When Words Matter: NFDA Releases Groundbreaking Communication Guide for Funeral Professionals

Brookfield, Wis. – The National Funeral Directors Association (NFDA) has released “When Words Matter: A Funeral Director’s Guide to Clear and Compassionate Communication,” a groundbreaking, research-driven resource designed to bridge the growing language gap between funeral professionals and the families they serve. The study and guide were unveiled today during the Opening General Session of the 2025 NFDA International Convention & Expo in Chicago. 

Available now as a free download at NFDA.org/Research, this new guide is grounded in original NFDA research conducted earlier this year with more than 1,100 U.S. consumers across four generations. The findings reveal a striking disconnect between how funeral professionals and families understand commonly used industry terms and offer actionable strategies for improving clarity, trust and emotional connection. 

“Families aren’t wrong – they’re simply speaking a different language,” said 2025-26 NFDA President Daniel J. Ford, CFSP. “Our words are shaped by training and tradition, while families’ words come from culture, faith, media and emotion. This guide helps us bridge those differences so families feel understood and supported.” 

Addressing a Widening Communication Gap

The guide grew out of a key strategic initiative within NFDA’s 2023–26 plan: to explore the differences and similarities in how funeral directors and consumers talk about death, grief and remembrance. 

While funeral professionals have long used terms like “funeral,” “memorial service” and “celebration of life,” the new study revealed that families often define – or misunderstand – these terms in radically different ways. 

For example, only 16% of consumers defined memorial service as a service with the body present in a casket – the same definition used by funeral directors.

And, more than 75% of respondents said they had never even heard the term direct cremation. Younger generations, especially Gen Z and Millennials, reported the highest levels of confusion and the strongest preference for clear, plainspoken language. 

“This is a pivotal moment for our profession,” said Ford. “Today’s families are diverse – culturally, generationally, spiritually – and they bring different expectations to the conversation. As funeral directors, we have a responsibility to meet them where they are – listening first and then speaking with clarity and compassion.” 

A Practical, Interactive Tool

“The gap between professional language and consumer understanding isn’t unique to funeral service – it exists in law, medicine, accounting and nearly every specialized field,” said Ford. “The difference is that in funeral service, the words we use carry extraordinary emotional weight. ‘When Words Matter’ helps us translate our professional terminology into language that resonates with families, building trust and understanding.” 

“When Words Matter” includes:

• Consumer quotes illustrating how different terms are perceived.
• Side-by-side comparisons of industry terms and plain-language alternatives.
• Conversation starters and roleplay scripts to train staff in empathetic communication.
• Website and print checklist to help ensure consumer-facing materials are clear and welcoming.
• Self-reflection questions for ongoing professional development.
• Team action plan templates for implementing changes over the next 90 days. 

“This guide is not a rulebook for funeral directors; it’s a conversation starter for the staff at your funeral home,” Ford noted. “Some of what’s in here may challenge long-held assumptions. But it’s also an invitation to grow, to serve with even greater excellence, and to ensure that every family walks away feeling seen, understood, and supported.” 

Part of NFDA’s Unmatched Research Commitment

“When Words Matter” continues NFDA’s decades-long commitment to producing the funeral profession’s most trusted, independent research. In the past year alone, NFDA has released:

• “Across Borders, Across Traditions: A Global Study of Funeral Preferences” (2025) is the first international survey of consumer attitudes toward funerals.
• “Changing Consumer Preferences: A Generational Perspective on Attitudes Toward Funeral Service” (2025) offers deep insights into how Baby Boomers, Gen X, Millennials and Gen Z think about funerals.
• “Consumer Awareness and Preferences Survey” (2025) offers quantitative and qualitative research on what U.S. families expect from modern funeral service. 

All studies and tools are available at NFDA.org/Research. “NFDA is proud to lead the profession in original, evidence-based research that helps funeral directors make informed business decisions and deliver meaningful service,” Ford said. “Language shapes experience and “When Words Matter” is another example of NFDA helping members strengthen the connection between what we say and what families hear.” 

A Tool for Every Funeral Director

Whether serving grieving families or advocating for the profession, “When Words Matter” helps funeral directors improve communication in their day-to-day work and long-term strategy. 

“In our profession, the words we choose aren’t just important, they’re sacred,” Ford said. “They shape the way people remember, heal and find meaning. This guide is one more way NFDA is helping funeral directors lead with integrity, empathy and skill.” 

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

The ICCFA Celebrates a Groundbreaking 2025 Experience in Las Vegas

STERLING, Va. (May 22, 2025) – The International Cemetery, Cremation and Funeral Association (ICCFA) is pleased to announce the successful conclusion of the 2025 ICCFA Experience, held April 30–May 3 at the Mandalay Bay Resort & Casino in Las Vegas. The event welcomed 867 attendees and drew a total of more than 2,000 individuals for an immersive, high-energy gathering focused on innovation, education, and connection.

This year’s event marked the debut of the ICCFA Experience, a bold rebranding of the association’s long-standing Annual Convention & Exposition. The new format and identity were designed to reflect the evolving needs of the deathcare profession and deliver a dynamic, future-focused event unlike anything before.

“This year’s Experience was a transformative moment for the ICCFA,” said ICCFA Executive Director Nadira Baddeliyanage. “From moving the educational sessions to the Expo Hall floor to featuring powerful programming on leadership, technology, and community connection, we wanted attendees to leave feeling energized and equipped—and they did.”

The updated format introduced Three Stages: One Experience, where education was seamlessly woven into the bustling Expo Hall. Dozens of expert-led sessions covered critical topics such as employee retention, cremation revenue strategies, food and beverage integration, digital marketing, and the intersection of AI and empathy in deathcare.

Central to the event experience was the ICCFA Food & Beverage Lounge, a vibrant hub located in the middle of the Expo Hall. Designed as a place for attendees to connect, recharge, and share ideas, the lounge hosted all meal services and receptions throughout the event—creating a natural gathering point for networking and community building.

A standout moment of the event was keynote speaker Clint Pulver, who delivered a powerful and unforgettable session on creating organizational cultures where employees want to stay. His high-energy presentation included an interactive drumming activity that brought the audience to life and perfectly complemented the event’s focus on inspiration and engagement.

“This year wasn’t just about programming; it was about participation,” said ICCFA Past President Lee Longino. “You could feel the energy on the floor—from the ribbon cutting to the late afternoon receptions. Every conversation was an opportunity to spark new ideas or build on trusted relationships.”

The President’s Welcome Reception & Banquet, held on opening night, brought together attendees and exhibitors for an evening of food, networking, and laughter, capped by a comedy performance from Cristela Alonzo. The evening also featured the Celebration of Remembrance, a moving tribute honoring those who have died in the past year. During the banquet, Lee Longino ceremonially passed the gavel to Robert Gordon, Jr., CCE, who was introduced as the new ICCFA President.

The reception also included a special moment honoring Jay D. Dodds, who was presented with the 2025 ICCFA Educational Foundation’s Lasting Impact Award in recognition of his lifelong dedication to education, mentorship, and elevating the profession.

“This was my first ICCFA event as president, and I couldn’t be more proud,” said ICCFA President Robert Gordon, Jr., CCE. “Our profession is evolving rapidly, and the engagement we saw in Las Vegas proves that our members are not just adapting—they’re leading. We’re embracing bold ideas and championing change in ways that will benefit our communities and the families we serve.”

The 2025 ICCFA Experience also featured committee meetings, networking events, and the inaugural Irwin W. Shipper Legislative Session & Reception, offering attendees key updates on legal and regulatory issues shaping the future of the profession.

Planning is already underway for next year’s ICCFA Experience, which will take place April 29–May 2, 2026, in Fort Worth, Texas.

For the latest updates and highlights, visit iccfa.com/annual. 

###

Founded in 1887, the International Cemetery, Cremation, and Funeral Association is the only international trade association representing all segments of the cemetery, cremation, funeral, and memorialization profession. The association is comprised of more than 10,000 members in the cemetery, funeral home, and crematory industries, as well as supplier and related businesses worldwide.

DEAD Talks 2025 Delivers Groundbreaking Sales and Leadership Insights in Las Vegas

STERLING, Va. (March 17, 2025) – The ICCFA’s 2025 DEAD Talks Sales Conference, held February 4-6 at the Park MGM in Las Vegas, brought together 402 deathcare sales professionals—including 173 first-time attendees—from 40 states, Canada, and Guatemala. This marks the highest attendance recorded since 2012.

With an electric atmosphere and an agenda packed with actionable insights, this year’s eventcentered around the theme “Mindset Matters,” emphasizing the power of perspective in driving sales success. The conference featured a dynamic lineup of keynote speakers, peer-driven DEAD Talks presentations, and interactive workshops designed to equip attendees with innovative strategies for growth.

“This year’s DEAD Talks was truly the best I have ever attended in my 9+ years with ICCFA,” said Erin Creger of Security National Financial Corporation, echoing the excitement and enthusiasm that filled the conference.

The event kicked off with a compelling keynote from Matthew Pollard, who explored the power of storytelling in sales with “Invisible Persuasion: Building Trust and Profits Through Story.” His session provided attendees with actionable steps to replace outdated sales tactics with a fresh, emotionally resonant approach.

Day two began with an engaging keynote by Art Sarkissian, “Mindset of the Consumer,” which emphasized understanding family personas to create meaningful connections. Throughout the rest of the conference, attendees participated in 20 fast-paced DEAD Talks presentations covering a range of topics, including marketing, pre-need motivators, personal branding, leveraging technology, and more.

“This conference was fast-paced and packed with so many interesting, valuable tools to enhance my sales skills and really help me connect with families and increase sales,” said Terri DiFore, attendee and ICCFA Educational Foundation scholarship recipient. “I walked away with a wealth of information and a renewed passion to bring those tools back to my team. The speakers were engaging and motivated the audience. Great conference and looking forward to attending another.”

Reflecting on the success of his first DEAD Talks as Chairman of the ICCFA Sales & Marketing Committee, Mike Harens remarked, “This year’s DEAD Talks was an incredible opportunity to engage with top deathcare experts and gain insights that will directly impact our businesses. The energy, connections, and strategies shared made this year’s event truly unforgettable, and it was a fantastic way to kick off 2025.”

With its forward-thinking programming and collaborative environment, DEAD Talks reaffirmed its position as the premier sales conference in the profession. DEAD Talks will return to the Park MGM in Las Vegas on January 13-15, 2026. More details will be available soon at iccfa.com/sales.

###

Founded in 1887, the International Cemetery, Cremation, and Funeral Association is the only international trade association representing all segments of the cemetery, cremation, funeral, and memorialization profession. The association is comprised of more than 10,000 members in the cemetery, funeral home, and crematory industries, as well as supplier and related businesses worldwide.