Annual Review 2021 - National Association of Funeral Directors
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“The funeral sector has provided a valuable
service to the country for centuries.
The funeral sector is often made up of
unsung heroes within the community, with
much of their work unseen by the public.
The Government recognises the hard work
of the funeral sector, and further appreciates
its dedication through the particular
challenges of the COVID-19 pandemic.”
Ministry of Justice, April 2021
Annual Review 2021
Welcome
David Barrington,
NAFD President
You find out a lot about people
when you put them under pressure.
Well, the funeral profession has certainly been under pressure
over the past twelve months - and I think it is fair to say that
we have more than risen to the occasion. In fact, we have done
ourselves truly proud and it was wonderful to see this reflected
in the comments made by the Ministry of Justice, on the cover
of this Annual Review.
As a profession we’ve stepped up amid much uncertainty,
supported the Government, cared for the nation’s dead and
They aren’t a big team but, my word, they’ve worked hard
grieving – and made certain that the UK was not overwhelmed,
to ensure the NAFD could be there for its members in a
as some other countries found themselves to be.
time of crisis. As part of the COVID Advisory Board, along
I am sure every NAFD President finds themselves feeling with colleagues representing all parts of the membership, I
proud of their profession during their term. How can you have met weekly with the NAFD team, wrestling with issues
not? The joy and privilege of the presidency is to see the very ranging from access to PPE and vaccinations, to the impact
best of your colleagues and friends as you travel the country of restrictions and safety measures on bereaved people and
meeting them and seeing them at work. That was certainly true funeral employees. I have also taken part in late night and
of my first twelve months in office (my actual Presidential year!) weekend ‘WhatsApp’ discussions, on urgent issues, as the team
and it was something I derived real pleasure from. sought to deal with problems while members had a few hours
of much-needed rest. Like the profession that the NAFD is
there to serve, the team at National Office has also risen to
the occasion, not only in terms of COVID, but in never losing
sight of the longer term, big picture goals and issues we are
dealing with as a profession too.
There are many good reasons why your NAFD is shortlisted
for UK Trade Association of the Year 2021. Here’s just a few.
Somewhere in the middle of responding to the pandemic, in
2020 -21 the team launched a whole new Education framework
However, it has been the second twelve months of my term
and made sure students could sit their exams. They moved the
that have moved me the most and I will carry with me long
National Funeral Exhibition lock, stock and barrel, back by twelve
into the future. I have had the honour of being your President
months and kept exhibitors on board. They pressed ahead with
through a year for which we long ago ran out of superlatives
Governance reform, including a complete overhaul of how the
to describe. Unprecedented? For the last 100 years, certainly.
NAFD accounts for its revenue and expenses. They persisted
Seismic? I would say so. Challenging? Without a doubt.
with representing our needs to the CMA and putting plans in
Terrifying? Honestly, yes – sometimes it was. But my preferred
place to ensure we meet the Government’s future requirements
word to describe the pandemic’s impact on the funeral sector,
of us, in terms of standards – and they developed and launched
I think, is humbling.
a new code of practice and inspections regime, ensuring funeral
In the early days of COVID-19 I felt humbled by nature. Her homes are comprehensively assessed and those of us who strive
power to stop the world in its tracks and the terrible impact to the highest possible standards can be recognised for our
of COVID on human beings, in so many ways. I have also commitment to quality and compassionate care.
felt – and continue to feel - humble in the face of the bravery
The 2021 Annual Review is a reflection of all of this hard work
shown by bereaved people under such difficult circumstances.
and more - and I am delighted to commend this publication to
And, as your President, I have felt humbled by the tireless,
you all.
dedicated and compassionate work of funeral directors and
their teams across the nation. I am proud to call you my friends It has been the honour of a lifetime to serve as your
and colleagues, and I am proud to have had the opportunity to President. I wish my successor, First Vice President Kate
speak up for you during my presidential year. Edwards, a wonderful - and normal - year in office and
The last year has also brought me into ever closer involvement I look forward to continuing to play my part in the future
with NAFD Chief Executive Jon Levett and his team. success of our Association.
2 3
CEO overview “I feel that the NAFD, in the last twelve months,
has done more for us than ever before.”
Respondent to the 2021 Member Census
Jon Levett,
NAFD Chief Executive
It is impossible to resist using The CMA also recommended to Conscious of demands on members, we froze member
government that there should be a subscription levels for 2021 - but plans continue apace,
words such as ‘extraordinary’, statutory scheme for the registration including on our infrastructure. A good crisis was not wasted
‘unprecedented’, ‘exceptional’ etc. and inspection of funeral directors. when our ceiling collapsed at National Office due to a leak, and
to describe the past twelve months. We are really pleased that the in the clear up we took the opportunity to reconfigure and
Ministry of Justice’s response to refurbish our offices. We will be launching a new website very
this recommendation has been to shortly, which will interface with a new Customer Relationship
The funeral sector has done a remarkable job in managing
acknowledge the huge strides we have Management system which should greatly improve the online
the large number of excess deaths caused by the Coronavirus
taken over the past two years in reforming services we are able to offer our members.
pandemic and ensuring that bereaved people across the UK
our regulatory standards and procedures. I know the whole team at NAFD National Office has been
have been well-served, despite the government restrictions
The excellent work, led by former Chief so proud of all the sector has achieved over the past twelve
placed on funeral services for public health reasons.
Ombudsman Lewis Shand Smith, on months. It has been a pleasure to support you all through this
The pandemic has meant that NAFD has had to work more
the Funeral Service Consumer Standard Review led to our challenging period.
closely than ever with governments in all four countries of
launching the Funeral Director Code last Autumn, which
the UK, over the past year, as we have met regularly with civil
represents a real advance in the standards we expect of our
servants at the Cabinet Office, the Department of Health
members. In addition, we have reviewed and substantially
and Social Care, Ministry of Justice, Department of Work and
strengthened our quality assurance framework, with the help COVID Advisory Group
Pensions, Public Health England, the Burial and Cremation
and leadership of former Inspector of Funeral Directors in
Team at the Scottish Government, the Resilience Team at The NAFD team would like to thank the following members
Scotland, Natalie McKail. We will be implementing the revised
Welsh Government, and the Department of Health in The pandemic has thrown up so many issues where it has for all of the time and support they have given as part of
framework this year.
Northern Ireland. been important for there to be a strong voice including: the weekly COVID Advisory Group calls – helping to make
In the next twelve months we will be launching the sure the voices of members were well represented and the
• Key worker status for funeral staff Independent Funeral Standards Organisation (IFSO). This will NAFD could discuss urgent issues and reach a consensus
• Access for funeral directors to the national supply of be a new Community Interest Company with a clear public view on issues it was discussing with Government.
Personal Protective Equipment (PPE) interest remit, under the oversight of an independent lay
• The policing and enforcement of restricted attendance majority board, within which to locate quality assurance and David Barrington (Barrington Funerals)
at funerals complaints activities.
• Business continuity threats due to the Paul Cuthell (Thomas Cuthell and Sons)
I believe these measures will show to government how
Test and Trace scheme seriously the sector views the importance of high standards, Jeremy Field (CPJ Field)
• Vaccination priority for funeral staff and will pave the way for government support of a regulatory
Alison Crake (Crake and Mallon)
regime which is proportionate, risk-based, and has the
interests of bereaved people at the very heart of it. William Millar (Ivan Murdock & Sons)
The Competition and Markets Authority
Our education work continues to grow and flourish, and Sam Kershaw (Funeral Partners)
(CMA) published its final report in
I believe this work will become all the more important as
December 2020. We were pleased that Gary Haire (S Clarke & Son)
regulatory requirements are ramped up. Despite Coronavirus
the CMA decided not to push ahead with
I would particularly like to thank our own COVID Advisory restrictions on gatherings, we were able to continue to deliver Alison Close (Co-op Funeralcare)
a draconian price regulation regime, which
Group, which met weekly throughout the pandemic, and examinations using new technology. We have updated the
would have capped the prices of certain Andrew Judd (Dignity)
those who participated in the Local Resilience Representative Diploma in Funeral Directing, and we are about to launch a
funeral products and/or services. Such a
Groups, which were held fortnightly from Summer 2020 new blended learning training programme for funeral service Gordon McGown (Dignity)
regime would have been disproportionate,
until April 2021. Both have provided invaluable support operatives. This summer will see the launch of a new online
complex to administer, restricted consumer choice,
and advice. programme in funeral arranging and administration. We will
and may not have had the desired effect in reducing prices.
also hold our first summer school at Durham University,
We have also worked closely with other representative bodies We are pleased that instead the CMA has decided to focus in
being delivered by Professor Douglas Davies.
in the sector, leading to the establishment of the Deceased on transparency measures.
Management Advisory Group (DMAG) in March 2020, of We have supported this, and we hope that the Funeral Market
which NAFD was one of the founding members. All DMAG Investigation Order 2021 which will place legal requirements
member organisations were keen that, as far as possible, the on funeral directors to publish prices prominently in their
sector spoke with one voice to governments, and I think funeral homes and online will be something that the sector can
DMAG will turn out to be a valuable and enduring legacy of embrace and which truly benefits bereaved people in making
the pandemic response. their funeral choices.
4 5
Governance “T he changes to our Governance structures and processes have made the NAFD
team and volunteer members more accountable to the wider membership,
have made exercising voting rights easier and have ensured that the NAFD
team always hears a balanced perspective from across the membership when
developing policy. At a time of significant change for the sector, this will ensure
Over the last few years, the governance and management structure of the the NAFD acts decisively and fairly in how it supports members in running their
NAFD has been transformed - enabling more effective strategic decision making, businesses, now and for the future.”
creating a strong performance culture and allowing the Association to be more Jon Levett, Chief Executive
attuned to the changing environment in which our members operate.
NAFD Governing Board The NAFD Disciplinary Committee What has COVID -19 meant for NAFD governance?
Following the incorporation of the NAFD as a Company As members will know, the Association’s Disciplinary Due to COVID -19, the NAFD took Digital voting was
Limited by Guarantee, on 1 January 2019, the NAFD Committee meets to discuss the role of the Disciplinary the difficult decision to postpone introduced in 2020, prior
Management Committee was formed following the Annual Committee to adjudicate on any complaints, or other Conference in 2020. The Autumn to the pandemic, but it
General Meeting in May 2019. Now more accurately renamed matters, that the Committee for Professional Standards feels Meeting in 2020 was broadcast live has continued to make
the Governing Board, it oversees the work of the committees, could be serious enough to warrant disciplinary action, in from a socially distanced studio in it easier for members to
the Chief Executive Jon Levett and his team. Chaired by accordance with the Funeral Director Code and membership Birmingham and the 2021 Annual exercise their democratic
independent chair Jonathan Rees, the Governing Board requirements. Conference and AGM will also be in rights and ensure that the
comprises the four Officers of the Association, the CEO and In Summer 2020, the NAFD recruited for a new independent virtual format too. views of as many members
co-opted volunteer members as required. chair and lay member of the committee. Such was the strength The NAFD is extremely grateful to as possible are reflected
The Governing Board is also responsible for continuing to of the field of candidates who came forward, we chose two outgoing President David Barrington, who agreed to serve when important decisions
develop the Association’s governance arrangements, to ensure independent co-chairs: Chief Executive of the Chartered an additional twelve months in post, during the pandemic, are taken.
they are fit for purpose in a rapidly changing world. Institute of Legal Executives Linda Ford and Barry Picken to ensure continuity at a difficult time and to enable Kate
whose experience ranges from the General Medical Council Edwards to enjoy the full benefits and pleasures of her year
to running the NHS in Wolverhampton, together with a lay in office including, it is planned, a chance to gather with
member - former Detective Chief Superintendent, Head of colleagues and friends for the NAFD Annual Conference.
Crime for Northamptonshire Police, Robert McCulley MA
FCMI FInstLM.
Review of Local Associations and Area Federations
The NAFD is committed to improving and enhancing the role Your NAFD representatives
of Local Association and Area Federations and is currently for 2020-21
undertaking a detailed review of how they operate to see
how the NAFD can provide additional support to regional
Member representatives Board of Education Membership Committee
organisations of the Association going forward. (Executive Committee) Alison Crake (Chair) Natasha Gidley John Adams (Chair) Abi Pattenden
While attendance at some Local Associations and Area Mark Adams Sam Kershaw Kate Edwards Austin Williams Julian Hussey James Schofield
Federations has declined in recent years, some have
Gerard Boyle Barry Pritchard
strengthened during 2020 with the move to online video
Alison Crake William Millar Committee for Directors of NAFD Ventures Ltd
meetings – enabling members to meet more easily and
Jenny Gilbert -Trigg Gillian Stewart Professional Standards John Adams Jeremy Field
frequently. Feedback, in the 2021 Membership Census, suggests
that members support a balance of in person and virtual Philip Blatchly Rhys Price Kate Edwards Jon Levett
Officers (Chair) Richard Van Nes
meetings going forward.
NAFD Executive Committee (who represent the NAFD on the Mark Adams Churches’ Group
Key to the success of an NAFD regional organisation is an Clive Townend
Executive and Governing Board) on Funeral Services
The NAFD Executive focuses on wider strategic, policy- enthusiastic and energetic Secretary and membership. Equally David Barrington Reverend
related and other industry and member matters - to ensure President: Second VP: Trevor Hunnaball
important is a commitment to putting aside any local or Anthony Driver Roger Woodward
that the NAFD is operating effectively, is fully prepared for all David Barrington John Adams
competitive differences to work for the greater good of serving Karen Hussey
operational and strategic issues likely to come its way and that First VP: Immediate FIAT-IFTA
families and enhancing the profession’s reputation.
the voice of all sections of the membership is fully heard and Kate Edwards Past President: Emerson De Luca
The Association is always keen to hear from anyone Disciplinary Committee
accommodated in decision making. Abi Pattenden
who would be interested in setting up or reviving a Local Linda Ford and Gerard Boyle
As part of the new governance arrangements, there is now Association or Area Federation, so please get in touch with International Examinations
Governing Board Barry Picken Jim Brodie
always representation from all four home nations of the UK on our Membership Officer, at National Office who’d be delighted Board Of Embalmers
Jonathan Rees Alison Crake (co-chairs, Emily Houghton
the Executive, as well as for the three largest members, with to help. Karen Caney Michael Liddle
(Chair) Kate Edwards lay members)
the balance drawn from smaller independent firms, ensuring Abi Pattenden
John Adams Jeremy Field Robert McCulley
a balance from across the geography and business type of the
David Barrington (lay member)
membership. Abi Pattenden
Barry Pritchard
6 7
Setting high standards “Our role is to support members in reaching the highest of standards. I am grateful to
the committee’s NAFD member and independent representatives for finding time to
meet virtually, in the midst of a very difficult year, to give considered thought to the
professional standards issues referred to us - particularly given the introduction of
the new Funeral Director Code during the course of the year.”
A central part of the NAFD’s role is to set standards for its members, which Phillip Blatchly, Chair of the Committee for Professional Standards
gives assurance to the public that they can expect a high level of service from
NAFD members, offers fair redress to consumers when things go wrong – Independent Funeral Standards Organisation (IFSO) NAFD Resolve
and ensures that robust action is taken against misconduct by funeral firms. In 2020, we also set out plans to create an Independent It is now more than a year since the NAFD launched its new
Funeral Standards Organisation (IFSO) – an independent complaints and reconciliation scheme, NAFD Resolve. Fully
Although affected by the pandemic, with inspections paused for the majority of the 2020-2021 period, this aspect of the NAFD’s regulatory body which we are confident will provide a robust funded on members’ behalf, NAFD Resolve is independently
role has remained high profile, given the focus on quality standards in the Competition and Markets Authority investigation into the mechanism to monitor quality standards among funeral firms operated by IDRS Ltd, a wholly-owned subsidiary of the
funerals market and its recommendations, announced during 2020, for the introduction of greater oversight in this area for all UK that will satisfy the CMA’s recommendations. Centre for Effective Dispute Resolution, which is a Chartered
funeral firms. IFSO will have an independent board and will operate Trading Standards Institute (CTSI) approved Alternate Dispute
independently – but it will draw on sector expertise to ensure Resolution (ADR) body.
In its response to the CMA final report, the Ministry of Justice committed to working with the sector to establish “a consistent set
of quality standards across the sector, and a mechanism for upholding and enforcing these.” funeral homes are inspected and monitored by professionals The NAFD is in the process of applying to the CTSI for NAFD
who understand the sector. It will also be up and running faster Resolve to be recognised and approved as an ADR body in its
The NAFD has already taken significant steps to evolve its standards monitoring activities to ensure they are comprehensive,
and more cost effectively than a new Government regulator – own right. This will ensure members continue to operate in
independent – and aligned to the requirements of the CMA, which were published for consultation as a draft Order in April 2021.
the costs for which would be passed on to the funeral sector compliance with their legal obligation to point customers to an
to bear. approved ADR body in the event of a consumer dispute, by
Key Achievements Our aim is for IFSO to absorb the NAFD’s current standards the Chartered Trading Standards
activities and begin operations in 2022. While the costs of Institute – which is required by law.
Standards Funeral Service Inspections Review participation for members will be met within their membership This will give NAFD Resolve,
Consumer Standards Review Supporting the new Code of Practice is a revised inspections subscription, we will also open it up to non-members too, for a the Association and its dispute
(FSCSR) framework, which will be launched in April 2021, following a fee, giving greater confidence to bereaved consumers that the resolution scheme increased
Established in 2019, the Funeral Service Consumer Standards six-month review led by former Inspector of Funeral Directors funeral firm they choose will be properly monitored and offer credibility and will go further
Review (FSCSR) brings together industry experts and in Scotland, Natalie McKail. access to an independent complaints service. than the recognised standard,
consumer stakeholders to improve outcomes for bereaved Natalie was supported by a working group comprising Senior helping funeral directors and their
consumers. Standards and Quality Manager, Nigel Cooper, and the late Addressing concerns and complaints customers in the knowledge that
As Secretary to the FSCSR, the NAFD ensured the Review Mark Cowan, SQM, to take forward the review. The NAFD provides two routes through which complaints they are backed by a robust and
continued across 2020, despite the pandemic and was in a The new framework for inspections comprises a two-stage can be addressed, NAFD Resolve, which is for clients of recognised scheme, should the
position to deliver a robust set of final recommendations on approach, which will include the self-assessment of standards member firms, and Committee for Professional Standards, need arise.
information transparency and inspection standards, in the form in their own businesses, by members – as well as rigorous for all other complaints relating to possible breaches of the
of a recommended industry code of practice. inspections by Standards and Quality Managers (SQMs), Funeral Director Code. Committee for Professional Standards
priorities for which will be based on a risk assessment of the Once all complaints that are received had been sifted, to For complaints about an NAFD member by someone other
Funeral Director Code remove those not relating to NAFD member firms, or about than the contracted client, the NAFD assesses the information
track record of each funeral home.
In October 2020, the NAFD launched its robust new code aspects of funerals over which the NAFD has no oversight, provided to inform our professional standards process and
As well as self-assessment, stage 1 of the new framework
of practice, The Funeral Director Code, which aligns with the such as funeral plan providers or burial and cremation ensure members are aware of and abiding by the standards
will also include desk-based evidence and online channels
principles of the FSCSR code and explains how these principles providers, the NAFD received a total of 285 complaints in The Funeral Director Code. If the member concerned has
evaluation (checking member websites, complaint analysis, etc.),
can be met through a series of indicative behaviours and during 2020-21, 227 of which were handled via NAFD breached the Code, they may be referred to the Committee
physical on-site inspections with written reports and focused
examples, making it straightforward for funeral firms to comply. Resolve and 58 of which were handled via the Committee for Professional Standards for investigation. In 2020-21, 58
mystery shopping on targeted activities.
Many of the additional requirements of the new Code, for Professional Standards. complaints were assessed for possible investigation by
A risk-based inspection programme with an incentive for
including requirements for pricing information visibility, the committee, on subjects including care of deceased people
compliance will be introduced in Stage 2 - informed by
equality and diversity and professional education, fall in line and customer communication.
the findings from stage 1 – as will publication of reports for
with the CMA’s ‘sunlight remedy requirements on transparency
consumers to read, to assist them in choosing a funeral home
and provision of information to consumers.
Over a six month transition period, the NAFD sought
and further build consumer confidence in standards of care.
Highlights
feedback on the new Code from members and monitored
its implementation, supporting members in meeting the new • 2 85 total • Funeral • IFSO • Independent
requirements and providing feedback to the FSCSR steering complaints Director registered with review results in
group. Enforcement of the new Code began in April 2021, during Code launched Companies new two-stage
with the exception of the requirements to provide pricing 2020 - 21 in October House and inspections
information on websites and/or funeral-directory.co.uk whilst (227 NAFD 2020 recruitment framework
we assessed the CMA’s specific requirements in this area. Resolve and for chair
The new Code will be reviewed every twelve months to 58 Committee for begins
ensure it is effective and up to date. Professional Standards)
8 9
NAFD Education “T he NAFD remains committed to supporting its members by providing training
and qualifications that are relevant, fit for purpose and which showcase best
practice and the breadth and depth of knowledge required to excel.”
Alison Crake, Chair, Board of Education
The NAFD’s objective is to provide qualifications and Continuous Professional
Development opportunities which underpin a well-qualified and professional
workforce across the funeral sector, and which equip the industry with the
Key Achievements
A career development pathway for Continuous Professional Development
resources to meet likely future regulatory requirements. funeral employees During the year, the NAFD also revealed plans for a Summer
The NAFD’s suite of qualifications have long been considered School in Durham and the intention to introduce continuous
the gold standard in the sector - but, in a time of rapid change, professional development (CPD) through bitesize, stand-alone
it was clear that they needed to evolve to keep pace with the learning opportunities.
evolution of funeral service, the needs of bereaved people and NAFD Past President Alison Crake, Chair of the Board of
the expectations of those considering the regulation of the Education, said: “The new suite of training and qualifications
funeral sector. from the NAFD represents the very best in funeral sector
Despite the pandemic, in 2020 the NAFD Education team education. Funerals are evolving and, although we could not
launched a bold new framework for the Association’s range of have predicted the pandemic when we first began the review,
qualifications and training courses, creating a career pathway it was clear that there was a need for qualifications that are
for funeral professionals through a new suite of education and accessible online.
training programmes. “The pandemic has emphasised the need for a fast adaptation
of our working lives. The NAFD remains committed to
supporting its members by providing training and qualifications
that are relevant, fit for purpose and which showcase best
practice and the breadth and depth of knowledge required
to excel.”
The Class of 2020
For the NAFD’s existing students, the
pandemic meant changes to the way they studied –
but the Class of 2020 continued to progress towards their
examinations, which took place under COVID-secure
The launch followed a twelve-month review, with the conditions, with oral exams held via video meeting. Sadly,
Board of Education, series of tutor workshops and however, the annual Celebration of Success graduation event
collaboration with the NAFD’s team of examiners. had to be postponed and will take place in September 2021.
The pathway will begin with a brand new online induction “What a year to sit the exams!” recalled Kristen Varty, of Vartys
Highlights course, a course specifically designed for Funeral Service Funeral Directors in Wigan. “Luckily my revision had started
Operatives and a course in Funeral Arranging and and it had created a system that I could continue with in such
Administration - also delivered online in recognition of the busy and unusual times.
• A brand new • 79 students • 95 students sat • 175 students passed the
framework for NAFD passed their the April 2021 introductory Funeral Service challenges faced by students in balancing work, study and life. Support from the candidates’ employers was vital in helping
Education was launched 2020 final examinations Awareness course Students will then progress to the DipFD, which will continue them to continue their studies throughout the pandemic.
to be delivered by tutors. The new DipFD opened for “It was quite difficult at times; some aspects of the study took
exams and
registration in March 2021 with a brand new syllabus to longer to research and master, but that’s all part of the learning
achieved their
reflect changing professional practice, relevant legislation curve,” said Alexander Smithurst of Thomas Greatorex & Sons
diplomas
and consumer needs. The syllabus is also designed to in Derbyshire.
support candidates in developing the cognitive and practical Laura Walsh, who works for Dignity in Lincolnshire, agrees.
skills required to lead in the workplace through great Having self-funded her way through the NAFD’s Online
communication, team work and planning and organisation skills. Funeral Awareness Course and Dip FAA, she will now be
• 17 students Work also got underway to develop a direct entry route for supported through her DipFD by her employer. “Dignity have
registered to the DipFD, where students with three years’ experience of been great, they’ve supported me with being able to study
study for the arranging and conducting funerals can study without having around things and have time off for the exams.”
new DipFD completed any other qualifications. Assessment criteria has
syllabus in been updated too, to ensure students provide evidence of
March 2021 analytical thinking, sound judgement and decision-making -
and a commitment to continuous process improvement -
as well as the ability to recall facts and processes.
10 11
Policy development “I want to express my gratitude to the NAFD for your ongoing engagement with
government throughout the pandemic…the NAFD and the Ministry of Justice
have worked very well together in support of the funeral sector and the bereaved...
I know your members have faced enormous pressures and that there are still
challenges ahead; the Government is grateful to all those who work across the
The NAFD has always been a determined and tireless advocate for its members, funeral sector for their sustained commitment.”
raising issues and campaigning for change on a wide range of funeral and Lord Wolfson, Parliamentary Under Secretary of State, Ministry of Justice
bereavement issues and, through our work during COVID-19, the NAFD
has come to be considered a trusted advisor to Government in the national
Shaping future legislation
pandemic response too.
During 2020 and 2021, in addition to the CMA, the NAFD There will be new challenges as we move beyond COVID,
As well as ensuring we support member businesses by raising current sector issues with policy makers, another important part of responded to a further eight Government consultations on including a changing political environment, Brexit, and
our role is to keep an eye firmly on the future too. By contributing to policy development and building relationships with a wide issues affecting funeral directors, including the Ministry of economic difficulties.
range of stakeholders, the NAFD seeks to positively influence the future trading conditions for its members and be recognised as Justice/Criminal Injuries Compensation Scheme Review 2020 However, NAFD’s work on standards will influence the
the leading authority on funeral-related matters by UK policy makers, regulatory authorities, consumer-focused organisations and and the House of Lords Coronavirus Committee call for developing public policy environment on funerals, and will
the general public. evidence. provide a solid foundation for the sector to deliver for
In April 2021, the NAFD responded to the Financial Conduct consumers as we move forward.”
The Competition and Markets Relationship building with parliamentarians Authority’s consultation on the proposed rules for funeral plan
Authority investigation The NAFD has held numerous one on one virtual briefings regulation, involving members in the consultation response and
The NAFD has provided extensive support for members with MPs during 2020-21, to ensure they understand the issues seeking to understand the views of plan providers too. “I’ve been hugely impressed at how
during the final year of the CMA’s market investigation, facing the sector and encouraging them to ask clarification on All of our responses are shaped with significant input from the NAFD team has taken advocacy
which concluded in December 2020. key issues. members to ensure that we take into account the very activities to a new level, developing
Although we secured a short postponement, given the In Scotland, the NAFD met with the Scottish Government differing needs of the NAFD’s diverse membership. a wide range of stakeholder
profession’s frontline pandemic role, the investigation has on the continued rollout of regulation under the Burial and Reflecting on the previous twelve months, NAFD Chief relationships, leading the way in
pursued its statutory timetable. While demonstrating our Cremation Act, including the new Statutory Code of Practice Executive Jon Levett said: engaging parliamentarians and
concerns over the lack of adequate consultation time, the - and with the newly appointed Inspector of Funeral Directors “Across the past twelve months, the NAFD has worked to improving understanding of the
NAFD has nevertheless participated in full with the CMA team too. inform government and policy makers in all four UK nations
process to ensure that the needs of its diverse membership
funeral sector among politicians and civil
about the importance of high standards in the funeral sector,
are taken into consideration. Advocacy servants in the UK’s four administrations.
highlighting the development of our own Funeral Director
Over the course Through the relationships we have built with members of This enables them to bring in NAFD members,
Code and quality assurance framework for inspections, in
of the year we parliament, the NAFD has been able to secure their support in like me, to offer insight on how policy works
addition to our role as secretariat for the Funeral Service
asking valuable written and oral Parliamentary Questions - on
have attended Consumer Standards Review project. in practice, ensuring that real world experience
virtual meetings issues such as the policing of funerals, vaccination priorities, the
“Working with members, and partners from both within and helps to shape future policy.”
and round tables, Social Fund and much more.
beyond the wider funeral sector, the NAFD is engaging in J eremy Field, Legislation Representative,
responded to All Party/Cross Party groups ground-breaking work which will positively impact consumers NAFD Governing Board
thousands of pages in the longer term, by preparing the industry for the new
The NAFD funds secretariat for Cross Party/All Party Groups
of consultation consumer environment that is emerging.
in Westminster, Holyrood and Cardiff providing a forum to
documents,
raise concerns and proposals, secure letters and PQs, helping
commissioned
inform government decision-making.
research into the economic implications of CMA-proposed
In 2020, we invited the other Deceased Management Advisory
remedies, simplified CMA proposals to assist members
in understanding likely regulatory changes – and briefed
Group members to participate with us in the APPG in Highlights
Westminster. The group has been relaunched with a new
parliamentarians to shape the environment in which decisions
will be taken by Government.
website and social media presence. Membership of the group • Weekly meetings •P
laying a • A further • One-to-one
is increasing all the time and now include members from both with all four UK leading role eight major briefings with
As this Annual Review went to press, the CMA’s final draft
order was published for consultation and the NAFD will
the Commons and the Lords, and from across the political administrations to in shaping the Government politicians
spectrum. shape support for the outcome of the consultations from across
once again lead the sector response, supporting members in
ensuring their voices are heard.
In Wales and Scotland there are similar membership-building funeral sector during Competition responded the political
exercises underway and exploratory talks about reforming the the pandemic and Markets to on behalf spectrum on
Cross Party Group in Northern Ireland too. Authority of NAFD funeral and
market members bereavement
investigation issues
• F eedback from
Government that the
NAFD is a trusted
and valued advisor
12 13
Supporting members during
a challenging twelve months
for the funeral profession
14 15
Keeping funeral directors front “T here are a lot of trade publications for the funeral profession, but FDM is one
that I always try to read. It’s informative and educational, up to date and topical.”
of mind through communication Anne Beckett Allen, Rosedale Funeral Home, Norfolk
Across the whole of 2020-21 the funeral profession has remained in the A leading voice on NAFD social media Shaping the reputation of
Since 2013 the NAFD has been a leading voice for the funeral funeral directors
spotlight, both in terms of its frontline response role in the pandemic – through the media
sector on social media with the Association’s Twitter page now
and also the prospect of regulation following the Competition and followed by 5,000 people and our Facebook page achieving Given the focus during the
Markets Authority’s market investigation. almost 6,000 followers. pandemic on excess deaths – there
Over the past year, the NAFD has actively used social media has been exceptional media interest
Throughout, the NAFD’s objective has remained to communicate information to ensure that key issues for the funeral sector are addressed, in the NAFD during 2020-2021.
to its members, stakeholders and the general public, about funerals, which is by making them the The Association has been called
subject of public upon to comment on all aspects
respected as informative, timely and authoritative – and to create a dialogue debate - and ensuring of the profession’s contribution to
with all of the audiences that are important to the future of the funeral sector. the contribution of the the national COVID response, from
funeral sector to the fight restrictions on funeral services to the need for temporary
Funeral Director Monthly against Coronavirus is mortuary facilities. As a result, the NAFD conducted more than
Funeral Director Monthly is primarily designed to engage and not forgotten. As a result, 300 media interviews or briefings, with NAFD spokespeople
inform NAFD members on the key issues affecting the funeral the NAFD’s social media and member firms appearing on all national news channels, as
sector. However, it is fast becoming a trusted reference posts reached more than well as online and in print.
point for a wider stakeholder audience too, helping to shape two million people during Key opportunities have included an eight minute feature on
discussions about death and position the funeral sector in a 2020 -2021. ITN News, exploring the impact of the pandemic on funeral
positive and progressive light. firms. The Daily Mirror collaborated with the NAFD on a
FDM’s editorial focus in 2020 -2021 has expanded to double page spread feature on the experience of funeral
directors – speaking to member firms across the UK. And, in
encompass urgent COVID updates on changes in legislation
or guidance – and to share case studies of how the funeral Highlights the week that the nation marked 100,000 deaths, Sky News
profession has adapted to the restrictions imposed on their ran a five minute story going behind the scenes at an NAFD
ways of working by the pandemic, or words of appreciation member funeral home. NAFD spokespeople also contributed
• The NAFD’s • The NAFD
from the public, celebrities or political leaders. to an Associated Press feature, which has been syndicated to
pandemic conducted
With the funeral sector under investigation by the Competition media across the world and our comments about the suffering
planning guide more than
and Markets Authority and responding to legislative changes in Digital developments of bereaved people, as restrictions start to lift, became the
was downloaded 300 media
all four UK parliaments, the magazine has also continued to be cover headline and story on the Daily Mail in April.
The NAFD operates six websites, from the main NAFD and more than interviews
a focal point for NAFD guidance, ensuring members are aware National Funeral Exhibition sites to specialist websites for This coverage has helped to broaden public understanding
36,000 times or briefings,
of the CMA’s developing thinking in terms of sector regulation, NAFD Conference, Funeral-Directory and NAFD Education of the important role played by funeral directors in caring for
appearing on
and are also prepared and able to meet changing regulatory - as well as the COVID -19 microsite, which continues to bereaved people - an invaluable opportunity that the NAFD
all national has actively sought to maximise, to ensure it influences the
requirements. keep the public and funeral profession updated during the news channels
Over the past twelve months, the NAFD has introduced a Coronavirus pandemic. longer term debate about funerals and funeral directors long
digital edition of the magazine, which is emailed to members after COVID -19 is behind us.
In the 2021 Member Census, 90 percent of members said they
in addition to their printed copy – as well as to external used the NAFD website and 60 percent specifically highlighted Helping the public choose an NAFD member firm
stakeholders. Back editions are now available on the NAFD use of the COVID -19 website. A major investment for the Association in 2018, the importance
website too. A brand new main NAFD website is due to be launched in • The NAFD’s
of the NAFD’s Funeral-Directory website continues to grow.
In April 2021, it was revealed that Funeral Director Monthly May 2021, along with a comprehensive Customer Relationship social media posts
Initially launched to help the public find an NAFD members,
had been shortlisted for Association Excellence Management (CRM) system that will reshape how the reached more than • F uneral its role is now expanding to ensure that member firms will be
Awards Magazine of the Year - an award it won Association communicates with and supports its members. 2 million Director able to comply with the Competition and Market Authority’s
gold for in 2015 and silver for in 2019. people Monthly requirements for funeral firms to publish pricing and service
Focused and timely email briefings
is read by information online.
During 2020-21, the NAFD delivered more than 250 email
briefings, updating members on urgent COVID developments. • 7 2 percent of 98% of members Over 2021- 2022, the NAFD will be investing in the site
members used the - with the to ensure it aligns with the CMA’s precise requirements
The emails had an average open rate of 58 percent and as high
NAFD’s COVID remaining and those of the Funeral Director Code, which makes the
as 72 percent – compared to UK industry average email open
media briefings – 2% saying they provision of pricing and service information online a mandatory
rate of 16.4 percent – with 90 percent of members who used
passed it to requirement of membership – and supporting members in
the email briefings saying they found them to be valuable in with 90 percent
colleagues putting their information online wherever help is needed.
helping them during the pandemic. finding them
valuable
16 17
NAFD Member Events “I really enjoyed attending the Autumn General Meeting and hope that you will be
able to provide this service going forward - even without COVID restrictions.”
Member feedback, November 2020
“A blended approach [would be good] I think. Virtual events are useful as
For a sector where being there in person is such a fundamental principle, ‘bite-size’ events for relaying information but there are numerous benefits to
gathering together online might once have felt like a very poor substitute meeting in person. I miss the opportunity to meet up with other members.”
for an in-person event. Member feedback, January 2021
But the playbook for Association events had to be rapidly The resulting virtual events have proven both popular and
rewritten in 2020, to ensure that the NAFD and its members convenient and have helped the Association reach members
could continue to discuss the important matters driving the that are not traditionally able to attend in-person events.
Newscast virtual briefings Local Association and Area Federation events
funeral profession forward. Feedback from the 2021 Member Census confirms that, going
In December 2020, the NAFD held the first of what have It wasn’t just the NAFD’s national events that went virtual
forward, providing a mix of virtual and physical events – and
now become quarterly Newscast member briefing sessions. in 2020-21. Many of the NAFD’s Local Association and Area
livestreaming those that are held in-person – will provide the
Held virtually, the meeting was chaired by NAFD President Federation events moved online too, with the NAFD funding
desired balance.
Key achievements David Barrington and 79 member firms logged in at the end
of a busy working day, an encouragingly sizeable audience.
access to video conferencing and offering a speaker to
each event.
Annual General Meeting 2020 Autumn General Meeting 2020 A further 174 watched the recording afterwards. Feedback from the 2021 Member Census suggests that this,
Although the NAFD had to postpone its Annual Conference Broadcast live from central Birmingham to one of the largest Once again, a recording of the event was posted on the too, is a popular move and a balance of in person and virtual
in 2020, due to the coronavirus outbreak, an Annual General audiences to attend an NAFD General Meeting, the 2020 NAFD members website, enabling more members to watch events going forward would help the NAFD’s regional and
Meeting still took place in June 2020, with President David Autumn General Meeting was the first full event in the the recording at their leisure. The second Newscast was held local events to attract a wider audience.
Barrington and Executive member Barry Pritchard the only Association’s 115-year history to be conducted virtually. in February 2021, to a slightly bigger virtual audience than the
members physically present – and at a social distance. Electoral The socially distanced studio permitted a small number of first event, with a wide range of topics covered - including the
NFE 2022
specialist, Civica, was commissioned to support members presenters to be in the room for the event, with questions new Education Framework and a session on mental health
In October 2021, due to the ongoing seriousness
in casting votes securely and electronically – a method that being submitted in advance and via the chat function during and wellbeing from the NAFD’s partners Our Frontline.
and unpredictability of the COVID -19 pandemic, and after
proved popular and will be retained going forward. the meeting. More than 123 member firms participated live,
NAFD Annual Conference 2021 months of behind the scenes discussions, the National Funeral
many with more than one person watching - and a further
A bold and ambitious programme of Exhibition was postponed from June 2021 to June 2022.
60 watched the recording afterwards.
Education Sessions, pre-recorded fringe It was an extremely difficult decision to make for the NAFD
As well as the Autumn General Meeting, the Association
workshops and a full Annual General Meeting is planned but, at the time the decision was taken there were still no
launched The Funeral Director Code and there were both
for the NAFD’s virtual Annual Conference in May 2021. exhibitions, or other large gatherings, taking place in the UK -
live and pre-recorded sessions from speakers, including
Bringing together everything learned across the past twelve and no indication of when it might be possible to do so. In the
former Inspector of Funeral Directors in Scotland Natalie
months and, once again, broadcast live from a studio in end, it was the right call as large events which draw the kind of
McKail, independent chair of the Funeral Service Consumer
Birmingham, the NAFD has put together a diverse and exciting numbers that NFE do, will still not be permitted under the UK
Standards Review Lewis Shand Smith, and Past President Alison
programme, which runs across Friday 14 May and Saturday Government’s roadmap by the time it is due to take place
Crake, who launched the second version of her much-valued
15 May. The programme includes inspiring speakers, must- this year.
Pandemic Planning Response guide.
attend updates and a variety of sessions to support members’ Planning immediately got underway to ensure that NFE will
The event was not without its logistical dramas. First Vice-
professional development and help them tackle the challenges return in 2022, stronger and more vibrant than ever – with
President Kate Edwards kindly stepped in at short notice to
of a post-CMA, post-COVID and post-Brexit funeral sector. more than 80 percent of exhibitors confirmed for the new
chair the event after the sudden imposition of Tier 3 travel
dates with more than a year still to go.
restrictions in Liverpool prevented NAFD President David
Barrington from making the journey.
Highlights
•B
rand new fringe • Video meeting • Quarterly • 6 0% of members
programme support provided Newscast virtual said they valued
created for to all local and briefings launched attending an
NAFD Annual area meetings NAFD virtual
Conference 2021 event in 2020-21
18 19NAFD membership: representing “As a director of a small family business, I know how hard it can be to find time to
think about longer term, big picture issues. But that’s what the NAFD is there for –
to be a safety net that tackles the issues that I simply don’t have time to focus on.”
you in a challenging year John Adams, Perry and Phillips
While members and their teams have been focused on caring for bereaved and Supporting members during COVID -19 We held numerous one on one virtual briefings with MPs,
Throughout the pandemic NAFD’s small as well with the Scottish Government and newly appointed
deceased people during the pandemic, the NAFD has been working, in the background, Inspector of Funeral Directors team.
team worked hard to provide members with
to support them - in both long-term strategic and short-term practical ways. information, campaign for guidance/support The NAFD also continued to support the Cross Party/All
from Government and ensure the sector’s Party Groups in UK parliaments, helping to inform government
During 2020 -21, we have campaigned for not only the basic In addition, we have adapted our services to a virtual-only contribution to the pandemic is recognised. decision-making.
necessities members have needed to stay operational during world – and developed new benefits that actively support you We met weekly with all four UK government
COVID, but we’ve also worked hard to ensure that the future in running your businesses. administrations – and key successes included Launching a new NAFD Education framework
regulatory environment for funerals is one in which the sector The NAFD also continues to be the only trade association in securing access to PPE through the NHS In 2020, the NAFD launched a new framework for its
can thrive. the funeral sector to offer £5m professional indemnity cover supply chain, Group 2 prioritisation for the qualifications/training courses, creating a new career pathway
to each UK and Republic of Ireland funeral home member. COVID vaccine and a shift in policing policy on for funeral professionals in recognition of the changing needs of
This benefit offers unique and valuable protection – particularly funeral attendance. bereaved people, regulatory landscape and challenges faced by
in such uncertain times. students in studying/working.
Representing the needs of members to the CMA
The benefits of membership Despite the pandemic, the Competition and Markets Authority Moving events online
As a result of the pandemic, the NAFD moved all events
has pursued its plan to regulate the funeral sector almost
The NAFD’s Local Associations and Area Federations The National Funeral Exhibition online, not only big national events – but also supported
unabated. The NAFD has continued to attend meetings,
The NAFD’s Local Associations and Area Federations offer The biennial National Funeral Exhibition respond to consultations, commission research into the local groups in arranging video meetings. We launched virtual
a convenient way for members to connect with each other not only offers a vibrant opportunity to economic implications of CMA-proposed remedies and brief ‘Newscast’ member briefings providing interactive forums on
in their local area and to work together on issues of find out the very latest developments parliamentarians to shape the environment in which decisions COVID/CMA.
common interest. in the profession and meet innovative will be taken by Government.
suppliers, it is also a revenue stream Kicking off the Local Association and Area
NAFD national events for the NAFD, helping to fund activity Launching a robust new Code of Practice Federation Review
As a membership organisation, events like NAFD Annual on behalf of members. Although the The Funeral Service Consumer Standards Review (FSCSR) A major review of how the NAFD’s local and area
Conference and the Autumn General Meeting lie at the heart pandemic has delayed NFE until 2022, has brought together industry experts/stakeholders to organisations operate began in January 2021, seeking to
of the Association’s governance structure and are not only it will be back - bigger and better than improve outcomes for bereaved consumers. Across 2020, redefine how they work and ensure they deliver for members.
vital to the democratic purpose of the NAFD, but are also ever and more than 80 percent of the NAFD ensured the Review delivered a robust set of
highly enjoyable, helping members extend their professional Promoting the profession
exhibitors are already confirmed for recommendations on information transparency and inspection
networks and build lifelong friendships too. to the media and general public
the event standards that seek to reassure Government that the sector is
During 2020 -21 we launched Newscast – The NAFD operates a full time
already tackling issues raised by the CMA.
a quarterly virtual member briefing, ensuring NEWS Member communications press office, on a 24/7 basis,
In October, the NAFD launched the Funeral Director
that we make it as easy as possible for CAST From the NAFD member website and email briefings, to the which has sought to achieve as
regular editions of Funeral Director Monthly, the NAFD works Code, a rigorous new code of practice aligned to FSCSR
members to find out the latest sector news. much coverage as possible during
hard to keep members updated on the latest information affecting recommendations and likely CMA requirements.
the pandemic to support the
the funeral profession and what it means for your business. Creating a future-proof structure for NAFD Association in campaigning for
standards monitoring the needs of funeral directors and
Your top five valued benefits
In the 2021 Membership Census, members told us that
Highlights of 2020-21 In 2020, the NAFD proposed creation of the Independent bereaved people. A PR hotline for
Funeral Standards Organisation (IFSO) – an independent members has offered advice and
the top five most important benefits for their businesses The triple threat of COVID, Brexit and the CMA market support whenever needed.
regulatory body, which will subsume all of the NAFD’s
were as follows: investigation for the sector has brought more pressure on The NAFD also operates a number of accounts on three main
standards/compliance activity. Work is now underway to
1. R
epresenting the profession to Government – funeral firms than at any other time in recent memory and the social media channels - Twitter, Facebook and LinkedIn - helping
establish IFSO, for launch in 2022.
96% (up from 57% in 2018) NAFD’s role is to be an advocate on the issues most likely to to broadcast trustworthy information and engage in debate on
affect funeral businesses - and a support network, putting things A review of inspections has led to a new three-step structure,
2.The Funeral Director Code (Code of Practice) – including self-assessment, online checks and robust premises key issues.
95% (up from 85% in 2018) in place that will help you and your members and their teams do
what they do best. inspections to run alongside the new Funeral Director Code. Creating benefits that actively support your business
3. F uneral Director Monthly –
Reflecting on the year, John Adams, Building relationships with Government The NAFD offers a market leading range of member benefits
93% (up from 77% in 2018)
Chair of the Membership Committee said: During 2020, we responded to eight consultations on issues and, during 2021we have continued to develop our offer,
4. P
romoting the Association to the media “It’s the role of the Membership Committee including partnering with Our Frontline to provide access
and public - 91% (up from 55% in 2018) affecting funeral directors, including the Ministry of Justice/
to engage in a two-way dialogue with Criminal Injuries Compensation Scheme Review 2020, to keyworker mental health and wellbeing support and
5. N
AFD Resolve complaints scheme – members, understand their needs and how negotiating a cost-effective legal service supporting members
and the Financial Conduct Authority’s consultation on the
91% (up from 62% in 2018) they are feeling - and provide access to advice, in rewriting their terms of business post-Brexit, GDPR
proposed rules for funeral plan regulation.
benefits and support that ensures the NAFD and COVID.
makes a tangible, positive difference to them.”
20 21You can also read
