Mar-Apr 2014 - The Bulletin

March-April 2014
Best Practices
in Pet Loss
Services
Our Members Share
Their Experiences
Pages 2-6
ALSO IN THIS ISSUE
•Spring Management Summit Speakers Kip Johnson and Courtney Gould Miller
Share Tips on Web-based Technologies
• Selected Study Groups Enrollment to Open in April
•Management Comparative Program Provides Comprehensive Report to Participants
• Funeral Rule and Golden Rule Both Apply to Third-Party Casket Providers
Board of Directors
Lance C. Larkin, President
Salt Lake City, UT, Group 6
801-363-5781
llarkin@larkincares.com
March-April 2014
Best Practices in Pet Loss Services
2
4
5
2
Scott Pridemore: Dignity and Professional Care
4
Jodi Clock: Your Business Model and Value Proposition
5
Peter Burton: Your Connections and Costs
6
Rick Harris: Understanding Your Market
Also in This Issue
8
Spring Management Summit to Feature Compelling Line-up
8
Upcoming Selected Meeting Schedule
9
AnnYager McCrosky: NextGen Professional of the Year
W. Bruce Tannahill, Secretary-Treasurer
Owen Sound, ON, Group 1
519-376-3710
wbt@tannahill.com
James H. Busch
Cleveland, OH, Group 2
216-741-7700
jhbusch@buschfuneral.com
R. Bradley Speaks
Independence, MO, Group 4
816-252-7900
brad.speaks@speakschapel.com
Mark T. Higgins
Durham, NC, Group 3
919-688-6387
mhiggins@hallwynne.com
J Mitchell
10 Kip Johnson: Leveraging SEO, Web Analytics and Ads
Kilgore, TX, Group 5
903-984-2525
jmitchell@raderfuneralhome.com
6
12 Courtney Gould Miller: Why Funeral Directors Should Blog
Adam B. Robinson Jr., Ex Officio
10
17 Management Comparative Provides Essential Data
12
19 Selected Educational Trust News
16
20 Member Profile: Eric Keyser
14 Selected Board of Directors Seeks Nominations
16 Selected Study Groups Enrollment Opens in April
18 Sarah Pojanowski: Funeral Rule and Golden Rule
Both Apply to Third-Party Casket Providers
Pine Bluff, AR, Group 5
870-534-3131
ralphjr@seark.net
Executive Director
Robert J. Paterkiewicz
Deerfield, IL
1-800-323-4219
robp@selectedfuneralhomes.org
Our Membership
22 Member News
Our Preferred Partners
7
Pet Passages
15 Federated Insurance
23 C & J Financial, LLC
24 Messenger, Inc.
25 Live Oak Bank
Back Cover
Aurora Casket Company
selectedfuneralhomes.org
©2014 Selected Independent Funeral Homes
The Bulletin
Volume 97, Number 2
The Bulletin (ISSN 1533-7197)
is published bimonthly by
Selected Independent Funeral Homes,
500 Lake Cook Rd., Suite 205,
Deerfield, IL 60015
Periodical postage paid at Deerfield, IL.
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members of this organization are solicited.
Address all correspondence
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SELECTED VIEWS
Overcoming Funeral Service Inversions
By Lance C. Larkin, President
I express my sincere gratitude to so many of you
who remembered me and my family at the time of
my father’s passing in January. My Selected friends
and colleagues were so gracious and supportive
during this tender time in my life. I appreciate all of
the contributions, floral offerings, sympathy cards,
phone calls and visits. It was truly overwhelming to
experience your love and support. Even though we
work every day in serving and helping those who have
suffered a loss through the death of a loved one, it is
still personal when it is one of your own.
Funeral work can be an awful lot like the
inversion. Funeral work never stops; it is relentless,
24/7, 365 days a year. It is tough dealing with grieving
families and always trying to help them through some
of the darkest and most difficult times of their lives.
Beside serving families, we all have to run our
businesses. There are taxes and bills to pay, human
resource and labor issues, family politics, other
companies to compete against, building for the future
and succession planning. Sometimes I feel like there
is an inversion of challenges and problems that I face
every day in running our business.
This time of year in Utah, we experience a thermal
inversion in our high mountain valleys. Because our
valleys are totally surrounded by mountains, all of
the cold air gets trapped at the bottom when a high
pressure system is over the West. This causes a dense
fog which traps all of the pollution, and we can go for
weeks without seeing the sun. People with any type of
lung disease or breathing disorder are advised to stay
indoors during this time of the year. You might have
noticed on the news that Salt Lake and surrounding
valleys reportedly have the worst air in the nation
during the winter months.
I have learned that the smorgasbord of programs,
tools and meetings that Selected has to offer is like
an anticipated weather change that can clear the
air. I always feel reinvigorated after I participate in
a Selected Group Roundtable or attend our Annual
Meeting or use any of the tools that make us better.
My association with Selected uplifts my spirit and
helps me survive the inversions. I can then turn
that renewed energy and enthusiasm into a catalyst
for helping our staff and the families we serve to
withstand or to remove themselves from their own
personal inversions.
Ever since I was a child, I have dreaded the
inversion that we always experience. Needless to say,
these weeks can be very discouraging and depressing,
since the sun is not visible. There only is one way
to break up the inversion and get fresh air into the
valleys. A storm comes through and brings moisture
in the form of snow or rain to clean up the air.
Sometimes we have to wait and wait for a storm strong
enough to do the job.
I challenge all of us to take advantage of the various
programs, meetings and tools that we are blessed to
have through our membership in Selected. I promise
that if you put forth the effort and commitment in
2014 to get more involved, you will see success on
your bottom line, and you will have a lot more fun
during your journey of being a deathcare professional.
I know that Selected will help you successfully
weather the challenges of your personal and
business inversions. s
There is also one other way to escape the inversion
period. That is to drive up our canyons to the top of
the mountains where the ski resorts are located. The
inversion is below the tops of the mountains, and the
sun and blue sky are in full force on top. I love to go
skiing during the inversion time of the year, so I can
see the blue sky and sun. I always return to the valley
regenerated and ready to tackle the tasks at hand.
1
PET LOSS CARE
Dignity and Professional Care are Key to Establishing
Relationships with Veterinarians and Serving Pet Owners
Scott C. Pridemore is a
third-generation funeral director
and Assistant Manager of the
Hippensteel Family of Services in
Lafayette, IN. He recently spoke to
The Bulletin about his firm’s pet
loss services.
developed our internal systems,
paperwork, etc. From there, it was
a matter of not giving up until we
got connected with more vets, but
it’s a process that can take a while.”
grief of pet owners. That grief is
the same as is felt at the loss of a
human family member, and that’s
exactly what a pet is—a member
of the family.
What can be done
to get vets on board?
How long have you been
providing pet services?
“In our case, the other pet
cremation provider in our area was
doing a pretty
good job. So our
challenge was
determining how
to differentiate
ourselves. If vets
are happy with
their current
Scott Pridemore
provider, what
would it take to
make them try our service?
“So our approach was to focus
on our leadership in this area. We
were determined to out-service our
competitor and provide better care
in all aspects. Families that choose
a private cremation for their pets
receive the cremated remains in
a beautiful wooden urn, along
with a certificate of cremation
and a certificate identifying our
company’s donation to the Purdue
University Veterinary Teaching
Hospital on their behalf. We also
include a Blooming Remembrance
seed memorial and a brochure
about pet loss grief. These all are
delivered in a handsome bag to
the family. This is part of what
distinguishes our services.
“We are now starting our
eighth year. During our first year,
we did 59 pet cremations; last
year we did 2,029. The business
has grown much faster than we
anticipated, and that has brought
with it some unique challenges.
“At the NextGen Seminar held
in January, we had an open-forum
discussion about pet loss care.
There were a lot of questions about
how to get started. I told the group
I started with my personal vet. I
asked if he would be willing to
help us; and we worked with him
exclusively in the beginning, as we
2
“The answer came directly
from our funeral business. We are
natural caregivers in the realm of
death and grief, and that’s what pet
owners need as well. Veterinarians
are not equipped to deal with the
“I also have catered lunches
for vet clinic staff to meet with
them and explain our services.
We have a promise of picking
up pets within two hours of
notification as well as delivering
them back within two business
days. We can react much faster
than anyone else, and this really
sets us apart. But this still may
not be enough to sway some vets,
so my biggest piece of advice is
to keep after them. Don’t give up
just because they don’t come on
board right away; it takes time.
We still are working on getting
some vet clinics here in Lafayette,
eight years into our program.
But we don’t give up. We work
on establishing new contacts and
maintaining relationships.
“I have to admit to wondering
early on if it was such a great
idea. We were struggling to get
vet clinics on board, and I was
nervous. But once it started to
take off, the momentum was
amazing. I went from not being
sure, to wondering why I even
questioned it.”
How important is it to
have a distinctive brand
for pet services?
“I think it’s very important
for marketing and consumer
recognition. We named our service
Pets Remembered and created a
logo for it. Every document we
produce bears that identity.
“And now, we are working on
creating an overall brand, the
Hippensteel Family of Services,
which encompasses our funeral
home, Pets Remembered, our
monument company, our budget
funeral service division and our
resource for grieving children.
Each has its own identity and
is co-branded as part of the
Hippensteel Family of Services.”
“We are natural caregivers in the realm of death
and grief, and that’s what pet owners need as well.
Veterinarians are not equipped to deal with the grief
of pet owners.”
Is your community starting
to recognize the value of
Pets Remembered?
“Every Monday, we send a
questionnaire to the pet owners
we have served in the previous
week, and we get about an
80-percent return. Owners
express their appreciation for the
care and dignity their pets receive
from us. That feedback is what
keeps us motivated, knowing
these people see us as more than
just a disposal service.
“Our pet services also are
bringing business to our funeral
home. At the NextGen Seminar,
I shared one case about a young
couple we served through Pets
Remembered. They were new to
the community and did not have
a preference in funeral homes. So
when they lost their infant child,
they called Pets Remembered
for advice. We immediately had
a Hippensteel funeral director
contact them, and we were able
to serve that family because they
so appreciated what we did for
their pet.”
“Part of the Hippensteel Family
of Services branding also means
everyone answering the phone
knows how to direct people to
all of our services. The transfer is
flawless, and customers come to
understand everything we can
do for them.”
Have your business
procedures changed at all
over the years?
“They have evolved as the
business has grown, and we
find new ways of doing things.
I have to give credit, though, to
Paul and Michelle St. Pierre and
Wilson St. Pierre Funeral Service &
Crematory in Indianapolis. Much
of what we do comes directly from
their best practices and what they
have done very successfully for
many years.
“We also encourage our staff to
make suggestions. At first, we didn’t
use the Blooming Remembrance
card [see photo on page 2], but one of
the girls in our office asked to look
into it. It turned out to be feasible,
so we now include it with every
private cremation.”
Is there anything you
advise against doing?
“Yes, if you want to be seen
as dignified and professional, I
strongly suggest not using the
common tin urns. We’ve had so
many people come in and exchange
that type—received from other
providers—to the nice wooden
ones we offer. When owners have
cremated remains of more than
one pet, they sometimes even seem
embarrassed to have one in a tin.
A nicer urn really is appreciated,
and it provides the family with the
dignity their pet deserves.”
What kind of role does your
pet business play in your
overall operation?
“At this point, it plays a very
important role. As the pet business
grew, it was more acknowledged
in the community and became
more viable. During the first four
Concludes on page 7
3
PET LOSS CARE
Becoming a Pet Loss Care Professional
First Identify Your Business Model and Value Proposition
By Jodi M. Clock, CPLP,
Clock Funeral Home and
Clock Timeless Pets, Muskegon, MI
If you are a funeral home
owner looking to start a pet
loss business, it’s imperative
to do your homework first,
understand your demographics
and competition, and decide on
your business model. Do you want
it to be business-to-business—a
pick-up point for vet clinics?
Do you want a business-toconsumer operation—a boutique
business that deals directly with
consumers? Or do you want both?
That can be done, but different
branding is highly recommended.
Before actually jumping in and
making a significant financial
investment, my husband, Dale,
and I did a trial run to see if our
community was receptive to the
business-to-consumer model we
had chosen. Once we understood
the look and feel of our business
model, the rest wasn’t exactly
easy. But it enabled us to clearly
identify what Clock Timeless Pets
was to be. It also helped us clearly
determine our value proposition—
why pet owners—or as we call
them, pet parents—should use us.
The biggest obstacle for us to
overcome was, and still remains,
partnering with local veterinarians
and vet clinics. There are a lot of
reasons for this, but the primary
one is that, prior to Clock Timeless
Pets, other providers would cut
deals with vets on the side, such
as providing refrigerated storage
4
or even a volume-based incentive.
This type of business practice goes
against our value proposition,
so we will not even entertain
this conversation.
Simply stated, it’s our belief
that the doctors of veterinary
medicine do a fabulous job taking
care of a pet’s life—right up to the
very last breath, if euthanasia was
involved. However, after the death,
it’s time for them to step aside and
make a referral to a business with
trained experts in pet loss grief, pet
cremation and pet memorialization.
If a human went to an
emergency room and died on the
operating table, would the surgeon
come back to the family and say,
“I’m sorry, we did everything we
could. I understand you weren’t
expecting this kind of outcome.
However, to make things a little
easier, I know a funeral director I
can have come and pick up your
loved one some time this week.
They will cremate the body, and
then you can either come back
to the hospital to pick up the
cremains, or you can elect to not
receive them at all. Would you like
me to arrange this?” This has been
the only solution pet parents have
had, other than backyard burial.
But now they have a choice.
Jodi Clock with her dog, Ernie, the Clock
Funeral Home certified therapy dog.
Muskegon Chronicle photo by Ken Stevens
I feel there is a bright future
for pet services in the funeral
profession. However, I’m not
convinced all funeral homes
should get into the pet business.
Why? It’s a different type of
customer. The pet arrangement
conference is vastly different
from a human one. Funeral home
owners need to have their eyes
wide open and look at this as a
business that can be profitable
or at least break even. But the
upfront investment is high;
getting into the pet business is a
process, not an event.
Unnecessary exposure to
financial risk and lack of
self-imposed standards are
probably the biggest mistakes that
can be made. The Funeral Rule
does not apply when opening a
pet loss business. Consequently,
Concludes on next page
Jodi Clock is a Certified Pet Loss Professional (CPLP). She and her
husband, Dale, own and operate Clock Funeral Home in Muskegon, MI.
In 2005, they founded Clock Timeless Pets, and they bought their own
pet crematorium in 2010. Jodi is the marketing chair for the leadership
team of the Professional Pet Loss Alliance (PLPA), iccfa.com/groups/
pet-loss-professionals-alliance, and an educator at the PLPA College for
people wishing to enter the pet loss care profession.
Jodi Clock, from page 4
pet cremation fraud is happening
everywhere. I believe crematory
operators should be required to
have the proper chain of custody,
general price lists and handling
procedures just as we do on the
human side. The best advice I can
give is to be transparent. A pet
loss care provider should never
be afraid to have a pet parent
unexpectedly come to see where
and how their precious furry child
is cared for.
The International Cemetery,
Cremation & Funeral Association’s
sister association, the Pet Loss
Professional Alliance, iccfa.com/
groups/pet-loss-professionalsalliance, has done an incredible
job of teaching the fundamentals
to pet loss professionals interested
in being the best. It also has
established a Certified Pet Loss
Provider designation for pet
arrangers. The majority of pet loss
operations are not qualified to deal
with the grief component of the
business. Pet grief is very real not
only for the pet parents but also
for the other pets in the house.
Our staff has seen pet parents
become more distraught and grief
stricken over the loss of a pet than
a human family member.
If you’re thinking of starting a
pet loss service, get involved in the
pet community first, and test the
waters before jumping in. If you
develop a business-to-consumer
model, you can count on calls from
pet parents at all times of the day
and night. Pets, just like people,
rarely die when it’s convenient.
Make a business plan, and
follow that plan. It requires some
patience, but when the business
takes off, it will run fast! s
Attracting Local Vets, Controlling Start-Up Costs
Critical to Success in Pet Loss Services
Peter J. Burton is President of Burton Funeral Homes
and Crematory in Erie, PA, and a fifth-generation
funeral director. The Bulletin asked him about his
firm’s pet services.
You’ve been providing pet loss services
for quite some time?
“Yes, we’ve been doing pet cremations for 30 years
under the name Pet Loss Services by Burton. We’re
in a small market, but we now do about a thousand
cremations a year. In 2007, our business had grown
to the point that we installed our own, separate
pet crematory.
“We affiliated with Pet Passages a couple years ago
to provide additional web presence and to connect
with a local clinic that is part of the Banfield Pet
Hospital network. Pet Passages has partnered with
PetSmart and Banfield in our area, and we wanted to
be a part of that association.
“Over the years, I’ve had a lot of people ask me
how we developed our pet business. My number one
response is, you have to partner with the veterinary
clinics and have good working relationships with
them. I’d say 65 percent of our business has come
through veterinary clinics, and that has really
helped us grow.”
What has been your
greatest challenge?
“It’s hard to get in and meet with
veterinary clinics. There are about
ten in the Erie area, and we only
work with five on a regular basis.
“If you are wanting to add pet
Peter Burton
services to your funeral business, a
good place to start is by talking with your own vet and
those of your employees. Get vets to weigh in before
you make an investment and get into the business.
“When Rick Haisley, owner of Haisley Funeral and
Cremation Service in Fort Pierce, FL, wanted to start a
pet cremation business, he had his daughters,
Lee Anne and Quinn, come up to see our operation.
He also met with all of his local vets and found there
was a need for prompt, professional service in his
market. He’s only been in it a year or so, but he’s very
glad he did it.”
What is unique about your operation?
“Any number of providers can offer common,
once-a-week pick up and two-week delivery,
but we try to provide the same dignified, caring
professionalism and prompt service to our pet clients
Concludes on page 15
5
PET LOSS CARE
Starting a Successful Pet Loss Care Business:
Understand the Dynamics of Your Local Market
Rick Harris of Paul W. Harris Funeral Home in
Rochester, NY, helped develop his firm’s successful pet
loss service, Pets at Peace by Harris Funeral Home. In
the Nov.-Dec. 2013 issue of The Bulletin, Rick explained
how this became the foundation for Pet Passages, a
select network of family-owned and operated pet loss
care providers. In this issue, we continue the interview
as he shares some of his firm’s experiences.
What has been Harris Funeral Home’s
experience in the pet loss business?
“It’s been very rewarding, not only
from the ever-important financial
perspective but also because of the
satisfaction of providing high quality
pet loss services to our families.
A funeral business is built on
relationships, and through our pet
division, we have developed many
Rick Harris
new relationships with veterinarians,
nurses, technicians, as well as pet owners in
our community.
“Through our pet business, we are gaining more
trust within our community as a whole. Trust is the
key to relationships, and relationships drive business
growth. The result of forming these new relationships
has been a measurable increase in both our at-need
and preneed volume at the funeral home.
“I honestly can say we have received nothing but
positive feedback. I believe that’s because we took the
time to do it right and to understand the motivators
of our potential customers. Frankly, I wish we would
have made the decision to move forward on the pet
business years ago. I can’t tell you how many times
people stop into our facilities to receive their pet and
say things like, ‘I’m so glad you offer this service,’ or
‘If this is the service you provide for pets, I can only
imagine what you do for people.’
“We receive a significant number of thank-you
cards—as many or more than from our human-loss
families. We’ve even had people set up appointments
for prearrangements because of their experience with
our pet loss business. From a bottom line aspect,
Harris Funeral Home is averaging 15 new families per
year as a direct result of our pet services.”
What is the single best thing a funeral home
can do regarding pet loss care?
“First and foremost, you have to remember that
the majority of your competitors in pet loss are likely
not funeral professionals. This means they generally
are not licensed, have minimal or no training and do
not possess the level of professionalism associated
with independent funeral service providers.
Understanding this key difference, and using that
information to set the foundation of a pet loss
business, is critical to success.”
What do you see as the greatest challenge
to operating a successful program?
“Like any business, the challenges differ depending
upon the market, but some things that may pose a
significant challenge are staffing, gaining market share
from established competitors and logistics.
“Probably the biggest mistake made is not properly
understanding your market, not identifying your
competitors and not knowing the nuances of the pet
loss business. Having this information and knowing
what to do with it allows you to position your business
to leverage your strengths against your competitors’
weaknesses. Although this can be done by anyone
willing to expend the proper amount of time and
energy and ultimately learn from their own mistakes,
it’s more efficient with the help of people who have
successfully done it themselves.”
How would you help a funeral home owner
get off to a good start?
“Each situation is unique, so I would start
by understanding the market and the person’s
motivators—the reasons they are thinking of starting
Concludes on page next page
6
Scott Pridemore, from page 3
years, we didn’t even come close
to making a profit. But in the
last two years, we’ve turned the
corner. However, it’s more than
just making money, it also is a
wonderful marketing tool for our
family of services.”
So you feel this is a viable
business to get into?
“Absolutely! As the funeral
profession changes, there only are
a few ways to grow your business.
Every market has a limit on how
much increase in call volume it
can support. You can expand and
acquire firms in surrounding areas.
Or you can diversify with pet
loss services that are very similar
to what we already do but also
unique in many respects.
is other events like weddings
and receptions. I think the future
of our business is being able to
diversify into new areas. And
that’s why I think the pet business
should be embraced. It certainly
opens up opportunities to connect
with families you might not
otherwise serve.” s
“Something else talked about at
the NextGen Seminar—and I saw
it just the other day on Selected’s
electronic discussion Forum—
Rick Harris, from page 6
a pet loss business. As I explained previously, the
Pet Passages network offers affiliations and unique
benefits to help business owners succeed in pet
loss care. [See The Bulletin, Nov-Dec 2013, pp. 8-9] There
is absolutely no cost to talk with us, and we can
help people start thinking about their options. We
provide a list of questions to answer that provide a
better understanding of the situation and allow us
to recommend whether a pet loss service is right for
the market. If we mutually determine it’s a viable
strategy, we walk the owner through every step—from
site selection to marketing to branding and all of the
details from start to finish. Pet Passages truly is a
turn-key, one-stop experience for those looking to
enter the pet loss profession.” s
Pet Passages is a Preferred Partner of Selected
Independent Funeral Homes. Call 1-888-831-8711
or visit petpassages.com for more information..
7
EDUCATIONAL PROGRAMS
UPCOMING MEETINGS
Spring Management Summit
Features Compelling Line-up
Visit selectedfuneralhomes.org/meetings/
upcoming for the latest information.
With sessions focused on building a world-class
brand, expanding arrangement conference skills
and learning about three key technologies; the 2014
Spring Management Summit promises to provide a
relevant, diverse and interactive experience. This year’s
Summit will be held April 30-May 2 at the Ameristar
Casino Resort Spa in St. Charles, MO, near St. Louis.
March 6
Group 3 Roundtable, Macon, GA
Melanie Mohlman of Enterprise Holdings will
share insight into how her company has become
an internationally recognized car rental brand—the
largest in North America. Known for its outstanding
customer service, Enterprise is committed to making
sure its customers are completely satisfied.
April 2
Group 3 Roundtable, Fort Pierce, FL
Participants also will enjoy a fast-paced, interactive
session featuring three experts with hands-on
demonstrations of how to make technology work for
your firm. Blogging expert Courtney Gould Miller
will discuss how a blog is a perfect way to grow your
brand and forge meaningful connections with families
[Interview on page12]. Eric Smith of Realistic Imaging will
demonstrate solutions for audio and video systems
to deliver memorable experiences. In addition, Kip
Johnson of FuneralNet will break down the elements
of search engine optimization (SEO) and web analytics
to help you better understand website traffic and user
behavior [Interview on page14].
8
March 20
Group 3 Roundtable, Arden, NC
March 29
European Spring Meeting
Market Harborough, England
April 10
Group 4 Roundtable, Wichita, KS
Group 6 Roundtable, Calgary, AB, Canada
April 17
Group 4 Roundtable, Westphalia, MO
April 30 - May 2
Spring Management Summit, St. Charles, MO
May 15
Group 4 Roundtable, Chicago, IL
May 16
Group 6 Roundtable, San Francisco, CA
May 22
Group 3 Roundtable, Richmond, VA
May/June (TBD)
Group 2 Roundtable, Kentucky
The final session will focus on the art of
arrangements. It’s challenging to balance the practical
elements of gathering necessary information with
providing expert guidance on options and their value.
Dr. Bill Hoy, FT, is a highly respected advocate of
the vital role funerals play for grieving families and
communities. Michelle Post, MA, LMFT, has worked
with families facing organ donation decisions and
assisted young people with grief and loss issues.
Having known each other for more than ten years as
friends and colleagues, Bill and Michelle will team
up to explore the conversations that are crucial to
successful arrangement conferences.
June 12-15
European Conference, Trondheim, Norway
Participants also will have an opportunity to tour
Selected member firm Baue Funeral Homes, Crematory
and Cemetery, explore the historic St. Charles area and
enjoy the amenities provided by the Ameristar resort.
Visit selectedfuneralhomes.org/summit to secure
hotel reservations and register for the meeting. Contact
Amy Hunt or Stefanie Favia at 1-800-323-4219 with
any questions. s
June (TBD)
Selected Connections, McMurray, PA
September 17-20
96th Annual Meeting, Philadelphia, PA
November 5
Group 2 Roundtable, St. Joseph, MI
November 13
Group 2 Roundtable, Coraopolis, PA
EDUCATIONAL PROGRAMS
AnnYager McCrosky: 2014 NextGen Professional of the Year
AnnYager McCrosky,
Vice President of Stith Funeral
Home, Danville, KY, has been
named the 2014 recipient of the
NextGen Professional of the Year
Award. The honor was bestowed
during the welcome reception
of January’s NextGen Seminar
held in St. Maarten. The award
spotlights career achievements and
community involvement of funeral
professionals under the age of 50.
AnnYager is the fourth
generation of funeral directors at
her firm. She educated herself on
green burials and now is considered
a local expert, having exhibited at
the Green Expo and given several
presentations on the subject. At
her insistence, Stith Funeral Home
became the first Kentucky member
of the Green Burial Council in
2008. The firm now offers one
of the largest selections of
eco-friendly urns, caskets and
register books in the state.
As a member of Big Brothers
Big Sisters for ten years, her
the medical examiner, answering
their questions and helping them
leave flowers and mementos. She
also volunteered in 2005 after
Hurricane Katrina to serve as the
D-Mort liaison for the U.S. Public
Health Service in Baton Rouge, LA.
AnnYager McCrosky with
Selected President Lance Larkin
passion for working with children
is evident in her efforts to improve
and broaden the program her firm
offers to families with children.
She goes above and beyond to talk
children through the process when
a loved one dies, making herself
available whenever she is needed.
In the summer of 2002,
AnnYager served as a liaison
between the New York City Office
of the Chief Medical Examiner and
the families of the victims of 9/11.
She met with families on behalf of
AnnYager has received
numerous awards. Most notably,
she is the youngest recipient of
the Joseph W. Kelly Award from
the Kentucky Board of Education,
given to businesspeople who
demonstrate outstanding
leadership in promoting school
improvement and equitable
educational opportunities for the
children of Kentucky.
An active member of Selected,
AnnYager has served as Chair of
the NextGen Advisory Group and
is an active volunteer. She also is a
member of the Selected Leadership
Academy. Selected congratulates
AnnYager on her accomplishments
and for earning the prestigious
NextGen Professional of the
Year Award. s
Members Enjoy 2014 NextGen Seminar
Nearly 90 Selected NextGen members, spouses and guests gathered in St. Maarten in January for another engaging and interactive
NextGen Seminar. Along with quality educational sessions, open-discussion sessions and opportunities to build relationships with peers;
the group enjoyed ample free time to relax and get to know each other on a personal level. The NextGen Advisory Group already has begun
planning for the 2015 NextGen Seminar. Visit selectedfuneralhomes.org/nextgen-seminar for full details as they become available.
9
2014 SPRING MANAGEMENT SUMMIT
Leveraging SEO, Web Analytics and Ads to Benefit Your Firm
Kennedy “Kip” Johnson will be a featured speaker
at this year’s Spring Management Summit. [See page 8]
He has been a consultant with FuneralNet since 2006,
specializing in analytics, search engine optimization
(SEO) and paid, online advertising. In October 2013,
he completed Google’s rigorous partner certification
program for AdWords search advertising.
What will you focus on at the Summit?
“First, I’ll explain how SEO works in general. Then,
using real-world examples, I’ll demonstrate how a
funeral home can make its website more visible to
more searches. I’ll also discuss how pay-per-click,
online advertising can factor into
SEO and help a firm’s marketing
in specific areas to which it might
otherwise have limited access.
“My background is in
mathematical modeling and
data analysis, so I am keen on
leveraging the information that
Kip Johnson
systems like Google Analytics
provides, so that funeral home owners can better
understand consumers and increase website traffic.
The information is readily available, but you have
to know where to look, how to interpret and how
to determine what is actionable. Like anything that
involves data, if you’re not careful, you can end up
drawing conclusions that are meaningless or take you
in the wrong direction.
“This is important, because how a firm organizes
pictures and words on its website is what best conveys
its brand today. But, quite frankly, this is where a lot
of firms are coming up short. They may see a website
as a necessary evil. Or if they are in a small market
without much competition, they may think they don’t
need one at all.
“Funeral consultant and analyst Alan Creedy saw a
new trend several years ago and stated that the website
is now the first impression a majority of people get of
a funeral home. They’ll do web searches for firms in
their area. And even if they know a firm’s name, they’ll
10
look it up online. In most cases, the physical building
is no longer what people visit first. Larger firms like
Horan & McConaty in Denver, CO, horancares.com,
and Bliley’s in Richmond, VA, blileyfuneralhomes.
com, have long known this and have tailored their
web presence accordingly. Now, medium and
smaller-sized firms are seeing this as a real
opportunity to differentiate themselves rather than
just another overhead expense.”
What types of examples will you offer?
“There are several Selected-member websites
I’ll want to discuss, like Horan & McConaty
which redesigned its site within the last year.
Halsted N. Gray-Carew & English in San Francisco,
halstedngray.com, is particularly interesting. It
employs an uncommon color palette to attract
the upscale Caucasian community as well as the
substantial Asian—particularly Chinese—population
in its market. This site employs dual languages with
double-byte Chinese characters. From a technical
standpoint, that’s an additional layer of complexity,
but anyone in the Bay Area searching for Chinese
funerals is going to find this site among the first.
“Nelsen Funeral Homes is a competitor of Bliley’s in
Richmond, VA, and both firms had websites of similar
quality. They used to fight for top search engine
rankings. But Blair Nelsen accepted a position at
Dignity Memorial when it bought his firms, and now
Bliley’s is far and away the leader. It’s a good example
of when a big conglomerate uses its ‘cookie-cutter’
approach to the web—first impressions as well as
search rankings suffer.
“There also is a funeral home in Troy, MI, that’s had
excellent results with Google AdWords. For about
20-percent less cost, we are getting them more than
triple the clicks to their website.”
What common website development
mistakes have you observed?
“Over the years, I’ve advised numerous clients
about the SEO service offers that seem too good to
be true. Most SEO services are geared toward general
online retail operations. They don’t know anything
specifically about funeral service, although they may
try to paint that picture. They may say, ‘Try our 90-day
program for $100, and we’ll have you number one on
the search engines for every possible search term.’ If
it were truly that simple, everyone would be doing it!
But folks get roped in. It’s only a little money to start,
but then they are told if they really want to do well,
they need the deluxe package which, of course, costs
significantly more.
“Can SEO help move clients up the list on
important search terms and phrases that people are
actually using for deathcare services? Absolutely! And
it’s definitely an area funeral homes should be looking
at, but we have to be realistic about expectations.
Outrageous offers are not the answer.
“Another common mistake is overlooking the
importance of online obituaries. FuneralNet analyzes
data from hundreds of its client firms, and it’s clear
that online obits are the single largest draw to a
funeral home’s website. That’s why we stress the
importance of having those obituaries contained as an
integral part of the firm’s site. You want to hang on to
all that traffic, as opposed to literally paying to send it
off to third-party sources.
“At the same time, we understand there has to be
some flexibility. If a client family wants the obit listed
in a local newspaper, chances are good it’s also going
to appear on Legacy.com. Fortunately, Legacy does a
pretty good job of generating referral traffic back to
funeral home websites.
“...the website is now the first
impression a majority of people get
of a funeral home... Larger firms like
Horan & McConaty... and Bliley’s... have
long known this and have tailored
their web presence accordingly. Now,
medium and smaller-sized firms are
seeing this as a real opportunity to
differentiate themselves...”
“Other services, however, are not as good in terms
of referrals. Wichmann-Fargo Funeral Homes and
Crematories in Appleton, WI, went through the trials
and tribulations of switching to a popular online
obituary service, because there were some features that
seemed useful. But when owner Dan Densow
and his staff started seeing their website traffic
drop off, they came back to FuneralNet. We did a
before-and-after study of using another service versus
having the obituaries on their own website—looking
at total visits, unique visitors and total page views.
All three were up 66 percent within 90 days
of the switchover.
“It is vitally important that obituaries be handled
directly through your funeral home’s own website,
because they can draw thousands of people.
If only a small percentage of those visitors also
look at your funeral/cremation services,
merchandise or preplanning options; it can be
a huge marketing opportunity.”
Where does social media fit in?
“Obituaries also impact social media, but people
don’t ‘like’ a funeral home on Facebook so they can
receive every obit that comes across the feed. To solve
this, what we’ve done is put it in an app format for our
website clients. Facebook users can click on a funeral
home’s obituary area that connects them directly to the
firm’s website for obit details. This approach gets a lot
of social interaction going, with people sharing obit
and service information with their family and friends.
Data shows that Facebook and Mobile Facebook are
frequently among the top five referring sources, if not
the top two.
“We encourage funeral directors to utilize social
media, and we want them to understand it is a
conduit to their firm’s website. Social media is not
Concludes on page 14
11
2014 SPRING MANAGEMENT SUMMIT
Why Funeral Directors Should Be Blogging
Courtney Gould Miller is a
practicing attorney and litigator
in Los Angeles focusing on
international business law and
compliance. She is a graduate
of the UCLA School of Law and
studied Chinese law at the
prestigious Tsinghua University in
Beijing. Courtney, whose parents
are Glenn and Marilyn Gould,
also is an avid blogger who writes
about China and Chinese law at
chinafulblog.com. She will be a
featured speaker at this year’s
Spring Management Summit
[See page 8].
How did you become
interested in blogging?
“My interest
first began
as a reader. I
follow blogs on
many different
subjects—law,
business, food,
professions like
Courtney Gould Miller
funeral service,
just to name a few. I saw how the
authors could interact with readers
and improve their brand through
blogging and social media, and I
was interested in doing the same.
“Because I lived in China
for quite some time, I use the
language and cultural skills I
learned there to assist clients who
have dealings with China.
I started my blog to complement
my professional endeavors as an
attorney and also to introduce
people to China in an accessible
way. Most blogs about China
12
assume a high level of knowledge
and experience by the reader,
but I wanted to share my love
for China with everyone. So the
blog focuses on Chinese culture,
dining, travel, law, business—
everything! Now, my blog helps
me connect with all kinds of
people who want to learn about
China, including potential clients.
“It’s so interesting to see how
the diverse areas of my life are
connecting. I’ve helped clients
of my parents’ company, MKJ
Marketing, with their legal needs, as
many funeral homes and companies
import caskets, raw materials and
other memorialization products
from China. I’m also using my
blogging experience to help funeral
homes. I’ve spoken and consulted
about best practices in funeral home
blogs and social media.”
What should funeral directors
understand about blogging?
“I think writing in an authentic
voice is one of the most important
things a successful blogger can
do. That means being true to
yourself and your profession and
posting original content. I think
blogging is the future for all
businesses, but that’s particularly
true for funeral service. Funeral
directors have an important
message, so it’s crucial for them
to have a strong Internet presence
and connect with customers in
meaningful ways—to establish
themselves as experts in the field
and as leaders in the community.
“It’s interesting, then, that
blogging is somewhat new to
the profession. Funeral directors
have always been integral to their
communities. More so than many
other businesses, funeral homes
are very involved in community
service and leadership; and
blogging is just an extension of
that community involvement.
“As more and more funeral
directors become involved in
blogging, they’ll see it’s a new way to
connect with families on their time.
Consumers can access the blog and
have direct communication with the
funeral home whenever they want,
whether it’s within normal business
hours or not. They can come to
better understand who the funeral
director is on both a personal
and professional level. Blogging
also is critical for search engine
optimization (SEO) and having a
meaningful social media presence. It
increases a company’s web presence
and branding in its community.
“Blogging should be
incorporated as part of every funeral
home’s advertising and marketing
plan, but it doesn’t need to be
time-consuming or difficult. Having
grown up in funeral service, I know
that Selected has been the premier
association for decades. That means
the owners and managers who
attend the Spring Management
Summit may not want to spend
time on a blog themselves. If funeral
directors or their staff don’t have the
time to regularly dedicate to a blog,
agencies like MKJ Marketing can
provide content, photos and social
media support. Too often, owners
believe it is a waste of time to blog
or use social media, but it actually
is one of the most economical and
authentic ways to build business.”
What is an important
best practice in blogging?
“Photos and videos are very
important—ideally, ones that
bloggers create themselves. You
can use stock photos, but it’s
best to mix in original material.
And you don’t have to be a
professional photographer. I am
by no means one, but the original
photos I post are always the best
received, because they are new and
interesting, and people can tell
the difference. Plus, you can put
your own spin on your photos and
show things in a personalized way.
“Videos are even more personal,
because it’s usually you presenting
to the camera or showing
something in a unique way. Use
your smartphone. Personal videos
make your blog come alive.”
What is your view of
balancing personal
expression with
professional content?
“A business blog always needs
to be professional, but allowing
people to see your personal
side also is critical to blogging
and social media in general. A
good funeral home blog allows
a peek into who is running the
business, what the culture is like,
some of the fun things it does
for its employees, etc. It should
show that its people are real
and that they, too, have families
and personal interests. This is
important for any successful blog.
“But that needs to be balanced
with another critical goal, showing
your people as the funeral experts
in the community—not only to
raise public awareness but to help
your business show up at the top
of Internet search rankings. You
do that by creating meaningful,
original content on a regular basis.
“It’s really not an option
anymore to be ranked highly by
search engines; it’s an absolute
must for funeral homes. But
Google has changed the way it
ranks websites. The top of the list
is no longer something that you
blog should be very visual. If you
are a good writer, you can focus on
that, but it certainly doesn’t have to
be a thousand words each time you
post. I usually suggest between 250
to 500 words. More than that isn’t
even practical for most business
people on a regular basis.
“Secondly, most part-time
bloggers, like myself, usually
struggle with maintaining a
“Funeral directors have an important message,
so it’s crucial for them to have a strong Internet
presence and connect with customers in meaningful
ways—to establish themselves as experts in the field
and as leaders in the community.”
can just purchase through SEO
vendors. It’s driven more than
ever by useful, original content
produced on a consistent basis.
“So the goal is to show what
your business is on a professional
level with fresh content that
regularly answers underlying
questions such as Why is a funeral
important? What is our approach to
a funeral? What can you expect from
us? What services do we offer? But
it’s all done with a personal touch
to show people you truly care and
that they can trust you.”
What kinds of missteps
can you advise against?
“There are two common
missteps. People who are new to
blogging confuse it with writing
a newspaper or magazine article,
and they tend to write too much. It
doesn’t have to be that way. When
you start your blog, think about
what way of communicating is
best for you. If you are better at
public speaking, maybe you should
consider a video blog. If you have a
knack for photography, maybe your
constant social media presence. In
order to have people follow your
blog and know that you’re posting,
you have to interact with them on
other social media channels such
as Facebook, Twitter and Google+.
It doesn’t have to be all of them,
but posting your content to
followers on different social
media and interacting with them
through the comment area of your
blog is necessary to maintaining a
strong following.”
Are there advantages
to outsourcing social
media management?
“Absolutely. In fact, I’m using
MKJ Marketing’s service for my
own blog. They have perfected
the system for posting what is
appropriate and finding new,
supporting content to share from
all over the web. In addition
to your own, original content,
you want to be pulling in new
sources—articles from industry
publications and related news that
impacts your followers. It shows
Concludes on page 23
13
Selected Board of Directors Seeks Nominations
Would you like to serve Selected in a leadership role? Do you know someone who would make a great
Board Member? We are seeking candidates to be considered for two positions on Selected’s Board of Directors,
representing Group 1 and Group 6, that will become available in September of this year.
The official nomination form is available at selectedfuneralhomes.org/about/board. We encourage you
to complete this form to either nominate yourself or another Selected member. All nominations are due
February 28, 2014. The Board Director Appointment Committee will interview candidates in mid-April. s
Kip Johnson, from page 11
a replacement for a strong website, but it often is a
pathway to it. The website is where you have the
greatest numerical opportunity to brand and sell
yourself in the online world.”
Where should a funeral home start
in improving its online presence?
“The question owners and managers should be
asking is, Does our website make a great first impression,
and does it have the right kind of complete and persuasive
content? Where firms sometimes get trapped is
focusing strictly on time and cost. They may feel a
‘cookie-cutter’ template site will be cost-effective and
up and running quickly. But the bottom line is, it will
end up looking the part and not attracting consumers
or scoring well with search engines.
“Advancements in Google and other search
engines place an even greater importance on deep,
rich content and reward sites that have more to offer.
In September 2013, Google officially announced
Hummingbird, a natural-language search algorithm.
It takes human phraseology and puts it into a format
that computers can interpret and evaluate. People
can now ask longer questions, not just search for
one or two specific keywords. But while keyword
management continues to be important for the funeral
profession, advances in technology mean that sites
rich in content are moving up in the results listings.
And they’re showing up for more combinations of
search terms and phrases.”
How do you develop deep website content?
“Often, it’s a function of expanding the current
content. Conventional thinking was to keep content
crisp and light—even trying to stick to a bare
maximum data size—so visitors could skim over
pages with ease. Today, greater importance is being
placed on the quality and scope of information as well
as effective navigation, not an arbitrary size limit.
14
“This does not at all mean padding with fluff.
Instead, it fits perfectly with the need to better inform
and educate today’s consumers about the importance
of funeral services. If you have enough viable content,
dividing it up into distinct pages can be an advantage
both for visitors and search engine rankings.
“For example, instead of having just one page
devoted to outlining all your cremation services, how
about adding a cremation FAQ page or a cremation
code of ethics page? We’ve found those to be very
successful. But there needs to be a clear plan as to
what is being communicated on your website—
the key things to focus on based on the needs and
dynamics of your market. There’s no limit to how deep
a site can go, if there is a clear strategy.”
What else is new in website technology?
“One of the things I really enjoy about working
at FuneralNet is collaboration with design and
development teams that stay well ahead of the game
in terms of best practices and what’s coming next. A
good example is responsive design. This is the ability
for websites to automatically resize and reformat based
on the type of device being used. So rather than having
separate full and mobile versions of a site, which is the
current standard, a single site incorporating responsive
design can handle everything.
“Google is giving increasing importance to
whether content fits the particular device being
used, so responsive design is definitely going to help
funeral homes moving forward. Because there’s a
lot of technology involved in this, it’s probably best
implemented during a site update or redesign. Yes,
it requires a bit more investment in terms of design
and development; but in the end, the emerging
technology of responsive design will be a very
effective solution.” s
Peter Burton from page 5
existing building, you’ll have a much better return on
your investment.
as we offer at the funeral home. Customers appreciate
knowing their pets will be picked up within 24 hours
and returned usually within 48.
“Another aspect is when we put in our new
crematory, we also added a pet supply store. My
brother-in-law, Mark Horstman, has a background in
pet and farm supplies, so he started Horstman and
Sons Country Store on the property of one of our
funeral homes. We sell deer food, salt blocks, horse
collars, and pet food and supplies. It’s hard to compete
with the big box stores on food, but the Purina line is
what we sell the most of. Not all stores carry it.
“In our case, we also were able to negotiate with
Matthews on a good price for a retort. By setting up a
casket contract and utilizing some of our rebate, we
were able to make an affordable purchase. Not everyone
may be able to do this, but the point is, you have to be
on the look-out for opportunities like that in order to
keep your start-up costs as low as possible.”
What are the advantages of a pet business?
“It’s been a great way to bring more people onto our
property, and I think it’s helping our funeral and pet
businesses grow immensely. It gets people familiar with
us and used to coming here, so they’re more likely to
use our funeral home in the future. Plus, people who
lose a pet usually get a new one within a month or
two. So this is an opportunity to continue serving them
rather than just providing a one-time cremation.”
“I definitely feel it’s an opportunity to gain market
share in a new way. With the cremation rate rising and
revenue decreasing, this provides another opportunity
for funeral homes to provide a service at a time of loss
that goes hand-in-hand with what they already do.
What mistakes have you seen others make?
“I don’t think people are ever going to stop having
pets. According to its 2012 survey, the American Pet
Products Association found that 62 percent of American
households have at least one pet. So it’s an ongoing
relationship you can develop with families and a nice
additional revenue stream. Pet loss services are not
going to make you millions overnight, but they will
put your name in front of many new customers. Just be
sure to establish partnerships with as many vets in your
community as possible, and keep the emphasis
on professionalism.” s
“I’ve seen others wrap up as much as a half-million
dollars in a new building or remodeled facility for
their pet crematory operations. When your start-up
costs are that high, it’s going to be a very long haul
to start turning a profit. If there is a way to use an
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Who’s Keeping You Out of Court?
15
MEMBER BENEFITS
Opportunities for Connections, Motivation and Growth
Selected Study Groups Enrollment to Open in April
Selected Study Groups offer
owners, future owners and
officers a unique opportunity
to continue to enhance their
professional abilities, strengthen
their personal skills and tackle
everyday business challenges
in a collaborative and
non-competitive small-group
environment. By participating in
a Selected Study Group, you will
have meaningful interactions with
other Selected members including
shared learning, peer teaching as
well as a platform for the exchange
of best practices. Encouragement is
ever-present and problem-solving
support from other members
facing similar challenges is just a
phone call or email away.
As a Selected Study Group
member, you also will have access
to financial tools, reports and
resource materials developed
exclusively for this program.
With 53 Selected members
currently participating, we are
anticipating another strong
response this year. Informational
materials will be mailed to
members in March.
Sign-up begins April 1 and
closes June 6. Orientation for
new participants will take place
this Fall at Selected’s Annual
Study Group Day held prior to the
Annual Meeting in Philadelphia.
For more information, visit
selectedfuneralhomes.org/studygroups, or contact Denise Zoephel,
Assistant Executive Director, at
denisez@selectedfuneralhomes.org
or 1-800-323-4219. s
“My son, Luke, joined a Selected Study Group, and his growth has
been remarkable. Then I joined one of the newer groups, and we
now combine our ideas and projects and create a lot of synergy.
“The value for our firm is having 14 other very successful funeral
firms to call on for input and advice. You just can’t measure that
value. My advice to anyone considering joining—just do it!”
—Eric Keyser, Keyser Funeral & Cremation Service, Kingston, NY
“Participating in a Selected Study Group has forced me to step out
of my comfort zone, and I have learned so much from the other
members of our group in the short time we have been together.
“A unique trust and respect develops quickly among the group.
Our firms are all the better because of the honesty, constructive
criticism and sharing of challenges and successes.”
—John McAfee, Thomas McAfee Funeral Home, Greenville, SC
Joe Tortorice Jr., founder and CEO
of Jason’s Deli, speaks at Selected’s
2013 Annual Study Group Day.
Selected Study Group members
meet two or three times a year and
participants gather for an
all-group luncheon prior to
Selected’s Annual Meeting—which
includes a guest speaker and each
group sharing best practices.
16
“I’m a numbers person in a Selected Study Group of supremely
talented funeral directors and owners. At first, I was concerned if
I would be able to hold my own, but that isn’t even an issue. Our
group is so amazing. They help me understand the management
side of funeral service, and I help them with financial concepts.
The mutual validation and support is so wonderful.
“My group has so many things they do that are successful, and it
is a benefit to be able to utilize some of those, because you are
getting the best ideas from the best firms. And with a small group
like this, it’s easy to share and stay connected.”
—
­ Peggy Cirocco, Beinhauer Family Funeral Homes, McMurray, PA
MEMBER BENEFITS
Annual Survey Compares Performance of Selected Peers
Members Completing Survey Receive Comprehensive 30-Page Report
The ability to measure and benchmark the financial
position and performance of your funeral home is
critical, as more and more firms ask questions such as
Do we have the financial capacity to weather the storm?
Can we expand our business? Are we staffed adequately to
service our families?
The ability to assess financial data that helps
answer questions like these becomes essential. By
participating in Selected’s Management Comparative
Program, your firm can obtain important information
to help with day-to-day operations, long-term
planning and validation of current practices.
A Key Benefit of Membership. All North American
Selected members have the opportunity to receive, at
no additional cost, a 30-page comprehensive report
that analyzes their firm’s data and then compares the
firm’s financial performance to other Selected firms
with similar annual case volumes, geographic location
and population density. Firms completing the survey
receive a narrative analysis including charts and
graphs that help pinpoint their strengths as well as
areas that need evaluation.
“The comparatives and breakdowns are
excellent as a management tool,” said Jim Fernald
of Brookings-Smith Funeral Home, Bangor, ME.
“In today’s economy, we have to see how we compare
outside our neighborhood.”
Past survey participants also receive an additional
benchmarking report that shows a snapshot of their
firm’s data from year-to-year and can be used for
monitoring, evaluation and strategic planning efforts.
Survey Mailed to Members in April.
Selected’s Management Comparative Program helps
you uncover your current financial position by
collecting survey data on case volume information,
statistical information, and revenue and expense
information. The survey is easy to understand and
complete with most of the data taken from your
current financial documents or in some cases,
supplied by your accounting service.
Also, if you are already a member of a Selected
Study Group, you will only have to submit your
It can be argued that labor is the
most significant and controllable
business expense. Do you know your...
• Personnel expense per case?
• Average revenue per case?
• Average hours spent per case?
data once as it is now carried through both the
Management Comparative and the Selected Study
Groups’ Statistical and Financial Analysis tool.
“The new Management Comparative submission
process is a very welcomed change,” remarked
Dave Perotto of Bartolomeo & Perotto Funeral Home,
Rochester, NY. “As I am in a Selected Study Group,
having one process that combines the Management
Comparative and Selected Study Group survey in
one tool streamlines the data collection process. I
also believe it helps focus our answers to have more
uniform data to analyze. Thank you for listening to
my request!”
Members can complete the survey online or by
using the hardcopy form. All data provided is strictly
confidential and is due to Headquarters by June 23.
“We realize all firms do not have the same capacity
for collecting and reporting data,” acknowledged
Denise Zoephel, Assistant Executive Director.
“But I encourage all members to complete the survey to
the best of their abilities and to contact me at
1-800-323-4219 if assistance is needed,”
To see a summary of last year’s analysis, visit
selectedfuneralhomes.org/programs/managementcomparative/analysis-highlights. s
17
LEGAL PERSPECTIVE
The Funeral Rule and the Golden Rule
Both Apply to Third-Party Casket Providers
By Sarah Pojanowski
General Counsel, Selected Independent Funeral Homes
indeterminate time (more than several days) such as
in a pre-need situation.
One of the most wonderful things I find about
working with Selected members is just how much
this group wants to do things right for consumers.
Sometimes, however, there is confusion over exactly
what that means in practice. One area where these
issues sometimes arise is with third-party casket
providers—especially these days, when you can buy a
casket from Costco, your local monastery or a number
of different online sources.
• You may not charge a “disposal fee” to discard the
cardboard wrapping the casket comes in. However,
you may require the delivery service to take away the
wrapping when they leave, if you also require them to
do so for your regular casket deliveries.
The Federal Trade Commission’s Funeral Rule is
silent on the specifics of how to deal with third-party
casket providers, but Section 453.4(b)(1) of the Funeral
Rule prohibits “practices that unreasonably burden a
consumer’s choice to purchase an item from a third
party.” What does that mean, precisely? Let’s investigate.
• You should accept third party casket deliveries
during times when you would accept your own casket
deliveries. In most cases, during normal business hours.
Over the years, the FTC staff has issued a number
of Staff Opinions or advisory letters informing parties
how the staff believes the Funeral Rule should be
interpreted on submitted questions. These opinions,
which are not binding law but are important because
they reflect the opinions of those charged with
enforcing the Funeral Rule, are clear; funeral homes
should follow the Golden Rule of casket handling and
treat third-party casket providers like they treat their
own wholesalers.
Craig Tregillus, Funeral Rule Coordinator at the
Federal Trade Commission, observes, “The message of
the Staff Opinions is don’t discriminate against
third-party casket providers; don’t treat them
differently than your regular casket provider.”
What does this mean in practice? Here are examples:
• You may not charge a “casket handling fee” for
consumers who choose to purchase a casket from
a third party.
• You may not charge a “casket storage fee” for
an at-need service, though you may charge a storage
fee if a family asks you to store a casket for an
18
• You may not require consumers to be present at
delivery of the third-party casket or require consumers
to sign for the casket personally. Nor should you
refuse to sign for it yourself.
• You should allow delivery services to use standard
equipment, such as a church truck, to move caskets.
This list of requirements is rather long. So what are
you not required to do for third-party providers under
the Funeral Rule? There are, in fact, a few things. If
you are a small firm that is only open during limited
business hours or by appointment, it is acceptable
to ask the third-party casket delivery to come during
your scheduled hours or make an appointment, just
like your casket provider does.
In addition, if your staff on duty is unable to assist
with the delivery because of physical limitations, you
are not required to hire additional labor to help move
the third-party casket. However, it would be helpful to
notify the delivery service if you anticipate any potential
issues of this kind, so they can be sure to bring
adequate manpower for the job. I am sure you would
not want any hiccups in delivery to reflect poorly on
your funeral home in the eyes of your client families.
If you would like to read the most recent Staff
Opinion letters on these issues, you may download
them from Selected’s website using this link,
selectedfuneralhomes.org/downloads/category/
45-regulatory-compliance?download=1224. s
EDUCATIONAL TRUST NEWS
The Gifts that
Keep on Giving
Each year the Selected
Educational Trust reaches out to
the membership, supplier partners
and vendors for financial gifts so
that we can expand our scholarship
rosters, create new educational
opportunities, develop research
projects, survey our member’s
needs and hold an Annual Gala and
Silent Auction to help support the
education of independent funeral
home professionals.
Through member generosity,
we have grown the services we
offer and are beginning to diversify
services we can offer in the future.
Whether you support the Trust
through a direct donation or
in-memorium contribution, attend
the Annual Gala, supply something
of value to the Silent Auction or
purchase one of the special items
available each year, you are helping
the Trust to help others.
One other important way to
contribute, especially given your
informed relationship with death
and dying, is planned giving.
Leaving a gift to the Trust in your
will not only helps to sustain our
effort to promote lifelong learning
but also could provide tax savings
and increased income for you right
now. And a planned gift can help
you protect your heirs from future
taxation or bring significant tax
savings to your estate through the
donation of items of value.
Any estate planning should be
discussed with your tax advisor
or financial planner to review
all of the possibilities. But if
the Trust is a consideration,
we would be honored to help
coordinate
your
efforts.
There are
numerous options; and no matter
what you are able to give to the
Trust or whatever fashion that gift
might take, we promise it will be
both appreciated and recognized.
Contact Buz Buzogany,
Educational Trust Director,
at buzb@selectedtrust.org or
828-652-7259 for additional
information about the Trust. s
Trust Awards
Second-Career
Scholarships
Out of numerous qualified
applicants, the latest Second-Career
Scholarship winners have been
chosen by the Trustees of the
Selected Educational Trust. All
three winners, James Barnhart,
Kelsey Byers and Timothy Roberts,
are interested in creating new
careers at independent funeral
homes and have direct connections
to Selected member firms.
The scholarship program was
established in response to the
increasing number of
second-career practitioners who
aspire to work as funeral directors.
The Educational Trust desires to
support these individuals and to
help enhance the independent
funeral service profession.
Each scholarship is worth
$1,500, with up to four awarded
each year. All scholarship dollars
are paid directly to the applicant’s
school toward tuition and
associated expenses. s
Lifelong Learning
Assist Winners
Announced
The first winners of the Selected
Trust Lifelong Learning Assist
Program, listed below, were
randomly chosen in January.
Every Selected member in good
standing was in the running. The
program is sponsored through
the generosity of Meadow Hill
Corporation, maker of Thumbies.
Winners received a $250-value
gift including Dr. Bill Hoy’s
book, Do Funerals Matter, a copy
of A Service Book in leather binding
and a $150 certificate to be used in
2014 for any Selected educational
course, meeting or purchase.
Congratulations to the winners! s
Bauer Funeral Homes and
Cremation Services
Beidelman-Kunsch Funeral Homes
and Crematory
Binkley’s Funeral Service
Corey-Kerlin Funeral Homes
& Crematory
Dawson Funeral Home
Dimbleby, Friedel, Williams
& Edmunds Funeral Homes
Etzweiler Family Funeral Homes
Kearney Funeral Service,
Columbia-Bowell Chapel
Luginbuel Funeral Home
Mahn Family Funeral Home
Martin & Castille Funeral Home
J. A. McCormack Sons Funeral Home
Memorial Funeral Home
Rhoney Funeral Home
Rowland Funeral Home
Stanly Funeral Home, Inc.
Stith Funeral Home
Twilford’s Funeral Home
Weicht Funeral Home
Wilson-Miller Funeral Home
19
MEMBER PROFILE
Eric Keyser of Keyser Funeral & Cremation Service
and A. Carr & Son Funeral Home
Eric C. Keyser, CFSP, is owner
of Keyser Funeral & Cremation
Service in Kingston and Port Ewen,
NY, and A. Carr & Son Funeral
Home in Kingston. The firms
currently employ five full-time
and several part-time staff, serving
about 190 families annually.
A fourth-generation funeral
director, Eric is a member of
Selected Study Group F-Troop.
Why I am a funeral director:
“The profession called me. I was
born and raised at the funeral
home, and through some life
experiences, I knew this is what I
was called to do.”
My education: “Associate of
Applied Science degree and more
than enough credits for a BS but
not in the correct categories. Guess
I’m too eclectic.”
My mentors: “My father-in-law
was a hard working individual
who served with the Marines in
the Pacific during World War II.
He always took the time to be
thorough and do things right. He
had many sayings, one of which
was, ‘How come we always have
time to do it right the second time,
but not the first time?’
“My father also had a very
strong influence. He taught me the
funeral business the old-fashioned
way. Both my father and
father-in-law came out of the
20
Depression era. They knew the
value of hard work, perseverance
and sacrifice.”
Guiding business or service
principle: “Servant leadership—
serving others first. If you are
fortunate enough to be a member
of a Selected
Study Group,
you heard
Joe Tortorice, Jr.,
founder of Jason’s
Deli, give the
keynote address
at the Study
Eric Keyser
Group luncheon
in Austin, TX, last year. He said it’s
about empowering your employees,
which will lead to greater customer
satisfaction, which leads to a
growing business.
“Also, meet every family’s needs,
then go beyond. Every person
deserves a dignified funeral,
regardless of their personal or
financial situation. Take care of the
families that have entrusted their
loved ones to us, and the rest will
work out.”
Best business decision:
“Committing to the process of
creating a smooth transition plan.
After buying the business, one of
my dearest moments was having
my father say he was proud of me!”
Proudest aspect of our firm:
“We have a calling to serve. It’s a
commitment to our community
and to the continuity of service we
offer. We didn’t just arrive here.
We have a vested interest in our
community. We now have the fifth
generation in the business—my
son, Luke. He is working as hard
as the previous generations and,
I will say, is smarter. With other
businesses, people and reputations
seem to come and go.”
Favorite part of the job:
“Working with families and staff,
and becoming more of a teacher—
making sure that the staff is getting
the proper training.”
Least favorite part:
“Trying to keep up with all the
technology changes.”
Biggest pet peeve: “The
overstuffed New York State
Funeral Directors Association.
In my opinion, they run
around pleasing politicians and
bureaucrats, not serving the
membership. The association
thinks all the rules and regulations
actually protect funeral directors.
My apologies to the Selected
members who serve our state
association, but I think they agree
with me.”
Next major project: “We are
developing a preplan program.
That may sound strange, but
New York is a non-insurance,
100-percent trust state with
interest accruing.
“We do not have the ability to
pay staff with commissions, so
it will all be out of pocket. But
our belief is this will grow our
business. We have hired a funeral
director for this project. As of this
writing, she is training with one of
the leading preplan companies in
the country. I have to add that this
all came about through my son’s
Selected Study Group.
“Additionally, we are committed
to training staff through a leading
funeral service provider which
includes accountability measures.
My Selected Study Group was the
impetus for this project.”
How technology is changing
our firm: “Dramatically! We
Selected Study Group. Civically,
join Kiwanis and be active in the
local Chamber of Commerce.”
Famous person I’d like to
have a conversation with:
Favorite form of
communication: “Small-group
Something I would do if I
could: “Play the piano or some
and one-on-one interactions.
Sorry, but not texting, emails or
the other ‘in’ methods.”
musical instrument.”
Best way to spot new trends:
Selected Study Group program.”
“Read, browse, attend, observe,
think, dream and envision.”
Most admired people in
funeral service: “Honestly, the
leaders in Selected—those who
have been willing to step up
and serve.”
have a very young staff, and each
one has been assigned a job or
responsibility such as Facebook,
upgrading the website, etc., to
make sure we stay relevant in the
face of a changing environment.”
Favorite way to relax:
Greatest challenges:
enjoyment, Lone Survivor. For
business, Innovation Secrets of
Steve Jobs. For my Selected Study
Group, Crucial Conversations. For
spiritual growth, Change Your
Thoughts, Change Your Life—Living
With the Wisdom of the Tao.”
“Growing the business, changing
social norms and demographics,
creating meaningful services and
having too many ‘colleagues’ in a
small market.”
Best way to stay competitive:
“Everyday, focus on what you
can do better. The only thing you
can truly control is yourself. You
cannot control your competitor or
anyone else. So be in competition
with yourself. Each day, strive
to improve something about
yourself, your company or your
interactions with others. And
change from a mission statement
to a vision statement.”
Best place to network:
“Professionally, attend Selected
meetings, follow Selected’s
discussion Forum, and get into a
“Skiing, boating, fishing, reading,
hanging with friends and
watching boats go by from the
shore of my boat club.”
Last books read: “For my
What I am most proud of,
personally: “My wife and children.”
“Steve Jobs.”
Favorite Selected program,
benefit or service: “By far, the
What I gained from my last
Selected meeting or activity:
“At the 2013 Annual Meeting in
Austin, TX, I got some great ideas
from Joe Tortorice, Jr. and Michael
Brandwein—in particular, servant
leadership and BTCOD or beyond
the call of duty.”
My view of the future of
funeral service: “Bright! I’m
extremely fortunate to be working
with three people under thirty.
They bring energy, enthusiasm and
a willingness to serve. They are the
stars of the future. I also work with
a 67-year-old who is still willing to
learn and serve. None of them are
in the business for the check; they
are in it to help create services that
are meaningful and beneficial to
the families we serve.” s
Favorite community cause:
“Kiwanis Club. This year, I’m the
local president-elect. We give back
to the community over $40,000
each year. It’s a great group and a
great organization.
“I’m very involved in our annual
stage show. It’s our major fund
raiser and a parody of local events.
To say we are way off Broadway
is an understatement. But the
audience has some great laughs,
and we donate all the money
raised back to the community.”
21
MEMBER NEWS
REMEMBERING OUR COLLEAGUES
Members are encouraged to send news and
announcements to Selected at member-news@sifh.org.
Margery Ann Fleming, wife of F. Glenn Fleming,
Matthew J. Scamardella and Matthew Funeral
Home & Cremation Services, Staten Island,
NY, hosted Lars Erik Svanholm and Kjell Endre
Bonesrønning of Svanholm Funeral Home,
Trondheim, Norway, when they came to the United
States in November to run in the 2013 New York
Marathon. Both men were finishers and also had the
opportunity to learn about American makeup and
cosmetics techniques at the firm.
“We had a great time in New York,” said Lars Erik.
“The race was the best we ever have participated in, and
the visit to the funeral home was also very good!” s
Owner and President of Koch Funeral Home, State
College, PA, died February 1. kochfuneralhome.com
Joseph A. Pescatello, father of Ken Pescatello,
Funeral Director at Newington Memorial
Funeral Home, Newington, CT, died January 20.
newingtonmemorial.com
Ryan J. Walter, Manager of Finance at Speers
Funeral Chapel, Regina, SK, Canada, died January 4.
speersfuneralchapel.com
Max S. Larkin, father of Lance Larkin, CEO/President
of Larkin Mortuary, Salt Lake City, UT, and President
of Selected Independent Funeral Homes, died
January 3. larkinmortuary.com
SELECTED TRUST CONTRIBUTIONS
The Selected Educational Trust, selectedtrust.org,
thanks the following contributors for their generous
support in helping to encourage Lifelong Learning
by independent funeral professionals.
Baue Funeral Homes, Crematory & Cemetery,
St. Charles, MO, in memory of Max Larkin.
(L-R) Matt Scamardella, Kjell Endre Bonesrønning
and Lars Erik Svanholm
Busch Funeral and Crematory Services,
Cleveland, OH, in memory of Max Larkin.
Foster Funeral Home, Fulton, NY, in memory of
WELCOME NEW MEMBERS
Max Larkin.
Past Presidents’ Council in memory of Max Larkin.
Cedar Memorial Funeral Home
4200 First Ave. NE, Cedar Rapids, IA 52402, Group 4
1-800-275-2332, 319-393-8000, cedarmemorial.com
John Linge, clinge@cedarmemorial.com
R.J. Fagle, rfagle@cedarmemorial.com
Michelle Klostermann, klostermann@cedarmemorial.com
Farnsworth Mortuary
1343 S. Lincoln Ave., Jerome, ID 83338, Group 6
208-324-7777, farnsworthmortuary.com
David Farnsworth, david@farnsworthmortuary.com
Loess Hills Funeral Home
112 North Vine, Glenwood, IA 51534, Group 4
1-888-846-8841, 712-527-5241
loesshillsfuneralhom.com
Scott Erickson, loesshillsfuneralhomes@gmail.com
22
SUSTAINING CONTRIBUTORS
Egan Funeral Home, Bolton, ON, Canada
Fry & Prickett Funeral Home, Carthage, NC
Hackman Family Funeral Homes, Sturgis, MI
E. E. Pickle Funeral Home, Amory, MS
Pierson’s Funeral Service, Calgary, AB, Canada
Platt’s Funeral Home, Augusta, GA
Frank E. Smith Funeral Home and Crematory,
Lancaster, OH
D. S. Temrowski & Sons Funeral Home, Warren, MI
To make a contribution or to learn more about
the mission of the Selected Educational Trust,
visit selectedtrust.org or call 1-888-70-TRUST
or 847-236-0150.
Courtney Gould Miller, from page
13
you are actively engaged in both
the profession and the community.
And that’s something a good
outsourcing resource can do.
“You also want to have a resource
that will respond to comments
for you. While I think that’s one
of the greatest joys of blogging
and something that most funeral
directors would probably prefer
to do themselves, you want to be
sure you are responding quickly
enough. Owners and managers
don’t always have time for this. As
long as you use a reputable resource
that understands the profession
and offers all the services that are
necessary for managing your social
media platform, I think it’s great
and something that funeral home
bloggers should look into.”
What will you be talking
about at the Summit?
“I’m planning to start with
why funeral directors should
blog. It’s the first question on
everyone’s mind—why should
they devote time away from
operating a business to concentrate
on blogging? I’ll cover all of the
reasons why blogging is critical to
funeral service and not something
that can be overlooked.
“I’ll also discuss several facets
of a business blog. It’s something
I’ve put together to show the
key parts of a good blog. Blogs
are individual and specific to the
business or individual that writes
them. But there are basic elements
that every blog should have to be
successful. One of the facets we’ll
cover is social media—Twitter,
Facebook, Pinterest, Google+.
So many consumers, including
Baby Boomers that are a funeral
home’s target audience, are on
social media and looking to
interact with their communities.
Connecting with these consumers
on social media and then driving
them to your blog with your story
is an excellent way to create
new leads.
“In the breakout session, I’ll
show attendees how they can
get started. We will have an
interactive media area where I
will show attendees how I post,
put up pictures and add videos.
I’ll discuss the technical platform
I use and other options that are
available, including services to
assist bloggers that streamline the
process and provide content. I’ll
also answer specific questions that
participants have.
“Then I’ll wrap up with
some specific, concrete ideas
that participants can use to
immediately start their own
blogs—content ideas they can
write up based on their own
personal experience as soon as
they leave the session.” s
INSURANCE
INSURANCE
ASSIGNMENTS
ASSIGNMENTS
HAVE
HAVE
YOU YOU
IN A IN
TIZZY?
A TIZZY?
“C&J Financial
“C&Jhas
Financial
been a great
has been
partner.
a great partner.
Their customer
Their
service
customer
is great
service
to work
is great to work
with and most
with
importantly,
and most importantly,
payment payment
comes fast. Icomes
wouldfast.
highly
I would
recommend
highly recommend
C&J to others.”
C&J to others.”
Laurens Fish
Laurens
III, President
Fish III, President
Weed-Corley-Fish
Weed-Corley-Fish
Funeral Homes
Funeral Homes
23
NEWS BRIEFS
Kelco Supply
Celebrates 75 Years
Kelco Supply Company,
kelcosupply.com, is celebrating its
diamond anniversary in 2014,
having served the death care
industry for 75 years.
The company was founded in
1939 by Leo Hodroff and was
originally named L.H. Kellogg
Chemical Company.
It went through two corporate
transitions until it ultimately
returned to private ownership
by Nira Mesker in 1990. This
transition positioned it for
continued success. For many
years, Nira and her daughter,
Alicia Carr, operated the
business together.
Today, Alicia continues to bring
her mother’s legacy to light in
all aspects of the business. The
talented and dedicated team of
staff members who serve Kelco’s
clients is committed to exceeding
expectations. That has been,
and will continue to be, the
cornerstone of the business.
Kelco is a Premier Preferred
Partner of Selected Independent
Funeral Homes. s
Hit Delete on Fake
Funeral Email Notices
A new email scam disguised as
a funeral notification has the
appearance of coming from a
legitimate funeral home in Texas.
It’s an invitation to an upcoming
service with instructions to click a
link to view detailed information
about the ceremony.
But instead of pointing to the
funeral home’s website, it leads
to a foreign domain. Scammers
often place malware on third-party
websites that gives them access to
the user’s computer. Avoid such
email scams by following
these tips.
1. Don’t believe everything you
see. Scammers can easily copy a
real business’ identity.
2. Place your mouse over
hyper-linked text, and the true
destination will appear.
3. Be wary of unexpected or
unfamiliar emails that contain
links or attachments.
4. Beware of urgent pop-ups
designed to look like they’re from
your computer system.
5. Watch for poor grammar and
spelling. Scam emails often are
riddled with typos.
6. Ignore calls for immediate
action. Scam emails try to get you
to act before you think by creating
a sense of urgency. s
Courtesy Better Business Bureau
Memorial Candles make affordable keepsakes.
Bundle a candle keepsake with all your stationery packages and
create additional keepsakes for family and friends to take home
after the service.
• Select from three candle styles: Premium Round, Square and Standard Round
• Each candle offers two label styles:
Pre-printed themes (you print only the personalization) or blank labels
(you print the entire background and personalization
• Easily personalize through the FREE Make It! Personal web application
800.827.5151
www.messengerstationery.com
Promo Code: 8443 All Images © Thomas Kinkade / © 2004 Oleg Gavrilov, Hope Inc., Westlake, CA / © TC Chiu © The Art Publishing Group licensed by Cypress Fine Art Licensing
24
REFINANCE
TO
REINVEST
TAKE YOUR REFINANCE SAVINGS AND
ACQUIRE, RENOVATE, EXPAND
OR EVEN
HIRE STAFF.
LET US HELP YOU
TO CONTINUE YOUR SUCCESS. CONTACT
OUR SENIOR LENDING TEAM TO LEARN MORE.
Teresa Carlson
310.902.4050
Stephanie Dunn
847.477.7546
Doug Gober
504.289.6471
Ed Flegal
813.505.8149
Kate Groat
910.550.2312
Connect with us at www.liveoakbank.com/dcm
©2014 Live Oak Banking Company. All rights reserved. Member FDIC
25
INTEROFFICE
ROUTING
March-April 2014
AUR1716_Selected_Ind_Funeral_Homes.pdf
1
1/30/14
2:54 PM
AUR1716_Selected_Ind_Funeral_Homes.pdf
1
1/30/14
2:54 PM
90
90
% OF CREMATION CONSUMERS
% OF
PREFER
TO HAVECONSUMERS
A
CREMATION
PREFERSERVICE
TO HAVE A
SERVICE
C
M
Y
C
CM
M
MY
Y
CY
CM
CMY
MY
K
CY
CMY
K
….SHOW THEM HOW WITH
AURORA’S
JOURNEY
SYSTEM
….SHOW THEM
HOW CREMATION
WITH

AURORA’S
JOURNEY CREMATION SYSTEM
FREE customized arrangement guides
- Personalized with your services, prices, and logo
FREE- customized
arrangement
guides
Printed and
in tablet presentation
format

- Personalized with your services, prices, and logo
Simple
selection room display
- Printed and in tablet presentation format
Understanding Cremation Choices video for your funeral home
Simple
selection room display
website or arrangements

Cremation Choices video for your funeral home
Understanding
NEW arrangement training program featuring an eLearning course

AUR1716
AUR1716
website or arrangements
- Track arranger’s progress
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To learn more, visit
auroraadvantage.com/journey.
learn more,samples,
visit
To download
click on
auroraadvantage.com/journey.
the Resource Center to log in!
To download samples, click on
the Resource Center to log in!
AURORAADVANTAGE.COM
|
800.457.1111
AURORAADVANTAGE.COM
|
800.457.1111