Funeral Home Spotlight


Jim Paul of Williamsburg, Kentucky was just like any other funeral director working in his family firm until Hurricane Katrina hit the Gulf Coast of the United States.

That’s when Jim’s life changed.

The Paul Family

While not directly affected by the horrible winds that destroyed so much of Louisiana and Mississippi, Jim volunteered with DMORT and the NFDA to provide counseling services to families in Baton Rouge, LA affected by the tragedy.

“During my three weeks there, I counseled 800 families, 200 of which had experienced a death (related to the storm),” says Jim.

Unhappy with the bureaucracy and ineffective assistance being offered to those in need, Jim returned home to mobilize his community.

Through his newly-formed charity, KEN-TENN Relief Team, Jim’s team has distributed more than $8 million worth of relief aid, building supplies and comfort items to folks in the ravaged areas.  And their work continues as families work to rebuild their lives and homes.

Jim Paul contacted me after reading my article, “Ten Ways to be Seen as a Community Contributor” in the January/February issue of Funeral Business Advisor.  He reports that his firm currently practices 9 of the 10 suggested community outreach activities.

Including #6:  Start a Foundation.

And Jim wants me to share that his firm does 60+ calls a year.  It just goes to show that you don’t need the resources of SCI or the clout of a 100-year-old family chain to influence your community and make a difference.

I just finished watching the PBS’ Frontline documentary on Thomas Lynch, titled The Undertaking.

Here’s a clip, via YouTube:

What did I think of it?

I felt it was a nice piece of human interest and it portrayed the industry in a favorable light. 

Thomas Lynch is a thoughful funeral director, who has written eloquently on the nature of funeral rites.  His poems and essays speak to the important work of funeral professionals and the way that we memorialize our deceased.

But watching the program I was struck by a few simple, yet glaring facts:  his firm enjoys a veritable monopoly in his community.  Virtually all of the cases featured in the short program involved a Catholic Mass or other religious service.  He mentions burying several hundred of his fellow townspeople every year and cremating a few dozen others. 

I have to wonder how many funeral homes enjoy a similar status?

How many firms are the only funeral home in their community?  How many firms see only a few dozen cremations a year?  How many funeral homes serve a predominantly Catholic community?

Now, before you think I’m being overly critical, please realize that I used to work for a firm much like this one.  The small funeral home I ran served the local Catholic Church.  Of the 100+ cremations we handled each year, more than half included a veiwing and some type of religious service.

But we still fought the (Floridian) perception that cremation replaces a service, rather than being an alternate disposition.  And while it was nice to have the Catholic Church’s help to keep families spending the same amount of money on similar services, we also found a wide range of spending habits and funeral plans from those with other religious belief.

And while I applaud the work done by the Lynch’s in their community (they now have six locations) I know that their experience is not the same experience of every director in North America. 

So what did I take away from the program? 

– I was struck by the reverence that the Lynch family used when dealing with their families. 

– I was put off by the way that Mr. Lynch made funeral plans from behind a big desk, when I think many families feel more at ease if you sit next to them at a table, so they are included in the decisions as equals.

– I was touched by the way that all the Lynch’s talked about their sacred duties.  Thomas speaks as a person who has clearly thought a lot about his chosen profession.  In an extended online interview, his son, Sean Lynch, tells us what he’s learned from working in the family firm and presents the views of a 27-year-old on the modern funeral.  He tells us that “The way I heard it put is that ‘Your dad works with dead people.’ And I always knew it to be quite the opposite to that — that my dad worked with living people.”

– The stories of the dead shared in the program are moving and reminded me why I love this industry.  There are precious few opportunities in this world to provide the steady support a family needs during a difficult time and the funeral industry allows that.  (I used to hear “you must go home crying every night!” from people.  Quite the contrary:  it’s always easier to sleep peacefully when you know you’ve truly helped another human being.)

Overall, I loved the program and hope a lot of non-funeral people see it.  The film provides a quick glimpse into the important work done by funeral professionals.  And it shines the spotlight on positive images that can only help to reinforce the goodwill we all work so hard to engender.

Thanks, Mr. Lynch, for letting us visit with you in your funeral home.

Yesterday I promised Glorianna Langely-Finch of Personal Wishes that I’d get around to answering her questions and giving some advice.  If you read my last post, about Deidre Blair of Final Reflections, you’ll get an idea how I feel about people who try to assist during funeral services, but I’ll elaborate here.

Glorianna, please read what I write with caution.  I have little experience with English funerals and the funeral industry in the United Kingdom.  The closest I’ve been to a English funeral home was during a recent trip to London when we passed a small town on the train to Hampton Court and saw a sign.  I snapped a photo of it on the return trip.  You can see it in the post, My Trip to London – Funeral Edition.

But I can speak from years of experience in the U.S. funeral industry when I say that few people are seeking another layer in the funeral process.

Consider the people already necessary for a simple burial.

1.  The hospital staff, nursing facility staff or hospice nursing staff.
2.  The removal personnel.
3.  The funeral director and his/her assistant.
4.  The minister or celebrant.
5.  Organist, pianist or soloist for the service.
5.  Family and friends.
6.  The cemetery salesperson or sales counselor.
7.  The Social Security (in the U.S.) office worker who will process a claim.
8.  Life insurance personnel.
9.  Bank associate (for fixing accounts after a death).
10.  Creditors (to notify of a death).

And that’s just for a typical service.  Imagine the funeral for a military veteran or someone involved in local charities or fraternal organizations?

Sadly, while a funeral consultant might be able to provide some important guidance during a difficult time, I keep wondering what funeral directors are doing after the death.

Are people in England getting such bad service from funeral directors that they need your assistance?

On the other hand, I can imagine your service might be very helpful to those who want to plan their final farewell in advance without involving a funeral director.  These folks might be unwilling to pay for services on a pre-need basis (can you do that in the U.K.?) or don’t want to be pressured by a funeral director into spending more than they can afford.

In the U.S., I can see a market for a simple pre-planning service:  a funeral consultant will help you get your papers in order, your wishes written down and various personalized services planned for a set fee per hour or consultation.

In this way, a consultant could sell “no hassle” consulting, without giving an open-ended invitation to drone on for hours.

To be fair, Glorianna, your website is pretty clear about the kind of services you want to help people arrange.  But I wonder why you haven’t become a funeral director, rather than attacking this need for better personalization from the outside.  Seems like you’ve taken the harder road.

Maybe I don’t understand everything you want to do, but I think you’ll get a lot of resistance from funeral directors.  And you’re going to have a hard time convincing consumers to add another layer to their already busy funeral schedule.

How close am I to your reality?  Let me know if I’m way off base.

This probably hurts a bit, because I’ve only detailed the reasons you’ll fail.  Sorry about that.  I’ll try to think of a few positive features over the weekend.

In this PODCAST, Herb and I discuss the beginnings of The Life Story Network of funeral homes and the aims of their business.

 We also discuss their consumer-driven website and the issues that plague most funeral home websites.

PODCAST:  Herb Ayres of Life Story Network – Part 2

It’s been awhile since I recorded this interview with Herb Ayres, but my regular readers will remember that in the last few weeks we’ve been busy making and selling quilted mortuary cot covers.

So here’s Part 1 of my interview with Herb Ayres for our MEET YOUR MAKER series.  I’d call this one “The Life Story Network Introduction” since Herb describes the network and tells us why it’s gaining such popularity.

PODCAST:  Herb Ayres of Life Story Network – Part 1

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 While browing YouTube for videos about funeral homes and cremation societies, I found this video, simply titled “Why Cremation?”:

The video was produced for Heartland Cremation and Burial Society.

With three locations in Missouri and Kansas, Heartland offers cremation and alternative services.

Heartland has figured out what their “ideal client” wants.  This is the first thing written on their website:

The mission of Heartland Cremation & Burial Society is to reduce cremation & funeral costs for our Society members and their families.

They sell price.  They sell it in everything they do.  Their YouTube video mentions price several times.  The video that runs on their website mentions price.  They use words like “alternative,” “savings” and “affordable.”

But they also know that those who choose cremation might want affordable services that AREN’T traditional funerals.  So they use words like “dignified” and “simple.”

And by framing themselves as a “society” (they appear to be set up in the traditional cremation society model) they deflect some of the animosity that many “price shoppers” feel toward traditional funeral homes.  They also define their market; in effect, saying “if you’re looking for traditional funerals, you should go somewhere else because we do something different.”

RELATED FUNERAL HOME SPOTLIGHTS:

At The Intersection of Art and Funerals

TV ADS: Pray Funeral Home

Funeral Director for Life

Unethical Ways to Scatter Remains

You Could Always Sell Your Building to a Bartender

Golden Gate Funeral Home has four locations in Texas.

Browsing their website and watching their commercial, I had an immediate notion of who they are and the type of services they sell.

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They don’t sell their long history in the community (even though they have one).  They don’t sell the amazing variety of services they offer (although they probably could do a specialized service, if asked).  They don’t even push their convenience to local churches, cemeteries or highways. 

They sell their prices and their vehicle fleet.  (Their fleet is awesome – Hummer, Mercedes, Chrysler 300, etc.)

And they put their prices right on their website.  Separated into 13 different funeral packages, their offerings range in price from $795 for a graveside service in a cloth-covered casket to $30,000 for the Diamond package.

Do they provide immediate burial or direct cremation?  Possibly, but those are not options listed on their website.  They use the web as a marketing tool.  It helps them weed out the visitors that just “aren’t their clients.”

These people have figured it out.  Which may be why they just opened their fourth facility.

We all know the picture.  It’s called “American Gothic.”  Painted by Grant Wood, famed Iowa artist.

But did you know that he created the iconic artwork in a funeral home?

The Turner Mortuary bought the Douglas mansion in Cedar Rapids, Iowa and opened in 1924.  The owner, David Turner, was a friend and patron of the artist.  He immediately made the hayloft in the carraige house available to Wood rent-free.  In exchange, the artist helped redecorate the home and renovate it to accommodate funeral services.

Wood converted the loft into a studio and living space.

Cedar Rapids, Iowa

The artist lived and worked in the space for 10 years, until he moved to Iowa City in 1934.  He painted “American Gothic” in the space in 1930.

Turner, the funeral director, would remain the artist’s friend and patron for life.  When Wood died of liver cancer in February 1942, the Turner Mortuary handled his services.

Added the to the National Register in 1984, the space was donated to the museum by the current owners (Cedar Memorial Funeral Homes) in 2002.  Today, the studio is operated as a gallery by the Cedar Rapids Museum of Art.

Pray 011114

 

Pray Funeral Home is located in Charlotte Michigan.

This is a television ad they’ve run in their market. 

This one was posted on YouTube on November 20, 2006. 

I’ve had the good fortune to meet and work with a number of caring, dedicated funeral directors.  But the words “Funeral Director” are more than just a title.  For many, it becomes a definition of who they are and remains with them forever.

Funeral directing is one of those unique careers that allows the title-bearer to pursue it into their later years.  That’s what happened to my friend, Ed Goff.

Edwin Goff graduated from Worsham College of Mortuary Science in Chicago before being called to military service in 1943.  Returning as a WWII Veteran, he intended to work in the family funeral home, but his father sold it before he got home!

Photo
(Above:  Ed (lower right), his wife, Eileen and family)

Ed and his wife, Eileen, moved to Florida and opened Goff Ice Cream on Orange Blossom Trail in Orlando in 1948.

If asked, Ed would tell stories about his ice cream stand and the important front window, through which many cones were served.

During less-tolerant times, Ed stood out from the pack because he was willing to serve all races at his shop.  What raised the ire of the local white supremacists was that he served everyone from the same little window in the front of the store. 

I didn’t meet Ed until he was already in his eighties, but I can imagine how he reacted when leaders of the local white supremacists (I’m not saying the KKK, because I can’t remember if he identified them as such) insisted that he stop serving blacks.

Ed wasn’t too philosophical about it:  black people hadn’t done anything to him but buy his product. 

When they asked him to at least put in a separate window, he still didn’t see the point.  After all, it was still the same ice cream.  It would tell his customers that he thought less of them.  It would still cost the same, except for all the expense to add a new window.

When he refused, the group decided to help him with the demolition costs by setting off an explosion (under cover of darkness) in the side wall.

Ed fixed the damage and kept the single window.  When I asked him why, he was self-effacing and took no credit for the bravery I believe he showed.  He just didn’t want anyone to tell him what to do.  In his mind, he should be able to interact with his customers the way he wanted.

The last time I passed Goff Ice Cream (it’s still operating) I saw a line of folks waiting for the new operator (a black woman) to sell them ice cream.   

When he sold the store after 25 years, Ed finally got around to putting his degree to use:  he joined Carey-Hand Funeral Homes in Winter Park as a funeral director.

In his later years, Ed worked with another funeral director to handle funeral services.  A team of other directors handled the day to day operations and made the arrangements.  Ed and his partner, Dan Coughlin, would handle the service and interment.

Ed retired just a few years ago.  When I last saw him handle a service, he was a consumate pro, even taking time out to teach a new director why he made the decisions he did.

How many other careers allow you to work into your late eighties?  Heck, how many other careers would you want to work into your late eighties?

Edwin Goff died Saturday, May 5, 2007.  He was 89 years old.  Visitation for Ed was held in the funeral home where he served so many years.  A Mass of Christian Burial was held for him at his church, St. Margaret Mary Catholic in Winter Park.  You can read the Orlando Sentinel feature obit for Ed by clicking here.

A funeral co-op in Dunfermline, Scotland is accused of mixing unclaimed cremated remains with grit and spreading the mixture on a entry ramp during the winter.

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(ABOVE:  Pittencrieff Park in Dunfermline, Fife, Scotland) 

From the Sunday Mail (a UK Newspaper): 

“Sometimes when families ask to get their relatives’ ashes back, the plastic container for them is too small.

“This wasn’t every time but every now and then there were too many remains.

“Instead of getting a bigger container, the spare ashes were tipped into an emptied-out bottle of embalming fluid which also contained grit.”

The worker, a funeral director for eight years, added: “In winter when it was frosty, the boss would tell one of the staff to go and salt the road outside the office so that people wouldn’t slip on ice – and the remains from the bottle were used.”

Read the full story here.

Um…. Do I even need to point out that this is NOT the best way to treat cremated remains?

Often, families abandon cremated remains for personal reasons.  Maybe some just don’t care.  Others might have difficulty finding the courage to “bring mom home.”  Still more might think someone else in the family has already handled it.  We’ve discussed the problems families face when picking up cremated remains before.

Regardless of the actions of these others, you still have the obligation to act with compassion and caution.  And while many states prescribe a waiting period, after which you may dispose of uncollected remains, I would warn you to be careful.

Make a phone call before you scatter or bury unclaimed remains.  If, after your call, you still need to dispose of the remains, make sure you record the date and place of the scattering in the permanent record.

And here’s a hint:  writing “Scattered on entry ramp to provide better footing - January 2, 2007″ is not appropriate or ethical.

Cody-White Funeral Services keeps making smart decisions.  First, they bought one of our beautiful quilted cot covers, then they started offering free funeral services for any Milford, Connecticut city worker who dies on the job.

Read the full story here.

Roselawn Funeral Home Building with Hearse and Limo

Take away the hearse and the limousine, and the building above looks like any other office building.  I think the owners of Roselawn Funeral Home, Crematory & Cemetery meant it to be that way.  On their website, they proudly announce being their area’s newest funeral home using the latest state of the art equipment and facilities.  To me, this funeral home says “we sell a contemporary service, different from the traditional funerals of old.  We will make sure we create whatever type of service you want.”

decrepit funeral home

I think this one is out of business.

Cox Funeral Home

About Cox Funeral Home, from their website

“Our aim is with our personal touch, provide desired services for our families in the most professional and affordable manner possible.”

I seriously doubt that they can offer “affordable” services with a building that looks like that.  However, if they’re running a traditional, reputation-based business (started in 1866, as their site claims) then the building is perfect.

building

 The building above is Meierhoffer Funeral Home & Crematory.  I can’t imagine they sell on price, or convenience, as their list of service offerings would be daunting to convenience shoppers.  Here’s a list of services they offer:

- Onsite Crematory and Viewing Area
- Onsite Floral and Gift Shop
- Community Room and Catering Services
- Children’s Play Area
- Family PALS Pet Cremation Service

This building says, “We’re offering a new kind of high-class funeral service.  Yes, we’ve been in business for over 100 years, so we still offer traditional services, but we know that you want more options, and we’ve got them.”

What does your building say about your firm?

The Chapel, a bar/restaurant in Seattle, Washington opened in 2003 in the building that once housed the Butterworth Funeral Home.  The business was started in 1892 (the building itself dates to 1923) and was sold to one of the corporates in 1997 and closed in 2003.

Seattle Chapel 02.jpg

You can read the full story about this interesting bar here.

Looks like someone’s finally decided to create the WAL-MART OF FUNERAL SERVICE.

I’ve just finished reading a great piece at Funeral Wire by Doug Hernan.  It describes the strategy of C.E.J. Management of Ohio (a few years ago, they convinced Costco to sell their caskets) as they begin building a network of new and acquired funeral homes marketing mainly to price-conscious shoppers.

Before you go on, please click here to read the ENTIRE COLUMN at Funeral Wire.

Did you read the column?  Good.

Below is my letter to Doug, detailing my reaction:

Doug:

I’ve enjoyed reading your columns for the past several months.  Your clear writing style and variety of funeral-related subjects have provided me with useful information everyday.

I’ll freely admit that when Costco first announced their plan to sell caskets, funeral directors in the Central Florida area whispered and fretted and bit their fingers and acted REALLY nervous.  Was this the final “nail in the coffin” (to use a VERY bad pun) for traditional casket sales.  Most of my colleagues had dealt with the casket stores and found increasing pressure from the community over pricing.

Two casket stores in the Greater Orlando area had been making themselves known, Newcomer’s two funeral homes were running television ads listing their prices alongside prices of the local SCI and Stewart firms, and one ambitious funeral home builder (a man who has built and sold close to a dozen funeral homes in his lifetime) had just begun an AGGRESSIVE pricing strategy at his newest location.

Fast forward to 2007.

Newcomer is down to one funeral home in the area (road widening took one and they refused to buy an established funeral home that they REALLY wanted because the owner wanted a REALLY big price).  Sales from the casket stores has remained steady, without the huge jump in business many expected.  And the ambitious funeral director who sells on price?  He had pushed call volume to several hundred per year before buying an SCI location and another local funeral home.  His “empire” of three funeral homes has helped push him volume higher, but he’s no longer growing at the same accelerated pace.  And I’m still waiting for any of my colleagues to receive a Costco casket.

I am, however, concerned for my funeral home owner friends because of C.E.J.’s strategy.  But only for those friends who market their funeral home to price shoppers.  I don’t think the Stewart firms (Baldwin-Fairchild Funeral Homes) in the area will have any issues, as they sell a mixture of “great experience” and “community reputation.”  Unfortunately, a large number of independent funeral homes reacted to the “acquisition era” by lowering prices to beat their corporate competitors.  I think they’ll have to re-imagine their strategy or C.E.J. will eat their lunch.

I regularly warn my blog readers that selling to “price shoppers” requires an aggressive stance, an iron will and a strong stomach.  Because it is so easy to sell to price shoppers (you just have to lower your prices and advertise HARD) it’s also easy for others to compete with you.

And while I can’t argue that there is a “best” market to target, I feel confident that many of the funeral homes targeting experience, convenience and reputation shoppers will only be marginally affected.

At least that’s what I hope.

Cordially,
Timothy B. Totten

Joe the DoormanThe title doesn’t make any sense, does it?

But I firmly believe it.  So let me explain.

The last funeral director I worked for had a strong belief that one employee had to open the door for EVERY attendee at a funeral or visitation, no matter the location.

I worked for him five years.  I think I opened a door at least 50,000 times during my tenure.

 At first, I wanted to strangle him.  I mean, why would anyone care that I opened the door for them?  Wouldn’t they find me a little strange, holding the door open for everyone (even little children) that needed to pop out for something or was coming to a service?

But after a few weeks of opening doors for people, I started to understand his motive.  He runs a small firm that is built on exceeding expectations and providing personal funeral experiences.  He isn’t the cheapest in town or the biggest.  But to charge the prices he does, he’s got to go “above and beyond.”

But how does opening a door go “above and beyond?” you ask.  Because most people don’t experience this type of service anymore.  Unless you live in a large city, you’ve been opening doors for yourself for years now.

 You experience three distinct emotional stages when a funeral home assigns one of their employees to open the door for you.  First, you are bewildered.  You ask yourself, “Why did he open that door for me?”  Secondly, you feel special.  And third, you feel comfortable with the funeral home and it’s staff.  You’ve been invited in.  Someone has spent their time and energy to open a door for you.

BENEFITS:

An employee will interact with (and hopefully speak to – though it’s not required) EVERY SINGLE PERSON who enters the building
The employee is “stationed” in a highly visible area – easy for attendees to find when they need something
Visitors who need something else won’t wander into the wrong service or viewing
Attendees (also called Future Customers) will have a positive first interaction with your funeral home

 If you’re not doing this, you should start immediately.  It is the cheapest, most effective way to change the way funeral and visitation attendees encounter and assess your firm.

Michael Devlin, the 41-year old man arrested in the kidnapping of two Missouri boys worked at a pizza parlor.  But it’s his night job that might be of interest to my readers.

You can read the full story Here.

Devlin answered phones for a funeral home.

Bopp Chapel is located in Kirkwood, Missouri on the outskirts of St. Louis.  With a population of just over 27,000, the small town and it’s now famous funeral home are coping with the influx of reporters and news crews.

That may explain why no one was able to talk with us when we called.  We’ll keep trying to get an interview with them for a future article.

While no one in the media has played up the morbid aspects of a possible kidnapper working in a funeral home (although, if one of the boys had been found dead, I’m sure the story would have shifted) it still makes me question how I’d handle media requests at this time.

Do you have a media interaction plan ready?

Here

Last week I posted some logos of various funeral homes to kickstart a discussion of what your logo says about your business.

Today, we’ll start with:

What does this logo and the name say to you?

I asked several (okay, two) consumers who were not familiar with this funeral home group to tell me what they thought about the name.

The first thought it was  a law firm.  The second said the name sounded like a high-end furniture store.

After showing them the logo, I got positive responses from both. 

The name helps convey a sense of exclusivity or high-end quality.  Consider brands with similar names: 

Sherwin-Williams (Paint Store)
Williams-Sonoma (Cooking Supplies)
Hammacher Schlemmer (Gifts, Gadgets and Toys)
Benjamin Moore (Paint)
Mercedes-Benz (you should already know this one!)

So if Baldwin-Fairchild has carefully considered its name and logo, they’ll be a higher-end funeral home…

Answer after the jump…
(more…)

Second funeral director (who’s got a beautiful funeral home) who’s added pet services. 

The John Flynn Funeral Home (and cemetery) has added pet services.

Read the story here.

Interesting article about a Burns Funeral Home that is opening a “Pet Funeral Home.”  Really, it’s a set of pet retorts. 

Read it here.

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