFDA research designed to help funeral professionals bridge the language gap between themselves and the families they serve.

Based on research with more than 1,100 consumers, the study revealed stark differences in how families understand and use terms commonly used by funeral directors, such as funeral, memorial service and celebration of life. The guide invites funeral service professionals to reflect on how they communicate with grieving families and offers practical strategies to strengthen trust and clarity. Pepper announced that “When Words Matter” is available free of charge to funeral professionals at NFDA.org/Research.

That same spirit of reflection and growth continued throughout the week as attendees were inspired by two powerful keynote speakers who reminded them of the importance of passion and curiosity in their work. Felipe Gomez, sponsored by National Guardian Life, opened the convention with “Virtuoso: Living the Virtuoso Life,” an engaging experience blending live piano music with lessons on leadership, innovation and excellence. Gomez cautioned against becoming too comfortable or dispassionate in daily work, urging attendees to “play with passion,” because other people will respond to your energy. He invited participants to reflect on their work and consider whether they are simply playing the notes or truly playing with heart.

On Wednesday, October 29, Crystal Washington, sponsored by Carriage, echoed that theme in her closing keynote, “Futureproof Yourself: Innovate and Thrive in Times of Uncertainty.” She encouraged attendees to approach their work and the world with renewed curiosity, to cultivate a childlike sense of wonder, and to never stop asking, “What’s that?” and “Why?”. In doing so, she reminded funeral professionals that curiosity and passion are the keys to embracing change with creativity and confidence.

The Expo Hall: Innovation in Action

The 2025 NFDA Expo Hall once again served as the global hub of innovation in funeral service. Attendees explored the latest products and technologies from exhibitors worldwide, networked with industry leaders and experienced firsthand how innovation is shaping the future of care for grieving families.

Among the most celebrated moments was the announcement of the 2025 NFDA Innovation Award during Monday’s Opening General Session. This year’s winner was Grace by Afterword, the profession’s first AI assistant designed specifically for funeral homes. Grace automates routine administrative tasks, supports personalized communication and helps funeral directors focus on serving families with compassion and efficiency.

Healing Path Cemetery, a grief-focused engagement system, earned second place, while Passare – AI Scanner, a handwriting-recognition tool that digitizes vital forms, took third. NFDA extends its gratitude to ASD – Answering Service for Directors for sponsoring the award and the distinguished panel of judges who selected this year’s winners.

Artistry and Excellence

A major highlight of the convention was NFDA’s first-ever Restorative Art Technical Showcase, where eight talented practitioners demonstrated advanced reconstructive techniques on practice models before a live audience in the Expo Hall. The competition’s winner, Hannah Bugos of Spearfish, South Dakota, was honored for her exceptional skill, artistry and technical precision.

NFDA thanks judges Glyn Tallon, Vernie Fountain and Karl Wenzel for their expertise and the competition sponsor, Post Mortem Restorative Cosmetics, for helping showcase the craft, care and creativity that define restorative art in funeral service. NFDA also thanks The Dodge Co., Frigid Fluid and Kelco for additional product and supply support.

NFDA’s fourth annual Funeral Face-Off trivia challenge, sponsored by Precoa, once again brought high-energy competition and plenty of laughs to the Expo Hall. Before the Convention, teams from across the country competed in preliminary rounds of funeral service trivia, leading to three finalists: “Return Homies” (Katey Houston, Mandy Stafford and Travis Locke); “Grave Expectations” (Kevin O’Connell, Jacob Wittrock and Amy Hart); and “Team Steve” (Steve Reynolds, Melany Artajo and Audrey Fictum).

In the end, the “Return Homies” reclaimed the 2025 Precoa Cup, followed by “Grave Expectations” in second place and “Team Steve” in third. This fan-favorite event once again proved that a little friendly competition is the perfect way to celebrate knowledge, teamwork and fun in funeral service. In addition to the support from Precoa, NFDA thanks Tuesday Evening Publications for providing prizes for Funeral Face-off.

Celebrating Service, Connection and Community

The 2025 NFDA International Convention & Expo offered countless opportunities to celebrate the people, passion and purpose that define funeral service.

The week began on Sunday, October 26, in unforgettable style with NFDA’s Welcome Party, sponsored by Batesville and Legacy. Held at Chicago’s iconic House of Blues, the roaring 1920s-themed event transported guests to the Prohibition era, complete with live jazz, tarot readers, typewriter poets, whiskey tastings and high-energy dance performances. Attendees enjoyed small bites, cocktails and Charleston dance lessons as they connected with colleagues from throughout the country and around the globe. With glittering flapper dresses, pinstripes and fedoras filling the room, it was truly the party of the decade and a joyful start to the week.

The celebration of excellence continued Monday, October 27, with the NFDA All-Star Recognition Ceremony, honoring funeral professionals who exemplify leadership, innovation and dedication to serving families and their communities. The ceremony recognized: the 2025 NFDA Pursuit of Excellence Award recipients; NFDA Green Funeral Practice Certificate holders; NFDA Cremation Certification designees; NFDA Certified Preplanning Consultants; Funeral Service Foundation scholarship recipients; 2025–26 NFDA National Emerging Leaders Program participants; 2025 Meet the Mentors participants; the 2025 NFDA Inspiration Award recipient; and Academy of Professional Funeral Service Practice Certified Funeral Service Practitioners. From emerging leaders to seasoned professionals, the ceremony shone a spotlight on the passion and commitment that elevates the profession and inspires others to pursue excellence.

One of the week’s most moving moments came on Tuesday, October 28, during the Service of Remembrance, sponsored by Messenger and Tukios, and featuring Chicago’s historic Ebenezer Missionary Baptist Choir. The service honored funeral service professionals and loved ones who died during the past year, celebrating their lives and legacies with music and reflection.

The sermon, delivered by Pastor Darryl Person of Ebenezer Missionary Baptist Church, drew inspiration from the hymn “Peace in the Valley” and the city’s distinction as the birthplace of gospel music. Person, the son of a funeral director, spoke eloquently about grieving families “walking through the valley,” and reminded attendees that they are called to walk with them — to offer comfort and companionship on the journey toward healing.

As the final hymn during the Service of Remembrance faded, attendees gave generously, raising $5,000 for Ebenezer Missionary Baptist Church, a fitting reflection of the care and kindness that define funeral service.

On Tuesday evening, the spotlight turned to the next generation of professionals during the Young and New Funeral Professionals Networking Event at Lucky Strike Chicago. This energetic gathering combined bowling, arcade games, billiards, food and conversation in a relaxed atmosphere, giving newcomers to the profession the opportunity to connect, share experiences and build lasting relationships.

Compassion in Action: The NFDA Impact Zone

The new NFDA Impact Zone, which was supported by the Funeral Service Foundation, provided meaningful opportunities for attendees to give back to Chicago.

On Monday, October 27, volunteers assembled 1,000 hygiene kits for individuals and families in need. The kits will be distributed through Bright Star, a local organization serving Chicago’s most impoverished neighborhoods, with coordination from Chicago Cares.

Throughout the week, attendees also wrote letters of appreciation to veterans participating in upcoming Honor Flights to Washington, D.C. These heartfelt notes were sent to Honor Flight chapters in Chicago, Peoria and Southern Illinois and will be delivered to veterans during “Mail Call,” a cherished moment on their journey home from visiting national memorials.

Funeral directors are among the most community-minded professionals in the world, and the Impact Zone reflects that enduring spirit of service. Whether building kits or writing letters, NFDA members once again demonstrated that compassion and care for communities are at the heart of everything they do.

Memories of Chicago

Professional photographers were on hand to capture the spirit and excitement of the 2025 NFDA Convention. Photos can be viewed online at NFDA.org/ChicagoPics; attendees may download as many photos as they like at no charge.

Additionally, the All-Star Recognition and Installation of the 2025-26 NFDA Board of Directors were livestreamed on the association’s Facebook page. Recordings of these events can be found online, Facebook.com/NationalFuneralDirectorsAssociation/Live_Videos.

Looking Ahead: Charlotte 2026

The 145th NFDA International Convention & Expo will take place October 25 through 28, 2026, in Charlotte, North Carolina. Home to the NASCAR Hall of Fame and known for its warm hospitality and dynamic blend of Southern charm and modern innovation, Charlotte promises another unforgettable experience of learning, networking and inspiration.

Sponsors

NFDA thanks its 2025 International Convention & Expo sponsors for their generous support:

• Medallion: National Guardian Life
• Black Diamond: Homesteaders Life Company
• Platinum: Carriage Services, Federated Insurance
• Titanium: Tribute Technology
• Gold: Batesville; Inman Shipping/Travel Plan by Inman; Legacy; Love Urns; Physicians Mutual; Precoa; TruStage;
• Silver: ASD – Answering Service for Directors; C&J Financial; Foundation Partners; Heartland; Implant Recycling; Johnson Consulting Group; The Messenger Company; Post Mortem Restorative Cosmetics; Ring Ring Marketing; Tukios; Ultimate Canine
• Bronze: Argent Trust; Aurora Payments, CareCredit; ClearPoint; International Injury Lawyers; Doric; Eagle’s Wings Air; Fortitude; funeral365; Funeral Service Credit Union; Global Atlantic; Keith Merrick Co.; Madelyn Co.; Matthews; Nomis Publications Inc.; Passare; PlotBox; Sympathy Brands; Trigard; USA Today Networks 

About NFDA

NFDA is the world’s leading and largest funeral service association, with 20,000 individual members who represent more nearly 11,000 funeral homes in the United States and 49 countries around the world. NFDA is the trusted leader, beacon for ethics and the strongest advocate for the profession. NFDA is the association of choice because it offers funeral professionals comprehensive educational resources, tools to manage successful businesses, guidance to become pillars in their communities and the expertise to foster future generations of funeral professionals. NFDA is headquartered in Brookfield, Wis., and has an office in Washington, D.C. For more information, visit NFDA.org.

The Funeral Service Foundation Announces New Trustees, Raises Record Funds and Honors Scholarship Recipients at 2025 NFDA International Convention & Expo

Chicago, Illinois — The Funeral Service Foundation celebrated a milestone week during the 2025 National Funeral Directors Association (NFDA) International Convention & Expo, held in Chicago, Illinois. From welcoming new trustees and raising record-breaking funds to honoring outstanding donors and scholarship recipients, the Foundation’s impact was felt throughout the event.

Foundation Welcomes New Trustees and Elects 2025–26 Executive Committee

The Funeral Service Foundation’s Board of Trustees welcomed two new trustees and elected its 2025-26 executive committee at its meeting during the NFDA Convention.

The Foundation’s volunteer board consists of dedicated funeral directors and allied professionals who serve together to advance the Foundation’s mission of lifting up grieving communities by investing in people and programs that strengthen funeral service.

Michael Soper of Legacy Funeral Group was voted onto the board in July and officially began the first of two three-year terms at the Foundation’s Annual Meeting on October 25, 2025. Ellen Wynn McBrayer, NFDA Secretary, also joined the board at the meeting as the NFDA Liaison.

During the meeting, the board elected its executive committee:

• Jeff Smith, President of Smith Family Funeral Homes in Arkansas, will serve as Board Chair.
• Bryant Hightower, Funeral Director at Hightower Family Funeral Homes in Georgia, will serve as Chair-elect.
• John Faulk, Senior Vice President, COO at Service Corporation International, will serve as Treasurer.
• John Heald, Chief Growth Officer at Legacy.com, will serve as Immediate Past Chair.
• Ellen Wynn McBrayer, of Jones Wynn Funeral Homes & Crematory in Georgia assumes the role of NFDA Liaison.

The Foundation extends sincere thanks to Trustees Emeriti David Falconer and Daniel Ford for their years of dedicated service and leadership and congratulates Ford on his installation as the new NFDA President.

“It is with gratitude and appreciation that I step into the role of Chair,” said Jeff Smith. “I’m honored to follow in the footsteps of those who helped shape this Foundation into what it is today and whose leadership has laid a strong foundation for the work ahead.”

25th Annual Funeral Service Foundation Golf Classic Tees Off at Topgolf Schaumburg

On October 26, 2025, more than 160 golfers and spectators gathered at Topgolf Schaumburg for the 25th annual Funeral Service Foundation Golf Classic. Held alongside the NFDA Convention, the event combines friendly competition, networking, and fun – all while supporting the Foundation’s mission to strengthen funeral service and the communities it serves.

“Events like the Golf Classic remind us how special this profession is,” said Will Bischoff, Chair of the Fund Development Committee. “It’s a chance to connect, celebrate and give back, knowing that every dollar raised supports the Foundation’s work to strengthen funeral service and the communities we serve.”

The event featured Topgolf’s Top Contender game with contests such as closest to the pin and longest drive. Winners included:

• Golf Classic Tournament Champions: 1st Place – LPI; 2nd Place – Matthews Aurora
• Closest to the Pin: Men – Steve Feliciano; Women – Candace Aramburu
• Longest Drive: Men – Jake Appleby; Women – Allie McBrayer

Sponsors played a key role in supporting the event, including:

• Major Co-Benefactors ($12,500): Service Corporation International (SCI) and The Foresight Companies
• Premier Sponsors ($5,000): Batesville, Homesteaders Life Company, Matthews Aurora Funeral Solutions, National Guardian Life Insurance Company, Precoa, Regions Funeral and Cemetery Trust and Ring Ring Marketing

Members of Team Foresight and SCI, the Classic’s Major Co-Benefactors, huddle for their team pictures. 

Foundation Highlights Impact and Celebrates 2025’s Major Donors

On Monday, October 27 at the Opening Session of the NFDA Convention, newly inducted Funeral Service Foundation Board Chair Jeff Smith highlighted the Foundation’s expanding impact through scholarships, professional development opportunities and community resources that strengthen the profession and support grieving families.

Joining Smith on stage, Fund Development Committee Chair Will Bischoff recognized the Foundation’s major donors for 2025 who pledged or contributed $100,000 or more:

• John Faulk of Service Corporation International presented a check for $217,500, bringing SCI’s incredible cumulative support to over $2.6 million dollars. 
• Alfred “A.J.” White presented a check for $100,000 on behalf of Carriage Services.
• Curtis Funk presented a check presented a check for $108,500 on behalf of Tukios.

Each representative expressed their organization’s commitment to advancing funeral service and shared why supporting the Foundation’s mission remains central to their values.

Adding to the moment of celebration, Foundation Trustee David Hernandez presented a check for $460,000 on behalf of the 82 IMPACT 1000 Founding Members and Homesteaders Life Company. IMPACT 1000, launched in April, now includes over 100 individual members who have pledged or donated $5,000, demonstrating the extraordinary dedication of the Foundation’s supporters.

Together, these major donations ensure that those who serve grieving families have the education, resources and support they need to thrive today and for generations to come.

Bob Arrington Honored with Foundation’s 2025 Distinguished Service Award; Record Scholarship Funds Raised

On the evening of October 27, more than 350 of the Foundation’s donors, trustees and volunteers attended the invitation-only Donor Reception, underwritten by Global Atlantic Financial Group for the twelfth consecutive year.

Hosted by Immediate Past Chair John Heald, more than 25 major donors were recognized, including Service Corporation International, Carriage Services, Tukios, and the collective Founding Members of IMPACT 1000. Landmark Funeral Group was also honored for their pledge of $50,000 this past year. Donors contributing $10,000 or more were recognized with ceremonial checks displayed throughout the room.

The 2025 Distinguished Service Award was presented to Bob Arrington for his longstanding leadership and dedication to funeral service. Former Chairs John Heald and Mark Krause playfully donned “Dumb and Dumber” attire while leading the paddle raise in loving tribute to Arrington, honoring his longtime tradition of emceeing the paddle raise with humor and heart.

Guests responded generously, pledging more than $225,000, fully endowing the newly established Bob Arrington Scholarship, which will be awarded to students in accredited mortuary science programs beginning in 2026.

“Watching the room rise in support of the Bob Arrington Scholarship was one of those moments you don’t forget,” said John Heald, Immediate Past Chair of the Funeral Service Foundation. “Bob’s leadership has touched so many of us over the years – his generosity, humor and heart have shaped the Foundation’s spirit. That night was a perfect reflection of his legacy and the difference one person can make.”

Fundraising for this special scholarship continues. To make a donation to the Bob Arrington Scholarship, visit: FuneralServiceFoundation.org/Donate-Now-Bob-Arrington.

Foundation Recognizes 2025 Scholarship Recipients

The Funeral Service Foundation’s investment in funeral service education and professional development was highlighted at the 2025 NFDA All-Star Recognition Ceremony. This year, the Foundation awarded 22 student scholarships covering registration and accommodations to attend the NFDA International Convention & Expo.

Through its academic and professional development scholarships including the David C. Baue NFDA Professional Women’s Conference scholarships, Certified Celebrant Training, Arranger Training, the Embalming & Restorative Arts Seminar, and the national conventions hosted by NFDA, CANA, and NFDMA, the Foundation supports hundreds of individuals each year in advancing their careers and skills in funeral service. 

OneRoom, the trusted funeral streaming provider, has appointed Justin Whatley as Chief Revenue Officer.

With more than 15 years in the profession and a family legacy in funeral service, Whatley brings deep industry knowledge and senior leadership to OneRoom’s work with funeral homes throughout North America.

“Justin knows the profession, and a lot of the people in it,” said Brady Cox, CEO of OneRoom. “He’s respected and understands what matters to funeral homes. As our platform continues to evolve, having someone of his calibre leading in the US gives us the senior focus and direct support our customers deserve.”

“OneRoom offered me the opportunity to give something truly valuable back to families,” said Whatley. “It allows people to attend remotely, but more importantly, it offers families the ability to go back and hear the poignant moments that reflect a loved one’s life well lived. That’s transformative.”

Based in Colorado, Whatley will lead OneRoom’s work with funeral homes across the United States and Canada He’ll focus on helping funeral homes reduce operational workload and provide families with a high-quality record of the service. With tools that work and leadership grounded in the profession, OneRoom is here to back funeral homes in doing their best work.

“COVID created this space, and for better or worse, it left some funeral homes unsure about how streaming fits,” Whatley added. “OneRoom has made it their mission to take the complexity out of it. I hope to show homes that this can be simple to offer, meaningful to families, and genuinely profitable. Profitability and serviceability do not have to be mutually exclusive.”

The National Funeral Directors Association (NFDA) is proud to announce that Lesley Witter, MPA, CAE, Senior Vice President, Advocacy, has been named one of the 2025 Top Lobbyists by the National Institute for Lobbying & Ethics (NILE).

This prestigious, merit-based honor recognizes 100 government affairs professionals nationwide who have demonstrated exceptional legislative success, innovation, integrity and a commitment to ethical advocacy.

While the award celebrates an individual, it also reflects NFDA’s powerful leadership and unwavering presence in Washington, D.C., as the only funeral service association with a full-time presence dedicated to representing the profession on Capitol Hill

“For decades, NFDA has served as the strongest and most trusted voice for funeral service in our nation’s capital,” said NFDA CEO Christine Pepper, CAE, MBA. “Lesley’s recognition as a Top Lobbyist underscores the strength and credibility of our advocacy program. Her expertise, dedication and integrity make her a force in our Nation’s Capital. I am honored to work alongside Lesley as we ensure that the needs of funeral service professionals and the grieving families they serve are represented with compassion, integrity and impact.”

Witter has led NFDA’s advocacy efforts for nearly 19 years, shaping federal policy on behalf of thousands of funeral homes, funeral directors and grieving families nationwide. Her recent achievements include securing protections for embalming under the EPA’s final Risk Evaluation of formaldehyde; driving awareness of the need for oversight of the body donation industry; and advancing bipartisan legislation to honor and protect veterans and their families

“Lobbying and government affairs are essential to democracy because they give everyone a voice,” said Witter. “I chose to advocate for funeral service because I believe every voice deserves to be heard, not just the loudest or most powerful. This profession is about service, and lobbying in this space allows me to combine strategic advocacy with purpose-driven work. It’s about fairness, representation, and ensuring that those who serve others are not forgotten in the decisions that shape their ability to do so.”

Funeral Director Daily take:  As a person who enjoys the dynamics of politics, understands the intricacies and art of compromise, and has worked with legislators, I immensely enjoy Ms. Witter’s annual recap of her efforts on behalf of the NFDA membership.  It is presented each year at the NFDA Convention and while it is over for this year — it was on Sunday — make sure you take it in at future NFDA events.

ObituaryShare.com has partnered with Tribute Technology to make it easier for funeral homes to share obituaries online and connect with more people in their communities.

Through this new partnership, funeral homes using Tribute Technology websites can now link directly to ObituaryShare. The integration lets staff automatically post obituaries to Facebook and other social channels with no extra steps or technical work required. Each post leads readers back to the funeral home’s website, helping more families find services, send flowers, and show support.

“As obituaries continue to move online rather than being printed, it’s important that they still reach the people who care,” said Bob Arrington, President of ObituaryShare. “We built ObituaryShare so families could get the word out in a way that connects. Working with Tribute Technology makes that even easier for funeral homes.”

The connection between the two platforms is simple to set up and available now for Tribute Technology customers. Those who activate the feature will also receive special partnership pricing on ObituaryShare services.

“Families often turn to Facebook to remember a loved one and share memories and support,” said Courtney Gould Miller, President of Commercial Markets at Tribute Technology. “Our partnership with ObituaryShare makes that process effortless for funeral homes by helping bring those stories to where people are already connecting.”

Parting Stone, the pioneering company transforming cremated remains into solid, touchable stones, has announced the launch of their new Pre-Need Plans, making it possible for individuals to plan their memorials in advance and choose stones instead of ashes for their loved ones.

Justin Crowe, Founder and CEO of Parting Stone, says that Pre-Need planning with Parting Stone provides both emotional relief and a sense of legacy. This empowers individuals and their families to no longer wonder what will happen with their ashes. With Parting Stone, they can create a lasting tribute that is comforting, shareable, and tangible.

Since launching in 2019, Parting Stone has served more than 12,000 families across the United States and Canada. The addition of Pre-Need Plans makes the company’s innovative solidified remains service more accessible, empowering individuals to take control of their memorial choices.

Accessing and creating a Pre-Need Plan is simple and can be done entirely online through Parting Stone’s dedicated website. With just a few straightforward steps, individuals can secure their legacy and give their families lasting peace of mind.

Tribute Technology is partnering with Homesteaders Life Company to make it easier for funeral homes to manage preneed policies.

The planned integration, coming in 2026, will connect Homesteaders’ policy data directly with Tribute Management Software, allowing funeral directors to see and link matching preneed policies right from a case. Policy information will update automatically each night, so directors always have the most current details without sorting through paperwork or entering data twice.

“At Homesteaders, we’re committed to offering financial support, expertise, and partnerships that bring value to funeral professionals and the families we serve together,” said Steve Shaffer, Homesteaders President, CEO and Board Chair. “This planned integration with Tribute Technology helps simplify the preneed management process, giving funeral providers easier access to the information they need so they can focus more fully on designing meaningful experiences for the families they serve.”

For funeral homes, this will mean fewer errors, faster workflows, and peace of mind knowing every available fund is captured and applied correctly. Families will benefit too, with less back-and-forth over documents and a smoother, more professional experience.

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“A servant’s attitude guided by Christ leads to a significant life”

Matthews Aurora Funeral Solutions to Showcase Innovations and New Products at NFDA  Convention 

(Pittsburgh, PA) Matthews Aurora Funeral Solutions will be exhibiting its industry-leading products and solutions at the National Funeral Directors Association Annual Convention and Expo in Chicago October 27-29. It will be the first NFDA convention since Matthews Aurora acquired The Dodge Company, and both companies look forward to welcoming customers at the show.  

Today’s Funeral Homes are facing urgent business challenges and require proven solutions that deliver tangible results. Matthews Aurora Funeral Solutions is focused on providing the tools and strategies that help Funeral Homes overcome these challenges and meet the expectations of today’s families. Among the solutions to be highlighted at NFDA:  

• Our new FamilyTouch Kiosk showroom tool allows families to find and customize the perfect burial and cremation products to help create a personal and remarkable goodbye. The interactive touchscreen can be tailored with each funeral home’s merchandising and pricing strategies.  

• Among the caskets to be featured at the show are our NEW Nexus casket with sleek lines and contemporary matte finish, as well as the NEW oversized version of our highly popular Barnwood casket. We will also feature four other popular caskets including our Allegiance casket with a dedicated Veterans display. 

• Matthews Technology Solutions will feature our proprietary Arranger, Advisor and Family Connections programs, and we will be demonstrating the new release of our technology solutions suite in our booth. Our technology programs help customers enhance their arrangement process by putting service front and center, simplifying merchandise  selections, and enabling families to make arrangements from the comfort of their own  home. Funeral Homes using Arranger have experienced a 10-30% increase in revenue per call.

• Cherished Memories is Matthews Aurora’s new cremation e-commerce web site designed to help Funeral Homes compete with online retailers and retain more merchandise sales within their firm.  

• Radiance Diamonds by Matthews are stunning lab-created diamonds made from a loved one’s cremated remains, lock of hair, or other carbon. Diamonds are offered in a range of sizes and colors to suit any taste and budget.  

• Matthews Aurora will feature a wide selection of brand NEW urns, memorial jewelry, and gifts as part of our I’ll Remember You® cremation merchandise program. Stop by, see what’s new, and pick up a copy of our new I’ll Remember You® catalog.  

• Matthews Funeral Funding helps Funeral Homes get paid faster by accepting life insurance policies for payment.  

• Matthews Cemetery Products will showcase its innovative cremation memorialization solutions including glass-front niches, Reflection Suites^TM, Cremation Destinations cremation gardens, granite memorialization solutions, and bronze statuary by Caggiati.  

• The Dodge Company will feature its new Green Embalming Solution Kit, among its many other offerings. This highly requested new product is formaldehyde-free, field-tested for over two years, and provides preservation for six weeks or more. Freedom Art and Freedom Cav are both included in the kit and are Green Burial Certified. Stop by Dodge’s booth to  learn more. 

Matthews Aurora and Dodge look forward to welcoming Funeral Homes from across the country to our booths #1542 and #851 at the National Funeral Directors Association Convention and Expo next week!  

About Matthews Aurora Funeral Solutions 

Matthews Aurora™ Funeral Solutions is committed to helping families move from grieving to remembrance by providing products of superior craftsmanship and solutions that meet the needs of every family who wish to honor and remember their loved one. As a leading provider to the funeral home industry, we offer our customers an extensive variety of high-quality wood, metal and cremation caskets, urns, keepsakes, memorial jewelry, stationery, technology solutions, and other products and solutions. We also offer a full suite of embalming products and other solutions via The Dodge Company. The Matthews Aurora™ Funeral Solutions team is focused on providing our funeral home customers with outstanding service and support, helping your firm better serve the families in your community. For more information about how we can help your firm, please contact your Matthews Aurora™ Funeral Service Consultant or call us at 1-800-457-1111.

CANA’s 107th Cremation Innovation Convention A Success!

WHEELING, IL— The Cremation Association of North America (CANA) celebrated the 107^th Annual Cremation Innovation Convention with over 250 of its dearest friends – including 70 exhibitors – last week in Phoenix! The event attracted professionals from across funeral service and welcomed many new faces.  Participants enjoyed connecting with colleagues, viewing innovative supplier solutions, and hearing inspirational presentations.

“What a great event! The CANA Convention really delivered on the promise of providing insights and great ideas to support businesses of all kinds,” remarked Judy Olson, NGL Vice President of Sales and Business Development and elected CANA Supplier Liaison. “I always appreciate connecting and collaborating with folks I know and I made so many new connections because of the great networking environment CANA encourages. I’m already looking forward to CANA’s Symposium in February.”

Emcee Jessi Booker, Regional Vice President at National Guardian Life Company — whose appearance was sponsored by that organization—ably guided the proceedings. The CANA stage hosted several experts who helped the gathered business leaders calibrate their current company practices to flourish in the future.  

Joan Fox, President of Inspired Solutions, delivered the keynote address, asking Are You Creating or Killing Customer Loyalty? She proved that culture and customer loyalty are connected and that it really takes a change in mindset to succeed with customers and grow your business. Her methods included the development of strategies for participants to measure service.

Then, Faith Haug, Program Director of Arapahoe Community College Mortuary Science Program took a close look at Ethics in Cremation: A Colorado Case Study.  Faith offered a detailed analysis of the three pivotal Colorado cremation cases (2015-2023) that exposed significant gaps in regulations and addressed strategies for regaining public trust.

Sharing the stage for Data-Driven Digital Marketing Fundamentals, Scott Jensen, Co-owner of FirstCall Marketing, defined and explained the three steps that funeral homes owners can take to enable themselves to clearly understand if their marketing is working or not. Then, Zack Moy, Co-founder/CTO of Afterword, explored how technology can create exceptional funeral planning experiences and significantly streamline operations to promote productivity without sacrificing quality.

Succession planning and driving enterprise value should always be in our minds as owners, managers, and key stakeholders in a business. That’s why Jake Johnson, President & CEO of Johnson Consulting, showed how to Exit with Success: Succession Planning and Your Business. Jake outlined the steps to consider when developing a succession plan and communicating with frontline employees.

Regina Harrison, Director of Sales of Mount Auburn Cemetery, encouraged cemeterians—and anyone who cares about memorialization—to think more creatively and sustainably about cremation. In her session on Historic Cemeteries Facing the Future, she shared practical strategies for highlighting options for memorialization, whether you’re managing historic grounds or guiding families through end-of-life choices.

Closing with a favorite session – research – Barbara Kemmis, Executive Director of the Cremation Association of North America and Chance Parker, Chief Research Officer of Fortitude Research + Marketing, presented the Cremation Practitioner Benchmarking Study. The research measured practitioners’ currently held beliefs about cremation and cremation product offerings against consumer viewpoints, providing insight into current practice and strategies to address future challenges. Look for more results of this research to be published in the coming months.

Glenda Stansbury served as celebrant for the annual In Memoriam service, recognizing family, friends, and notable people the profession lost this year. During the Annual Membership Meeting, Ryan Wiseman passed the gavel to Lindsey Ballard to lead CANA as Board President for the coming year. The Funeral Service Foundation and CANA also celebrated the attendees who won scholarships to attend the 107^th Annual Convention and Phoenix! The event made the most of the resort experience with a Golf Outing on the Estates Course, an exclusive Yoga experience, and a Walking Tour of the Historic Arizona Biltmore.

This event would not have been possible without the generous sponsorship of 23 companies. From the open bar to the inspiring sessions to the 9-hole scramble to the coffee breaks that fuel us—we thank them for making this event a success!