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.

Ray Frew, CCFE, Named Recipient of the 2026 ICCFA Educational Foundation Lasting Impact Award

Sterling, VA — November 12, 2025 — The International Cemetery, Cremation and Funeral Association (ICCFA) proudly announces that Ray Frew, CCFE, has been selected as the recipient of the 2026 ICCFA Educational Foundation Lasting Impact Award. This distinguished honor will be presented during the President’s Banquet at the 2026 ICCFA Experience on April 29, 2026, in Fort Worth, Texas.

Frew, the immediate past President and CEO of Green Hills Memorial Park and a past President of the ICCFA, has long been recognized as a visionary leader in the cemetery and funeral service profession. As a founder and early champion of the ICCFA Educational Foundation, he played a pivotal role in shaping its mission and ensuring that professionals across the industry have access to educational opportunities that enhance service, leadership, and compassion.

A Certified Cemetery and Funeral Executive (CCFE) and Certified Public Accountant (CPA), Frew’s career reflects integrity, innovation, and a steadfast commitment to excellence.

“Ray’s vision and passion for education have shaped the very foundation of our profession,” said Gino Merendino, President of the ICCFA Educational Foundation. “He understood early on that by investing in education, we elevate not only individual professionals but the entire deathcare community. The opportunities he helped create continue to lift others up and ensure our profession grows stronger, more compassionate, and more capable every day.”

Beyond his professional contributions, Frew has devoted decades to community service in Torrance, California, where his leadership and generosity have left a lasting legacy. A Vietnam veteran, he has served on numerous civic and charitable boards, including the Red Cross Celebrity Golf Tournament, Torrance Symphony, and the Torrance Cultural Arts Foundation. He is a past president of both the Del Amo Rotary Club and the Torrance Area Chamber of Commerce and has chaired major fundraising initiatives for the Torrance-South Bay YMCA and the Little Company of Mary Community Health Foundation, together raising tens of millions of dollars for community development and healthcare.

Among his many civic achievements, Frew’s leadership with the Torrance-South Bay YMCA stands out as one of his most meaningful contributions. As Chair of the Building for Tomorrow Capital Development Program, he helped lead the organization’s most ambitious fundraising effort, which exceeded $4.6 million to build a state-of-the-art facility serving families across the South Bay. Through this role, Frew also played a pivotal part in forging a lasting partnership between the YMCA and the University of Southern California, creating programs to support military veterans and their families—a cause deeply personal to him as a proud Army and Vietnam veteran.

Through his work at Green Hills Memorial Park, Frew has also led one of California’s largest Memorial Day Observances for more than three decades, honoring veterans and first responders. His leadership and dedication have earned him numerous accolades, including the J. Walker Owens Outstanding Volunteer Award, the George Whittlesey Award for Business Advocacy, and the Service Above Self Award from the Torrance-South Bay YMCA. In 2005, Frew was further recognized with the Torrance Distinguished Citizen Award, presented to individuals whose achievements are “significant to the community and to the welfare of the general populace.” He has also received the Community Partnership Award from the Switzer Center, an organization serving at-risk youth, and is a Founding Board Member of both S.C.O.R.E. (Spinal Cord Organization for Regaining Excellence) and the South Bay Children’s Orchestra.

Reflecting on his lifetime of service, Frew shared, “Acts of service have always given me a deep sense of purpose and gratitude. I’ve been fortunate to work alongside so many incredible people who share a commitment to helping others. When we give our time and energy to lift others up, the rewards reach far beyond ourselves—they strengthen our entire community.”

The ICCFA Educational Foundation Lasting Impact Award honors individuals whose lifetime of service has made a profound and enduring contribution to the advancement of education, leadership, and professionalism in the cemetery, cremation, and funeral service profession. For more information about the ICCFA Educational Foundation and the 2026 ICCFA Experience, please visit www.iccfa.com

The ICCFA Educational Foundation is a 501(c)(3) entity, established to make education accessible to future leaders in the deathcare profession and thereby raise the standards of professionalism within the industry. To learn more about the work of the Foundation and upcoming educational opportunities, please visit iccfa.com/educational-foundation.  

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

One Unexpected Impact of Government Shutdowns

I’ll never forget the October day in 2013 when my husband and I pulled into the entrance of Shiloh National Military Park in Tennessee and were blocked by a state trooper and his vehicle. We were told that the entire park, including the historic veterans cemetery where my father is buried, was closed due to the ongoing government shutdown — a possibility that had simply never occurred to me when I made plans for the visit. I burst into tears (I couldn’t help it) and eventually the trooper allowed us pass, making us promise that we’d go directly to the grave and back.

Before 2013, I’d never felt the direct impact of our government’s inability to reach across party lines and agree on pressing issues like budgets or borders or benefits. Before I was denied the simple right to visit my father’s final resting place, the fact that millions of people were laid off, working without pay, or denied government services never crossed my (selfish) mind. 

As of this writing, we’re all suffering through the federal government’s 21st shutdown since 1977, in all sorts of different ways. I now know better than to plan a visit to my parents’ grave (my mother joined my father there in early August) until the wheels of legislation start to crank up again. Some national parks like Shiloh will be minimally staffed or “stripped to the bone, including no trash collection, restrooms, road or walkway maintenance or visitor information.”

According to the Department of Veterans Affairs (VA) website, burials will continue at veterans cemeteries throughout the shutdown — even, I suppose, at those 13 veterans cemeteries that fall under the purview of the National Park Service, although those burials are few and far between these days. But, as the National Funeral Directors Association (NFDA) shared on October 1, other veterans services will be limited — and some of those affect deathcare.

VA regional benefits offices will be closed —  meaning your local VA contacts won’t be there to help your or veterans’ families with questions and/or services. The grounds at VA national cemeteries will not be maintained, and no headstones will be permanently placed, although applications for headstones and markers will be processed — unlike applications for pre-need burial, which will not. Lastly, some support hotlines—including the National Cemetery Applicant Assistance hotline—will cease operations.

My parents’ new headstone (they’re adding my mother’s information to the back of my dad’s marker) was ordered from the VA over a month ago, and I’ll bet that the position of the one engraver at the VA Cemetery Administration who handles markers for the National Park Service cemeteries is considered negligible (I promise … there is only the one guy!) . And even if he’s one of the lucky ones who isn’t furloughed, the marker would not be placed until the shutdown ends. It’s a minor inconvenience for me, and I can definitely wait, but it makes me realize that so many others, especially federal employees and beneficiaries of government services, are actually suffering major consequences.

Funeral Service Foundation Launches IMPACT 1000 Giving Program to Strengthen Funeral Service Community

Collective giving initiative allows individuals to give more by giving together

Brookfield, Wis. – The Funeral Service Foundation is proud to announce the launch of IMPACT 1000, a collective giving initiative designed to unite funeral professionals in making a lasting difference within the funeral service community. 

By combining individual contributions, IMPACT 1000 members will amplify their impact, supporting vital programs that help grieving families, strengthen the funeral service profession, and ensure its continued growth and innovation.

“IMPACT 1000 empowers individuals to join together and contribute to the Foundation’s mission of supporting the funeral service community” said John Heald, Chair of the Funeral Service Foundation. “Whether you are a funeral service professional, a member of an organization or someone with a shared passion for the profession, your membership and contribution will play a crucial role in advancing the future of funeral service.”

Why Join IMPACT 1000?

• Give Back: Create a lasting impact on the profession that has given so much to us.
• Build Community: Connect with like-minded professionals who are committed to strengthening funeral service.
• Learning & Education: Gain access to valuable educational and networking opportunities while learning more about the Foundation’s initiatives.
• Make a Difference: Directly contribute to impactful projects that improve the funeral service profession and support grieving families.

Exclusive Benefits for Members

IMPACT 1000 members receive a range of exclusive benefits designed to enhance their involvement in the Foundation’s efforts:

• A vote on designated grant funds.
• An invitation to the Foundation’s Annual Donor Reception.
• Access to an annual call with Foundation leadership.
• A chance to participate in unique networking opportunities.
• Recognition in Foundation publications and at the NFDA International Convention and Expo.
• Individuals who make a pledge during this inaugural year will be considered “Founders” in perpetuity. 

Who Can Join IMPACT 1000?

IMPACT 1000 is designed for individuals who want to make a meaningful difference in funeral service. Membership is personal, and each individual’s participation makes a significant impact. Members can choose to contribute $1,000 per year for five years ($5,000 total) or make a one-time payment of $5,000. Additional flexible payment options are available online. 

Together, IMPACT 1000 members will ensure the Funeral Service Foundation’s mission thrives and continues to support grieving communities by investing in people and programs that strengthen funeral service.

For more information about IMPACT 1000 or to join today, visit FuneralServiceFoundation.org/IMPACT1000.

ABOUT THE FUNERAL SERVICE FOUNDATION – FuneralServiceFoundation.org
Since 1945, the Funeral Service Foundation has served as the philanthropic voice of the funeral profession and has been identified as the charitable arm of the National Funeral Directors Association since 1997. Donors and volunteer leaders’ profession-wide support the Foundation’s mission to lift grieving communities by investing in people and programs that strengthen funeral service. 

Foundation Partners Group Forms New Advisory Board to Enhance Strategic Growth and Community Impact

WINTER PARK, Fla. (March 3, 2025) – In one of his first actions as leader of the second largest provider of funeral services in the United States, Foundation Partners Group CEO John D. Smith today announced the creation of a new Community Advisory Board to help guide the company’s leadership team during a pivotal time of growth and transformation.

Smith, who was named Foundation Partners CEO in January, has dedicated his career to building innovative consumer experiences and transforming legacy business models across multiple industries. As Chairman and CEO of Icon Parking, he was named the National Parking Association’s Innovator of the Year in 2023 for leveraging digital technology to significantly improve the customer experience and produce major efficiencies and cost savings for Icon.

The new advisory board underscores Smith’s commitment to balancing innovation with the deeply rooted traditions of funeral service, as he builds on the company’s strong foundation to ensure that families receive compassionate care and modern end-of-life solutions. His ability to implement strategic initiatives, optimize operations and build high-performing teams has consistently delivered measurable results.

“Our mission is to bring ease and comfort to families,” Smith said. “That’s why our first three Community Advisory Board members are former funeral business owners, who represent the best in service to families. They are smart, creative problem solvers who have proven track records of success. Their advice and counsel will be invaluable as we look to accelerate performance and bring our local funeral homes, cemeteries and direct-to-consumer cremation providers together with modern tools and resources to make the end-of-life experience as easy as possible for families we serve.”

Advisory board members include:

Mark Krause, a fourth-generation funeral director and former president of Krause Funeral Homes & Cremation Services in Milwaukee, Wisconsin. Krause is a nationally recognized leader and educator, who built an innovative portfolio of businesses designed to provide services to families across a wide spectrum of needs from high-touch, traditional services to simple direct cremation.

Kevin Waterston, a recognized cremation pioneer who, along with his brother, founded the Cremation Society of Minnesota in 1980 to complement the services of his family’s Minneapolis funeral home. Over the next 30-plus years, the Waterstons grew the business to five locations, becoming the leading provider of cremation services in Minnesota.

Rick Tuss, a licensed funeral director and former co-owner of Charlotte Memorial Funeral Home, Cemetery & Crematory in Punta Gorda, Florida. From 2012 to 2019, Tuss and his partner modernized and grew the business based on a culture of caring with a strong emphasis on community involvement.

“By concentrating on best practices, emerging opportunities and an expanded vision for the future, we will begin our next chapter of innovation, excellence and service. Looking ahead, we also see this board as an opportunity to draw on the experience of innovative thinkers from other areas of the end-of-life planning and care community — a community that has expanded far beyond traditional funeral service to all aspects of ending well,” Smith said.

About Foundation Partners Group 

Winter Park, Florida-based Foundation Partners Group is one of the industry’s most innovative providers of funeral services and the second-largest funeral home group in the country based on the number of families served. Foundation Partners owns and operates a network of over 250 funeral homes, cremation centers and cemeteries across 21 states. Our deep understanding of technology and customer experience-centered approach allows us to deliver truly innovative and compassionate care to the families we serve. Visit www.foundationpartners.com to learn more. 

Pictured above (l-r): Mark Krause, Rick Tuss, and Kevin Waterston

Celebrating Excellence: Jay Dodds Nominated for Lasting Impact Award

STERLING, Va. (Oct. 25, 2024) – The International Cemetery, Cremation & Funeral Association (ICCFA) Educational Foundation is proud to nominate Jay D. Dodds for the 2025 Lasting Impact Award. Mr. Dodds’ exemplary leadership, decades of service to the funeral and cemetery profession, and tireless commitment to serving families with compassion and integrity make him a distinguished candidate for this prestigious honor.

With more than 40 years of experience in the funeral and cemetery profession, Jay Dodds has held pivotal roles in shaping the profession’s future. Currently serving as chief strategy officer of Park Lawn Corp. (PLC), Mr. Dodds has been a driving force behind some of the country’s most successful funeral service organizations. His leadership at PLC and in prior roles has given him extensive experience managing funeral and cemetery businesses in the U.S. and Canada.

A licensed funeral director and embalmer in Texas and New Mexico and a certified cremation operator, Mr. Dodds has been at the forefront of setting standards for funeral service operations. As the founder, former president, and chief operating officer of Signature Group, Jay introduced innovative business practices that improved operations and maintained the compassionate care essential to the profession.

“Beyond his business acumen, Mr. Dodds has been a dedicated advocate for the funeral profession. His service includes leadership roles such as past president of the ICCFA, trustee emeritus for both the Funeral Service Foundation and the Educational Foundation, and a Pierce Mortuary Colleges board member. Through these roles, Jay has significantly contributed to advocating for best practices and ensuring the future growth of the profession through education,” said Gino Merendino, president of the ICCFA Educational Foundation.

Jay’s leadership during his two terms as ICCFA president, particularly during the COVID-19 pandemic, exemplifies his commitment to the profession. He endorsed the creation of a Disaster Management Committee, a multidisciplinary team that tackled travel concerns, committal services, and employee safety during the pandemic. His leadership ensured that funeral service providers could continue to serve families with dignity and respect while establishing safety standards that would have a lasting impact on the profession.

Under his guidance, the ICCFA continued its operations and expanded its outreach, providing invaluable legislative guidance, professional resources, and numerous online educational opportunities. His efforts were instrumental in growing the association’s membership to more than 10,000 members, a remarkable achievement during such challenging times.

In nominating Jay D. Dodds for the Lasting Impact Award, the ICCFA Educational Foundation recognizes a career of excellence, compassion, and leadership. His tireless efforts have shaped the profession, and his mentorship has paved the way for future professional leaders. Jay Dodds truly deserves this award.

The ICCFA Educational Foundation is a 501(c)(3) entity, established to make education accessible to future leaders in the deathcare profession and thereby raise the standards of professionalism within the industry. To learn more about the work of the Foundation and upcoming educational opportunities, please visit iccfa.com/educational-foundation.

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

We learned of an upcoming webinar that will feature Death Care experts Ryan Thogmartin and John Heald.  Legacy.com’s Heald will be joined by Connecting Directors’ Thogmartin and they will discuss how to  unwrap the features of Legacy.com for your funeral home.

Among other things you can expect to learn you will learn:

1. How to control your brand on the Legacy network
2. How to get 100% of flower sales to your funeral home store
3. How to get at-need and pre-need leads

Legacy.com is mis-understood by many in the profession.  However, they get about 44 million page views per year and are a driving force for funeral homes to partner up with to drive leads to their own websites.  According to Similarweb they rank #1 in their category.  Learn some of the myths during this webinar.

The registration form for this webinar says this, “This is your chance to ask the tough questions and get candid answers. Be part of the conversation that could redefine the future of your funeral home.”

The webinar is free of charge and will be held on Wednesday, March 27 at 2:00 pm Eastern Time (1 pm Central Time).

To learn more and/or register click here.

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

The start of a new year brings the chance to start fresh…But are you ready to shake things up?!

We get it – being a funeral professional can be emotionally taxing… Pair that with an unpredictable, ever-changing schedule and it’s the perfect recipe to slip into the comfort zone of the familiar. 

But, in a world increasingly seeking connection and personalization, the funeral profession stands at a pivotal moment. Families are no longer satisfied with traditional, one-size-fits-all services. 

Let these quotes be your fuel as we trade tradition for transformation, routine for resonance, and predictable goodbyes for meaningful experiences that stay with families long after the service ends.

1. “Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do.” – Steve Jobs

Fuel your passion by creating meaningful experiences for the families you serve.

As a funeral professional, you have the unique ability to help people during one of the most difficult times in their lives. Let this year be a reminder that every arrangement, every service, and every comforting word you offer makes a profound difference. Focus on the impact you’re making in the lives of others and let that be your driving force.

Put it to use: Close your eyes for a moment. Recall a funeral service you directed that truly resonated with the family. Remember the details: the way they laughed through tears, the heartfelt tributes, the unexpected moment of connection that brought them comfort. What specific elements made that service impactful? Was it the personalized music playlist you curated? The handwritten poem? The nature-inspired ceremony hosted under a favorite tree?

Ask yourself: How can I replicate the impact of that moment, and amplify it in future services?

2. “If I had asked my customers what they wanted, they would have said a faster horse.” – Henry Ford

Listen to unspoken needs. Craft personalized experiences that transcend tradition.

Don’t get stuck offering the same old casket-and-eulogy combo. Families may not know exactly what they need during a time of grief and may express a desire for the familiar – the “faster horse”. 

Like Henry Ford’s revolutionary approach to automobiles, as a funeral professional you can transform customary practices into more personalized, meaningful experiences. 

How? By listening to families’ unspoken needs and  using your expertise and compassion to lead them towards more fitting tributes and healing experiences.

Maybe they truly crave a confetti-filled celebration of life or a quiet nature walk in remembrance. 

Put it to use: During your next arrangement conference, don’t just ask families what they “want.” Dig deeper with open-ended questions like “What made your loved one’s heart sing?” or “What memory makes you smile the most?” These answers will ignite the spark for crafting a uniquely personal service.

3. “All our dreams can come true, if we have the courage to pursue them.” – Walt Disney

Embrace innovation and dream big. Make goodbyes truly unforgettable.

Dreaming of a better way to serve families? Or of transforming the way society approaches end-of-life celebrations? Don’t let fear clip your wings! Disney dared to imagine talking mice and flying elephants – and look where it got him. 

Your dreams might seem daunting, but they’re within reach if you dare to chase them. Embrace the challenge, knowing your work holds profound importance. Like Walt Disney, who transformed the realm of entertainment, your courage can impact and transform funerals in ways yet unimagined.

Put it to use: Get in the habit of writing down your ideas – no matter how outlandish they seem and encourage your team to do the same. Then, gather your team, swap ideas, and brainstorm ways to make goodbyes truly meaningful.  Remember, even the smallest spark can ignite a brighter future of meaningful farewells. So, share your ideas, collaborate, and put your ideas into action.

4. “The comfort zone is nothing else but a graveyard for your dreams & ideas.” – Anonymous

Step outside your comfort zone. Create experiences that resonate and heal.

Comfort zones are limiting…The moment you take a step out of your comfort zone, is the moment things will shift for you. 

As you navigate your daily role as a funeral professional, challenge yourself to step beyond the familiar. It might be adopting a new technology, exploring innovative ways to conduct services, or engaging in community outreach. Your growth will not only enrich your services but will also deeply impact the families you serve.

So take the leap, break the mold and get uncomfortable. 

Put it to use: Pick one thing that scares you (whether it’s incorporating a new form of personalization or hosting a public grief workshop). Set a goal to try it this quarter – and let’s see what magic you can make.

5. “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” – Maya Angelou

Empathy, compassion, and genuine connection are paramount in funeral service.

Words often fall short in the face of grief. But the solace you offer, the empathy you radiate, the genuine connection you build – those stay etched in hearts forever. So, this year, focus on being present, on listening without judgment, on offering a shoulder to cry on and a hand to hold. Let your compassion be your guiding star, and watch as you leave an indelible mark on the families you serve.

Put it to use: Write down one specific way you can show more empathy during your next service. Maybe it’s offering a private moment of reflection or creating a space for sharing personal stories.

6. “Experiences are the new currency. People pay for experiences, not products.” – Anonymous

As a funeral professional, you’re not just offering services, you’re crafting memories that last a lifetime.

In today’s world, people value experiences over material possessions.  People crave meaningful moments, and as a funeral professional, you’re not just offering services, you’re crafting memories that last a lifetime. It’s about going beyond expectations and designing experiences that truly honor the deceased while mending hearts in the process. This is about more than fulfilling expectations; it’s about creating unforgettable healing experiences.

This shift from product to experience, from commodity to emotion, is what sets you apart. Embrace this change and elevate your services, remembering that emotion is the true currency of value. 

Put it to use: Challenge yourself to create one “experience-over-product” element for your next service. Brainstorm with your team and share your ideas in the comments below and let’s inspire each other to make every goodbye a meaningful masterpiece!

Beyond the Quotes: Take Action

Let these quotes be your catalyst… Experiment, brainstorm, and most importantly, connect with the families you serve. Let this be a year of innovation, excellence, and compassion. 

What are you committed to revolutionizing this year? Tell us in the comments below…