NFDA Meet the Mentors Returns in 2026 to Inspire and Prepare the Profession’s Rising Leaders

NFDA is now accepting entries for its transformational Meet the Mentors program.

Brookfield, Wis. – The National Funeral Directors Association (NFDA) is pleased to announce that the 2026 Meet the Mentors program will take place April 14-16, 2026, in Washington, D.C. This signature NFDA experience, which is held in conjunction with NFDA’s annual Advocacy Summit, offers early-career funeral professionals an unparalleled opportunity to learn directly from celebrated leaders and engage in advocacy on behalf of the funeral service profession. 

Since its debut in 2011, Meet the Mentors has been fully funded and supported by the Funeral Service Foundation, whose steadfast commitment has enabled more than a decade of transformative mentorship, learning and leadership development. The Funeral Service Foundation covers the registration fees for Meet the Mentors and the Advocacy Summit, three nights of lodging, and a $500 travel reimbursement stipend for selected participants. This generous support ensures the program remains accessible to the profession’s next generation of leaders. 

“For 15 years, Meet the Mentors has offered emerging funeral service professionals a rare opportunity to learn directly from leaders who generously share their experience, wisdom and perspective,” said Sara Moss, MS, FT, LFD, NFDA Associate Director of Education. “This program consistently helps participants build confidence, strengthen their skills and fosters a sense of purpose that supports them throughout their careers.” 

The 2026 Meet the Mentors program will bring together 25 NFDA-member participants – funeral directors and embalmers aged 40 and under, or within their first five years of licensure in the profession – to learn from a distinguished group of mentors who are recognized for their leadership, dedication and impact on the funeral service profession. NFDA is finalizing this year’s mentor panel and will announce the selected mentors very soon.

As in past years, participants can expect to learn from accomplished professionals representing a range of backgrounds, specialties and experiences. These mentors will share candid insights about career development, leadership and the evolving landscape of funeral service, offering invaluable guidance to those at the beginning of their professional journeys. Participants have high praise for NFDA’s Meet the Mentors program.

“NFDA’s Meet the Mentors Program was an incredible experience,” said one 2025 participant. “I gained valuable knowledge and insights that I will be able to use throughout my career. I would highly recommend the program to all newly licensed professionals.” 

In addition to presentations by the mentors, small-group roundtable discussions will enable participants to ask questions, explore career pathways and receive actionable advice they can take home immediately. Many mentees cite these conversations as some of the most meaningful moments of their professional lives. 

One 2025 participant noted, “The roundtables were my favorite part of this experience. It was really great to sit down and ask questions [of] each presenter and be able to have them share their experience on a more personal level.” 

Advocacy in Action 

An exciting component of Meet the Mentors is the opportunity to participate in the 2026 NFDA Advocacy Summit. Participants will join experienced colleagues for a full day on Capitol Hill, meeting with members of Congress to discuss federal issues impacting funeral service. By sharing their stories during these meetings, mentees will help federal legislators understand how their decisions affect, not just funeral professionals, but also grieving families. 

“I enjoyed the Congressional meetings so much and am looking forward to attending the Advocacy Summit again,” a 2025 mentee noted. “I was surprised how much I truly enjoyed doing this!” 

How to Apply 

Prospective participants can enter for their chance to participate in the 2026 Meet the Mentors through 11:59 p.m. CT on January 12, 2026. Thanks to the exclusive support of the Funeral Service Foundation, the program award covers registration fees for the Meet the Mentors program and Advocacy Summit, three nights of lodging and a $500 travel reimbursement stipend. Eligible applicants must be licensed funeral directors or embalmers who are NFDA members and either 40 years old or younger, or within their first five years of licensure in the funeral service profession. For complete details and to apply, visit NFDA.org/Mentors.

For questions, call NFDA at 262-789-1880. Selected participants will be announced in February 2026. NFDA is the world’s leading and largest funeral service association, serving 20,000 individual members who represent nearly 11,000 funeral homes in the United States and 49 countries around the world.

NFDA is the trusted leader, beacon for ethics and the strongest advocate for the profession. NFDA is the association of choice because it offers funeral professionals comprehensive educational resources, tools to manage successful businesses, guidance to become pillars in their communities and the expertise to foster future generations of funeral professionals. NFDA is headquartered in Brookfield, Wis., and has an office in Washington, D.C. For more information, visit www.nfda.org. 

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. 

NFDA Introduces New Remembering A Life Award to Honor the Profession’s Most Meaningful Funeral and Memorial Services 

Brookfield, Wis. – The National Funeral Directors Association (NFDA) has announced a new honor within its renowned Pursuit of Excellence Award program: the Remembering A Life Award. This new recognition, debuting in 2026, will celebrate funeral homes that create the profession’s most personal and meaningful funerals and memorial services – those that go beyond expectations to bring comfort, healing and significance to the families they serve. 

The new award was formally announced during the association’s All-Star Recognition Ceremony on Monday, October 27, at the 2025 NFDA International Convention & Expo in Chicago. 

“The Remembering A Life Award will shine a spotlight on the heart of what funeral service professionals do for grieving families,” said NFDA Director of Public Relations Jessica Koth, who manages the Pursuit of Excellence Program. “It will honor those moments when creativity, compassion and attention to detail come together to help families remember, grieve and begin to heal. We look forward to presenting the first Remembering A Life Awards during next year’s All-Star Recognition Ceremony.” 

Elevating the Heart of Funeral Service 

The Remembering A Life Award aligns closely with NFDA’s consumer initiative, Remembering A Life, which educates families about the value of funerals and memorial services and offers resources for planning meaningful tributes and beginning the grief journey. Each year, up to five funeral homes will be selected by the Pursuit of Excellence Work Group for this distinction.

Recipients will be chosen based on essays submitted as part of their Pursuit of Excellence entry that describe a personal and meaningful funeral or memorial service. Submissions will be evaluated on how creatively the service honored the life of the deceased, incorporated family wishes and cultural traditions and exceeded expectations to provide a truly meaningful experience. 

Building on a Legacy of Excellence 

Established more than 45 years ago by the late NFDA Past President Richard Myers, the Pursuit of Excellence Award program honors funeral homes that consistently demonstrate integrity, innovation and service excellence. In addition to the new Remembering A Life Award, the program includes:

• Pursuit of Excellence Award: The program’s foundational honor, recognizing achievement in six categories of excellence.
• Hall of Excellence: Funeral homes are inducted into the Hall of Excellence upon earning their 10th Pursuit of Excellence Award.
• Richard Myers Pinnacle Award: Recognizes an extraordinary program or service that redefines funeral service excellence.
• Best of the Best Award: Honors up to five funeral homes annually for novel and innovative programs or services.
• Honorable Mention: Acknowledges programs that positively impact the families and communities served. 

Reinforcing NFDA’s Strategic Vision 

The introduction of the Remembering A Life Award supports several priorities outlined in NFDA’s 2024-26 Strategic Plan, including raising the profile of funeral professionals among consumers, increasing understanding of the value of meaningful memorialization and inspiring innovation across the profession.

“The Pursuit of Excellence program has always set the standard for service excellence,” said Koth. “This new award reflects our ongoing commitment to helping funeral professionals elevate their work and demonstrate the deep value of meaningful memorialization to families and communities.”

The first Remembering A Life Awards will be presented during the All-Star Recognition Ceremony at the 2026 NFDA International Convention & Expo in Charlotte, North Carolina. For more information about the Pursuit of Excellence program or to apply by the July 15, 2026, deadline, visit NFDA.org/PursuitOfExcellence. 

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.

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. 

NFDA Chicago Special! | FFFW 255

We have arrived. It’s now time for the big weekend. And I’m not talking about the MLB World Series- I’m talking about our World Series- NFDA.

This is also kind of the end of the year for us. If I’ve learned one thing about the Funeral profession, it’s that the year starts in January and ends with NFDA, and the time in between is the “next year” season. The season where the answer to every problem is “we’ll focus on that next year.” Wildly, that “next year” never really seems to come. Thus, the wild amount of 90s wallpaper covering the funeral homes across North America.

Introducing The Memo by MemoryShare

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Funeral Director at NFDA Makes “How ’Bout Dem Bears?” His Whole Personality

McCormick Place attendees report that visiting funeral director Evan Clark has adopted a single, city-specific remark—“How ’bout dem Bears?”—as his entire understanding of Chicago, deploying it as a greeting, joke, segue, and exit line across the NFDA schedule. He opened with it at badge pickup, repeated it at the Welcome Reception, and tried a slower, reverent version during a CE session on HIPAA-compliant texting, as if it were a benediction. On the expo floor he used it to bridge every product category: cremation equipment (“How ’bout dem Bears?”), software (“CSV exports—nice. How ’bout dem Bears?”), and caskets (“Do you have anything in… Bears?” followed by, “Chicago.”).

By Tuesday, coworkers had developed a working translation: “How ’bout dem Bears?” = hello/I acknowledge we are in Chicago; “How ’bout dem Bears!” = I would like to end this conversation; “How… ’bout… dem Bears?” = I am lost in Hall F but proud. At press time, Clark posed at the NFDA photo backdrop, told the photographer to “make it very Chicago,” delivered his line with the gravity of a eulogy, and considered the matter settled.

Trivia

Choose the correct answer and you’ll see a puppy. Get it wrong and you’ll see someone hurting themselves.

When Lincoln’s funeral train stopped in Chicago (May 1, 1865), about how many people filed past the coffin per hour?

A. 700
B. 7,000
C. 70,000

You Otter Be Proud

Here’s some good news going on in the profession.

1. This Milford nonprofit helps families with high funeral costs
2. People Magazine Covers Funeral Profession Story
3. Fifth-generation funeral director Jeff Monreal helps families grieve, celebrate loved ones

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.

Batesville Expands Innovation in Burial, Cremation, Digital Solutions and Personalization with New Product Launches at NFDA 2025 

Batesville, Ind – October 16, 2025 – Batesville, a leading provider of high-quality burial products,  cremation products, and technology solutions will debut its newest offerings at the 2025 National Funeral Directors Association (NFDA) International Convention & Expo from October 27-29 in Chicago, Illinois. 

Building on the momentum from last year’s NFDA, Batesville continues to invest in the future of funeral service with back-to-back years of product launches and technology advancements. No other company in the industry is investing more to bring meaningful, affordable innovations that support funeral professionals and the families they serve. 

“Families today want more choices, personalization options, and tools that make the planning process easier,’ said Jenn Parvin, Chief Marketing Officer. “Our newest offerings reflect those needs, combining tradition and care with forward-thinking design and innovation.” 

New Product Highlights Include: 

Burial  

Batesville is proud to introduce three new caskets, thoughtfully designed to provide families with high-quality options as they honor and celebrate the lives of their loved ones. The collection includes the: 

• Two 18-gauge steel selections — the NV1 Tuscany Silver and the NV1 Burnished Silver — engineered with both personalization and quality in mind. 

• Crimson Montgomery, a timeless cherry-stained wood casket that reflects warmth and tradition and serves as a dual-disposition casket for both cremation and burial.

• Batesville continues its long-standing commitment to innovation and personalization with its Family Choices® line, available across all three new caskets. The company is also introducing the LifeStories Memory Frame™, a customizable frame for displaying  cherished photos and mementos, and LifeStories Life Touch™ Interiors, beautifully crafted casket interiors that reflect the life and personality of a loved one. Together, these new offerings further Batesville’s legacy of helping families create meaningful and  individualized tributes.

Technology Solutions to Optimize & Grow Your Business

Batesville remains  committed to delivering technology solutions that help funeral professionals optimize their  operations and grow their businesses. From innovative digital tools to integrated platforms,  Batesville provides resources that make it easier to serve families and strengthen success. 

• Family Choices® Digital Showroom: An intuitive online tool that guides families through a personalized journey through casket, cremation, and customization options. Funeral directors can narrow choices based on families’ specific needs, show 3D renderings in real time, and integrate selections into Batesville Connect® for easy and fast ordering. 

• Batesville Connect®: A centralized hub for funeral professionals that streamlines their Batesville experience. Users get ordering, tracking, and business management tasks, making day-to-day operations more efficient.  

• Halcyon by Batesville: The advanced cloud-based management system suite now includes chain-of-custody body-tracking with QR codes, seamless integration with Express Funeral Funding for faster claims procession, and expanded API connectivity. 

Cremation – Urns and Memorialization 

• The new Gallery Series, a carefully curated selection of on-trend, décor-inspired cremation urns from Batesville, are perfect for your home or permanently displayed in a cremation niche.  

• Family Choices® Urn expansion offers families new opportunities for personalization. These urns can be customized with LifeStories® Medallions and LifeSymbols® 

• The expanded NewPointe® line introduces striking new colors and designs with the Nebula, Atlas, and Starlight collections, offering modern style at a great value. 

These new offerings reflect Batesville’s long-standing commitment to delivering products that combine craftsmanship, innovation, and personal meaning for families and loved ones.  

Visit Batesville at NFDA 

Visit Batesville at booth 815 at NFDA 2025 to experience the new products and technologies firsthand and learn how they can help drive higher satisfaction and profitability.  

The Batesville NFDA booth doubles as a fully functioning Physical and Digital Showroom that allows visitors to experience Batesville’s products firsthand. It will serve as a full immersive experience just as families would experience in your actual funeral home. The booth will feature the latest caskets and urns as well as a Family Choices® Digital Showroom where visitors can explore new tools, technologies, and personalization options. 

Batesville will also feature its Family Choices® Physical Showroom, which builds on the success of last year’s ‘Selection Room of the Future.’ Designed to be light, modern, and highly flexible, this updated showroom concept creates a welcoming environment where families can explore products and personalization options with ease. The innovative layout allows funeral professionals to adapt the showroom to the specific needs of the community. Batesville’s selection room offers a contemporary, thoughtful experience that blends tradition with modern design. 

Join us at the NFDA Welcome Party, Sponsored by Batesville 

Batesville is thrilled to co-sponsor the NFDA Welcome Party on Sunday from 6:00-8:00 PM at the House of Blues, 329 N Dearborn St, Chicago, IL 60654 

You can reconnect with friends, make some new ones, and get geared up for an amazing conference. Enjoy food, music, and engaging conversation as we kick off the 2025 NFDA Conference. 

Educational Session: Reimagining the Physical Showroom

In addition to showcasing its newest products and services, Batesville will present an educational section focused on how funeral homes can better meet the needs of today’s families. The session will be presented by  Jenn Parvin, Chief Marketing Officer of Batesville and by Devin Dardanes, Executive Vice  President of Business Development at B+N Industries. “Meeting Modern Expectations:  Redefining the Consumer Experience” will highlight strategies for blending innovation, inspiration, and affordability within the showroom setting, giving funeral professionals tools to create a more engaging, customer-focused environment. Attendees will learn how thoughtful design, modern merchandising, and flexible presentation options can not only enhance the family experience but also drive greater satisfaction and profitability for funeral homes.  

Join us on Wednesday, October 29, 8:00 AM – 9:00 AM for an informative and innovative session.

ABOUT BATESVILLE SERVICES, LLC  

Batesville (www.Batesville.com) is a recognized leader in the deathcare industry in North  America, offering a comprehensive portfolio of burial and cremation products, innovative technology solutions and an unparalleled array of personalization and memorialization offerings. For more than a century, Batesville has supported deathcare professionals in helping families honor the lives of those they love. ® A history of manufacturing excellence, product innovation, superior customer service, and reliable delivery helped Batesville become – and  remain – a market leader. 

Foveo and Tukios Launch One-Click Funeral Streaming Integration Ahead of NFDA 2025

First-of-its-kind innovation lets funeral directors instantly embed live broadcasts and recordings into Tukios obituary pages. 

Ottawa, ON & Ogden, UT – October 8, 2025 — Foveo Memorial Services Inc. (“Foveo – The Funeral  Streaming Company”) and Tukios, one of the profession’s leading funeral home website platforms, today announced a first-of-its-kind integration that lets funeral homes book and embed live stream broadcasts directly into Tukios obituary pages with a single click. 

The collaboration delivers the simplest way yet for funeral directors to live stream services for families. Within the Tukios page editor, directors simply toggle the new “Live Stream” switch to instantly add a Foveo broadcast to the obituary page—no extra logins, no duplicate data entry, no copy-and-paste links and no AI-powered obit scrapers. Guests can attend live services or view recordings directly on the funeral home’s website, keeping every interaction simple and seamlessly on-brand. 

“Our goal was to integrate live streaming into Tukios websites in the simplest way possible,” said Curtis Funk, Tukios CEO. “It was exciting to work with Foveo on this innovation to make it happen.” 

“When you think of easy-to-use technology for funeral directors, Tukios leads the way,” said Foveo CEO Trajan Schulzke. “We were excited to bring our streaming platform directly into the Tukios obituary workflow. Together, we’ve made professional live streaming effortless and 100% integrated within a platform funeral directors already know and trust.” 

Why It Matters 

Demand for professional funeral streaming continues to rise as families look to their funeral directors for help including loved ones who can’t attend in person. The new one-click integration saves directors 10–20 minutes previously spent booking and embedding a live broadcast and recording directly into an obituary page.  

Tukios and Foveo have combined advanced technology and their shared commitment to exceptional family experiences to help funeral professionals save time, meet today’s expectations, and keep the process simple, reliable, and fully aligned with each funeral home’s trusted brand. 

Availability 

The one-click embedded live streaming integration is now available to all Tukios customers. Foveo includes it free with every plan—subscription or pay-per-stream. Setup takes just 20 minutes, requires no new equipment and includes free training and live support. 

To see one-click streaming in action, visit Foveo at NFDA (Booth #1903) or check out  www.foveo.org/tukios-one-click. 

Key Benefits of the New Integration 

• One-Click Setup: Add streaming instantly inside the Tukios obituary page editor.
• Seamless Guest Experience: Guests watch directly on the obituary page, no login or external link.
• Unlimited Recording Access: Recordings never expire, creating lasting digital memorials.
• Free Lead Generation: Optional guest registration captures attendee details for families and  future outreach. 
• Live Support: Real-time Foveo assistance for funeral home staff, families and guests—before,  during and after every service. 

See It Live in Chicago at NFDA 2025 

Foveo and Tukios will showcase the new integration at the NFDA International Convention & Expo in  Chicago, October 20–23, 2025. Funeral professionals can experience live demonstrations at Foveo Booth #1903 during the NFDA Tech Tour. 

About Foveo 

Foveo Memorial Services Inc., also known as Foveo – The Funeral Streaming Company, is a leading  funeral experience platform specializing in live streaming. Foveo delivers simple, meaningful online guest experiences, recordings that never expire, built-in guest registration for lead generation and the most affordable streaming plans available so that every funeral home can deliver more modern, personalized, fully branded experiences that directly reflect their outstanding care and  professionalism. Learn more at www.foveo.org. 

About Tukios 

Tukios creates software that improves funerals. Its innovative platform powers thousands of funeral  home websites, stunning video tributes and streamlined e-commerce experiences. Tukios leads the  profession offering technology and tools that simplify daily operations, elevate online experiences and keep funeral homes visible and relevant in an ever-changing digital landscape. Learn more at  www.tukios.com. 

NFDA Releases 2025 Cremation & Burial Report: Comprehensive Insights to Guide the Future of Funeral Service

Brookfield, Wis. – The National Funeral Directors Association (NFDA) has released its “2025 Cremation & Burial Report,” the most comprehensive analysis of consumer disposition trends available to funeral service professionals. The report shows the U.S. cremation rate is projected to reach 63.4% in 2025, more than double the burial rate of 31.6%.

Through state-by-state U.S. projections, as well as data from Canada and worldwide, the report provides funeral directors with the reliable, research-based insights they need to anticipate change, identify opportunities and serve families with confidence. 

The “NFDA Cremation & Burial Report” not only offers accurate statistics and projections, but also the broader context that funeral professionals need to make informed decisions for their businesses and the families they serve. 

Key Findings From the 2025 Report

• The U.S. cremation rate is projected to reach 63.4% in 2025, more than double the burial rate of 31.6%. By 2045, cremation will account for 82.3% of dispositions, while burials will decline to 13.0%.
• All 50 states and the District of Columbia are projected to surpass a 50% cremation rate by 2035.
• In Canada, cremations are expected to rise to 91.2% by 2045.
• Nearly 36% of member firms already offer online cremation arrangements, with another 25% planning to do so within four years.
• NFDA-member firms continue to identify the availability of qualified personnel as their greatest business challenge over the next four years. 

The report goes beyond statistics, incorporating analysis of economic conditions, workforce challenges, consumer preferences and funeral home operational trends. By putting cremation and burial projections in context, NFDA provides members with a sharper, more complete picture of how the profession is evolving and what it means for the future of service. 

Accessing the Report and Other NFDA Research 

The 2025 NFDA Cremation & Burial Report” is available free of charge to NFDA members and for $175 for nonmembers. Funeral professionals can download the report at  NFDA.org/Research.  At NFDA.org/Research, funeral professionals can also access a wide range of free NFDA studies and reports, including:

• “Across Borders, Across Traditions: A Global Study of Funeral Preferences” (2025): The first-ever global survey of consumer opinions on funerals, offering insights across countries and cultures.
• “Changing Consumer Preferences: A Generational Perspective on Attitudes Toward Funeral Service” (2025): A groundbreaking study on generational attitudes toward funeral service and evolving expectations.
• “Business Practices Study” (2025): An exploration of how funeral directors are adapting business practices in light of increasing cremation rates.
• “Consumer Awareness and Preferences Survey” (2025): Findings from NFDA’s direct-to-consumer research on evolving funeral service preferences.
• And many more. 

These resources are part of NFDA’s ongoing commitment to provide funeral service professionals with high-quality, independent research to help them make informed business decisions and deliver meaningful service to families. 

About the National Funeral Directors Association 

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.