NAFD Member Benefits It’s time to think differently about direct cremation – new NAFD consumer research highlights views and opportunities

Newindependent consumer research, commissioned by the NAFD, has revealed significant opportunities for funeral directors when it comes to offering direct cremations, an opportunity that many are currently not taking advantage of.

The findings of the research have revealed that the number of UK adults that would consider arranging a direct cremation continues to grow, effectively now making direct cremation a mainstream funeral choice for UK adults –and, importantly, the research has revealed that most consumers believe a funeral director is the best place to turn to if they wish to arrange one.

The survey findings also support the NAFD’s long-held assertion that a funeral is as much for and about the needs of bereaved people as it is the person who has died – sounding a note of caution to marketing campaigns which have dismissed funeral services as ‘fuss’.

Deb Smith of Wordsmith Communication, who is the NAFD Communications Lead, sees the findings as a strong vote of confidence in funeral homes and urged members not to pass up the opportunity to be recognised by their local communities as the best place to turn to arrange one.

“The results point to a huge opportunity for funeral directors to position themselves, with consumers, as the best place to arrange any kind of funeral – including an unattended one,” she said. “The evidence suggests that if your firm is not providing well-signposted access to information about direct cremations, or actively encouraging your customers to talk to you if they are interested in arranging one, you’re simply adding to the numbers of people currently turning to direct cremation-only providers to arrange a direct cremation, believing they are the only specialists in providing them.”

Following the presentation of the key findings to NAFD Conference in May, a detailed report and data tables have been sent to NAFD members. These will be accompanied by a toolkit of support and guidance, to support members in developing their services and communication.

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Financial

• Fleet breakdown cover *

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Category A Funeral firms in England, Wales, Northern Ireland, Scotland, the Isle of Man and the Channel Islands

Category B

UK Supplier

* Benefits for Category A members only

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• Listing on funeral-directory.co.uk *

• Listing on supplier member search on NAFD website

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• Discount on stand space if exhibiting at the biennial National Funeral Exhibition

• A listing in the overseas member search on the Association’s website

• Monthly copy of Funeral Director Monthly

Communication/Representation

• Parliamentary campaigning

• Monthly copy of Funeral Director Monthly

• Discounted advertising in Funeral Director Monthly

• Free editorial in Funeral Director Monthly

• Monthly e-newsletter

• NAFD social media

• Regular e-communication updates on important issues affecting your business

Professional Development

• NAFD qualifications

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General

• Volvo schemes offering preferential rates *

Category C Overseas

• Free editorial in Funeral Director Monthly

• Discounted advertising in Funeral Director Monthly

• Use of NAFD overseas member logo

• Invitation to attend the NAFD Conference and Annual General Meeting.

For more information on any of these benefits you receive as a member of the NAFD, please call: 0121 711 1343 or email: su@nafd.org.uk