As we enter the holiday season, many of my clients plan to hold a memorial event. In this article, I’ll discuss why you should host an event, the elements you can include, who to invite, and why the experience matters.
An annual memorial event can be a powerful way for funeral homes to stay connected with the families they serve while offering a meaningful experience that supports their grieving process. It’s not just about business—it’s about showing that your commitment to care extends beyond the day of the service.
Why Host a Memorial Event?
For families, grief doesn’t end after the funeral. Anniversaries, holidays, and other milestones can bring up waves of emotion, making these times particularly difficult. A memorial event provides an opportunity to honor loved ones in a supportive, communal setting. It’s a chance for families to reflect, share memories, and find comfort in knowing they’re not alone.
For your funeral home, these events reinforce your compassionate reputation. They deepen relationships with families, encourage word-of-mouth referrals, and showcase your commitment to serving the community.
Event Elements to Include
- Personalized Memorials: Offer ways for families to honor their loved ones, such as a candle-lighting ceremony, memory boards, or a slideshow of submitted photos.
- Speakers: Invite grief counselors, spiritual leaders, or community members to share messages of hope and healing. Plus, it’s a great opportunity for the funeral home owner to share a message and connect with families.
- Keepsakes: Provide small tokens, like memorial ornaments or personalized candles, that families can take home.
- Hospitality: Include refreshments and a welcoming space where families can gather and connect.
- Community Connection: Encourage families to share stories or write messages on a remembrance wall.
Who To Invite
It’s common for funeral homes to invite every family they’ve served in the past year. This is a good starting point, but I recommend extending the invitation to a broader audience.
One of my clients in Australia invites every family she has ever served in her 10 years in business. Yes, that makes for a very large mailing of invitations, but she maintains that reconnecting with past families is worth the expense. Another client invites the entire community, whether he served the family or not. His logic is that even if they went to another funeral home, he’ll win the next call if he provides the aftercare.
In both cases, they limit the size of the event to a certain number of attendees and require advance registration. This helps to encourage attendance from the families who need it the most.
Why The Experience Matters
For families, participating in a memorial event shows that their loved one’s memory matters. For your funeral home, hosting the event creates a lasting impression, fosters loyalty, and reinforces your role as a trusted resource during life’s most challenging moments.
When done thoughtfully, an annual memorial event can turn a simple gathering into a cherished tradition.
Until next week
John
