Death Becomes Her: The Changing Demographics of Funeral Service Practitioners

4/22/2025

The history of funeral service practice is male dominated. Most of our initial undertakers were owners and operators, purveyors, proprietors. They were livery stable owners and operators. They were financiers. When we think about history, though, it’s important for us to understand that is the recorded history in our history textbooks, which might not have been penned by a woman.

The lack of female perspective in some of our history texts—and in general—is well documented. We do have individuals who are putting out new history books from a different lens that doesn’t necessarily end up being a White male-dominated view of the past. As we begin to look at how things were well before the 1900s, I hope we can recall that women were the primary caretakers. They were the ones that were as familiar with the cradle as the grave. They were there as midwives and nurses, helping with the birthing of our next generation. And they were there in sickness and in death to take care of the remains. Of course, the gentlemen were also there to provide the caskets and the transportation or the coffins at the time. But it’s important for us to understand “her story” in history.

My Story

I was a teenager fresh out of high school when I began working at a mortuary-cemetery-crematory-flower shop combination. It was owned by a family that had it for three generations. My typical daily schedule began in the afternoon, because I went to school during the day. You were registered as an apprentice or an intern or a trainee, and it took us about 12 months to get through a program.

This was back in the late eighties, early nineties, and it was not uncommon that we would be in class from 7 to 3 and at work from 3 to midnight. Weekends, holidays, evenings. We were on call. That was the way we were groomed for professional practice, understanding that our lives took second stage to what was the main show—and the main show was caring for the grieving families.

I was one of four women in class at the time and most of them were legacies. You recognized their last names because they were on the side of buildings. You saw that they had this perspective—that it was a grooming, if you will, and they didn’t have a choice. They were going to take over the family business. Some of them were rather reluctant to ascend to that type of position, yet it was an expectation from their family. Now my classroom is 90%+ women—and the men who identify as such were not assigned male at birth.

Why Now?

So—why are we just recognizing the influence or impact or influx of women now? It might be because the number of women find it—post-pandemic—now viable to balance work and life and not have to pack up and move away to go to school. They can do it from their living room on their laptop. Now is the opportunity for so many individuals who were transitioned away from their primary job because of the pandemic and are now looking for something that is rewarding and stable as a second career.

These might be our former nurses who were frontline during the pandemic and have decided now is the time for them to migrate somewhere away from hospitals. It’s our social workers. It’s our police officers. It’s our firefighters. All of those that may have been in a caregiving role that have been called to funeral service.

I think the pandemic was the best thing to illuminate what deathcare professionals do in our communities, because it put us on the evening news every night as to what was being done to help those families that had suffered so much loss in such a short period of time. But at the same time, there’s a host of gender politics that go right in line with that gender gap.

We found that the burden of a second shift, working all day and then caring for family members, fell primarily to women. That has been historical. As they’ve taken on roles outside of the home, women are still expected to maintain the home. Hopefully, as we begin to see more diversity and equity and inclusion in our workforce, the responsibility for both home and family and work becomes more equally distributed and equitable.

The Student Population

We are an intersection of everything that we have done, that we have been exposed to and that we continue to do. So how is this going to impact the way you treat your applicants and your employees?

I hope that you are looking for an employee that wants and has a significant desire to make an impact. And then I hope that you see within yourself a need to mentor the next generation.

No longer are we at the point where 5% of our population of practitioners is women. We’re now more than 40% — and we have a strong desire to comfort the grieving families that come to us. We recognize that there’s an increase in cremation, but it comes with additional celebration and an opportunity for innovation, because we are no longer tied as individuals to being a second generation, a third generation, or the succession plan that our family had.

We women don’t have the same level of expectation for ourselves. We don’t have the same level of burden thrust upon our shoulders from our fathers, our grandfathers, our mothers, our grandmothers. We do things differently. And this is why women are such a natural for funeral service practice. We are innovators, we are revolutionaries, we are here, and we’re so glad that we have the opportunity.

What Graduates Want vs. What Employers Offer

There is a gap between expectations of our graduates and what our providers are willing to give. Here are some of the things that our graduates want. Flexibility. They do not want that schedule that I had: three to midnight, weekends, holidays, after hours. They want a work-life balance.

They want someone that is as interested in the graduate’s own learning and development as they are with the development of their business. They want financial well-being. They want benefits to be offered, but not the benefits that the traditional employee may have wanted. They’re not looking for a retirement per se, but they do want a cafeteria plan.

They want to make sure that the mission of the funeral home and the owners and the managers match the mission and values that they bring. But more than anything, graduates want to be recognized for the skills that they bring to us that might be earned outside of a classroom environment: for what they’ve experienced, for the innovation that is within them, and being willing to collaborate with them in that regard.

They’re not just looking at their paycheck. They’re looking at everything that embodies the work-life experience. They want an owner or a manager that understands that balance and walks it themselves. They want an owner and manager that communicates the importance of unplugging from digital technologies. They don’t want to be bothered on their days off. They don’t want to answer texts at 6 o’clock in the morning. They want individuals that are held in high regard, and they do think of you as their mentors. Whether or not you have opted for that title, they have superimposed it on you. They want to see their manager taking time away from work and enjoying that work-life balance.

They are diverse. They expect equity. They want to be included and they do not take “It’s the way we’ve always done it” as an answer—and they certainly want to overcome the biases that we may have on them being younger and possibly not knowing how we do things because they have found a way to do it better. Our next generation wants to make sure that the mission of the funeral establishment aligns with their values.

Focus on volunteerism, philanthropy, and service above self, because that’s where they’re coming from. And then of course, on the compensation package, because that’s the one area we commonly hear that funeral service is lacking in. They’re not compensating appropriately for the level of engagement and education and experience requirements.

Full time to them is not 40 hours a week. Full time to them is engagement of the brain. They will constantly be engaged, yet they might not be at work. So what are we doing to offer them a benefit package that not only has the appropriate wage but also includes fringe benefits, like student loan repayment programs or flexible spending accounts?

Our students and applicants are compassionate individuals that believe that they should be judged not on their appearance, but on their conduct and demeanor. And they are professionals in that regard. They want to be recognized and respected for their contributions and applauded for what they give.

Thanking them at the end of the day for the work that they’ve done might seem so superficial and yet, they need to hear “You did a good job. I appreciate that you were here and I really hope you’ll come back tomorrow.” When they are in an environment where they do not feel that level of support and appreciation, they’ll be the first ones to ghost you. Gone. They found another position and they do not feel beholden to a two-week notice.

Historically, we expected individuals to have family ties to funeral service. That’s not true today. In such an amazing way, you have people that are coming into funeral service because they have a fire within them, compassion at their core, and they want to make a difference. They don’t feel obligated to hold the family tradition. They want into our ranks, but they’re women who haven’t historically been in our space.

“Where are our applicants? I can’t seem to find any applicants.” Trust me, they’re there. The problem is—are you ready to meet them where they are? Because they are willing to change the world and they are ripe for what funeral service brings next.

This article was excerpted from an article of the same title, published in Vol. 60, Issue 4 of The Cremationist. Members can log in to read the full article, including the data on current graduation rates and more suggestions for supporting new hires. Not a member yet? Join now for just $539 for your company and see all that CANA has to offer!

Jolena Grande, CFSP, has more than 30 years of professional practice as a California-licensed funeral director, embalmer, cemetery manager, and crematory manager. Beginning her funeral service career in 1989 working for a large mortuary/cemetery combination operation in Southern California, she is also a longtime faculty member in the Mortuary Science Department at Cypress College where she has served as an instructor since 1995. She serves on various committees with the California Funeral Directors Association, is the current secretary of the National Associated Colleges of Mortuary Science, and immediate past president of the American Board of Funeral Service Education. She is also involved with the California Department of Consumer Affairs Cemetery and Funeral Bureau Advisory Committee and is an item writer for the International Conference of Funeral Service Examining Boards.

The Deathcare Superconference: A Turning Point in the Future of Deathcare

4/4/2025

From September 16-18, 2024, four groups came together to hold the first-ever Deathcare Superconference. Jointly hosted by the Funeral Consumers Alliance (FCA), National Home Funeral Alliance (NHFA), National End-of-Life Doula Alliance (NEDA) and People's Memorial Association (PMA), this event welcomed more than 100 attendees from across death care in all its forms: embalmers, funeral directors, death doulas, cremationists, end-of-life medical professionals, cemeterians, grief care providers and more!

The 2024 Deathcare Superconference in Seattle was more than just another industry event—it was the culmination of an evolving conversation that began in an airport and carried into the heart of the Pacific Northwest this past September. This event marked a pivotal moment in deathcare, as the rise of death doulas and community deathcare groups is challenging the traditional landscape of funeral services. With recent legal cases and potential changes to federal regulations placing a spotlight on the industry, we find ourselves at a crossroads—a moment of both disruption and opportunity.

We are witnessing a shift from the "old guard" to the "new guard," a transformation that demands careful thought and collaboration. At its core, the conference was about unification. This is not a battle of opposing sides but rather an invitation to come together to shape the future of deathcare in a way that honors history while embracing innovation.

A Conference Born from Collaboration

The idea for the 2024 Superconference took shape over a year ago when representatives from various deathcare nonprofits began meeting regularly. We recognized that too often, we were working in silos, despite overlapping missions and goals. Our vision for the conference was to create a space where diverse voices—attendees and speakers alike—could engage in discussions about the most pressing issues in deathcare today. Topics included legal challenges, affordability, diversity, equity, inclusion (DEI), and innovative models of care.

Rather than just talk about change, we aimed to present real-life examples of organizations putting these principles into practice. The event served not just as a symposium but as an incubator for ideas that will be put into action in the coming years. With plans to hold the Superconference biennially, the intervening years will serve as a time for implementation, evaluation, and continued dialogue.

Key Takeaways from the Superconference

As one of the planners of the event, I embraced my role as an active listener to this movement—one committed to practical solutions, not just ideas. Among the many thought-provoking discussions, two stood out as particularly impactful to help bridge the gap between tradition and transformation:

Diversity, Equity, and Inclusion (DEI) in Deathcare: DEI is more than just a buzzword; it’s an essential part of serving families with dignity. In addition to cultural competency, accessibility must be prioritized. Something as simple as providing captions during discussions or ensuring that materials are available in multiple languages can make a difference.
Culturally competent care that acknowledges the diverse traditions and rituals of the families we serve. True inclusivity requires us to go beyond performative actions and embed these principles into the core of our business practices. This conversation is not about displacing anyone but about making room for all.
Legal Challenges and the Future of Regulation: One of the most powerful moments of the conference was the discussion on legal challenges in the industry. A key takeaway was the reminder that, despite different perspectives, we are united by our commitment to serving families and communities by advocating for policies that embrace inclusive end-of-life options. As laws evolve and regulations shift, we must navigate these changes together with mutual respect. There is room for everyone at the table, and collaboration is the key to ensuring consumer rights and professional integrity.

Keeping the Conversation Alive

The Deathcare Superconference was not just an event, it was the beginning of an ongoing movement. To keep the momentum going, we encourage deathcare professionals, advocates, and anyone invested in the future of this field to take action:

Access the Recordings: If you missed the live sessions, recordings are available to hear these valuable discussions and make sure they reach a broader audience.
Engage as an Active Listener: Whether you're a seasoned funeral director or new to the space, listening to a diverse range of perspectives and remain open to evolving practices that prioritize compassionate and ethical care as the industry evolves.
Here’s a few perspectives that offer ideas and solutions that I’ve been engaging with to get you thinking: Compassion & Choices nonprofit organization; Ben Field, Attorney at Institute for Justice; Joél Simone Maldonado, The Grave Woman; Tanya Marsh, JD, Senior Associate Dean for Academic Affairs and Professor of Law at Wake Forest University School of Law; Joyal Mulheron, Founder & Executive Director, Evermore
Advocate for Change: Whether through joining one of the hosting organizations (NEDA, NHFA, PMA, and FCA), implementing more inclusive service offerings, or advocating for policy advancements, your voice matters and there’s a spot for you at the table to join the discussion as we shape the future of deathcare.

The Deathcare Superconference was a launchpad for high-level discussions, but its true success will be measured by the actions we take moving forward. By working together, embracing change, and advocating for ethical and inclusive practices, we can create a more compassionate and sustainable future for a more inclusive, accessible, and consumer-focused deathcare landscape.

If you're interested in exploring topics in cultural competency, consider the Multicultural Death and Grief Care Academy from Joél Simone Maldonado. CANA Members receive a 20% discount on four training series that provide culturally inclusive education for end-of-life, death and grief care to ensure that every farewell is met with dignity, respect, and the deep honor that every life and culture deserves.

Members: claim your code in the Member Portal or contact CANA at 312-245-1077 or [email protected] for more information. Not a member yet? See all the benefits that membership provides and join today for just $539 for the entire firm!

Ashley Johnson, President of the National End-of-Life Doula Alliance, is a passionate advocate for compassionate and informed end-of-life care. A University of Florida alumna and licensed celebrant, Ashley’s journey began in a low-income neighborhood, inspiring her to address disparities in death care. With over a decade of experience in fields like forensic anthropology and whole-body donation, she founded Loyal Hands, an end-of-life doula consulting agency offering education, resources, and support. Ashley’s leadership extends to memberships in CANA, ICCFA, and the Florida Palliative Care Coalition, and she has served as NEDA’s board secretary since 2020. A dedicated community volunteer, she directs events like "Get Your Rear in Gear" for colon cancer awareness and contributes to PsychArmor’s veteran care initiatives. With a Nonprofit Management Certificate and roles with Compassion & Choices, Ashley is a TEDx speaker committed to equity and inclusivity in end-of-life care.

Culture is the Medicine for Grief

3/10/2025

There have been moments throughout my career as a funeral director, sacred grief care practitioner and educator that have been utterly heart shattering. Surprisingly, many of these moments stem not from the revolving door of death and grief I have witnessed and supported countless families and communities through, but instead from the lack of consideration, honor and inclusion extended to multicultural and marginalized communities. Such incidents have reinforced a painful truth: that the deathcare industry and the professionals who serve within our funeral homes, crematories and cemeteries are falling short and missing the mark when it comes to cultural competency.

When Culture is Dismissed as Liability

The most recent, and probably the most heartbreaking, conversation I’ve had with someone who unfortunately was on the receiving end of our industry’s lack of cultural competency took place randomly while my husband and I were shopping at our local Sam’s Club. I asked the young woman assisting us at the cell phone carrier kiosk what her tattoo represented. She proceeded to share with me that her best friend of 20+ years had recently passed away. She and some of their close friends chose to get a tattoo because they couldn’t express their cultural rituals at the funeral. They felt the need to do something that connected them spiritually and culturally.

Naturally, my ears perked up and I asked her why they couldn’t attend. She shared that the family had requested that they be able to end her friend’s funeral with his casket being escorted out of the funeral home’s chapel led by a mariachi band comprised of relatives and loved ones. They were denied this final rite of passage and told both by their funeral directors and the funeral home manager that their request posed a liability and threat to their building’s insurance.

Fighting back tears and choking on her words, this grieving kiosk employee described the family’s humiliation, dehumanization and embarrassment at being told that their desire to perform this sacred ritual and ceremony for their deceased son was a liability. They felt small and unseen. As a result, they wanted to move their loved one’s body to a funeral home that would allow them the freedom to express their culture.

Unfortunately, because of the lack of diversity in the area in which they live and because there was no one to advocate for them (combined with the fact that they simply did not have the money, emotional stamina or energy to relive the funeral arrangement process), this family was stuck paying for services that did not honor their cultural needs and didn’t leave them feeling as if they were served with dignity. Sadly, this story is not unique and represents an area for growth and redirection that our industry and the professionals in it should take to heart.

We Don’t Know What We Don’t Know

Early on in my mortuary school journey it became very evident to me – as it does for many students – that there is little to no education specific to caring for diverse communities as it relates to both the cultural rites and the unique needs of bodies of indigenous peoples and communities of color. This realization was made even more real while I worked as an apprentice.

One memorable day, I walked in on a seasoned professional cutting the box braids (see below) from the hair of a deceased Black woman whose family requested that her braids be removed so her hair could be styled differently for her viewing and service. Unbeknownst to the embalmer, by cutting off the braids close to her scalp, he was in turn cutting off all of her hair, effectively maiming her presentation for the viewing and violating the spiritual sacredness attached to her hair.

His actions were not carried out with ill intent, and he expressed deep remorse when I stopped and educated him. However, had I not stopped him, his lack of cultural knowledge and technical skill could have had a profoundly negative and irreparable impact on our firm, reputation and – most importantly – on the family and community of the deceased.

"Box braids" are a traditional African hairstyle where hair is sectioned into square-shaped parts and braided into individual plaits, often with extensions for added length and thickness. This protective style minimizes damage, lasts for weeks, and holds cultural significance in Black and Indigenous communities but are often adorned by those outside of the Black/Indigenous community.

Frustration Leading to Solutions

Stories like these, centered around inappropriate and offensive language, lack of awareness and lack of cultural humility are frustrating and heartbreaking, but they have also motivated and inspired me to develop The Multicultural Death & Grief Care Academy. The Academy provides resources, courses and training specifically for end-of-life, death and grief care professionals. Our mission is simple: To empower professionals to better serve decedents, families and communities alike with cultural competence and sensitivity.

The Cultural Kaleidoscope course series shows funeral professionals that a mariachi band processing the casket is not merely creative personalization but an important cultural rite that makes an impact on a community’s final farewell. By challenging fixed or outdated perspectives, each course in this series helps foster open, honest conversations about the diverse ways different cultures approach end of life, death, grief and mourning to building culturally competent deathcare professionals.

The Dignity in Death series focuses on our care of Black decedents with 10 courses covering the unique hair and cosmetic techniques to cultural and spiritual considerations that ensure that we can build a deeper understanding of Black body care traditions, improve their services, and ensure families receive the highest level of care during one of the most important moments in their lives. Practical courses like Removing Braids, Twist & Extensions and Properly Caring for Locs & Twist expand technical skills in the prep room to ensure dignity for the deceased and positive outcomes for our communities and our firm.

By embracing cultural competency, we not only transform the way families experience loss but we, as an industry and as professionals, ensure that every farewell is met with dignity, respect, and the deep honor that every life and culture deserves.

CANA is excited to announce a new member benefit! Exclusively for CANA Members, Ms. Maldonado has offered a 20% discount on four training series that provide culturally inclusive education for end-of-life, death & grief care excellence in accessible online formats, live workshops, and interactive experiences to take the next step toward cultural understanding, professional growth, and compassionate care.

Dignity in Death: Caring for Black Decedent & Communities delivers 10 self-paced courses to equip end of life and death care professionals as well as doulas with the knowledge and skills to provide culturally competent and sensitive care for Black bodies in transition and Black decedents.
CANA Members: $1,440; Non-Members $1,800
Faith, Religion and Culture for End-of-Life & Deathcare explores the rich diversity of faith, religious, and cultural traditions surrounding death and grieving in a 12-week instructor-led series equips deathcare professionals with the cultural competence needed to provide respectful, compassionate care to families from various backgrounds.
CANA Members: $799.20; Non-Members $999
Cultural Kaleidoscope: Challenging Perspectives and Building Culturally Competent Deathcare challenges traditional mindsets, encouraging open, honest conversations about diverse cultural approaches to end-of-life care, grief, and mourning. This transformative program empowers deathcare professionals to provide more inclusive, compassionate support by addressing cultural competence and confronting implicit biases.
CANA Members: $192; Non-Members $240
Mortuary School Mastery: 6 Course Series Designed to Help You Thrive is a 6-part series designed specifically for mortuary students or those interested in attending mortuary school who are navigating the challenges of their education and preparing for a successful career in funeral service. Each offering is packed with practical wisdom, essential skills, and hard-earned lessons to help you avoid the common pitfalls that many students face and to set you on a clear path to success.
CANA Members: $192; Non-Members $240

All courses and training are approved for CE credit through Academy of Professional Funeral Service Practice (APFSP).

Joél Simone Maldonado, widely known as The Grave Woman, is a licensed funeral director, embalmer, pre-planning specialist, and the award-winning founder of The Multicultural Death & Grief Care Academy. With over a decade in the death care industry and more than 15 years in healthcare, Joél is a recognized leader in educating professionals on Cultural Competency, Inclusion, and Diversity in end-of-life care. She serves on the Board of Directors for Compassion and Choices, co-chairs its Diversity, Equity, and Inclusion committee, and volunteers with the African American Leadership Council. Through courses, her podcast, YouTube channel, and social media, Joél fosters open dialogues on the nuances of multicultural death and grief care. Committed to personal growth, she continually hones her skills and cultural intelligence, including earning her CQ certification from the Cultural Intelligence Center and engaging in advanced entrepreneurship, development, and leadership programs.

Why Your Company Needs Management Training

3/4/2025

A quick search on Google about horror stories in the office yields results that are often related to the work environment, company culture, and, worse, their manager. The workforce has had much to say about how managers and leaders handle their teams.

They have every right to – after all, your employees are the backbone of your company. Without them, business owners, especially those who have only just entered their respective industries, can face insurmountable challenges in operations, service delivery, and customer relationships, among others.

As such, it is essential for startup and well-established companies to invest in management training that matters. Regardless of experience, managers are expected to refresh their skillset and knowledge base in order to adapt to the new demands of the workforce.

Management education and training provides you with the tools you need to not only hire the best people for your team but also take advantage of every new talent you add to your company. If you need more reasons as to why you should be getting management training, then this article is for you. It will show you what proper management can do in hopes of emphasizing that learning is an essential part of being an effective leader.

Bringing out your team's potential

Over the past few years, the workforce has become increasingly diverse as technology has made it possible for people all over the world to connect with each other.

For managers, this trend can mean one of two things. For one, the increased diversity could pose unexpected challenges due to differences in culture, perspective, and work ethic.

However, with the proper management skills, company leaders can maximize this diversity to bring out your team's potential for innovation, which is an invaluable asset in an era of knowledge and technology.

You can motivate them to grab the opportunities instead of waiting for it to happen, become more assertive, and hone themselves into becoming future leaders. A good manager can also empower their team, which not only increases their productivity but also their reliability and sense of responsibility.

Inspiring employee loyalty

An incompetent manager can be detrimental to your team's productivity and creativity. Your employees may find themselves bogged down by inefficient processes, fatigue, and job dissatisfaction – factors that can increase your attrition and causing your company to lose the money you've invested for their hiring, training, and onboarding.

Management training helps you identify the signs and prevent the problem before it can happen. It can teach you what to do during coaching and one-on-one sessions as well as any other employee interaction you may have.

As a result, it can ensure that you're inspiring employee loyalty instead of inviting resignation letters to land on your desk.

Devising better business strategies

Once you have a workforce that you can rely on, the next thing you may want as a manager is to ensure that you're doing things right on the business side of things.

Proper management training teaches you how to devise better business strategies that can benefit you in the short- and long-term. Such strategies may have something to do with your workforce, like what, when, and why you should implement an effective rewards system.

It may also teach you how to identify the market you want, reach the customers you need, and keep them coming back to your company for your products and services. The best training modules out there might also include how to handle finances, which is a key responsibility of leaders.

Growing your business

Imagine if you had a workforce that you have to replace every once in a while because people don't want to keep working for you. As a leader, this scenario means that you have to keep hiring people, investing in training over and over again. It also means that you have no one to rely on but yourself.

If you want to start focusing on growing your business, then consider getting management training for the simple fact that it ensures that you're hiring and training a team that will be with you throughout your growth as a company.

It also enables you to delegate tasks, which is something you'll find yourself grateful for when growing inevitably means more paperwork, tasks, and decisions. Having the knowledge and skills necessary to achieve this is essential for startups, especially if you want to hit the ground running.

As a general rule of thumb, remember this: happy workforce, happy leader. If your team spends their time trying to come up with efficient strategies and thinking up solutions to your problems, it's more than likely that you, as a manager, are leading an empowered team that can support the growth of your company. Invest in management training because your workforce is as much an asset as it is your capital.

Learn more

Want to elevate your team’s success in 2025? The CANA Deathcare Business Administration Certification is a streamlined 10-week learning and networking program designed for current and future leaders in the deathcare industry. Learn critical skills in people and financial management that will drive real results. Launching on Tuesday, April 1st, our program offers a blend of executive MBA-level education and practical, real-world application. Connect with fellow CANA members and industry experts to share insights, strategies, and success stories.

Ready to lead, inspire, and succeed? Enroll now and secure your spot in the Deathcare Business Administration Certification program! To learn more and register today, visit www.goalmakers.com/cana. Your path to leadership excellence starts here.

Special discounts are available for teams! This learning experience will create a ripple effect of positive change, arming your team with a common leadership language and actionable insights. This is more than just a training program; it's an investment in the future leaders of your business. Teams of 3 or more qualify for bulk discounts!

This post republished with permission from the Goalmakers blog. For more, read on here.

Jeremy Wall is co-founder and CEO of GoalMakers. Understanding that most managers have never been taught the fundamentals of people management or business finance, Wall has a passion for simplifying these concepts into practical and applicable lessons to help businesses define & achieve their goals. After building his previous business, an IoT safety company, Wall did private consulting before joining esteemed coach and author John Cioffi to expand this knowledge to a global audience through the GoalMakers ‘mini-MBA’ programs, including the CANA Deathcare Business Administration Certification.

Service Wins the Game

2/18/2025

Customer service is a phrase thrown around a lot in business, but what is excellent customer service? What does it look or feel like? How do you know if you are providing it?

In today’s cremation and funeral market, customer service is a strong differentiating factor. It is an important action you must take to elevate yourself above your competitors. Dr. Tony Alessandra said it best:

“Being on par in terms of price and quality only gets you into the game. Service wins the game.”

Think about how customer service ties into your day-to-day work with families. These interactions could take place with a family that has lost a loved one, someone looking for information, or maybe during a community event that you attend or take part in. Each is an opportunity to show people the superior level of customer service you provide.

The thing about customer service is that it is subjective—everyone has his or her idea of what customer service should be. With that in mind, here are some things to consider for your customer service standards:

On the phone

Consistent greetings
Making sure that all employees answer the phone the same way with a proper, warm greeting ensures the person on the other end of the line that they have chosen to call the right place. An example of a good greeting would be “Thank you for calling (business), this is (your name), how may I help you?”
Relevant answers
This can sometimes be tricky, as you want to be able to meet your customers’ needs but you need to take the time to truly understand what answers they are seeking. Are they looking to pre-arrange? Has someone passed? Is someone imminently ill? Asking pertinent questions before responding will show the person on the phone that you are interested in them and their situation.
Technical Proficiency
Again, this sounds straightforward. But a good handoff from one employee to another to take time for an exchange of known information can make a big difference to the customer. Transferring the information is just as important as the physical transfer of the call because it ensures a customer doesn’t have to repeat questions and answers multiple times. Also, make sure your staff knows where to transfer each call. There is nothing worse than being transferred several times because the customer wasn’t connected with the proper person from the start.

At the location

Clear Directions
Having proper and clear signage is important. Let’s face it, our locations are intimidating to a lot of people. Make sure they know where to go, and they’ll be much more comfortable.
Welcoming Greeters
First impressions are important, and how you greet people entering your location can set the tone for customer service expectations. Is it the expectation to meet people at the door? Do you have a receptionist? If you do, does that receptionist stop what they are doing and walk around the desk to greet the family as they enter?
Amenities
Think about all the little things that you can do at your location to make a visitor feel comfortable and at ease. Seemingly small things make big customer service impressions. Do you have a family lounge? Do you provide coffee, soda, or cookies? Are there comfortable waiting areas? Are the restrooms clean and accessible?
An outside perspective
Put yourself in the place of the family sitting across the table. In today’s competitive cremation market, customer service is even more important to driving customer loyalty and building brand equity. One thing to consider as a best practice is to start arrangements by setting clear and concise expectations to ease a family’s anxiety in an unfamiliar setting working through a process that they have little or no experience with.

In the community

What is the expectation for you and your staff to be involved in the community?
Getting involved in community events and organizations is another form of customer service. This is also a great way for people within your community to ask questions about your services in a casual setting.
What are some events that you can host to build appreciation and goodwill in your community?
Holiday services, community fun days, and blood drives are just a few examples of events that you can host. If done well, your community will view these as exceptional customer service associations with your brand.

No matter what type of plan you put together you should always measure against the expectations that you have set. Find a way to survey your families so you can assess whether you’re delivering on your expectations, and as a way to self-correct and improve.

As you develop your plan, think about some of these keys to exceptional customer service:

Listen. Active listening is a key to understanding and the foundation for great service. Listen and ask questions for understanding, letting the person know that you are truly invested in what they are asking or saying.
Know your products/services. Make sure you and your staff are subject matter experts on what you provide. Take time to train your staff on the value of what you do and what you offer them. Transversely, if you don’t know the answer to something, let the person know that you don’t have that answer but would be happy to find it out. This can be much more powerful and give you more credibility than stating something incorrectly or making up an answer.
Be friendly/approachable. A smile and positive body language can go a long way in perception.
Be responsive. Make sure that you are following through and following up with people quickly. Communication is key, internally with your staff and externally with your customers.
Manage expectations. Set a standard and hold yourself and staff accountable to it. By the same token, make sure your customer understands what you are doing and when you will do it, which will eliminate incorrect assumptions on both sides.

These guidelines are crucial to delivering excellent customer service in our increasingly competitive industry. As you build your plan for success, remember the words of Jerry Fritz:
“You’ll never have a product or price advantage again. They can be easily duplicated, but a strong customer service culture can’t be copied.”

You don’t have to work on improving your phone customer service alone. Consider CANA’s Your Best First Impression: Phone Shoppers online course. Available online, on-demand, at your pace, on your schedule, and (in some states) for CEUs, this course improves your strategy for talking to prospective families on the phone. Learn more: cremationassociation.org/eduonline#phoneshopper

Want to make your best first, second, third and fourth impression? Become a CANA-Certified Cremation Specialist and develop soft skills that bring excellent customer service to every arrangement conversation. You’ll take courses that remind you why we have two ears but just one mouth, how you can meet a family in the middle to present their loved one without preservation, what to consider in developing your own ethical framework and much more. You’ll find new confidence in your ability to answer the next call with a high level of service, no matter who’s on the other end. Learn more at cremationassociation.org/ccs – hurry back! Registration opens April 1.

This post excerpted from “Excellent Customer Service in Any Arrangement Conversation” first published in The Cremationist volume 54, issue 4. Members can read the full article by logging in to the CANA website. Not a member yet? See the full benefits of membership and join today!

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. 

2025 Predictions: 3 Ways End-of-Life Offerings Can Adapt to Meet Consumer Demands

2/3/2025

As we step into 2025, the end-of-life industry is evolving rapidly. Changing consumer preferences, advancements in technology, and a growing awareness of environmental sustainability are reshaping how individuals and families approach funeral planning. To keep up, service providers need to innovate and adapt—but the good news is that these changes bring exciting opportunities to better serve families during some of life’s most meaningful moments. Here are three predictions for how the industry can adapt to meet these new demands.

Prediction 1: Go Green

Did you know that 84% of Americans would consider “green” funeral options? According to the Kates-Boylston Publications 2021 Green Survey, this growing trend highlights a societal shift toward sustainability, and it’s transforming the funeral industry. Families are increasingly seeking ways to honor their loved ones while also being mindful of their environmental impact.

Understanding the “Green” Spectrum

"Green" means different things to different people. For some, it’s about offsetting carbon emissions and minimizing environmental impact. For others, it’s about leaving a positive legacy—such as choosing a Memorial Tree in a protected forest, where their final act contributes to the health of the planet. These options not only reduce one’s ecological footprint but also provide families with deeply meaningful ways to remember their loved ones.

Education and Options Are Key

With options like natural organic reduction (also known as NOR or human composting) gaining popularity, education is crucial. While this process is legal in only a handful of states, awareness is growing. Families also want guidance on spreading ashes in natural spaces—whether in forests, oceans, or other protected areas. By educating families about these options and the regulations in their state, providers can empower them to make informed choices.

It’s also worth noting that year over year, there is a 22% increase in people searching for “green burial” on Google. Providers who offer a range of environmentally friendly services and clear guidance will stand out in this growing market.

Action item: Research what green options are available in your community. Write a blog or email newsletter sharing those options with your community. Our partners at Mueller Memorial have hosted “green options” educational seminars with record attendance!

Prediction 2: Online Everything

The days of strictly in-person funeral planning are fading. As Gen X and Millennials take on more responsibilities for planning end-of-life arrangements—both for their parents and themselves—they’re bringing with them the expectation of seamless online experiences. According to NFDA's 2024 Consumer Awareness and Preferences Report, 40% of consumers now begin the arrangement process online, and 25.9% would prefer to make prearrangements online instead of meeting with a funeral director in person.

Meeting Consumers Where They Are

Today’s planners value convenience, transparency, and the ability to explore their options without pressure. They expect digital tools that let them browse services, compare prices, and even schedule consultations at their own pace. Offering online preplanning forms, virtual tours of memorial sites, and easy payment portals can make a significant difference.

A Digitally Enhanced Brand

End-of-life providers need to ensure the solutions they offer are paired with a robust digital presence, creating a seamless experience for families that reflects consumer values and meets their needs. This blend of innovation and tradition doesn’t just build trust—it fosters customer loyalty and supports premium pricing.

Funeral homes and service providers who invest in digital tools and prioritize user-friendly experiences will not only attract tech-savvy consumers but also position themselves as forward-thinking leaders in the market.

Better Place Forests has had success with sharing its core products and services online via an “online forest tour.” Families love the ability to easily align as a family and better understand if a Memorial Tree is right for them.

Action item: Brainstorm with staff about what’s unique to your products and services. If it’s not on your website, take the time to add it!

Prediction 3: An Ongoing Relationship with Families

One of the most significant shifts in the end-of-life industry is the rise of cremation, which now accounts for 60.6% of arrangements in the United States, according to CANA’s 2024 Annual Cremation Statistics Report. That report states that cremation rates are expected to rise in the US until a projected plateau of around 80% as early as 2040. This shift toward cremation has given families more flexibility in how and when they choose to memorialize their loved ones. Instead of traditional timelines, many families are now spreading ashes or holding commemorative events on meaningful dates—like birthdays, anniversaries, or holidays.

Staying Connected with Families

To stay relevant, providers should build lasting relationships with families. This could involve sending gentle reminders or offering services tied to significant dates. For example, helping families plan a gathering to spread ashes on the anniversary of a loved one’s passing or offering ideas for honoring their memory during Mother’s Day or Father’s Day can be incredibly meaningful.

Supporting Families Beyond the Immediate Moment

Families increasingly value ongoing support. Providers can offer services like memorial newsletters, annual tree-planting events, or even digital tools to help families keep track of important dates. By staying engaged, providers not only enhance customer satisfaction but also create opportunities for additional services and deeper connections.

Action item: Start a newsletter to engage with families who choose cremation and your firm. Many may still be interested in memorialization products and services, as well as advice on living with grief.

Looking Ahead

The end-of-life industry is at a transformative crossroads, with consumer preferences changing at a rapid pace. Embracing green options, enhancing digital capabilities, and fostering long-term relationships with families are not just predictions for 2025—they are essential strategies for staying relevant and impactful.

Looking for more predictions? CANA’s research shows that the national cremation rate has grown steadily and predictably for the last 50 years. But now, after decades of accelerated growth in the United States, CANA now begins to see evidence that the national growth rate is slowing, a common statistical occurrence after the rush of adoption reaching at 60.6% in 2023.

CANA’s 2024 Annual Statistics Report shows that the annual cremation growth rate is starting to wane. This supports the association’s observation over the past few years that the US is entering a “deceleration” period of cremation. This growth rate is now expected to slow—but not to reverse.

CANA predicts that cremation rates will continue to rise until a projected plateau of around 80%. In 2023, CANA added a new color to the popular “heat” maps of US and Canadian cremation rates, highlighting the individual states and provinces with cremation rates above 80%. The diversity of cremation rates persists across both the Canadian provinces and the US states. By 2033, CANA research predicts the cremation rate in all states will reach or exceed 50% with the national rate surpassing 70%.

Ineke Van Waardenburg is the Chief Operating Officer at Better Place Forests. Better Place’s mission is to guide a comprehensive end-of-life experience deeply rooted in nature. Better Place is home to America's first conservation Memorial Forests, where thousands of families have chosen a mature, living tree in a protected forest as their final resting place. Better Place is an industry leader at bridging online and in-person experiences to help meet families where they are.

5 Benefits of Employee Retraining

1/20/2025

If you've been in the game for a while, then this might not be the first time you've encountered the term "retraining." New knowledge and better technology have placed companies in a better position to compete and perform. However, these trends also emphasized the fact that companies, whether startups or seasoned veterans, will need to get up close with the knowledge that was contributed by research and experience.

For companies that have been operating for a while, this means that you will have to invest in retraining not only yourself but also your team, especially if you want to ensure that you're implementing strategies that are more effective than their old-school counterparts.

Retraining your employees can involve a number of things. You can give them the opportunity to go back to school, or better yet, you can help them find programs that they can join for a short period of time without compromising the quality of their development.

The latter option is one that might appeal to you if you have limited funds to allocate to retraining your employees or if you and your team don't have the time to complete at least a two-year degree.

Doing so will help you reap several, if not all, of the following benefits:

Addresses areas for improvement.

Being an established company usually means that you have a performance appraisal system that enables you to identify areas for improvement in terms of your team's performance and productivity.

Retraining your employees addresses these points by giving them the opportunity to learn more substantial methods that can help prevent them from making the same mistakes twice, which can help increase their confidence and initiative.

It can also help them address challenges that may be brought by your growing company, such as customer interactions or handling finances.

Enables creativity and innovation.

Perhaps one of the most important benefits of retraining your employees is that inspires creativity and innovation in such a way that it can benefit your company in the long term and help you achieve your goals.

Exposing your team to new knowledge, strategies, and technologies helps in making them aware that there may be other and better ways of completing their tasks. It also ensures that they are up-to-date on any new policies and regulations that can affect their workflow.

Combined with the previous benefit, retraining both enables your team to gain confidence and inspires them to introduce new strategies that can revolutionize how you've been attempting to achieve both your short- and long-term goals.

Introduces flexibility in strength and skills.

If you choose to enroll your employees into a program that tackles various topics, then they are more likely to develop new strengths and skills that can help them thrive not only in the position they are in but also in other areas of your company.

Retraining arms your employees with the basic knowledge and skills they need to navigate new fields and circumstances, which may become even more of an asset when your company continues to grow.

For business owners, these new skills mean that you can assign them to a wide variety of tasks and be confident that they can do well despite it being something new for them.

Increases employee loyalty and retainment.

Giving retraining opportunities to your employees helps emphasize their value to the company, which ensures that they understand that they have a future within your company.

Being able to address their mistakes, develop confidence, and contribute significantly also increases their loyalty to your company. It lowers the risk of employee turnover, and it enables you to manage and lead a team you know you can rely on.

This is especially important if you're anticipating continued business growth as an empowered and reliable team is one that is productive and high-performing.

Raises future leaders.

Enabling your employees to understand the ins and outs of your company means that they are getting a crash course on managing a business and competing in the market.

By applying their newfound skills, your employees can get a better understanding of why you do what you do and what has been done to achieve your company goals. Combined with ideas and strategies that may result from innovative minds, this understanding only cements their potential as future leaders within your company.

They may become more driven to contribute to your efforts and establish their place in their working environments, which can help inspire others to do the same.

Being a veteran in business doesn't mean that you have nothing left to learn. As a matter of fact, spending more time in your industry or market will likely require you to explore different ideas and strategies that you might not understand without the proper training. If you want to manifest the vision you have for your company, then consider retraining yourself and your employees.

From the CEO to the sweeper, the new CANA Deathcare Business Administration Certification Program offers an opportunity to improve management skills and contribute to the strategic initiatives of their company. In this 10-week, fully virtual training and networking program – with a curriculum based on an executive MBA – both current and future leaders of your business will gain skills in organizational leadership, people management, and business finance.

Ready to get started? Jeremy suggests that owners, managers, future leaders, supervisors, and high-potential employees go through this program together as a unit for the most impactful outcomes. That's why we're offering a buy 2, get 1 free offer now through February 2025!

Learn more: goalmakers.com/cana

This post republished with permission from the Goalmakers blog. For more, read on here.

Unlock the Power of Proactive Preneed

1/6/2025

Every funeral home owner has faced it—that uneasy realization that valuable leads are slipping through the cracks. You’ve spent time and money on marketing campaigns, from digital ads to community events, and while you’re reaching the "low-hanging fruit," you still have drawers full of leads who never get a follow-up.

It’s a frustrating cycle. You’re seeing a minimal return on your marketing investment, but it’s not just about lost revenue—it’s about missed opportunities to help families. Each lead represents someone who reached out for guidance and support.

So, how do you break free from this cycle? The answer lies in reimagining preneed not just as a collection of separate tasks but as a fully integrated system that maximizes the quality and potential of every lead.

Go from Passive to Proactive

If you're like many funeral homes, walk-ins and call-ins form the bulk of your preneed business. Most of these families are choosing you for good reason. They’ve often already built a relationship with your brand, and they both know and trust your funeral home.

These are obviously very important families to focus on, and you’re right to nurture them. But the truth is they would have likely chosen your funeral home anyway. To grow and expand your market, it’s important to prearrange new families—those who may not be familiar with your brand or may be undecided about their chosen funeral home.

This is where the shift to proactive preneed becomes so critical. It’s not just about marketing and setting appointments with the people who know and love you. It’s about expanding your reach, building relationships with new families, and giving them the education and clarity they need to choose your funeral home.

Tap Your Full Potential

Relying on walk-ins and call-ins is like playing defense—it’s safe, but it’s not scalable. To truly grow your business, you need an offense—a proactive system that builds connections with new families and turns them into loyal customers.

Consider this: depending on the size of your market, there are likely hundreds if not thousands of families in your serviceable area who are interested in prearranging a funeral. They may not be quite ready to take the next step and set an appointment, but a proactive approach to preneed allows you to develop a relationship starting today.

In other words, by reaching these families through proactive marketing, personalized follow-ups, and education, you’re creating a bridge from "undecided and unaware" to "excited and eager to act."

As you probably already know, consumer preferences are shifting faster than ever. 29% of the population today are religiously unaffiliated, meaning they no longer identify with a specific religion, and communities are changing as people move away from their hometowns.

It used to be that our profession could rely on our institutions and communities to build the value of a funeral as a meaningful source of ritual, ceremony, and gathering. But today’s shifting preferences have reduced this built-in value. Families still want to honor their loved ones, but they are less aware of their options.

Being proactive allows you to change this. You get to fill the shoes that our institutions and communities once filled. Not only can you help families understand the full range of options available and shift their perspective early on, but you can also share the value of a meaningful funeral experience and its importance in helping their loved ones heal.

Proactive Marketing is Just the Beginning

A lot of people think active preneed comes down to active marketing—sending out direct mail campaigns, running social ads, and holding community events. But while that is a critical piece of running a healthy program, it’s only part of the equation.

When you generate quality leads through marketing, you see who is interested in learning more. Real growth comes from what happens next—your ability to nurture that interest, keep families engaged, and inspire them to take action.

Without an interconnected system or clear plan of action, it’s easy for these leads to slip away. Maybe one person on your team is doing all the follow-ups, but they’re stretched too thin. Or perhaps everyone is "pitching in" on follow-ups, but no one is 100% accountable.

This "all hands on deck" approach often leads to confusion and missed connections. The ball simply gets dropped. To keep it moving forward and consistently prearrange more families, you need a way to create a next step for every lead—and then a framework for tracking, measuring, and managing each of those steps.

Deliver Remarkable Preneed Experiences

At the heart of preneed should be a commitment to delivering exceptional experiences. Think about how transformative it is for a family to walk into your funeral home after a loved one’s passing and realize that everything has already been taken care of. Stress levels drop, the focus shifts to healing and connection, and your team can focus on providing personalized, compassionate care.

That’s the result of a great preneed experience—and it’s something that can start long before a family’s time of need. By providing a consistent, personalized, and proactive preneed experience, you’re building brand loyalty and creating families who will be fans of your funeral home for years to come.

A proactive approach to preneed ensures that every family, from the moment they first see your marketing message to the moment they finalize their plan, has a seamless and supportive experience.

But this takes a lot more than flipping a switch. Here are a few key steps that will help you unlock your preneed potential.

Sell with Purpose

A preneed appointment isn’t just about discussing service options. It’s about educating families on the emotional and financial benefits of preplanning. The most successful Advance Funeral Planners are those who position themselves as guides and advocates—not just salespeople.

When you approach preneed from this perspective, you’re inviting families to make an informed decision that benefits their loved ones. You’re giving them the chance to leave a legacy, reduce stress for their family, and create space for connection and healing.

This is proactive sales. It’s about more than just "closing the deal." It’s about starting a relationship that lasts. When families walk away from a preneed appointment with a deeper appreciation for your funeral home’s purpose, they’re far more likely to trust you when they need you most.

Build a Follow-up Process that Works

Every family who’s expressed interest in preneed is a family worth following up with. Yet too often, these leads end up sitting in a drawer, a spreadsheet, or a CRM—forgotten until it’s too late.

Here’s the hard truth: The "low-hanging fruit" who are ready to act today is only a small portion of your total potential. Many families need time to consider, reflect, and discuss the idea of preplanning with loved ones. And that’s okay—as long as you have a system for following up.

The key is persistence. Not every family will book an appointment after one call, but with a few gentle touchpoints, you can re-engage them. This is why it’s so important to have a team that’s fully accountable for follow-ups. They’re not just making calls. They’re building lasting relationships.

Go Beyond Clicks & Returns

It’s natural to focus on "vanity metrics" like ad clicks and campaign returns because they’re easy to see and easy to measure.

But the most important metric is what happens after a lead is generated. Did the family schedule an appointment? Did they meet with an Advance Funeral Planner? Did they prearrange a funeral?

For most funeral homes these stages of the preneed pipeline are often unclear or disconnected from the preneed marketing function. This makes measuring them a challenge.

But when you can start tracking and improving these key metrics, you ensure that you’re not just generating leads—you’re converting them into prearranged families.

Tie it All Together

The best systems are invisible. They’re so seamless and well-integrated that it feels like everything "just works."

For a preneed program to reach its full potential, every stage of the pipeline—marketing, follow-ups, sales, and data tracking—must be fully connected. This is the difference between having "pieces" of a preneed program and having a truly proactive system that gets you the results you’re looking for.

The best place to start is by clarifying who is responsible for what. Who’s entering leads into your CRM? Analyzing appointment set rates? Measuring campaign performance? Tracking the number of appointments that hold and do not get canceled?

Every step matters, and accountability and metrics are the best path to improvement.

Conclusion

To sustain a growing preneed program, it’s important to be proactive and keep everyone accountable. Every lead needs a next step, and each of these steps needs to be measured and tracked.

This was one of the first things we realized when we developed ProActive Preneed®. Our system is designed to connect every piece of your preneed pipeline and give every family a clear path forward.

Being proactive should not only generate more quality leads for your funeral home, but it should also result in more quality preneed appointments, more prearranged families, and strong relationships that last.
Learn more about ProActive Preneed® at precoa.com

Discover how to communicate the value of pre-planning at CANA’s 2025 Cremation Symposium this February. Join Tyler Anderson and other expert panelists for an engaging discussion on Cremation Preneed Success: Strategies, Insights, and Innovation in Sales and Marketing. Whether you're new to cremation preneed marketing or a seasoned professional, register now and head to Las Vegas this February 26-28! Learn more at cremationassociation.org/success

Tyler Anderson is senior vice president of business development at Precoa, a preneed company that helps hundreds of funeral homes prearrange more families and grow their markets. Born and raised in the funeral profession, Tyler appreciated the importance of ceremony, ritual, and gathering from an early age. Tyler’s grandfather started his first funeral home in 1944 and the Anderson family continues to own and operate firms in the state of Ohio today. Tyler began his preneed career as an advance planner, then regional sales manager with The Outlook Group, which his father, Charles, founded in 1985. Later, as CEO and President (2010-2016), Tyler helped Outlook Group become one of the nation’s top preneed companies. His unwavering passion to help more families experience a meaningful service fueled his decision to unite with Precoa in 2017. Today he continues to be passionate about sharing a new vision for preneed that helps more families across the country experience a meaningful funeral service. Tyler lives in Portland, OR with his wife, Jana, and daughter, Noemie.

2024 Celebrity Cremations

12/19/2024

As the year draws to a close, we can take time for reflection—pausing to honor the experiences that have shaped us over the past twelve months. For many, this includes acknowledging the losses we’ve endured, from loved ones who have passed to opportunities that have slipped away. Yet, within these moments of grief, there is often a chance to celebrate the lives that touched ours and the resilience that carries us forward. We can treasure the joy they brought, the wisdom they shared, and what they meant to the world and to us.

The memorials for these celebrities show us the importance of taking time to honor the people we care about. Crafting an experience that celebrates what made them special and commemorates what they meant to us grants space for both sorrow and joy and finds meaning and gratitude, even in the midst of loss and change.

All entries appear in alphabetical order by last name.

Shannen Doherty

April 12, 1971 – July 13, 2024

Shannen Doherty began her acting career as a child with her roles in Little House on the Prairie and The Secret of NIMH in 1982 when she was just 11 years old. The cult-classic Heathers and her breakout role on Beverly Hills, 90210 catapulted her to stardom. The confident persona she brought to her characters came from her own strength, something that was invaluable as she faced cancer and maintaining her career.

photo source iHeartMedia, Inc.: Let's Be Clear with Shannen Doherty

In November 2023, Doherty launched the Let’s Be Clear podcast as a live memoir reflecting on her life, work, fame, blessings, regrets and plans for the future. Among those plans were open discussions about downsizing and her final arrangements. She had a list of people she didn’t want to attend her funeral and a better list of the people she would welcome. Her ashes, she said, would be mixed with those of her father and dog, and her celebration of life would be a lovefest so she would be surrounded by the ones who loved her best. After her death, her podcast became a space for loved ones to remember her and her impact, as well as continue her honesty and strength in facing life head on.

photo source iHeartMedia, Inc.: Let's Be Clear with Shannen Doherty

Louis Gossett Jr.

May 27, 1936 – March 29, 2024

photo source FAME CHURCH LOS ANGELES: Celebrating the Life of Mr. Louis Gossett Jr. (recorded livestream)

Louis Gossett Jr. made his Broadway debut in 1953 at just 16, and his career continued to flourish for the next 70 years. He performed onstage alongside the likes of Sidney Poitier and Ruby Dee, before landing his television role in the acclaimed series, Roots, in 1977 and establishing his fame in households across the country. That performance earned him an Emmy, but his career would garner many more awards, including an Academy Award for Best Supporting Actor for his role in An Officer and a Gentleman in 1982. His win was the first time the Academy recognized an African-American actor in this category, and his career and life were devoted to breaking down all barriers for people of color in society. In 2006, Gossett founded the nonprofit Eracism Foundation to eradicate the systematic impacts of all forms of racism by providing programs that foster cultural diversity, historical enrichment, education and anti-violence initiatives.

Louis Gossett Jr., died shortly before the release of IF, one of his final performances. Moviegoers who stayed for the credits got to see a tribute to the man who voiced an animated bear and beloved leader in the film. His celebration of life brought people together at the Fame Church in Los Angeles to remember a career and life shaped by more than 70 years of committed dedication to his craft and community.

photo source FAME CHURCH LOS ANGELES: Celebrating the Life of Mr. Louis Gossett Jr. (recorded livestream)

Pete Rose

April 14, 1941 – September 30, 2024

photo source MLB Cincinnati Reds: Pete Rose Tribute - Pete Rose Visitation at Great American Ball Park

Peter Edward Rose, Sr., was Major League Baseball's (MLB) all-time hits leader, earning the nickname "The Hit King." Also known as “Charlie Hustle,” Rose was famed for his award-winning tenure with the Cincinnati Reds as No. 14. He was Rookie of the Year in 1963, National League MVP in 1973, and World Series MVP two years later. Rose holds the major league record for 3,562 games played, 15,890 plate appearances, and 4,256 hits batting .303 overall, and earning his place in the Red’s Hall of Fame in 2016. Unfortunately, his banishment from the league for betting made him ineligible for the National Hall of Fame, but his legacy lives on.

Rose’s daughters and the Reds hosted a public visitation at the Great American Ball Park on November 10. Over the space of 14 hours, people arrived to celebrate his talent, to relive memories, and see all he accomplished. Wednesday, May 14, 2025, will be “Pete Rose Day” for the Reds, with events in the works to celebrate his legacy. The first pitch of that game—against the Chicago White Sox—is scheduled for 7:14 PM, in honor of Rose's number 14.

photo source MLB Cincinnati Reds: Pete Rose Tribute: Pete Rose Visitation at Great American Ball Park

Dame Maggie Smith

December 28, 1934 – September 27, 2024

Margaret “Maggie” Natalie Smith began an acting career in 1956 that would span six decades and cross all mediums of stage, screen, and television. She won her first Academy Award in 1965, but she would go on to earn a Tony Award, four Primetime Emmys, five British Academy Film Awards, three Golden Globes, five Screen Actors Guild Awards, a second Oscar, and the title Dame Commander of the Order of the British Empire. It is impossible to summarize her massive career in these few short paragraphs, but in recent years she has been best known as the matriarch of the Crawley family, Dowager Countess of Grantham on Downton Abbey, and the no-nonsense, sometimes-feline instructor at Hogwarts School of Witchcraft and Wizardry, Professor Minerva McGonagall, in the Harry Potter film series.

photo source @sarah.webb22 (TikTok)

In keeping with her closely guarded private life, Smith’s funeral was limited to friends and family. Publicly, her legacy has been fêted on both sides of the pond. Honoring the tradition for acclaimed stage actors, theatre lights were dimmed from London’s West End to New York’s Broadway. On September 28, Harry Potter fans gathered below Hogwarts at Universal Studios in Orlando, Florida, to raise their wands and remember how her presence cast a spell over her admirers—as it doubtless will for generations to come.

photo source @sarah.webb22 (TikTok)

Grizzly 399

1996 – October 22, 2024

photo source Grizzly 399 Candlelight Vigil Livestream (recorded)

Grizzly #399 was tagged such in 2001 as part of a long-term research project by the Interagency Grizzly Bear Study Team in Grand Teton National Park. She soon became famous as a matriarch of the area, successfully raising 22 cubs and grandcubs and earning the title Queen of the Tetons. Grizzly #399 was a celebrity who inspired nature-lovers, garnered dedicated fan pages, a documentary, books, merchandise in her likeness and even a whiskey. Tragically, her reign ended in October when she was killed in traffic collision.

The public called on the government to give her a remembrance fitting her status, so U.S. Fish and Wildlife Service arranged for her cremation. Together with National Park Service Rangers, her cremated remains were scattered where she was born: in the Pilgrim Creek area of Grand Teton National Park. Her documentarians livestreamed a celebration of life to share memories and talk about Grizzly 399’s legacy. Fans gathered on November 2 to hold a candlelight vigil in Jackson, Wyoming, and share the impact she made on the Parks and their lives. As in life, her lasting legacy will be to inspire awareness about bear and nature conservation to protect our parks and wildlife to ensure a future where generations of bears and humans thrive.

photo source Grizzly 399 Candlelight Vigil Livestream (recorded)

Patty Jo Watson

April 26, 1932 – August 1, 2024

photo source Mount Auburn Cemetery: Memorial Service for Patty Jo Watson (screencap)

Patty Jo Watson credited Agatha Christie’s archaeological memoir Come, Tell Me How You Live as her inspiration to pursue archaeology. Her studies took her to the fertile crescent of the Middle East and later into the Mammoth Cave system in Kentucky to recover remains of domesticated plants and animals. Her innovations to interdisciplinary archaeological practice and the introduction of recreations of ancient lifeways are credited with greater efficiencies in fieldwork and the understanding of humanity, earning her accolades and awards throughout her career. Both in the field and the classroom, Dr. Watson was recognized as a mentor and inspiration for generations of researchers to come, particularly as a woman in a male-dominated discipline within the male-dominated field of science.

After her death, her memorial reflected her life and work of unearthing long-buried memories from the ground. The cremated remains of Patty Jo Watson and her husband and fellow cave researcher, Richard A. Watson, were reunited at Spruce Knoll of the historic Mount Auburn Cemetery where nature dominates among tall pines and spruces without markers for those scattered in the groundcover beds below.

photo source Mount Auburn Cemetery: Memorial Service for Patty Jo Watson (screencap)

Carl Weathers

January 14, 1948 – February 2, 2024

Carl Weathers began his career in the public eye as a linebacker in the National Football League with the Oakland Raiders before being cut after football coach and sports announcer John Madden deemed him “too sensitive.” After moving on to the Canadian Football League, Weathers put himself through school to earn a Bachelors in Drama, putting his ”certain amount of sensitivity” to work as an artist. Soon after, he landed the career-launching role of Apollo Creed in the Rocky franchise. He continued performing on the big and small screens, in the action-adventure, humor and animation genres, both in front and behind the camera as director, delighting fans for 50 years.

photo source IG@mstradford

Weathers appeared in an ad during Super Bowl LVIII, uniting his experience on the football field and the stage. He died just before it aired on game day but, with his family’s approval, the ad ran with an extra note of gratitude for all he gave the profession. The Directors Guild Association and Foundation recognized his more than 20 years of service and mentorship by renaming their Carl Weathers Memorial Golf Tournament for him in honor of his passion for the game. On June 23, the industry held a private service for him to remember all the care and passion he brought to his work and his life.

photo source IG@mstradford

Fernando Valenzuela

November 1, 1960 – October 22, 2024

photo source Cathedral of Our Lady of the Angels: Funeral Mass for Fernando Valenzuela

Fernando Valenzuela took Major League Baseball (MLB) by storm in 1981 as the first (and, so far, only) player to win both the National League Cy Young and Rookie of the Year awards in the same season when he joined the Los Angeles Dodgers. Not only did “El Toro” impress the league and baseball fans, his talent on the pitcher’s mound drew the attention and passion of Latino viewers in LA and across his home country of Mexico as they listened to the Spanish-language broadcast, kicking off a wave of “Fernandomania.” Due in part to Valenzuela’s screwball, the Dodgers won the World Series that year and again in 1985. At one point, his fame and skill made him the highest paid pitcher in the League. He continued his career with the MLB as a player then transitioned to commentator right up through the start of the most recent season, when he stepped away from the mic for health reasons.

Breaking with the tradition of only retiring the numbers of National hall-of-famers, on August 11, 2023, the Dodgers retired his number 34 in a ceremony on what was named “Fernando Valenzuela Day.” Three days before the opening of the 2024 World Series between the LA Dodgers and the New York Yankees, Valenzuela died. Before Game 1, former teammates placed what would have been the first pitch on the pitcher’s mound which had been painted with No. 34 and the crowd held a moment of silence in his honor. When the Dodgers returned from the Series victorious, the celebratory parade coincided with what would have been Valenzuela’s 64th birthday and fans sang “Happy Birthday” along the route while the players kept his legacy for their team in mind during the festivities. In the Cathedral of our Lady of Angels on November 6, Valenzuela’s family invited the public to his funeral Mass, livestreamed for his fans around the world, before his cremation and interment at Forest Lawn Memorial Park in Hollywood Hills.

photo source Cathedral of Our Lady of the Angels: Funeral Mass for Fernando Valenzuela

Catch up on posts from other years: 2019 ● 2021 ● 2022 ● 2023 ● 2024

This post only captures a few of the many people we've loved and lost this year. For a list of celebrities and notable peoples' deaths and dispositions, we suggest FindAGrave.com.

Bridging Hospice and Funeral Services: A Compassionate Continuum of Care

12/3/2024

Hello, everyone! My name is Greg, and I am thrilled to invite you to join me at CANA’s 2025 Symposium in Las Vegas this February. This year, I have the privilege of presenting a program that is close to my heart, titled “Bridging Hospice and Funeral Services: A Compassionate Continuum of Care." In this session, we will explore the vital relationship between funeral and cremation professionals and hospice providers, and how you can foster meaningful and impactful collaborations. I'm excited to share insights, strategies, and real-world examples that will empower you to enhance your services and truly resonate with the needs of hospice care teams, patients, and families.

One of the key takeaways from my program is the significance of cultivating strong relationships with local hospice providers. As funeral and cremation professionals, it's essential to understand the unique challenges and needs of hospice care team members. By establishing meaningful connections with hospice organizations, you can ensure that your services are compassionate, thoughtful, and aligned with the expectations of the individuals and families cared for by hospice. You will walk away with insights into how these partnerships can lead to more personalized and supportive experiences for care team members, patients, and families during their most difficult times. Those efforts will truly make you a part of the continuum of care. Remember, your role goes far beyond managing the logistics of death care. You are an integral participant in continuing the holistic care that families and their loved ones have received from hospice providers.

Finding Funeral-Hospice Synergy

I understand the frustration funeral and cremation providers feel. For decades, hospice providers were often viewed by the medical profession as simply the "end of the line," with little attention given to the critical transition from curative treatment to compassionate end-of-life care. This perception made it challenging for hospices to communicate their mission and highlight the benefits of their services for terminally ill individuals and their families. I know it’s not uncommon for you, as a funeral and cremation provider, to face a similar challenge as you strive to connect with hospices.

Throughout our session, I will share successful collaboration ideas that have been proven to enhance the synergy between funeral providers and hospices. These strategies are designed to benefit both parties, creating a win-win situation that ultimately leads to better care for families. From joint community outreach programs to integrated support services, these examples will provide attendees with practical tools and inspiration to implement similar initiatives in their own communities.

Relationship Management in the Digital Age

Another critical component of our discussion will focus on utilizing Hospice Medicare Death Data. This data presents a wealth of opportunities for collaboration between funeral and cremation providers and hospice organizations. By analyzing this information, you can identify the number of hospice providers in your area and the annual volume of patients they serve. You’re looking to uncover potential partnerships that may have otherwise gone unnoticed and which organizations are most active and potentially aligned with your funeral home's services. You may even be surprised by the number of hospice providers located near you.

In addition to data management, another consideration in today's digital age is Customer Relationship Management (CRM) systems. They play a crucial role in managing and nurturing connections with hospice providers. During our program, I will talk about the importance of CRM systems in ensuring that every interaction is personalized and thoughtful. This will include an inside look at our new CRM called The Healthcare Relationship Management System. I know the importance of time management and that you and your team are wearing multiple hats. The key is to streamline communication, track interactions, and maintain strong, lasting relationships with hospice organizations. That way the focus is more on compassionate care and collaboration and not administrative tasks.

Making Funerals and Memorials an Extension of Hospice Care

Finally, I will discuss the importance of a well-crafted strategic plan that aligns with both the funeral provider's goals and the expectations of hospice organizations. A strategic plan serves as a roadmap for sustainable and impactful collaborations. Attendees will gain insights into how to develop a plan that not only meets immediate needs but also lays the groundwork for long-term partnerships. By aligning your goals with those of hospice organizations, you can create a cohesive and symbiotic relationship that benefits all parties involved. If you have heard me speak before you know I always stress the importance of a WHY statement. I will share some examples in Vegas.

As a token of appreciation for your attendance, everyone will receive a copy of the book I co-wrote with Lacy Robinson, Engaging the Heart of Hospice - Making Funerals and Memorials an Extension of Hospice Care. This book offers additional insights and guidance for fostering meaningful collaborations. It is our hope that this resource will serve as a valuable tool as you continue to build bridges between funeral homes and hospice providers.

I am truly excited to engage with you at CANA’s 2025 Symposium and explore the opportunities for collaboration between funeral and cremation professionals and hospice providers. By building strong relationships, leveraging data, and implementing proven strategies, you can enhance the care you provide and make a positive impact on the lives of hospice patients and their families. See you in Las Vegas!

Greg Grabowski takes the stage for CANA's 2025 Symposium this February 26-28 in Las Vegas! In his keynote, Greg will explore how funeral professionals can become integral resources in supporting hospice care efforts and healthcare resources, fostering a seamless transition for families as they navigate end-of-life. He will provide attendees with actionable strategies to engage both their hearts and their skills in delivering value to the healthcare continuum. See what else we have planned and register today!

In 2025, we're exploring success at every step: from pre-planning to at need and aftercare practices, the CANA Symposium is your space to discover solutions that work for your business and your families.

Now through December 8, save 10% on Attendee Registration with code CYBERCANA — it's our gift to you this holiday season!

Since 1999, Greg Grabowski has been a trailblazer in hospice care, bringing visionary leadership and entrepreneurial expertise to the forefront. With extensive experience across nonprofit, for-profit, and national hospice organizations, Greg has transformed cultures, driven growth, and fostered leadership development.

As a partner at Hospice Advisors and Hospice Insights for over eight years, Greg has specialized in helping hospice and funeral professionals, including cremation providers, enhance their operations, expand services, and strengthen partnerships. His expertise in leadership coaching, strategic planning, and mergers has been instrumental in improving care quality and operational efficiency. Co-author of Engaging the Heart of Hospice with Lacy Robinson, Greg emphasizes how funeral and cremation services can be meaningful extensions of hospice care.

A dynamic speaker, Greg inspires funeral and cremation professionals to embrace innovation, build lasting connections, and deliver impactful care for families navigating loss.

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