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NAFD News
NAFD Autumn General Meeting broadcast live from Birmingham studio
Broadcast live from central Birmingham to one of the largest audiences to attend an NAFD General Meeting, the 2020 Autumn General Meeting was the first full event in the Association’s 115-year history to be conducted remotely - rather than conducted in person.
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For a sector where being there in person is such a fundamental principle, gathering together online might once have felt like a very poor substitute for an in-person event. But this is 2020 and, with no large gatherings permitted anywhere in the UK, the playbook for Association events had to be rapidly rewritten, by NAFD Events Manager Jane Lawrence, for a pandemic period - to ensure that the NAFD and its members could continue to discuss the important matters driving the funeral profession forward.
More than 120 member firms tuned into the broadcast live, with a further 50 already having watched the video posted on the members’ website at the time of going to press. This compares to a typical in-person attendance at the Autumn General Meeting of around 100 member firms. We also know that many didn’t watch the broadcast alone, and so it is a very positive indicator that blending virtual and inperson events in the future will help the NAFD to reach as many member firms as possible.
The NAFD was grateful to First Vice-President Kate Edwards, who stepped in at short notice to chair the event after Tier 3 travel restrictions prevented President David Barrington from making the journey.
Following the Association business section of the meeting, speakers included former Inspector of Funeral Directors in Scotland Natalie McKail, who addressed the meeting on the work she is doing with Senior Standards & Quality Manager Nigel Cooper to review NAFD inspections and Funeral Service Consumer Standards Review (FSCSR) independent chair and former Chief Ombudsman Lewis Shand Smith who explained the short history of the FSCSR and how it had brought together representatives from the funeral and consumer sectors to develop an industry-wide Code of Practice that would “do justice to the passion for funeral directing which you and others have so eloquently expressed and will ensure that bereaved people are always properly and professionally cared for, no matter what kind of funeral they wish to arrange”. Finally, Past President Alison Crake revealed the second version of her much-valued Pandemic Planning Response guide, which had been updated with the benefit of the experience gained over the last eight months and having realised just how valuable a resource it had proven to be for the profession not only across the UK but internationally too.
The NAFD would like to thank the event sponsors who had helped to make sure the event could be held in such a difficult period: principal sponsor The MazWell Group, JC Atkinson, Auden Funeral Supplies, Ecclesiastical Planning Services, Funeral Partners, Funeral Products and Seker Funeral Home Management Software.
Former Inspector of Funeral Directors heading up review of NAFD Inspections
The NAFD is undergoing a major review of its inspections regime to ensure that members are fully aware of and can achieve compliance with the new Code of Practice.
The new Code of Practice, aligned to both the Funeral Service Consumer Standards Review’s (FSCSR) proposed standards code and the draft Scottish Government Code of Practice for Funeral Directors, was launched at the NAFD’s virtual Autumn meeting in October. Before this new Code is formally adopted, members have a six-month period to help ensure they meet the required standards laid out in it.
As part of the future implementation of the new Code of Practice, the Association was keen to conduct a rigorous assessment of its inspections, quality and standards processes and introduce new ways of working with and supporting members with compliance. Work on the new Code was underway prior to the Competition and Markets Authority’s Provision Decision Report into the funeral market, as an additional benefit it will also help ensure that NAFD member firms are meeting the CMA recommendations.
The Association has appointed Natalie McKail, the former Inspector of Funeral Directors in Scotland and an experienced lead in organisational transformation, to investigate and propose a new framework of standards and quality assessment and inspections. Ms McKail has been requested by NAFD Chief Executive Jon Levett to report back by the end of the calendar year, with a view to her recommendations forming part of the formal rollout of the Code in early 2021.
“What the Association aims to create is a supportive relationship to make sure that everybody who is a member of the NAFD understands what compliance with the new Code of Practice entails and is supported to do so with input from the Standards and Quality team,” said Natalie. “The focus of this work is to design an outcome-based, riskbased and proportionate framework – it will not be about prescribing to firms how they achieve something; it’s about looking at what the outcomes would be and how best to meet those. That can of course mean looking at different ways to achieve that depending on the size and nature of the member firm.
“It’s also about changing the emphasis of what may have been viewed as a tick-box exercise, and moving it to an outcome-focus model. This involves encouraging new practice, innovation, sharing good practice among members firms and encouraging people to embed continuous improvement in their day to day operations.”
“I am keen to look at what member firms are doing that works well and what can we learn from this to share good practice across the board. This also involves looking at in-house approaches from right across the UK; what members firms are already doing in terms of carrying out assessments - they might have
Natalie McKail
self-assessment, they might buy in assessment support, they might use different frameworks like ISO accreditation. We are looking at all these different models from across the UK and internationally, and we will look at recommendations about what improvements can be made for the NAFD framework.”
Drawing on her experience of recommending a system of regulation for funeral directors in Scotland, Ms McKail said the NAFD framework must set “a real clarity of expectation” so that everyone – funeral directors and the public – understand what to expect.
Introducing a risk-based and proportionate system will form a critical part of her recommendations, putting in place a framework to ensure that the NAFD standards and quality team supports members in areas of high-risk activities not only in compliance, but also in operational practice that mitigates risk and, crucially, best benefits the customer.
Ms McKail is also looking at the feasibility of introducing themed inspections, targeted on specific issues should they arise from trends or patterns of customer feedback or national issues which may emerge.
She said: “Ultimately, what we want to do is introduce a modern framework that works for members firms and works for the public. We want to make the best use of member firms’ resources and the best use of our standard and quality team moving forward.
“We aim to encourage best practice across the board by sharing that best practice, by designing a framework that underlines how seriously the NAFD takes its responsibilities around quality and standards and providing best service to customers, all done in a supportive and proactive way so that its members feel the value of that supportive engagement for their business.”
NFE 2021 postponed until 2022
Due to the ongoing seriousness and unpredictability of the current COVID-19 pandemic, a decision has been made to postpone the National Funeral Exhibition 2021 until Friday 10 – Sunday 12 June 2022.
The NAFD is extremely saddened and disappointed to have had to make this decision, but we made it for a number of important reasons.
The simple fact is that there are still no exhibitions, or other large gatherings, taking place in the UK – and no indication of when it might be possible to do so. We are advised that Stoneleigh Park will not reopen until April 2021, at the earliest, and this is uncomfortably close to NFE, risking us being caught up in any last minute delays to this date leaving us unable to run the event.
Even if it proves possible to run the event in the planned dates, the consensus is that vaccinating the population will take many months and so it is likely that social distancing will remain a requirement well into 2021 – leading to reduced capacity, both for visitors and exhibitors, at the show.
We know that this decision impacts upon the marketing plans for our exhibitors and we wanted to give them as much time and support as possible to consider their options for not only 2022 – but also 2024, when the subsequent NFE will now be held.
It’s been a very difficult year for everyone and the NAFD has been humbled by the support and partnership shown across the funeral sector, in the common interest of serving bereaved people at this difficult time. We have a difficult few months ahead as a sector, but planning is now underway to ensure that the National Funeral Exhibition will return, in 2022, stronger and more vibrant than ever.
NAFD Member Benefits
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
Category C Overseas
Business Advice & Support
• Client Will search facility * • Repatriation Helpline * • Interflora membership package * • Stationery solutions • NAFD Energy Club • NAFD Telecoms • NAFD Legal Advisory Service • Counselling helpline for staff/family • Property Planning Advice • Health & Safety advice • PR Handbook and PR Helpline • Merchant card services • NAFD Fast Track Debt Recovery Service
Knowledge Sharing
• Networking opportunities through Area
Federation and Local Association meetings • Conference and Autumn General Meeting • Member website • Attendance at National Funeral Exhibition (discount on stand space if exhibiting)
Professional Credibility
• Code of Practice and client dispute resolution service, NAFD Resolve * • Listing on funeral-directory.co.uk * • Listing on supplier member search on
NAFD website • Use of logos and marketing collateral
Financial
• Fleet breakdown cover * • Fleet insurance * • Perfect Choice Funeral Plans * • £5m professional indemnity insurance * • £150k employment claims insurance • £150k H&S prosecution insurance • £150k HMRC & VAT investigation insurance • Personal/commercial insurance discounts • Royal Mail Same Day Service
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 • Election to NAFD boards/committees
General
• Volvo schemes offering preferential rates *
Category C Benefits
For more information on membership of the NAFD please
• 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 • 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.
call: 0121 711 1343 or email: su@nafd.org.uk
NAFD helps member firms prepare for a COVID-dominated winter
Government modelling suggests that the second wave of the virus may prove more challenging than the first, with a second peak potentially having a more prolonged peak than March – May 2020.
If you compound this with the normal challenges that winter weather and the normal seasonal mortality rate spike represent for the sector, then it’s clear – this is not the year to leave any planning to chance.
To support the funeral profession, the NAFD has updated its Pandemic Response Planning Guide with all of the learning and experience of the first wave of the COVID-19 pandemic. New sections on caring for the health and wellbeing of staff and other information have been added which author Past President Alison Crake hopes will be useful to members and the wider profession.
The Association has also offered guidance on the additional challenges that may come with responding to a pandemic during winter weather – and also on stocking up with supplies. Although it’s possible that the profession may not experience the shortages of Personal Protective Equipment (PPE) in the second wave that we did in the first, the Association is aware that there are already challenges in sourcing certain items - so advises its members to make sure they are not caught out. In addition, during the first peak, unnecessary over-buying of other key supply items, by some firms, caused delays in the system - so a gradual and measured approach to procurement is advised.
The NAFD continues to provide regular email briefings – as well as posts on its social media channels – and the Association’s dedicated website, nafdcovid19.org.uk, is also kept up to date with changes to regulations and guidance.
NAFD launches the Funeral Director Code
On 15 October, the NAFD launched The Funeral Director Code, a new Code of Practice for members, based on the Funeral Service Consumer Standards industry-wide model, during its first livestreamed Autumn General Meeting.
Many of the additional requirements of the new Code, including requirements for pricing information visibility, equality and diversity and professional education, fall in line with the recommendations in the Competition and Markets Authority’s (CMA) Provisional Decision Report, published in August. Over a six month settling-in period, the NAFD is monitoring implementation of the new Code by members, supporting them in meeting the new requirements and providing feedback to the FSCSR steering group. The new Code will be reviewed every twelve months to ensure it is effective and up to date.
Supporting the new Code of Practice will be a revised inspections framework, which will be launched following a detailed review by former Inspector of Funeral Directors in Scotland, Natalie McKail. The review will lead to the development of a standards and quality assessment framework for funeral homes which ensures that NAFD’s oversight of its members is targeted on remedying those issues that present the highest risk of detriment to the dignity of deceased people and the users of funeral director services.
FUNERAL
Director SolutionS
Shine a Light This Winter
Why should a Funeral Director bother with Social Media?
Embrace Social Media to Engage with your Community
The arrival of the Pandemic has changed the way people engage with each other and businesses. Trends that were likely to happen over a ten year period have now taken place over ten months. The families and communities we serve now rely much more heavily on the internet and social media as a way of interacting with the world. We are light years ahead of where we were ten months ago in terms of technology use. Facebook is the predominant social media platform most relevant to our communities. In October 2020 there were over 3.3 million users in the Republic of Ireland with largest recent audience gains among users aged between 40 and 50. Very simply, Facebook has become a very important tool for Funeral Directors to help you inform and engage with your community on a regular basis. I would like to show you an example of a post published on our own funeral business page to show how the local community can provide an alternative way to support grieving families during dark winter months.
October 1st Facebook Post – Kieran Bros Funeral Care
Concept – As the nights get longer and darker, encourage the local community to “hold a torch or shine the light of your phone and help to brighten up the dark nights for grieving families.” as funeral cortege passes their door or street. The engagement levels with people that you can see below speak for themselves.
11,374 people reached, 1,153 people engaged
This is a perfect example of how to encourage a new trend or continue an existing one by engaging with the community in a place that they now “hang out”. If you already have a Facebook page for your funeral business, feel free to jump onto our page and use this text and image for a post on your own page. If you don’t yet have a Facebook page, we would suggest that you consider setting one up so that you can continue to provide that level of information, education and engagement with your community. Very simply, there is a demand in these times. On the page opposite you will see a full range of new Digital and Marketing services now available from Funeral Director Solutions. You will see that Social Media Help and Consultation is one such service. Get in touch with us if you need any help on your social media journey or guidance with your existing page.
Colm Kieran
Funeral Arranging in a Digital Age
Enhance your funeral arranging process using a Digital Solution Introducing The Virtual Funeral Arranger FUNERAL
Director SolutionS
How does it Work?
Send your customers/families a link to an easy to use, company branded website where they can; • Fill out their details • Share the details including a photograph of the deceased for the funeral notice • Generate and review a funeral notice automatically • Provide a preview of the funeral notice for the family before its published • Choose a coffin • Choose additional funeral options such as floral options • Make payments direct to your bank account using their debit/ credit card
What are the benefits?
• Reduce funeral arranging time • Speed up funeral notice production • Easy to set up and easy use • Put your customers/families at ease • No downloading/no installation • Gather the “first call” information remotely
Starter Package from €399 plus VAT including first year’s annual maintenance
Contact Funeral Director Solutions for a live demonstration Telephone +353 (42) 9667309 or email: info@funeraldirectorsolutions.ie
Other Services Available from Funeral Director Solutions FIRST IMPRESSIONS LAST
Funeral Director Communications Tools that; Raise your profile - Portray the right image Communicate effectively with your clients and the wider community
Printed Documents and Guides (Design and Print)
(All Documents with your Company Brand)
• Funeral Arranging Guides (A5 Company Branded) • Funeral Service Fees & Charges Guides • Confirmation of Arrangement Forms (Duplicate) • Funeral Cost Estimate Forms (Duplicate) • Coffin Brochures • After Funeral Guides • Funeral Pre-Planning Guides • Funeral Mass/ Service Guides (Readings, Prayers & Reflections) • Logo Design
Digital Consultancy Services
• Online Marketing • Website Audit • New Website Design & Build • Logo Design • Social Media Consultation (Facebook) • Search Engine Optimisation (“Google My Business” Search) • Google AdWords Audit and
Campaign Design • Funeral Home Virtual Tours • Digital Brochure Design – E.g.
Coffin Brochures
