as seen in:

PreNeed Event Planning

The following article was first published in the July 2019 issue of American Funeral Director magazine, and is reprinted with permission.

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Ilove fortune cookie quotes and Ithought it was a catchy way tostart another article on preneed. I

was hoping to stop you from turningthe page. Did it work?

Maybe the question you are askingyourself is not about forbidden fruit orjam, but what the heck does eventplanning have to do with preneed?

While attending the InternationalCemetery, Cremation and Funeral Association convention in April, Imade note of a common theme run-ning through many of the presenta-tions. According to the experts,funeral directors need to rethink whatwe do and how we do it if we aregoing to stay relevant. Several speak-ers insisted that touting ourselves asevent planners was key to our sur-vival. Now, before you roll your eyesand say, “What the heck were theysmoking?” (which I was totally guiltyof), I would like you to keep an open

mind as we take a closer look. The first thing I did was Google the

meaning of event planning. Do any ofyou remember actually having to go tothe library to look up anything, ugh, Ilove Google! Anyway, the process ofplanning and coordinating an event isusually referred to as event planning,which can include budgeting, schedul-ing, site selection, acquiring necessarypermits, coordinating transportationand parking, arranging for speakers orentertainers, arranging decor, event se-curity, catering, etc. I even found a listof skills an employer was looking forin an event planner job posting:

• Liaise with clients to identify theirneeds and to ensure customer satisfac-tion.

• Conduct market research, gatherinformation and negotiate contractsprior to closing any deals.

• Provide feedback and periodic re-ports to stakeholders.

• Propose ideas to improve provid-ed services and event quality.

• Organize facilities and manage allevent details, such as decor, catering,entertainment, transportation, loca-tion, invitee list, special guests, equip-ment, promotional material, etc.

• Ensure compliance with insur-ance, legal, health and safety obliga-tions.

• Specify staff requirements and coordinate their activities.

• Cooperate with marketing and PRto promote and publicize events.

• Proactively handle any rising issues and troubleshoot any emergingproblems on event days.

• Conduct pre- and post-event evaluations and report on outcomes.

• Research market, identify eventopportunities and generate interest.

Wait … are they not referring towhat we do as funeral directors allday long?

44 American Funeral Director • July 2019

PreneedBy Ann Marie St. George

You might be asking yourself, “What the heck does theabove fortune have to do with preneed?” Maybe nothing.

46 American Funeral Director • July 2019

The point here is who better to planyour final event than a funeral director? We have followed the triedand true for years. However, whatwas commonly referred to as “tradi-tional” has been replaced by “untra-ditional” as the norm. The familieswe now serve are looking for a servicethat will reflect the life they led, notthose of their great-grandparents.Where better to plan this event thenin the preneed process?

We are doing our families a dis-service if we are not allowing themto share their life stories with usduring the preneed arrangementconference. Actively listening towhat is being shared will help usbetter serve them and those left be-hind. These conversations will helpus design the personalized servicethey are seeking.

Common now is the phrase “cele-bration of life.” Surprise, surprise – it

even has its own hashtag. Not sur-prisingly, families are looking outsidethe funeral home to have these cele-brations. When they think of funeralhomes, they are not thinking of us asthe perfect place for a celebration because apparently, we are just toomorbid. Obviously they have neverbeen to a funeral conference. We needto find resourceful ways to embedourselves into the coordination ofthese events. If you do not have a designated reception area/room, whynot creatively work with event cen-ters, catering halls or local hotels?Have a plethora of information avail-able to help these families plan thisonce-in-a-lifetime event. Do some re-search on what is needed to plan awedding, anniversary or birthdayparty and twist it to suit a celebrationof life. The only thing stopping youfrom facilitating a death gala is yourinability to look at the celebrationpossibilities from all angles.

Funerals are family and friendevents, are they not? Part of the pre-arrangement process is remindingpeople that funerals are for the living,and as such, we need to consider theneeds of those they love along withtheir own. Encourage people to sharetheir wishes with their family andfriends because they may have someamazingly important input. As theNational Funeral Directors Associa-tion initiative embodies, “Have theTalk of a Lifetime.”

Hey, this idea isn’t for everyone. Itis meant to be thought provoking andmaybe a way to look at your businessa little differently. Maybe it opens adialogue that you never thought youwould have and maybe you neverwant to have it again. If nothing elsemotivates you, maybe the fact the av-erage event planner in the UnitedStates earns $63,008 compared withthe average funeral director, whoearns $48,552 a year, does.

Boy, is it a good thing we do whatwe do because we love what we do.Please allow me to share one last for-tune cookie quote, “Men do not fail… they give up trying.” On that note,thank you for hanging in there withme – and yes you can turn the page.Just stop rolling your eyes! •

Manage Your Preneed Program

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Preneed Fund Management is one of them

Information contained herein should not be treated as investment advice or a recommendation to buy or sell any security. This adver-tisement does not offer or promise to offer tax advice, and as such investors should be advised to consult their own tax advisers regard-ing the tax consequences of their investment activities. Investment return and principal will fluctuate, so that a client’s initial investment may increase or decrease. Any investment is speculative and involves a high degree of risk, including the risk of principal loss.

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