SAIF Golden Charter

Heart of the community

Independent funeral directors are far more than businesses. They are – like the GP, the publican, the shop or the local clergy – often at the very heart of their communities.

It’s not just about serving the final needs of the deceased, though of course that’s critically important. It’s also about supporting bereaved families through explanation, sympathy and genuine understanding, providing them with the help, guidance and care they require at the time they most need it.

This strong notion of community and service drives Jacqueline Wilson, who is Director of her own funeral business based in Tarporley in rural Cheshire. She has 20 years’ experience in the profession, and left the corporate world of Dignity Funerals to start her own company five years ago.

To say the least, her new business was born in traumatic circumstances. “My six-year-old daughter died of a brain tumour. It persuaded me that I wanted to take a more personal approach and starting on my own as an Independent was a way to do that.”

The company is thriving – it now has two local offices and handles some 200 funerals a year. It is that personal touch, Jacqueline says, which is so important and which has given her business a reputation for good practice.

“It’s really important. I go and visit every single family we’re involved with so I can get to know them before the funeral. Our office is a converted bungalow with a lounge, which gives it a homely feel. I also retain my staff, which is important in a village environment as it makes people feel that they’re not going to a stranger.”

Another important thing, she says, is providing comprehensive advice. “It’s about much more than doing things well at front of house level. It means answering questions, supporting families and explaining the paperwork.

“We have a booklet we give to every family. It explains everything they need to know. So many people have never arranged a funeral before. They don’t know where to begin.”

Other elements of good practice and future-proofing the business include keeping prices competitive and providing first-class aftercare. Once again, she stresses the importance of community.

“My father was a vicar in a village and that gave me an insight into funerals and how they should be conducted. I genuinely believe that having a local funeral director is the best option for families. At the end of the day, of course, it’s a business, but I’d also like it to be seen as a service to people.”

Jacqueline shares SAIF’s view about the importance of training. She has an NAFD diploma in funeral directing which took her two years to achieve, and encourages her staff to take qualifications too.

“My main concern about the industry is that there are no regulations in place with regard to qualifications and membership. I think that all funeral directors should have to be part of SAIF or NAFD to trade to ensure that all requirements are met to a high standard.”

She also believes in the importance of giving back to the community, and has raised more than £120,000 for charity. “We hold an annual ball as well as a sponsored walk on Easter Sunday.

“We also have a holiday lodge in Wales which we offer free of charge to families with children who are terminally ill or have long- term disabilities, as well as to families who have been clients. It helps them to get away and build memories.”

Other charity offerings Jacqueline has made include paying for and putting a defibrillator on the wall of her second office and asking for donations of items from those who put a memorial tag on a tree at Christmas. “We pick a different charity every year – in 2016 it was a foodbank, and we had a fantastic response.”

With her long experience in the business, what advice would she give to someone starting out as an independent funeral director? “Talk to all your ministers and the local community as well as nursing homes and so on. Let them know that you want to give the best care possible and a personal touch to families.

“And have a good relationship with other local independent funeral directors. We all need to work together and there is room for everyone. Be open and honest and – above all – professional.”

Jacqueline remains excited about the industry and its future. “Times are changing and so are funerals. There are so many things out there are on offer to enable families to have the send-off that they require for their loved ones.

“Although there will always be a high proportion of traditional funerals, that isn’t for everyone and we need to be able to provide a service fit for all. A funeral is personal to that person. It’s the last thing you do for someone, so it has to be perfect.”

She believes that the internet will have an effect on independent funeral directors, both positive and negative.

“Its positive points include enabling families to search online and choose exactly what they want.

“However, I also feel we could be in danger of taking away the personal one-to-one approach. This is something that I feel families need when they are at their lowest point. Support and always being on the end of that phone and actually being able to speak to the funeral director or a member of the staff to me is paramount and something that I personally would never want to lose.”

While obviously devastating, Jacqueline’s own experience of losing her daughter helped her to focus on what she really wanted and on providing a genuinely caring, compassionate and professional service.

“Since I went out on my own, I’ve never looked back. I should have done it years ago. My personal circumstances have really encouraged me to do as good a job as possible. I suppose you could say I’ve turned a negative into a positive.”