Posted By Administration,
Wednesday, November 7, 2018
Updated: Wednesday, November 7, 2018
The International Association of Pet Cemeteries and Crematories (IAOPCC) and the Cremation Association of North America (CANA) share similar values of dignity and respect in the care of the deceased and standards to maintain this level responsibility at all times. We’re pleased to present this post from our partner association about determining proper standards of care for our loved ones, no matter how many legs.
According to the 2017-2018 APPA National Pet Owners Survey, 68% of U.S. households own a pet, which equates to 84.6 million homes. In 2018, it is estimated that over $72 billion dollars will be spent in the U.S. on these pets for everything from food to vet care to grooming and boarding. Because most people see their pets as members of their family, they are often willing to pay more for their death care as well. Thus, it is reasonable to presume that they also expect their pets’ remains to be treated with the same dignity and respect we would use with their human family members. If that is what families expect and are willing to pay for, we must meet this expectation as pet death care providers or else face a growing potential liability.
While it isn’t imperative (or even practical) that pet death care be exactly the same as human death care, they should be treated similarly. This does not mean that pets should be embalmed, placed in $10,000 caskets and the costs should be in line with human services. But it does mean that, when handling the death care of pets, you need to establish policies, procedures and documentation that provides the same safeguards to ensure that the remains are cared for properly.
Pet Death Care: The Standard of Practice
So what standards of practice should providers follow? In order to determine this, we must first look at how standards of practice are determined. When we talk of standards of practice, there are two different standards that apply: 1) the Regulatory Standard and 2) the Civil Standard. The Regulatory standard is the standard that that is established through the applicable rules and regulations of the jurisdiction in which you practice. The Regulatory Standard establishes the bare minimums of practice, all of which must be met to be able to practice.
The Civil Standard is the standard that applies in a civil lawsuit. While the Regulatory Standard helps form the Civil Standard, there are other factors that can affect it. In short, the Civil Standard is: What the reasonably prudent operator would do under the same or similar circumstances. In certain situations, the Civil Standard could significantly exceed the Regulatory Standard. Ultimately, in a lawsuit, it is the jury that determines what the standard is and deciding whether or not the Defendant failed to meet that standard.
When it comes to damages in a civil lawsuit, the intent is to make the Plaintiff “whole” by requiring the Defendant who has been found to have been negligent to compensate the injured Plaintiff. The intent is to put the Plaintiff in the same position he or she was in prior to the injury.
Traditionally, only economic damages have been recoverable damages related to injuries to Plaintiffs for their pets. In other words, the amount recoverable for a wrongful cremation, for example, is the value of the pet (i.e., purchase price, etc.). This is because the pet is considered personal property the same as a car or smart phone.
However, the landscape is changing. Some jurisdictions are beginning to allow for other categories of damages other than economic damages, such as punitive damages and emotional distress damages. Many jurisdictions leave the door open for the possibility of accepting these damages in the future, should the facts of a case support them.
Therefore, when looking at which human care procedures and policies should be mirrored in caring for pet remains, we need to consider what the common pitfalls are, and essentially, it comes down to the big three: 1) Authorization, 2) Identification, and 3) Chain of Custody. In order to protect your business from the significant liability that can arise from these three elements, you need to focus on documentation including policies and procedures, authorizations, and chain of Custody. As a largely self-regulated industry, the pet aftercare profession has little oversight, other than environmental regulations and business licensing. Currently there are only two states, Illinois and New York, that have any legal standards for pet cremation.
Recognizing the importance of the big three, and of having a standard of practice for the pet industry, the International Association of Pet Cemeteries & Crematories (IAOPCC) began development of such a standard in 2009, and the project culminated in the release of the IAOPCC Accreditation Program in 2014. This is the first and only Accredited Program with published and recommended procedures for every step of the pet cremation process. With the introduction of this program, the IAOPCC has given the industry and the pet owner a measure of protection regarding the integrity of the pet aftercare processes from those pet crematories who seek out Accreditation and inspection.
From Standards to Accreditation
In 2009, a committed group of pet crematory professionals dedicated to identifying and promoting standards of quality care and procedures within the pet aftercare industry gathered to form the IAOPCC’s Standards Committee. These individuals, with a combined experience of more than 120 years, met monthly over a five-year period to develop the rigorous evaluations and standards. What resulted was a core set of Accreditation standards, processes, and a program of inspections that were copyrighted and rolled out across the United States, Canada, and worldwide to its Members. Since its inception, these worldwide standards have continued to raise the bar of excellence throughout the pet aftercare industry.
Under the IAOPCC Accreditation program, members are subject to a rigorous examination and evaluation of their services and operations. Through the program, pet crematories are evaluated against a pool of nearly 300 standards that represent the best practices in pet cremation care and pet crematory management. The IAOPCC Standards Committee continually updates the Accreditation standards to reflect the latest developments and improvements in pet aftercare, pet cremation techniques, records, cleanliness, staff and client safety, and a host of other areas essential to excellent pet and client care. Those Members who choose to achieve Accreditation through the IAOPCC have set their practices and standards at the highest level in the pet aftercare industry.
To become accredited, a business much meet certain standards of practice and pass inspection by their peers. Depending on the profession, the process can take time and commitment to changing policies and procedures – the IAOPCC requires almost 300 standards be met and documented. So why pursue Accreditation? Members of the IAOPCC began asking that question of themselves early on. Our family has been in the pet aftercare business for more than 46 years. Since 1972, we have taken care of pets and the people that love them. My father, Doyle L. Shugart, spent his life as a human funeral director in Atlanta, during which time he started Deceased Pet Care Funeral Homes. As a second-generation family business, we understood cremation and we felt sure we already had the very best procedures and processes in place, so what could Accreditation do for us? Turns out, it taught us more than we realized!
Once we began the process of reviewing all of our systems, processes and procedures, we quickly realized we actually had many of these in place – we just needed to document them! It gave our family and staff a tremendous sense of pride in evaluating ourselves at the highest level. Some other benefits we found during the experience:
- It provided us with challenging benchmarks in which to strive and achieve;
- We improved and refined many of our procedures, and this in turn resulted in our overall operations becoming more efficient;
- We saw immediate enhanced credibility with our clients, our community, and peers;
- It inspired pride among our Staff Members – There were “high 5s” all around;
- Our Staff members were encouraged in their leadership abilities and development and it was wonderful to have the teams’ achievements recognized once we received our Accreditation.
As Members of the IAOPCC for over 40 years, we’ve spoken to many members who have experienced the same results in seeking and achieving Accreditation with many questioning, “Why didn’t I do this sooner?” I recently read an article that appeared in Slo Horse News regarding one of our long-time IAOPCC Members, Christine Johnson of Eden Memorial Pet Care. “There needs to be a standard Code of Ethics in our industry,” explains Christine. “It just makes us all better and that is good for the Pet Cemeteries and Crematories industry.” Now that Eden Memorial Pet Care has set the bar for other California Pet Cemeteries and Crematories, their peers are coming to them for advice on how to get accredited too. This keeps Eden at the top of the pack when it comes to proper care and processes. “Now we have an association which says we are the best,” Christine states. “This means our customers, and the Veterinarians we work with, know we are doing what is best for the pets we provide end-of-life care for.”
Putting Standards into Practice
Accreditation can seem like a daunting task, and it certainly takes a lot of work, but the end result is worth the effort. The best way to begin is one standard at a time. Not sure where to begin? We suggest the standard that states that crematory operators should be certified. In 2016, CANA and the IAOPCC collaborated to create an all new Certified Pet Crematory Operator Program (CPCO), which has been offered annually at the IAOPCC Conference. Two years later, both groups are excited to announce the availability of this program online, making it even easier to meet the standard. And whether or not you go for the full accreditation, it’s best practice to train your operators. So take advantage of this new pet specific cremation program today, learn more at www.cremationassociation.org/PetCremation.
Being IAOPCC-Accredited demonstrates to your community and to your clients your ongoing commitment to excellence in every aspect of pet cremation care and management. So, why wouldn’t you do it?
For more information regarding the IAOPCC Accreditation Program, contact the IAOPCC Home Office at 800-952-5541, or firstname.lastname@example.org.
Excerpts taken from The Cremationist, Vol 50, Issue 1: “Pet Death Care: The Standard of Practice” by Chris Farmer. Special thanks to the IAOPCC Accreditation Committee for lending their experience and expertise to develop these standards, an important facet of our profession.
Announcing the Online Certified Pet Crematory Operator Program developed in partnership with IAOPCC and CANA. Pet crematory operators can now get certified online, on their schedule, at their pace and at home! This course coming soon – learn more at www.cremationassociation.org/PetCremation.
Donna Shugart-Bethune is part of the Shugart Family business of Deceased Pet Care Funeral Homes and Crematories located in Atlanta, Georgia. As one of the largest pet funeral homes in the nation, Deceased Pet Care has served pet parents for more than 46 years. Donna, who grew up in the family business, pursued her BBA from Georgia State University. Over the past few years, she has concentrated her efforts as the company’s Public Relations & Marketing Director.
In addition to the family business, Donna has served as the Executive Director for the International Association of Pet Cemeteries & Crematories (IAOPCC) for more than 8 years. Donna is a member of the Georgia Veterinary Medical Association (GVMA) as well as the GVMA Industry Council. Donna is certified as a Pet Bereavement Specialist, a Registered Pet Funeral Director, Pet Celebrant, and Pet Crematory Operator. Deceased Pet Care was voted Best Pet Cemetery in Atlanta Magazine, Nominated for Georgia Business of the Year, and is the recipient of the Chamblee Business of the Year Award.
processes and procedures
tips and tools
Posted By Administration,
Wednesday, October 24, 2018
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One of the best parts of an industry event is the opportunity to hear from your peers. We are a network of industry leaders who have seen it all, tried it, and know what works best. Fortunately, we’re almost as verbose in print as we are in person with hundreds of blogs from funeral director fashion to meticulous legal interpretation. So we decided to collect some of our favorite blog posts – the ones we recommend to others – into one list. No two voices are the same, and all offer a valuable perspective on our industry and some food for thought long after you’re done reading.
This post is tagged "business" and "cremation" and that's an apt description. Tom Anderson admits that updated pricing is not a cure-all for falling revenue, but he explains how a deliberate and thoughtful evaluation of your policies can lead to careful reasoning that will support your cremation families and encourage memorialization. There are ways to add value to even direct cremation packages without significant cost, which in the end often pays off as additional revenue.
The Bottom Line: Do you make it easy for families to plan with you? Do you educate while you assist in the arrangement room?
Short answer: sort of. Nathan Nardi post's stuck out to us because his look at social trends in US CDC data aligns with some of CANA's own research into the demographics of cremation families. Cremation families are typically highly educated and higher income while casketed burial families are typically homeowners who have lived in their communities for multiple generations.
The Bottom Line: What community are you serving and how does understanding them help you meet their needs?
Larry Stuart, Jr. knows exactly what the details of his service will be and, no surprise, he’s not shopping for the low-cost cremation provider. Like one of CANA’s most popular posts, Just Cremate Me, Larry reminds us that we can’t lessen the pain of those we leave behind, especially not through cremation-and-landfill method.
The Bottom Line: How can you show your cremation families that they are valuable and worth remembering?
You've heard it a million times, you have to educate cremation families. Whether it's because death is too sanitized, we're not trusted, general fear of mortality, or something else, as a society, we don't like to think about death. To many, cremation seems like the simplest way to avoid it but it can't be avoided. So Mark Allen of the Order of the Golden Rule provides a script to help.
The imagined conversation with John Q. Public (fully-bearded and chest out, no less) is as informative as it is funny.
The Bottom Line: What has worked best for you to tell cremation families why they matter?
Family protectiveness meets "professional empathy" in this post where Matthew Morian of the Millennial Directors, reminds us that it's the little things that make a difference to our families – even the direct cremation ones. The little details surrounding the arrangements become second nature to funeral directors and we often forget to discuss them with the family. But it's all those little details that the family craves, and often misunderstand or misconstrue when we gloss over them. Taking time to explain them is one way to set yourself apart from the competition when it comes to exceptional service.
The Bottom Line: You know that a typical work day for you is far from the typical day for the families you serve. How can you keep the boring part of your work fresh for the experience of your families?
Many people have theorized that our society experiences many "little deaths": moving away, our own or a loved one's divorce, changing jobs, and, in this case, the donation of a favorite stuffed animal. The CANA Historian, Jason Engler, is particularly suited to reflecting on how quickly things can change and encourages us to make each goodbye count for the families we serve.
The Bottom Line: No one wants to say goodbye, so what can we do to make that goodbye just a tiny bit easier?
Like most funeral directors, Glenda Standsbury hadn't preplanned. And that's surprising -- funeral directors advocate for preplanning, see too often the questions that pile up without a plan, and are reminded of mortality daily. After walking away from a major accident, Glenda felt that she'd escaped death once and reminds us all that "none of us should assume that we'll be here tomorrow to take care of the details."
The Bottom Line: It's not just your funeral to pre-plan, but your business and estate. Do you have a succession plan?
One of biggest values of choosing cremation is the time it gives the grieving to make decisions. ASD's Public Relations Specialist, Jessica Farren, shares her deeply personal story of grief and remembering her father for who he was. Her honest reflection and her descriptive style makes this story vivid and relatable.
The Bottom Line: Cremation is not just a cost consideration -- it's an immediate answer to a question of "what now?" that allows for services months, years, or a decade, after a death. How can you support cremation families throughout their grief journey?
This blog post from the Corporation des thanatologues du Québec (CTQ) addresses a problem we’re all too aware of: cremated remains going home. The post highlights a creative ad campaign run by Athos asking “Is this your last wish?” and encouraging people to contact a cemetery (in this case an Athos one, of course) to find a “placement of dignity and respect.”
The Bottom Line: We know from several recent headlines that risks of keeping the urn at home can lead to dramatic and depressing indignities — and that too many consumers don’t know their options for placement. How can you help your cremation families connect with the urn and educate about memorialization?
This new podcast from Wake Forest Law Professor Tanya Marsh is a new favorite among CANA staff. We couldn’t single out just one — simply take a look at the guests and you’ll see why. Tanya does a great job of surveying the wide range of death care movements and activities and providing balanced attention. Best of all, she doesn’t accept the press release story – she pushes for more, for statistics, and asks questions we all have. There have been just 13 episodes when we wrote this so choose whichever sounds most interesting or listen to them all – you can’t go wrong! (PS – Stay tuned and you may get to hear CANA’s Executive Director Barbara Kemmis soon! 😉 )
CANA Staff had a great time developing this list and there are plenty we left off that stand out in our minds: Is Smoking Cremains Abuse of Corpse?, Viceland’s Most Expensivest Celebration of Life, and Funeral Cribs among them. What are you reading and listening to that belongs on this list? Leave us a comment!
tips and tools
Posted By Administration,
Wednesday, September 26, 2018
Updated: Thursday, September 20, 2018
The Cremation Logs presents the first in an occasional series featuring guest posts from industry experts. Cody Lopasky is the Associate Dean of Academics and Distance Education Coordinator at Commonwealth Institute of Funeral Service and teaches both face-to-face and online courses. Lopasky enjoys writing and academic research; especially in regard to funeral service. He has published numerous articles, written a continuing education course for funeral service practitioners, and was a contributor for a funeral service education textbook. He is also a licensed funeral director/embalmer and a certified crematory operator.
We may see a time when burial becomes the new cremation – something chosen by only a handful of families. This was the norm for cremation only a few short years ago, and the same could be coming for burial. The trend toward cremation is nothing new, but what are cremation families doing? And what are we offering cremation families to achieve their goals?
Cremation families who keep their loved one’s cremated remains on display at home are willing participants in selecting merchandise, but scattering families (or the undecided) present a situation that can be vexing for both you and the family. Without a firm plan in place, how can you effectively guide them to a decision that makes sense? Should they even buy an urn, and if so, what type and when?
Plastic is a Choice, Not a Default
When an urn is not purchased at time of arrangements, most families receive their loved one’s cremated remains in the plastic “temporary container.” This gray or black plastic box can be presented to a family in a velvet bag, but it is still nothing more than a plastic box. Many cremation families are offered a package that includes a “temporary urn.” They may not be shown an example of a temporary urn and may not realize it is a plastic box, but they know they don’t want an urn from the selection room. Offering a temporary urn in a package is a business decision made by the crematory or funeral home; normally due to cost or necessity. On the other hand, some forward-thinking businesses have chosen to provide a spun bronze or cultured marble base option that can be upgraded or personalized. However, the decision to stick with the bare bones (pun semi-intended) should not be made in haste.
Of course, the funeral home wants the scattering family to get an urn because it can help pay the bills for the month and it’s also a more dignified choice, but choosing an urn is often the best choice for the family, too.
- Before scattering, many families have a service of some kind to memorialize the deceased. If the cremated remains will be present for the service (e.g. a ceremonial scattering or memorial service), then a dull plastic box may not be the best option.
- A family can report that their loved one preferred scattering, but we all know that services and merchandise are for the living. The deceased is no longer here to care. So, when you hear the word “scattering,” do not automatically assume that the family understands what that entails or is choosing a plastic box over an urn. The voice of practicality will say that a simple and disposable plastic box is all that is needed without the knowledge that these can be difficult to open and are not always resealable.
- Remember that there should be some thought that goes into choosing the container that will hold what is left of a family’s loved one. This is especially true for scattering since the exact date and time of that event is normally set much later. In fact, internal industry research has shown that roughly 80% of families that say they will scatter have not done so by 5 years after the death occurred. This means that if the plastic box was chosen, then it will be sitting on a shelf for some time.
Urn Options as Solutions
If we assume that a family has not scattered before (yet is planning to scatter their loved one), then they may not fully grasp what is entailed. So you, the funeral director, are just the expert they need. For the scattering families that desire something a little more, there are actually quite a few options that can be presented, for example:
- Asking a family where the scattering will take place is a great question with which to start. If they plan to do it on the water, then many suppliers and vendors now offer biodegradable urns that will actually float, sink, and/or disintegrate. Using one of these will keep the shore winds from blowing grandpa back onto the deck or into the crowd of family members.
- If the urn is to be opened for scattering, then ease of entry will be of great importance to the family. That $1,200 piano wood urn may look pretty, but the family may not want to remove 6 screws and scratch up the bottom before they are able to scatter. A good rule of thumb is to show scattering families urns that can be opened easily. Screw-top and chest urns are great examples.
- Most funeral homes do offer scattering urns, but they can have an inherent flaw that is unnoticed until the scattering occurs: What does the family do with it after they have scattered the cremated remains? This is an opportunity to present the features and benefits of different styles of urns for scattering.
- A family may not realize it at the time, but the oblong, sliding-top box that they purchased has no purpose to serve after scattering.
- The benefits of chest urns include attractiveness, utility, and (often) reasonable prices. Many chest urns either come with a plastic container already inside or they will fit the one from your crematory. Using these urns will allow the family to have a presentable container until scattering can take place, and then once it is empty, the chest can be used for a variety of other things, such as mementos of the deceased – old childhood photos, mom’s seashells, vacation matchbooks, dad’s army medals, etc.
- Psychologically, the empty container can serve as a quasi-replacement for a grave or niche.
- Obviously the two are quite different, but the positive benefits can be generalized to both. An urn (although empty) that held cremated remains is a tangible and physical reminder of a loved one. It’s an object around which survivors can reminisce and provides that missing link to the cremated remains which are now irretrievable.
An Opportunity for Education
In a world where cremation is taking over, we funeral directors need to change our thought process. The revered casket is now being replaced by the once-inglorious urn. Traditionally, picking out a casket was an integral and prominent part of the arrangement conference. This is now transitioning into the selection of an urn, temporary or permanent, for cremated remains. It is essentially the same concept (a vessel that will hold earthly remains) but on a much smaller scale and with nearly endless options. This is where a funeral director’s experienced advice can really be helpful. Scattering families (and those that are undecided but may scatter) often think that they do not need an urn. The passive funeral director will take this as a cue and move on without any more conversation on the topic. The active funeral director will discuss the options available to a scattering family and educate them so that they can make an informed decision.
Some client families may choose cremation because of the price, but that does not mean they want or need a plastic box – even scattering families. A funeral home’s operational success and sustainability will become reliant on the ability to properly offer and promote cremation merchandise and services. One area within the broad umbrella of cremation in which many funeral homes may fall short is with families who intend to scatter. It is easy to dismiss them as simply another family not getting an urn, and then, they in turn are led to that conclusion by the funeral director’s subtle cues and passive approach, but that is a missed opportunity. This is not simply about the bottom line but rather an opportunity to do what you do best – educate your client families and present appropriate options that meet their needs. If done correctly, this can make both sides of the arrangement conference happy.
Yes, some families will still go with the temporary container, but with proper guidance, the curse of the plastic box can be broken.
Cody Lopasky has an M.A. in Psychology and History from the University of Houston-Victoria, a B.A. in Psychology from Texas State University-San Marcos, and he is an A.A.S. graduate with honors and distinction from Commonwealth Institute of Funeral Service. As a student at Commonwealth, Lopasky was a member of the National Funeral Service Honor Society. He is a Texas-licensed funeral director and embalmer as well as a certified crematory operator. Starting in high school, and continuing after licensure, Lopasky worked at Schmidt Funeral Home in Katy, TX. He was employed there as a funeral director and embalmer for several years before joining the education side of funeral service in 2016 when he accepted a full-time faculty position at Commonwealth Institute of Funeral Service. Currently, Lopasky is the Associate Dean of Academics and teaches both face-to-face and online courses. Lopasky enjoys writing and academic research; especially in regard to funeral service. He has published numerous articles, written a continuing education course for funeral service practitioners, and was a contributor for a funeral service education textbook.
tips and tools
Posted By Administration,
Wednesday, September 12, 2018
Updated: Wednesday, September 12, 2018
Mitch Rose, CEO of The Woodlawn Cemetery, was inaugurated as President of CANA in July at our 100th Convention. Mitch has many plans for his term as president, primarily focusing on cremation memorialization and the ways our industry can work together, learn, and share what we know.
The following is an excerpt from a past issue of The Cremationist about the ways that funeral homes and cemeteries can come together to inform the public on the options and benefits of memorializing cremated remains.
The first thing that I think of with cremation memorialization is the old adage that the consumer who is interested in cremation memorialization doesn’t necessarily know what they want, but they do know what they don’t like, and in order to determine what they don’t like, they need to see it. So it’s important that the cemetery has a wide product offering to be able to show the consumer what those choices are and then to get a sense of what best suits their needs.
Lessons from a Glass-Front Niche Project
To widen our product offerings at The Woodlawn, we started doing some retrofitting. We found corners, interior mausoleums, and blank walls where we could put in niche banks. We added curved, glass-front feature niches. We held an internal sales contest and had the counselors themselves design what would go inside behind the glass front, bringing in memorabilia, picking an urn, etc. We were able to leave one of the sample designs there when the inventory went up, so people could see it, like a pre-furnished condo model. They looked at it and it gave them ideas.
We picked the center, heart-level niches and priced them like we would a heart-level or eye-level mausoleum. This equated to the price of a single crypt, which at first we thought was pretty expensive. But we discovered very quickly, by bringing the consumer to that site, that these niches were what people wanted. They saw other items—niches with lower prices at higher elevations—at a price point that was very inexpensive.
But when they saw the more expensive glass-front, heart-level niches, those sold first. That helped us discover that your expectation of what somebody else is willing to spend is a very dangerous thing. Never put your wallet in somebody else’s hands.
Funeral Home Relations are Key
We developed photographs of the sample glass-front niche I described above, including the memorabilia. These photographs were brought to local funeral homes and we spoke to them about what I think is one of the most important things about the death care industry—the fact that funeral homes and cemeteries are really in this together, especially when it comes to serving the cremation customer.
By offering glass-front niches, what we were able to do is demonstrate the value of memorialization, meaning those cremated remains are going to have a final resting place. Placing them behind glass absolutely changed the rules for the funeral home in terms of the urn. So we essentially took all our urns off the marketplace. We don’t compete with funeral homes on urns.
By working together, the funeral home and the cemetery reinforce the idea of memorialization. This is critical in the era of cremation, where many cremated remains end up at home. You build relationships with the funeral director so the funeral home and the cemetery realize they’re in it together, and an interesting thing happens. By talking about memorialization, the funeral director is also able to promote the idea of ritual and services. If you’re going to place cremated remains in a chosen urn, the probability that there will be a ceremony—of any kind—is increased, because you’ve created value to permanence. Permanence in memorialization infers the same thing as what happens in a funeral service. You create permanent memories of a final tribute to somebody who has passed. I think those interlocking relationships are critical as we continue to move into the era of cremation-minded families.
If you’re going to open a cremation garden, you want to make sure you have buy-in from your staff. Nothing is worse than investing in a particular inventory of additional niches or a mausoleum, and then your staff isn’t enthusiastic about it or isn’t showing it at the level of frequency that you want them to.
People are creatures of habit, so if your sales agents are more oriented to selling the top level of the mausoleum, or they always seem to show a particular ground burial area, it’s important to break that up a little bit. For The Woodlawn staff, doing this exercise of filling the glass-front niches with memorabilia was fun, it was interesting—it was amazing what we ended up seeing. And it gave them buy-in into representing that product to the families.
We do a lot of in-house training with our staff. Some of them have participated in coming to programs like the CANA cremation symposium, where they’re exposed to great speakers who can recharge them and create more enthusiasm. Even more important is the access to networking with their peers, because the challenges we face are pretty similar across the board.
Careful Planning and Thoughtful Design
The amount of space you need to develop cremation inurnment rites is probably the best news about cremation. It’s so small, and the amount of volume you can get into a relatively small area provides a great opportunity. That said, I have seen many cemetery sections for cremation that, unfortunately, over-capitalized on that density. The rites themselves were relatively restricted in overall size, but the proximity of each and every one of them was so close that the end effect, once burials were made and inscriptions were added, was a very condensed, almost cluttered look.
I think it’s important to make sure that you don’t overpopulate the size of your cremation garden – it’s a small area that will accommodate a large amount of cremated remains. That can be a very dangerous mistake and one that you have to watch out for before you get excited about how many cremation rites you can get in. The return on investment of an inventory development is certainly driven by the amount of units you’re getting into the confining space you’re developing – “If you want to maximize your return, put more units in! – but this can create a much denser environment. Aesthetically, that may not be as pleasing to the eye as it may appear to be on your financials. Be careful not to clutter the design. Be cognizant about how it will end up looking.
A good way to do that is through renditions. Today, most of the major suppliers will readily offer prospective renditions. They’ll take a picture of a particular area, then they’ll take it back to their office and bring you back a Photoshopped design with these particular items in these particular places. Other vendors are using 3-D renditions such as SketchUp, where you’re actually able to move in a three-dimensional sense, where you can actually walk through the design—a virtual tour.
There are many elements to consider with any construction, but in cremation memorialization they’re more important than ever. Certainly you have a manufacturer or supplier, many of which have design and build companies. There are benefits in using a design-build company in relation to one-stop-shop, cost, etc. You may also use an engineering consultant, because what looks good on paper may not necessarily translate physically into the known factors of your physical environment or your regulatory environment. But I think that often a final piece of that three-pronged approach to internal development is missed, and that’s an architect.
In the cemetery world, an architect might not come to your mind right away because you’re tending to use design- build, and perhaps an engineer or construction company. But the architects who we’ve found the most success with are those who don’t come from the cemetery industry, they come from the landscaping and building construction industry. What they bring to the table is a high level of awareness of space and spatial dimension to assess what it will feel like when people walk into this space. Is it going to feel like we put something in there that wasn’t there before? Or is it going to feel like what we have added was there all the time, and it’s a natural fit? I think it goes back to development of long-range planning strategies that will allow for the backfilling of interior portions of your construction. To be developed in the future, but with a retrofitted sensibility.
The tendency is, “I’ve been here x number of years, I know where these spaces are, let’s put up a niche bank, let’s get a design-build company, let’s just do it.” And I would advise everyone to really step back and realize that with long-term cemetery design— especially when it comes to cremation-minded families—creating an overly dense offering can really backfire. The independent-minded cremation consumer, who is questioning the need for a funeral home or wondering how to minimize the use of the funeral home in many cases, is not even assessing that a cemetery has to fit into this equation at all.
The Value of Ritual
These independent-minded consumers won’t come to the cemetery because they don’t see the need.
Eighty percent of these cremated remains are not coming to the cemetery. But 100% of the families are using a funeral service provider. So the funeral home environment is always going to be there to serve those who have lost someone.
In the cemetery world, we have a bigger challenge to even get them to think that the cemetery is something they might even want to think about. To do that, funeral home relations are going to become increasingly important. The value of memorialization at a cemetery really does interlock with the value of some kind of ritual.
Ritual is a pretty broad word. It doesn’t have to be religious, it doesn’t have to be ceremonial, but the ritual of paying respect to the loss of life with the survivors is important. How that plays out is, of course, pretty wide open. It can be tough for the funeral service provider to explore new trends in this very traditional industry—an industry, very much like the church, that is bound by past conventions. With more and more unchurched families, we find that they bypass the whole piece. They can do everything online.
Adapting and Engaging
I’m optimistic because in the history of business and America if you aren’t willing to change and meet that consumer need or consumer preference, that’s okay. Someone else will. And they will take the market. So I’m not overly concerned about what people are changing or how quickly they’re changing. My real concern is how do I adapt my entrenched methodologies, restricted by my long, thirty-year career? How do I get out of the box and reintegrate tools that I personally may not even use, like social media? I have to recognize that others use it so it makes sense.
The overhead of maintaining a cemetery is certainly difficult for an operator. But the value of a cemetery and its upkeep is really a reflection on the community. Your engagement with the community, especially now through social media, is really your only solution to keeping people engaged with the cemetery and keeping them open-minded about what you’re doing and what you’re offering.
At The Woodlawn, we’ve seen a gradual increase in memorialization, and, probably, a more dramatic increase in the average per sale. Because cremation-minded families mostly do not go to the cemetery and choose a memorialization, that’s even more reason to make sure that you have a wide range of offerings for the people who do come.
The full article appears in The Cremationist Vol. 51, Issue 1 as "Cemetery Memorialization in the Cemetery" — CANA Members can log in to see this and more articles from our quarterly publication. Not a member? Consider joining your business to access tools, techniques, statistics, and advice to help you understand how to grow the range of services and products you can offer, ensuring your business is a good fit for every member of your community – only $470!
Mitch Rose is currently Chief Executive Officer & President of The Woodlawn Cemetery in Bronx, New York and President of CANA. During his 30-year career in death care he has actively managed medium to large cemeteries, funeral homes, and crematories in the South, Midwest, and Mid-Atlantic regions for Service Corporation International for 9 years and Carriage Services for 11 years. Mitch joined the executive team of The Woodlawn Cemetery, a National Historic Landmark, as Vice President in 2010. Mitch was a professor at the ICCFA University in Memphis for 8 years, and is also a proud member of the Historical Cemetery Alliance & the Cemetery Council.
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Posted By Administration,
Wednesday, August 22, 2018
Updated: Wednesday, August 22, 2018
Everybody knows some of the challenges we have in the industry right now, and that 2016 marked the first time there were more cremations than casket burials. Now, as we approach 2020, the cremation rate in the US is expected to be about 56%. This is one of the biggest challenges we face every day. Additionally, studies show that the percentage of people who feel a religious component is necessary to their service is declining rapidly. Five years ago it was about 50%, this year it’s about 40% -- a loss of about 10% of people who feel a need for a traditional religious component to their service.
Some more challenges: 70% of baby boomers do not want the same type of service that their parents or grandparents did and 62% want a much more personalized approach. Many of us, even some reading this, still only offer the very traditional services that we offered several years ago: 90% of cemeteries and funeral homes only offer very traditional things. So though consumers say they want something different, we offer them the same. We have a traditionalist mentality and the statistics mentioned above support that.
This one is probably our fault: 68% of families want an organized gathering of some sort, but only 16% know that they are able to have one. We’re the ones that said “Hey, let’s call this direct cremation and we can sell this for $495, $595, $695, $795 – cheap, cheap, cheap, cheap!” Finally, about 70% of families know they have an ability to be in a cemetery. I grew up in cemeteries, I’ve been in the cemetery business for 30 years – that statistic drives me absolutely nuts. We need to evaluate all of these challenges and find strategies to overcome them.
Strategy: Relevant Offerings
When we talk about relevant offerings, we need to give people a reason to see us other than visiting a loved one. In order to do this, you need to produce some relevant offerings at your location.
In cemeteries, I suggest having multiple products in one area: in-ground, above-ground; multiple price points – 6 or 7 is a good number (less and you look like a tightwad, more and you’ll confuse not only your families, but your staff as well); personal and private. Picture a planned community with some private homes, clusters of quad homes, and then a high-rise condominium that houses 800 people. You have a couple options as you flow through the space. But again, you have to make sure that you are giving people a reason to come visit you without visiting their loved ones. And it can be done.
Many businesses in our industry are opening their doors to other events. The right space can be used for a field trip, a wedding, and other community events. Relevancy is something we need and lack in this industry and we have to get out of our own way sometimes.
Offering food and beverage is one of the hottest trends in this industry. We’re trying to find ways, especially with our cremation consumer, to create value in what we do. Remember only 16% of families know they are able to have a gathering but 68% want one. How can we bridge that gap? It’s simple, folks: when a death occurs, between the death and when the service or cremation occurs, people eat an average of 7-9 times. That means we have 7-9 times to serve a family other than “Hey, how about a direct cremation today? Great, hand me your $695 and let’s go home.” Valuation consultants estimate that if you were to add just 12 hospitality services a year, it could bump the value of your business up $400k. With 12 a year at $600, that increases your sales and the value of your funeral home or cemetery.
Keep in mind that hospitality is a strategy. You’re not selling food, you’re not selling beverages, you’re not selling your room rental. We have to stop thinking like that. You’re selling experience and convenience. A widow who just lost her husband of 60 years has family coming in but the last thing she wants to worry about is how she’ll feed them. It’s an added stressor, so offer food trays and include it with the service or with the opening/closing fee. It becomes an automatic add-on – provide a nice platter to the family every time they come in. Stacie Schubert corporate catering for SCI, and she says “catering is for the busy, not the affluent.” Change your mindset. We think, “Catering? That’s going to be really expensive,” but it’s for people who are too busy to worry about eating the 7-9 times after a death occurs and before a service happens.
How can we plug in hospitality as part of what we’re doing? We don’t have to, but I can promise you somebody is. It may be your local hotel, country club, banquet halls, and restaurants. Every one of them is in the funeral home and cemetery space getting $1,500 for the ballroom plus food and we have the same facilities and can do the Same. Darn. Thing.
We need to create a space to hold a non-traditional funeral service. Today’s consumers are telling us repeatedly that the days of having a visitation from 6-8pm, a service at 8pm, and a graveside the next morning are done. We’ve got to find a way to meet the needs of the consumer instead of always saying “Here’s how I’ve always done it, I’m going to continue to do it this way.” I heard a joke recently,
How many cemeterians does it take change a lightbulb?
My granddaddy put that lightbulb in 40 years ago, why would I need to change it?
Provide a full catering package, and think past the funeral luncheon. A lot of people are following the family home with food after the arrangement conference because food is the last thing they’re thinking about after they just signed the authorization to cremate Dad. But they need to eat – they physically need to eat. So, people are following them home.
Give people what they want. I’m not saying you need to go out and build a huge facility, most people are retrofitting what they have.
None of this really matters unless you’re able to get the word out effectively. If only 16% of families know they can memorialize somewhere, we’re not doing a good job educating people about what their options are and about what we have to offer. We do a great job saying “direct cremation: $495,” but we don’t do a good job everywhere else. We have to be able to show we’re the experts, but more than that we have to be able to humanize ourselves to them. We’re not just creepy funeral directors, crematory operators, or gravediggers.
Did you know that YouTube is the second biggest search engine after Google? People are going to YouTube for information, 3 billion searches a month, but how many of us have an active YouTube channel? And how many people have an active email campaign? What about tying to a social cause? Giving a percentage to a charity or foundation – how hard would that be to do? You say “it’s not really relevant, John. These Boomers don’t care about that.” But guess what happens when a death occurs? They sit down with their kids or their grandkids and say “what are we going to do with Dad now?” And one of the kids, one of the 25- or 30-year-olds, googles “cremation” and sees a direct cremation for $495. So it’s not just the 80 year old person that we are serving anymore, it’s a whole lot of layers underneath that 80 year old person. And the younger generations do care about those kinds of things.
One idea is to get a cremation “genius” on your funeral home or cemetery staff – someone who specializes in cremation. Roll with me here – it’s not just how the crematory works, it’s “Oh, you want to wait and do this 6 months later? Okay. We’ll cremate Mom now, hold her here. Here’s a list of hotels, caterers, cemeteries and we’ll put this together and in 6 months we’ll have a service.” It’s similar to how you walk into an Apple Store and you talk to a “genius” and they know everything there is to know about their product. But in our funeral homes or cemeteries, we have one person who does a lot and they have to know everything. Yet with cremation we're generalists – we’re not focused on knowing everything there is to know about the process, what drives the cremation consumer, what they look like, or what pushes their buttons. But it’s what people expect.
Everyone knows the old adage that value has to equal price, but I’ll take it a little further: the perceived value has to equal the price. Sales 101 in two paragraphs:
People buy for two reasons: to get rid of a problem they don’t want or to create a result that they want but don’t have. It’s that simple. Think of your position in your marketplace with your pricing just based on that. Now let’s break that down a little bit more. You’re selling utility, the value of your product. You don’t buy a can opener to sit and be pretty, you buy it to open cans. Consumers don’t pay for products, they pay for what the product does. We have got to define our added value. We have to create something significant for people we serve. A lot of cremation is low-cost, cheap and easy. I’m not saying it shouldn’t be that way, but you can still create value for “cheap and easy.”
People buy from you for two reasons: they like you and they trust you. If they like you and trust you, they’re going to buy from you. If they don’t, they won’t (or they might, but not much). Once they see the utility behind what you’re doing, they want to see the credibility. Once they think you can deliver what they want you to deliver, they want to make sure it’s relevant to them. This is often the most crucial stage in closing the deal. To successfully get through this phase of the sale, two key skills are required: the ability to question skillfully, the ability to listen carefully. Part of our biggest problem in dealing with the consumer is not listening. We already know. We’re programmed with what we’re supposed to say. When they skew, we try to bring them back.
So, dig a little deeper. Ask questions and listen to their answers: “Tell me about yourself and your family.” Push the papers, the contract away and ask them to tell you about them. Even with a direct cremation, do this and build value.
“If you could design the perfect way to remember your loved one after they are cremated, what would it look like?” Don’t just show them the 14 urns in the catalog or on the shelf, ask them to describe what the urn, the service, the keepsake would look like. Then make relevant suggestions and create value.
What do you do?
Make a plan.
Understand where you are, create a baseline. Take the key points from this post and create a strategic plan to get where you want to be. Decide what changes you would like to make and how you are going to make them. Focus on something you could implement immediately, then focus on the short term. “When I’m at the CANA convention next year, where do I want to be?” Set a target or improvement goal. Make the beginning something easy to create value. But then set the long-term goals and figure out what you need to do in a year to make it happen. Then, make it happen.
This post was transcribed and edited for length and clarity from John Bolton's presentation at CANA's 100th Annual Cremation Innovation Convention on July 27, 2018 at the Fort Lauderdale Marriott Harbor Beach Resort & Spa in Session 7 • Beyond the Niche: Creating an Effective Cremation Development Strategy, to lead us past the “If we build it, they will come” philosophy and break down the ins and outs of developing a true cremation strategy to effectively meet the needs of today’s non-traditional cremation consumer.
With a wide range of valuable networking and educational opportunities, the CANA Convention featured sessions that examined the last 100 years of CANA conventions and growth in cremation, evaluated where businesses are today, and focused on the next 100 years by providing strategic and practical information for long-term success. Missed it? You can access John's full presentation recording and all other speakers' wisdom on our Learning Management System. View session descriptions and pricing here: gocana.org/CANA18.
Save the Date for CANA's 101st Annual Cremation Innovation Convention in Louisville, Kentucky July 31-August 2, 2019.
John Bolton is President of Blackstone Cemetery Development, which specializes in the planning, development, construction and marketing of cremation garden areas and digital mapping. With over 15 years of cemetery development experience and 30 years in the death care business, John has designed and/or implemented over 500 cremation development projects across the United States. During his 30-year career, he has served in almost every facet of the industry. He has actively managed and owned medium to large cemeteries, and funeral home/cemetery combo’s in East Tennessee, and Southwest Virginia.
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