CLEVER CONNECTIONS HOW COVID-19 HAS MADE THE INDEPENDENT - FUNERAL SECTOR STRONGER - SAIF Golden Charter
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THE VOICE OF INDEPENDENT FUNERAL DIRECTORS Summer 2020 | NO. 223
CLEVER
CONNECTIONS
HOW COVID-19 HAS MADE THE INDEPENDENT
FUNERAL SECTOR STRONGER
The crisis and beyond
All of the latest news and updates to help you stay compliant, safe and well
CONTENTS
F E AT U R E S K E E P U P D AT E D
The COVID-19 situation is DMAG2020.org The Deceased
changing rapidly across the UK, Management Advisory Group is
and guidance to funeral directors formed of associations across the
is developing in response. Below funeral and death care professions.
are links to some of the best The site has a section specifically
sources to help you keep up to aimed at funeral directors, giving
date with the latest news, regularly updated news and advice.
guidance and support.
SAIF.org.uk SAIF’s homepage
gov.uk The UK Government’s and news section allows you to
website contains advice for check for the most important
funeral directors and, following information at a glance. SAIF
the Chancellor’s statements on has used the site to get various
business schemes, can be used messages out to Independents,
to find support you may be from messages for funeral
eligible for. directors in specific areas of
the country, to providing a
gov.scot The Scottish questionnaire on PPE to help
20 Government has released
COVID-19 guidance for
press for action on shortages.
LESSONS LEARNED, CONNECTIONS MADE funeral services. SAIF Support SAIF provides
counselling for you and your
As we coast out of the crisis we relfect on what northernireland.gov Information staff at this difficult time on
the Local Resilience groups did for their communities available includes a daily update 0800 077 8578 or saifsupport@
from the Executive. professionalhelp.org.uk.
C O N TA C T S
PUBLISHERS EDITORIAL
SAIF Claire Day, co-editor
SAIF Business Centre claire@saif.org.uk
26 28 34 3 Bullfields, Sawbridgeworth Michael Fern, co-editor
Hertfordshire CM21 9DB michael.fern@
FPA UPDATE DATA & INSIGHT DR BILL Telephone: 0345 230 6777 goldencharter.co.uk
Advice from The impact of The way we
the FPA’s Chief COVID-19 on ‘do’ funerals has National President:
PRODUCTION
Executive Graeme funerals and changed, says Mark Porteous
Produced by:
mark@porteousfunerals.com
McAusland funeral planning our columnist Connect Publications
Chief Executive:
(Scotland) Ltd
Terry Tennens
Managing Editors:
terry@saif.org.uk
David Cameron
Scottish President:
REGULARS James Carcary
david@connect
communications.co.uk
carcary@perthfuneraldirectors.com
Pauline Burnett
8 38 GOLDEN CHARTER pauline.b@connect
communications.co.uk
REPORTER KEY CONTACTS FOR SAIF, Head Office
Design: Mick Reilly
SAIF SCOTLAND AND Canniesburn Gate
Bearsden G61 1BF
18 GOLDEN CHARTER Telephone: 0141 942 5855 ADVERTISING
POLITICS Advertising sales:
40 Chief Executive Officer:
Suzanne Grahame
Jane Deane
jane@connect
34 MEMBERSHIP UPDATES suzanne.grahame@ communications.co.uk
SAIF CHARTER UPDATE AND DIRECTORY goldencharter.co.uk Telephone: 0131 561 0020
To include news and pictures in future issues of SAIFInsight, please contact Claire Day at SAIF or Michael Fern at Golden Charter, contact details above
The publisher encourages readers to support the advertisers in SAIFInsight but cannot be held responsible for any claims made or implied in
the advertisements. The publishers reserve the right to refuse advertising.
Any opinions expressed in SAIFInsight by contributing writers and advertisers are not necessarily those of the publishers. While every
reasonable effort is made to ensure the accuracy of information contributed to SAIFInsight, no legal responsibility will be accepted by the
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3
LEADER
REMEMBERING GWILYM
The IFD College, training and Tributes have poured in for Gwilym Price,
developments in C-19 a founding member of SAIF
“Owners and directors who prioritise
training during uncertain times will reap How sad to hear of one of our own Sad news indeed,
the rewards,” says the Harvard Business passing. What great memories Gwilym and
TERRY TENNENS Review’s 2010 assessment of business
performance over three recessions. The
we all have of Gwilym – his long
journey by bus, train and taxi
Phyllis had
been friends
SAIF CHIEF EXECUTIVE
report highlighted that the firms most to get to our meetings at Clive’s of my parents
likely to emerge strongly from economic chapel of rest, or the famous cellar for as many Gwilym
downturns were those that struck the at the Greek restaurant, he used years as I can Price
right balance between judicious cost- to stay with his sister in north remember. I
Investigations
cutting in the short term and investment London you know... vividly recall Gwilym
for the long term. His sense of fun and his total conducting the SAIF ‘choir’ at my
I suggest that one such long-term belief in what we stood for. He first banquet in Cardiff, proudly
investment should be in training and believed in total loyalty to each wearing his top hat. He was ever-
development. The business advantages other. He was The King of Wales, present when we held the Wales
continue
seem obvious, especially when skills spreading the SAIF word and Independent Days in Aberavon.
shortages are consistently near the top representing his nation. He was so Chris has taken my words on
of the list of UK employers’ concerns. proud when we had our first AGM his ‘600 miles round trip’ at
A 2018 survey by LinkedIn found that there, leading us all in song, the every Executive meeting.
94 per cent of employees would stay at second time he and his daughter Rest In peace Gwilym.
a company longer if it invested in their re-wrote the words to Bread of Alun Tucker
careers, for instance. Heaven to reflect Charlie’s life...
Firms which enable their workers to Westy swapping his red wine with How very sad, especially at this
On behalf of our members, SAIF has written to Government and the CMA to set out enrich their skills during this crisis stand blackcurrant juice, his American difficult time. Gwilym was a superb
our concerns of damages to the funeral sector to benefit significantly once it ends. guests never knew the difference. ambassador for SAIF particularly
Yet only 15% of the British workforce Gary Neill in the early days of SAIF, a great
Y
participated in work-based learning in the character and a lovely man.
ou are no doubt aware that five to ten years. Therefore, we should last three months of 2019. Why? Because So very sad to hear this. Gwilym There are so many funny
the Competition & Markets see volumes diminished in this period too many leaders don’t see the point. was an outstanding member of stories we will always treasure,
Authority (CMA) investigation WE STRONGLY post COVID-19. The IFD College is trialling online, the SAIF family. We all learned especially his regular comment
had been paused due to
the coronavirus pandemic and the RECOMMENDED We do not know what the long-
term impact of customer choices over
virtual training during the COVID-19
environment for firms, and the early
much from Gwilym including all
the words to Bread of Heaven and
under A.O.B. I don’t know if I will
be able continue on the Executive
investigation extended to March 2021; THAT THE CMA funerals will be. Will customers choose indications are that this is working well. exactly how many miles it is from Committee as it’s a 595-mile
this six-month extension being the
maximum allowed by legislation. REVISIT ITS the simple funeral, or direct cremation,
as their preference going forward? Will
SAIF’s Technology Group has been
exploring the development of digital
Lampeter to Sawbridgeworth.
Rest in peace Gwilym.
round trip, see you all at the
next meeting!
However, in late May 2020, SAIF INVESTIGATIONS limousines be required in the same technology for business operations, and Chris Parker Jeremy West
re c e i ve d a re q u e st by t h e C M A measure in future? we have a number of able and effective
Investigations Team for a conference On behalf of our members, SAIF Associate members who can advise on Another sad loss to the SAIF Sad news as you say. Gwilym
call, which Joseph Murren (SAIF Terry Tennens has written to the Minister for BEIS these matters for your consideration. family, and of course his own. He was so loyal to SAIF.
Scotland) and I attended. During the (Business, Enterprise and Industrial SAIF are looking to develop new was such a great character and a With much respect.
meeting we were alarmed to hear that £500. This is largely the result of Strategy), as well as the CMA, setting training in finance for non-financial very proud founder member. He Chas Nethercott
not only was the CMA investigation limousine usage being banned and the out our deepest concerns that any managers, for emerging leaders and the was so pleased that we held one
restarting during the latter peak of choice of coffin, additional services and draconian regulatory regime, such as next generation who have entered the executive meeting at the London Gwilym was such a committed
the pandemic, but that responses to the funeral event all being curtailed. price capping and profitability limits family business. We are going to look at Welsh Centre near Kings Cross. member of SAIF and a great
working papers were sought by June 12 Coupled with the loss of income, there will damage the funeral sector. We effective skills in managing teams as well. Sometimes I found it difficult friend to all. The likes of Gwilym
and June 19. has been extra expenditure incurred by also highlighted that the regulatory We in the SAIF Business Centre are to follow exactly what he was and Paul are impossible to
SAIF’s CMA Taskgroup delivered funeral directors throughout the crisis. regime fails to understand the nature of rightly proud in the way the funeral saying, but as he always spoke replace, true gentleman and loyal
these responses, including a brief to We have seen increased supplies of independent funeral directors, who are sector stood the test and pressures of in such a forceful and eloquent to the cause.
the CMA about how COVID-19 had personal protection equipment, often embedded in their local communities, the pandemic. manner, he earned great respect. Another sad day for SAIF.
structurally impacted the funeral market at inflated prices, plus staff costs for and their ability to offer best service Thank you for your marvellous Clive Leverton John Harris
in a significant manner. We strongly out of hours overtime, new equipment alongside best value, due to fair fees to creativity and care during the restrictions
recommended the CMA should revisit and temporary mortuary spaces to their clients. and seeking to bring something
its investigations to measure the impact manage the influx of deceased in our The Funeral Services Consumer memorable to your families in these
of COVID-19 in 2020, and that it should funeral homes. Standards Review (FSCSR) Group is extreme times. Thank you
acquaint itself with the impact of SAIF has compiled data, using meeting on July 30, with Paul Allcock The DMAG (Deceased Management Advisory
restricted funeral services – from simple evidence taken from a broad selection (SAIF Government Liaison) and myself Best wishes, Group) has produced a lessons learned document
funerals to direct cremations during the of member firms, to reveal the extra in attendance. We will be discussing a and other resources available at www.dmag2020.
pandemic – and acknowledge that these expenditure and the limited customer unified Code of Practice and continuing org. Of note has been the faithful work of Miriam
restrictions continue. For instance, due to choice because of restrictions. This will effective voluntary regulation to 75-80% Deacon, chief executive of The Cremation Society
the social distancing measures, there are illustrate to the CMA that the business of the funeral homes. who has sent to DMAG colleagues, including SAIF,
limited mourners permitted at funeral model for funeral homes has been We await the CMA’s provisional daily ONS (Office for National Statistics) figures
services across the UK. drastically impacted by COVID-19. recommendations for regulating the for the death rate for COVID-19. This has been
While the volume of deaths sadly Historically, the consequences of funeral services market which is due in invaluable in plotting the regions of prevalence
increased due to COVID-19, the revenue previous pandemics resulted in the death early August. We will keep you informed across the UK. Thank you Miriam!
on each funeral is down by approximately rate being impacted over the following through the SAIF bulletin email. terry@saif.org.uk
4 5
COMMENTARY
SUZANNE GRAHAME
GOLDEN CHARTER, CHIEF EXECUTIVE OFFICER
Changing for families
By marrying an agile culture to customer insight,
we can keep evolving to meet families’ needs
E
ven in a summer as difficult as made that clear. It said: “[The rules
this I’ve been heartened to find give] consumers important rights when
reasons for some measure of I’VE BEEN making funeral arrangements [and enable]
positivity, and at the top of the
list has to be the funeral profession’s
HEARTENED TO consumers to compare prices and buy only
the goods and services they want.” Its
ability to change and serve families under FIND REASONS FOR wording, and its focus on transparency for
any conditions.
As Golden Charter works to plan its
SOME MEASURE OF the customer, echo the UK’s statements.
The reasons for change within the funeral
strategy and aims, we try to balance a POSITIVITY profession are clear, and Independents can
granular look at the future with the ability Suzanne Grahame welcome the fact that families are at their
to adapt to change. In the last issue I heart – it plays to your strengths as experts
described the impact COVID-19 has had particularly SAIF members should be in meeting families’ needs when you deal
on the way we view families and their very, very proud of what they’ve achieved with them day after day.
use of digital options; when planning the during this period.
future direction of a business like Golden “Within our membership, we have Data
Charter, somewhat paradoxically, we have a huge amount of experience, Ideal business planning marries culture
to be aware of the potential for those kinds innovators, and people skills that [can to data and insight. As we look to serve
of rapid changes to impact on our plans. be] called upon.” families’ future needs I believe we are
Business planning informs every Those skills and that innovation come succeeding in taking both seriously.
decision a company makes, so it’s vital from your culture, and led to real success In this SAIFInsight you will be
we set out goals and objectives while still when the pandemic hit. introduced to Howard Barber, Golden
being flexible enough to take even major And I think we all proved ourselves Charter’s Director of Data Analytics &
developments in our stride. agile when it counts even in advance of Insight (see page 28). His growing team
the pandemic, and hit that successful 30% helps us maintain evidence-based decision
Culture that McKinsey refers to, when together making, and we want those insights to
That’s where a company’s culture comes we grew localfuneral.co.uk to become the benefit independent funeral directors too.
into business planning, and our ability to UK’s leading find-a-funeral website, an In this issue he will share some recent
evolve is a good sign that Independents evolving area of the funeral profession that findings that have helped us pick our way
and Golden Charter are building a wasn’t short on challengers. through the difficulties of COVID-19; going
successful culture. An agile culture is about quickly forward we want to continue keeping you
Think tank the McKinsey Global establishing what families need, then being informed on all the latest research that
Institute has a lot to say on why culture in a position to provide it. As Mark says, impacts your profession, as well as hearing
is important. It says a healthy culture is that’s what Independents have done. from you about insights you are finding or
one that adapts automatically to changing would like to see.
conditions to find new ways to succeed: that Customer Once more, serving families is the
is what it calls “the ultimate competitive Regulation provides an important example end goal of all of this work. By bringing
advantage”. Change is hard, and culture is of that customer-first attitude. The goal together an agile culture, a deep
fundamental to getting it right – or wrong. of regulators, from the Competition understanding of data, and the family-
McKinsey quotes research showing that & Markets Authority to the Funeral focused expertise of Independents across
70% of company transformations fail, and Planning Authority (FPA), is to protect the UK, we aim to react in the way
that 70% of those failures relate to culture. the customer. We are currently adapting that best serves you and your families,
In the latest Partnership Podcast, SAIF to the FPA’s rules and code of practice, whatever the future brings.
President Mark Porteous singles out the and as its CEO tells us this month (see
strengths of your culture as a profession: page 26), families are at the heart of the
“The Government and the CMA should changes it introduced.
look at how we’ve coped [with COVID-19]. A recent release from America’s Federal
And everybody in the profession and Trade Commission (FTC) similarly suzanne.grahame@goldencharter.co.uk
7
REPORTER
Reporter COVID-19 WORLD FIGURES + WATER CREMATION
BREAKTHROUGH + A TEAM FOR THE FUTURE +
SAIF TAKES ON LOCAL AUTHORITY Country Total cases Total deaths Deaths
per million
population
1 USA 3,961,805 145,864 434
2 Brazil 2,121,645 80,251 377
3 India 1,156,189 28,099 20
COVID-19
4 Russia 783,328 12,580 86
WORLD FIGURES 5 South Africa 373,628 5,173 87
6 Peru 357,681 13,384 406
While countries around the world are
experiencing surges in cases, and will
likely overtake the UK, the country is 7 Mexico 349,396 39,485 306
grimly holding on to its lead in deaths
per million of the population.
For a full timeline of the crisis and 8 Chile 333,029 8,633 451
A great
what steps were taken in the UK, go to
www.dmag2020.org 9 Spain 311,916 28,422 608
Source: www.worldometers.info
10 UK 295,372 45,312 667
send-off for
These figures were correct as
SAIFInsight went to press.
Dame Vera
SAIF Past President Paul Bowley tells of his pride at delivering the funeral of a great British icon
W
hen Dame Vera Lynn wonderful people and made my job
died at the age of 103 seem effortless, although now looking
on June 18, the nation back I realise just how much time and
mourned the passing effort went into making sure all went
of a great British icon. The forces’ well on the day.”
sweetheart, loved by so many, needed Paul worked alongside members
a funeral to match the outpouring of of the military to make a day befitting
affection and that responsibility fell to the occasion. “The military were great
SAIF Past President Paul Bowley. to work with,” he says. “And, of course,
“It was a honour and privilege to they did everything to perfection just
look after, arrange and conduct Dame like we as funeral directors have done
Vera Lynn’s funeral. Dame Vera was for many years.
a special lady, she was the forces’ “My 42 years of experience in
sweetheart who helped the country the funeral profession helped me
through World War Two,” says Paul. immensely and, as I looked after the
Dame Vera’s cortege was family, my experienced staff and my
accompanied by the Battle of Britain partner Davina looked after me.
flypast as it travelled through Ditchling Never try to do something like this
in East Sussex at midday, and on your own!”
hundreds of people had gathered to
await the arrival of the cortege on its
20-minute drive to the crematorium. There are official books of
“Due to COVID-19 the family could condolence in Paul’s offices at
not use the local church so they Bowley Funeral Service, P&S
ended up having a private service Gallagher and Bowley & Gallagher.
at Woodvale crematorium, Brighton. If you would like to be added,
Dame Vera’s daughter Virginia and email your message to funerals@
son-in-law Tom were absolutely bowleyfuneralservice.co.uk
8 9
REPORTER
A team built
for the future
Mark Moran introduces an expanded role for Golden Charter’s remote representatives
A
s the expectations of families restrictions on movement and social friendly, time efficient, flexible group.
continue to shift along distancing only further proved their “We will keep providing
with digital and regulatory value, making this the ideal time to Independents with the most
realities, many funeral expand the team. comprehensive support package,
directors will recently have heard from “The remote team approach beyond simply helping with your pre-
Golden Charter about changes to their has many advantages. The recent paid plan enquiries. This expanded
business managers. reduction in time spent travelling team will continue to work alongside
Among those changes, centralised between appointments that our team of field-based managers
support from a dedicated office-based COVID-19 has enforced will across the UK so we can provide the
team has moved to the fore for some continue to be a positive right approach to everyone. This
funeral directors. Mark Moran, Golden for our office-based team reflects our changing reality, as we
Charter’s Director of Sales, explained going forward, and they bolster our existing structure with
their role to SAIFInsight. can put that time into this additional support to further
He said: “In recent months we have actively supporting you help funeral directors looking to
all seen how effective remote support as well as being more engage more online and over the
through video calls and telephone available to you. telephone.
contact can be, and that has meant our “Growing the team “The key is that we can be
Centralised Business Team has been in means each individual more flexible, and react in
the spotlight. will support a select the ways that best suit
“That centralised approach has been number of funeral you.”
in place for a small number of funeral directors, affording Members
directors since late 2018 and we were them more time to of the new
delighted with the results – having a provide assistance Centralised
single point of contact available over to you. Beyond Business Team
the phone has seen many funeral COVID-19, can be found on
directors becoming more engaged these business the new-look
with our work, valuing the flexibility managers are an contacts page
this approach provides. Ongoing environmentally Mark Moran (see page 38).
CORRECTION
Apologies to Silletts Funeral Services in Manchester
as we mistakenly printed the wrong images and
captions accompanying their story.
This is how the family team actually look… brothers
Paul and Pete and their sons Matthew, Adam and Joe.
We would also like to congratulate Joe on the birth Matthew, Adam and
Paul and Pete Joe
of his baby daughter!
10 11
REPORTER
New format for faith week
Event in November will have a strong online focus funeral services, with where you will find the Inter Breakthrough
for water
this year as a result of COVID-19 restrictions reflections about Faith Week Toolkit, activity
T
the multi faith and ideas and publicity and
his year’s Inter directors this year. It’s also BAME dimension of branding pages.
Faith Week will an opportunity for funeral that – perhaps with
cremation
have a strong directors to strengthen their contributions from local If you do arrange activities
virtual component links with local groups, or for people of different faiths to support the week, send
in light of the COVID-19 training or refresher training and beliefs your information to: www.
restrictions. The event, led about how different faiths ■ An online resource interfaithweek.org/
by the Inter Faith Network for and beliefs may impact about different faiths submit so the organisers
the UK and supported by the their needs. and beliefs – perhaps in can add their activity to an
Government, will take place The week will feature the association with their interactive map of events
from 8-15 November. following online events: local inter faith group (you happening across the
As COVID-19 has had a ■ A video about how they can find groups listed at country.
disproportionate impact on serve local communities www.interfaith.org.uk/ The Netherlands to
BAME communities, where in our religiously diverse involved/groups) consider resomation
there is a strong overlap society Interested funeral as an end of life option llows
This fo May
with a number of faith ■ An online discussion directors can find more rt in
a repo ht
T
communities, it may have about COVID-19 and information about the week
ing a g reen lig
detail W ater
particular benefit to funeral provision of appropriate at www.interfaithweek.org, he Health Council of the rkshire
Netherlands has just from Yo omation
for res K
published an advisory in the U
report to its Government
proposing that alkaline hydrolysis
is acceptable to be introduced,
CALL FOR PARTICIPANTS FOR meaning water cremation could
very soon be offered as an end of
MAJOR FUNERALS SURVEY THE ASSESSMENT FRAMEWORK
life option in the country.
According to the committee,
which reports on public health
research, alkaline hydrolysis SAFETY Guaranteed integrity
In 2019, Full Circle Funerals views and practice regarding care met the conditions within the Guaranteed technical safety of bodies and their remains
completed the first phase of a major for people who have died. assessment framework for The techniques used must be sound Steps must be taken to prevent
research project supported by the “The aim is to understand practice assessing new techniques of and must pose no risk to operators the misappropriation – or other
University of York and funeral and experiences before the 2020 disposing of the dead – safety, or to others in the immediate vicinity. improper use – of the deceased
industry representatives (including coronavirus pandemic,” says Sarah. dignity and sustainability. Its individual’s body and bodily
Terry Tennens from SAIF, Fran Hall “The belief is that understanding report reads: “In principle, this No emission of high-risk agents remains.
from The Good Funeral Guide and what bereaved people want means new technique for the disposal of The decomposition process must
Julie Dunk from the ICCM). the sector can all collectively the dead compares favourably to not involve the release of any SUSTAINABILITY
This study identified five ‘funeral continue to improve the quality of burial and cremation with respect agents in concentrations that Reduced use of finite resources
factors’ which bereaved people funeral care services. One of the best to sustainability. However, the are harmful to people and the The procedure’s technical
consistently reported were important ways to gain this insight is by making technical specifications would environment. features and implementation
to them when arranging or attending sure that there is more and more have to be further assessed before must consume smaller amounts
a funeral. The report is available for robust research into funeral care. this technique could potentially be DIGNITY of finite resources than would
everyone to read and the findings Then we need to make sure that authorised.” Guaranteed decomposition be the case with burial and
have been presented at professional good evidence is used to inform Human composting, however, of the body cremation.
conferences (such as the ICCM, NAFD standards, regulation and training. was not given the green light: “The The decomposition of the body
and Humanists UK conferences). “We would be grateful if funeral committee concludes that the must be effective, leaving no more Fewer harmful emissions
“During the research, some people directors would complete our short available information on human than the skeleton. The technical implementation of
shared their opinions about how online questionnaire and are looking composting is, as yet, insufficient this procedure must emit lower
people are physically looked after once for members of the public who might to facilitate an assessment based No unintentional mixing levels of harmful substances than
the funeral director has been called,” be interested in volunteering to share on the conditions specified within of bodies and their remains burial and cremation.
says Sarah Jones who is conducting their experience and views with us the assessment framework.” ■ When disposing of the dead, it
the research. “This has raised – this will involve a short interview must be possible to link bodies Reduced use of available space
additional important questions. For the over the telephone, or by videocall.” and their remains to a specific The procedure for disposing
next phase of the research project, the individual. of the dead should take up less
survey team is exploring this further.”
In this second phase of the Funeral The survey link More information about A short video asking
WATER ■ The decomposition process
must be shielded from public
space than burial.
Experts by Experience project, can be found at: the study (and the for volunteers to take CREMATION perception
volunteers are asked to share their
experiences and recommendations
www.surveymonkey.
co.uk/r/5KVY7QL
report) can be found at:
www.fullcircle
part can be found at:
www.youtube.com/
COULD BE ■ The decomposition of the
body must not generate
To read the full report, go to
about how funeral directors funerals.co.uk/ watch?v=YaT INTRODUCED any unpleasant odours, healthcouncil.nl. To find out more
physically care for people who have
died. In addition, the team is also
learning-together/
research/
kuskAPQU
SOON IN THE nor should it be visible
to anyone in the vicinity.
information about water cremation
in the UK, go to resomation.com
asking funeral directors to share their COUNTRY
12 13
REPORTER
SAIF counters OBITU
ARY
local authority WORDS: MARK BINNERSLEY
A SAD
GOODBYE
Chanterlands It is with great sadness that much respected figure
Crematorium SAIFInsight announces in the community, which
the death of Grantown on was borne out on the day
Spey Funeral Director John of his funeral. The High
‘Johnny’ Ross who passed Street was lined by
away on June 11 at his home hundreds of people who
in the Scottish Highlands, came out to pay their
surrounded by his family. respects as the cortege
For more than five passed by on route to the
decades he ran the family local cemetery where
business of John Ross Johnny was laid to rest.
Funeral Directors which Johnny is survived
was founded by his great by his long-term partner
grandfather in 1889, Elaine, daughter Nikki and
serving the communities of son Calum. The family
John Ross “Johnny” Badenoch and Strathspey. business will continue to
1948-2020 Johnny was an operate under the guidance
immensely popular and of Nikki.
Becky Horton, of Hortons During the height of the coronavirus established the new services as
Funeral Directors in Hull, peak in April and May, Hull City Council part of a local response to the
continues to battle for a level launched an attended service costing coronavirus pandemic.
playing field in the city £800 and an unattended service at a cost Unsatisfied, SAIF is now making
F
of £700 at its Chanterlands Crematorium. contact with members in the Hull area
ollowing concerns raised by Titled Affordable Cremations, as we have good reason to believe
independent funeral directors the aforementioned packages that low-cost and DWP funeral
in the Hull area about a series of prompted particular concern provision is already being
new attended and unattended due to the fact that they both met by SAIF members
council cremation services, SAIF included the provision of a and other firms in the
National Office has written to the local coffin, transport from the private sector.
authority to voice opposition towards mortuary and doctors’ fees, Indeed, credit must go
any activity that might be considered along with other elements. here to Becky Horton who,
anti-competitive. Hull Council’s standard as SAIF’s local representative
adult cremation fee is £799, with the Local Resilience
which means all aspects of Forum, has worked extremely
the above services beyond the hard liaising with Hull area funeral
cremation itself equated to a mere £1. directors on this matter.
Additionally, the discounted service was Our next steps, with Becky’s support,
only being offered for early morning are to compile local market price data
slots, but this was not made clear and present this to Hull City Council,
in associated marketing literature, preferably in a meeting with relevant
potentially luring bereaved families representatives of the council, with a
into opting for a time they perhaps view to ensuring that families have
wouldn’t want. a choice of provider and that funeral
Upon questioning by SAIF, the council directors in Hull are operating on a level
argued, in a written reply from its playing field.
chief executive Matt Jukes, that it had SAIF has stressed that it is keen to
work with the council to ensure local
bereaved people who might struggle
with the costs of a funeral are able to
arrange a dignified send-off within
How SAIFInsight their means, particularly at this time
reported the of economic hardship brought about
story in May by the COVID-19 pandemic.
14 15
L
TORIA
ADVER
WHAT DOES YOUR
BRAND SAY ABOUT YOU?
AND WHAT SHOULD IT SAY ABOUT YOU?
W
hat does your brand say “We wanted a cleaner, memorable, love of Manchester United played a factor
a b o u t yo u ? A n d w h a t more modern look, with a nod to the too! They also they wanted the ‘T’ of the
should it say about you? past. And a brand that instils trust in the logo to stand out.
These are two questions service we pride ourselves on offering.” “A f t e r h o u r s o f d e s i g n i n g a n d
that are often answered While the brand has seen some small deliberation, we found a logo that all of the
the same way but, from a amendments over the years, this was to family loved,” says Carl. “We also wanted
marketing perspective, they be the company’s first complete rebrand a short, catchy byline and felt the use of
are two questions that are with a new-look website. alliteration worked well in summing up our
not asked frequently enough. When Richard and Yvette developed business values – Creative, Collaborative,
I n a n eve r- c h a n g i n g wo r l d , Trident Marketing’s logo 30 years ago, Comprehensive. We are delighted to unveil
particularly with 2020 bringing huge they chose red, not only because it was our new brand in this publication.
business and lifestyle challenges, there their favourite colour, but it represented “It is very easy to get stuck in the
are many articles demanding that a strong and vibrant company – and their mindset that a brand has worked for a
businesses change their practices to number of years, so why change it? While
progress into a more digital era. Although this has some merit, it is important to look
this is of fundamental importance, CASE STUDY at it from the perspective of a new customer
Trident Marketing recognises that it and how a brand could be updated to be
is possible to evolve rather than Trident have been proud associate more appealing without changing the
drastically change. members of SAIF for four years fundamental values of the business.”
Trident Marketing is a family-run and have been honoured to There is no getting away from the
business celebrating its 30th year. recently work with funeral fact that the way consumers buy has
Originally started by Richard Pearce directors such as Ross Hickton dramatically changed over a short period
and his wife Yvette, the business now of TEW Hickton to develop his of time.
employs 15 staff and has just moved into new brand and website. “The age of the smartphone and
a beautiful purpose-built office on the internet has certainly taken over,” says
family land in Suffolk. After working in “I contracted Carl and the team Carl. “Now more web directories guide
the family business for 10 years, Richard to initially put together a new consumers to their desired locations,
and Yvette’s daughter Victoria became branding and website package and large co-operatives spend huge
Managing Director in 2014. Her husband for the business. I was more than amounts of money on marketing and
Carl became Sales Director in March impressed with the ideas and web presence. For the Independent, a
after serving 17 years with the Royal Air proposals put together – very user-friendly and appealing website and
Force Regiment. modern and slick designs but still in digital presence has never been more
To celebrate Trident Marketing’s 30th keeping with our company image. important. According to the Office of
year in business, the couple have taken a The feedback we have had from National Statistics, 91% of adults in the
step back to look at their own brand, and staff and the general public has UK were recent internet users, with the
decided that it was time for a refresh. been fantastic with regards to the percentage of internet users aged 44-75
“This was a somewhat daunting new logo, branding and websites. growing year on year.”
prospect,” says Victoria. “Firstly, as a No pressure sales, and no technical
marketing company, we really do need to lingo too hard to understand. The We understand the importance
get it right. Secondly, as the next generation new websites developed have been of respecting tradition but appreciate
of the business taking it forward, it is well put together, and the content the need to help businesses move
very important that we remain true management system (CMS) was into the future. We can offer a range
to our roots and do not detract from very easy to use after handover.” of marketing services and would be
the business and brand my parents had Ross Hickton, TEW Hickton delighted to arrange a no-obligation
worked so hard to build over the years. chat with Carl on 01473 823 700.
16
Politics
REPORTER
THE LATEST POLITICAL NEWS AND VIEWS SURROUNDING THE FUNERAL PROFESSION
Funeral attendance
rules eased REGULATORY ACTIVITY
RAMPS UP POST-COVID PEAK
The UK Government has eased
restrictions on funeral attendance
in England, upping the permitted
number of mourners from 10 to 30.
At the height of the coronavirus
pandemic, the Government Advancements sought after suspension of investigations
A
restricted funeral attendance
to no more than 10 mourners, s the UK moves past the peak with three months then earmarked for
with priority given to members of the coronavirus outbreak, hearings and consultation. Likewise,
of the deceased’s household. t h e f u n e ra l p ro f e s s i o n i s the FSCSR Steering Committee was
Under the updated guidelines, preparing for a period of intense due to meet on 30 July to advance its
the Government permits a wider regulatory activity. proposals for enhancing transparency
circle of friends and family to While the pandemic saw both and standards in the funeral sector.
attend burial or cremation services, the Competition and Markets Authority In the pre-paid market, the UK
including individuals within (CMA) and the Funeral Service Government has outlined its intention
vulnerable categories, as long all Consumer Standards Review (FSCSR) to lay the secondary legislation
attendees strictly adhere suspend their respective regulatory before parliament in autumn 2020.
to social distancing rules. workstreams to allow funeral directors Assuming the government secures
A parallel announcement, to focus on funeral delivery during a parliamentary support for its
made by Scotland’s First Minister critical period, both are now looking legislation, an 18-month interim period
Nicola Sturgeon, permits up to to make advancements. will follow, and thereafter the sector
20 mourners to attend a burial The CMA published its Provisional can expect mandatory FCA regulation
or cremation service north of the Decision Report at the end of July, to commence in spring 2022. l
border, with social distancing rules
similarly applicable.
Scotland retains ‘flexible’ disposal approach
Northern Ireland Scotland’s Public Health Minister granted the UK’s first “wastewater
to match parental Joe Fitzpatrick has confirmed that consent to discharge”, permitting
Scotland’s ‘flexible’ legislative five alkaline hydrolyses, or “water
bereavement framework permits the Scottish cremations”, as part of a Middlesex
Following the recent introduction Government to licence alternative University study, with the water
of new bereavement leave and burial and cremation methods. authority subsequently granting
pay legislation for parents of Mr Fitzpatrick was responding to consent for water cremation to
children under 18 in England, a written question submitted by Leeds-based LBBC Ltd, the parent
Scotland, and Wales, the Stormont Lothian Conservative MSP Jeremy company of Resomation Ltd.
Executive has launched a Balfour, who chairs the funerals and Mr Fitzpatrick has said that the
consultation on proposals to bereavement cross-party group, Scottish Government will assess
introduce similar rights for on additional environmentally the benefits of licensing alternative
parents in Northern Ireland. sustainable end of life options. methods to flame cremation, as such
Launching the consultation, In March, Yorkshire Water methods “become more established”.
Economy Minister Diane Dodds
said: “Employment law should
be compassionate and supportive Belfast Council investigates crematorium lockdown inconsistency
of parents who find themselves
facing this distressing situation. Belfast City Council has voted in while eight other families were
I am therefore launching this two- favour of holding an independent unable to hold services at the
month consultation to inform how inquiry into the application of crematorium during the same period.
we can best introduce measures lockdown restrictions at the city’s The DUP has called for Deputy
in Northern Ireland to meet the crematoria, following accusations First Minister Michelle O’Neill
needs of bereaved parents here.” that the council has not applied to resign for being among
Interested parties now the rules consistently during the the mourners at the service.
have until 10 August to respond pandemic period. Responding, Ms O’Neill said she
to the consultation. Thereafter, The decision came after reports is sorry if the incident has caused
any new legislation will require that up to 60 mourners attended grieving families “to experience
the approval of the Stormont the committal service of former more hurt”, but that she believes
Assembly. senior IRA member Bobby Storey at she stuck to the coronavirus
council-run Roselawn Crematorium, lockdown guidelines.
18ENT
RESID
SAIF P
MY CHARITY:
WINSTON’S WISH
SAIF’s National President, Mark Porteous, on why he wants you to take a walk
F
irstly, a quick update on what I
have been up to! Regrettably the
coronavirus has stopped face-to-face
contact, of course, but I have still
managed to catch up with several Mark Porteous
members during our online regional
meetings. I would like to thank
those members and associates who
have taken the time to participate in these
sessions. I will be continuing with these
throughout the coming months so please
register with the SAIF Business Centre if
you are interested in participating.
I would also like to thank Malcolm
Flanders of Golden Charter for inviting
me to hold my first ever podcast
(goldencharter.buzzsprout .com),
where we discussed several matters
relating to COVID -19 and how our
profession has been coping. I found the
experience extremely beneficial and hope
to do more in the future.
This month, though, I really want
to tell you all about my chosen charity,
Winston’s Wish.
The idea of the charity took root
when clinical psychologist, Julie Stokes,
visited the USA and Canada on a Winston
Churchill Travelling Fellowship. Inspired
by the services she saw there, she returned
to the UK and set up Winston’s Wish
and they have been supporting bereaved
children since 1992. Surprisingly, that
made them the UK’s first childhood
bereavement charity. as much money as I can for them over
The charity’s message is very clear – the next 18 months. If you would like
every bereaved child should receive the to donate, please send your donations
help they need to cope with the death of to the SAIF Business Centre, or contact
someone important in their lives. them directly for further information.
The charity continues to lead the way Alternatively, why not arrange a sponsored
in providing specialist child bereavement walk, run, or cycle with your own staff and
support services across the UK. This sponsor each other? There will also be
includes in-depth therapeutic support details about the President’s Challenge in
in individual, group, and residential future SAIFInsight magazines.
settings, as well as a freephone national I have been so proud of all SAIF’s
helpline, plus training for professionals members over the last four months. You have
and a range of specialist publications.
There is no doubt that during the last
all had to endure a great deal of pressure
during this difficult and challenging period.
WHY NOT
four months the charity has been very busy We all know we cannot be complacent, but ARRANGE A
in supporting children and young adults,
but it has also seen an increase in older
I have no doubt your hard work, support
for your local community and willingness
SPONSORED
adults wishing to access the services. to go the extra mile will not go unnoticed WALK AND
Winston’s Wish is an excellent and
worthwhile charity and I hope SAIF
by your families.
SPONSOR
members will help me in trying to raise Best wishes, EACH OTHER?
19ENS
RIO
NENAETCUT
COF
CONNECTIVITY
IS SO IMPORTANT
WHEN YOU ALL HAVE
20
A SHARED GOAL From working on excess death groups to trying
to predict the future, SAIF members have risen
to the challenges COVID-19 has thrown up…
21S
CTION
CONNE
“WE KNEW WE HAD Scotland’s three
Regional Resilience “We got everything ready, which made it difficult at the
TO HOLD EACH OTHERS’ Partnership areas but thankfully we didn’t
have excess deaths in huge
beginning. I just don’t think
the Government listened.
HANDS JUMPING numbers here in Kent. In
fact at the moment it’s
Right at the start we were not
even on the supply chain for
INTO THIS” ridiculously quiet and, having
spoken to other funeral
PPE – it took until mid-April
for us to be told we could
DECLAN MAGUIRE directors across the country, access supplies through
Anderson Maguire Funeral it seems to be the pattern the LRFs. The Government
Directors, Glasgow nationwide. We’re hoping it’s just didn’t acknowledge
not the calm before the storm! that managing a pandemic
Prior to lockdown, it doesn’t work without funeral
Declan has represented 130 Scottish was difficult to work out directors. There’s no point
Independents during the pandemic what the Government having new mortuaries
and is SAIF Scotland’s Treasurer guidelines meant for built and NHS trusts on
funeral directors because board if the funeral directors
“Throughout the crisis, the Scottish they were ever-changing can’t operate.
Government has worked well with SAIF and open to interpretation It has been a privilege
and the NAFD. And we have all worked well in different ways. So I to represent the funeral The Kent Local
together. There has been no holding back in arranged a meeting at our directors in my area and Resilience Forum’s reach
information sharing and ideas and I think it local crematorium with be their point of contact.
has been significantly easier to get info and
feedback here than in the rest of the UK. “WE REALLY other funeral directors,
crematorium and cemetery
Kent is a big county with 23
towns and during the peak
as keeping the numbers of
mourners down at funerals.
clear on how that affects our
work. My bearers all have
Now, moving into a potential second wave,
SAIF Scotland has everything it needs in
and we are stronger for it – that
will see us in good stead moving forwards.
STRUGGLED staff and our registrar to
create a clear game plan that
of the crisis, all the regular
competition between funeral
I think the problem
that we noted during the
masks and gloves on at
funerals and therefore should
place and firms across the country are more
prepared for what is coming.
Connectivity is so important when you
have a shared goal. Our first SAIF Scotland
GETTING MODELLING meant we could collectively
offer a uniform service and
directors seemed to go out
the window. If we needed to
preparation for the first peak
was that the Government did
be exempt from isolating if
they are instructed to in a
In Scotland we have Regional Resilience Zoom meeting was in early July and a third FIGURES FROM THE prevent public confusion. help each other, we did. not place proper importance Test and Trace scenario. As
Partnerships (RRPs), that’s the top level
– the additional deaths planning group –
of the membership attended. That means
these meetings are actually more accessible GOVERNMENT” It was at that meeting that
I was asked to represent SAIF
Funeral directors are
working well now, supplies
on the funeral directors’ role
in this crisis.
a one-branch business we
would have to close if we
which has partners from Police Scotland, to our membership. Technology bridges the on the Kent Local Resilience are good and we have Independents account all self-isolated. I know that
NHS, the Scottish Government and the gap, increases knowledge and strengthens JO PARKER Forum (LRF) and I have done everything in place – it’s just for 70% of all funerals in the Terry Tennens, SAIF’s CEO,
funeral profession. These feed into the our network. The competitive aspects have Abbey Funeral Services, so since its inception in late the fear of what’s around UK, so we are the biggest has worked hard pushing this
Local Resilience Partnerships (LRPs) in been defeated. It’s amazing how some Tonbridge March – in the early stages the corner, which I think is institution and the one that question and many others
the North, East and West regions. SAIF members are never off Slack. Whereas it was each day, seven days probably how everyone feels holds our communities that are funeral director
Scotland was involved from the start, before some might have communicated a week, but we meet every at the moment. It’s difficult to together. As an integral spoke specific, but the responses
meeting weekly online to plan for additional once a quarter, now they’re sharing Jo is SAIF’s 2nd Vice President, and other week now. prepare for the unknown. in the wheel, we are frontline have been slow and vague.
deaths. While the initial numbers were, information just about every day. The level sat on the Kent Local Resilience Our LRF has been top As a member of the Death workers, so the Government It’s also a concern that,
thankfully, not realised, we planned for the of information and support has shot up. Forum, representing Independents notch and I found that the Management Group, a cell needs to listen to a profession if COVID-19, a flu epidemic
worst-case scenario figures, which were To that end, I began our SAIF Tech Talk in the area and distilling funeral directors’ questions of the Kent LRF, our role that knows what it’s doing. and Norovirus all hit at once,
very high. live webinars a month ago to share skills Government information and concerns were logged is to make sure the death I think our next hurdle we’re going to have a really
SAIF Scotland is proactively working with our members. I did one on productivity and escalated as needed, pathway is clear during may be the Test and Trace busy winter. If Test and
to keep online communications channels apps – Slack and Typeform – and one on but we have struggled with times of excess deaths, this system. What if someone at Trace becomes mandatory
open to keep our members updated. If using cloud systems for accounting and getting clear modelling includes helping to apply a funeral is taken poorly? we could find a lot of funeral
the Scottish Government communicates management. They are now available to figures from the Government, Government guidelines, such The guidance has not been directors struggling.”
changes to national policy or legislation, it all members on the SAIF members’ site.
goes directly to the funeral sector on SAIF We have to be flexible as we face a
Scotland’s app. That way any changes are number of challenges ahead. What does
delivered direct to members’ phones.
It has been a busy time, of course. As
modelling include and how will a second
spike affect that? In terms of resource, we “I WAS ABLE TO RING “We are based just outside Leicester and
we had around 15-20% extra deaths as a
arrangements because of the extension
to lockdown. But by that stage, we were
a company director of Anderson Maguire,
I had stepped back a bit from my day-to-day
will always plan for the worst-case scenario.
We’re in a wait-and-see period at the
THE CORONER DIRECTLY result of COVID-19.
We have been part of the community
used to that, so we knew how to do the
best for the families.
role as a funeral director. That gave me time
to volunteer as Treasurer and Membership
moment. While we hope we have come out
on the other side, the possibility of a second
AND THEY WERE for 29 years, so we have been trying
to keep our long-term families
I have been sitting on our LRF since
week two of the crisis and we
Manager of SAIF Scotland, then the
pandemic happened, so time was taken
wave is there. Staffing and resource planning
will be key for members as we approach the
RECEPTIVE TO CALLS” happy while complying with
guidance. That meant doing
still meet fortnightly. We have
two-hour conference calls
up with meetings and information winter months. ARRAN BRUDENELL more by phone to support for the main group which
sharing. I haven’t had time to reflect Regulation is also a significant issue Managing Director & Funeral families who aren’t deals with excess deaths,
on what we have learned, but I know facing us, but one which we can assist Director, Anstey and District touched by COVID-19 but and two 45-minute
we had to hold each others’ hands members with. Of course, many, many Funeral Services, Leicestershire are still affected. meetings for two of the
jumping into this. years of work have already gone into this, We have had two sub-committees I also
Irrespective of the size of firm, but there is a role to play for everyone lockdowns here, although sit on. The difference
we have all been presented with to manage this. Arran is a member of the in the second lockdown it in our LRF is that the
the same challenges. I’ve We are all stronger as a membership SAIFCharter Executive and sat on the seems to have been younger police very quickly took
spoken with more than and I’m pleased to see that so Leicestershire Local Resilience Forum, people who contracted the charge so all local authorities
half of the membership many members are offering representing Independents in not one disease, so they have recovered report to them and we have
during the crisis and we support to others. Now we but two lockdowns quicker, thankfully. That outbreak police representatives on our sub-
also all share the same h ave t o ke e p o u r h e a d s sadly affected a few of our funerals which committees too.
challenges with regulation. down and push on together were due to take place in local churches, Throughout the crisis I’ve been making
Now we are closer to do what we can.” but we were unable to carry out those regular phone calls to funeral directors
22 23S
CTION
CONNE
across the area and the country. At the was great, but because we were private
start there were grumblings because there enterprises, we were not allowed access.
was no clear guidance and that caused So they would be referring to ‘paper
confusion. Our main crematorium wasn’t two’ and we’d have no idea what they
set up to stipulate exact numbers, which meant. We got that cleared up so we
caused more confusion, and funeral were allowed access to key documents,
directors were having to report on their but the issue would rear its head again
local mortuary capacity twice a week. if someone was off ill or on holiday and
To alleviate this problem, we were the instruction hadn’t been passed on.
having to ring around funeral directors to On the whole, though, it has been
get their numbers of deaths, but quickly a very interesting experience. As an
established a Google form for people to independent you don’t always deal with
fill in, which saved a lot of time. That had decision-making on that scale. You make
good uptake by funeral directors to begin decisions all day, every day, but being able
with, but gradually the numbers filling to connect with a wider group of people
the form in dwindled – perhaps they Take the PPE situation – the LRF ran was really illuminating.
were too busy, or maybe they thought with it, sorted it, did it. It was a case of If we see a second wave, I think we
‘what’s the point?’, I don’t know. get on the phone quickly to ask for an are ready. All of our staff are on board
We were lucky, though. Instead opinion on what was needed where and with all of the changes and all of our risk
of building a temporary mortuary, a get the wheels rolling. Nothing was too assessments are in place.
permanent 460-capacity mortuary was much trouble for anyone involved. We will be stronger and wiser as a
put in place within three weeks. That Approaching the Easter weekend, result of this crisis. On a personal level,
meant we weren’t pushed for space and when capacity issues began to appear, I think I have learned that it’s important
that funeral directors’ own individual that openness meant that I was able to to take some time to yourself whenever
capacities were not an issue. ring the coroner or LRF chairman directly you can. I have spent the past five months
The main thing that struck me in my and they were receptive to the calls. It working flat-out. That’s five months
time in the LRF was the openness of all was a two-way thing and everyone was without a proper day off and working 15-
of the agencies involved. There were no willing – and wanting – to help. hour days, seven days a week. Once the
secrets and it was all fairly blunt and We had a few hiccups, naturally, but staff have had some time off, I’m hoping
direct. If you needed something done, nothing that couldn’t be sorted out. The to head to the Isle of Arran, my namesake,
you asked for it. LRF documents were cloud-based, which in Scotland to recharge a little.” l
TION
SOCIIA
IN ASH NT
TR E
D
WIT
TASTEFUL MEMORIALS FOR FAMILIES
As restrictions are lifted and and tastefully represented, and be a However your families plan
families can again gather for life’s focus for friends and family, at this to hold their memorial services,
celebrations and commemorations, celebration of their life in one of our our Photo Urns are a perfect way
many will wish to give thoughtful lovely Photo Memorial Urns. to help them say their long-
and personal send-offs to loved FramePod urns discreetly contain awaited goodbyes.
ones who passed away during the ashes behind a photo frame
lockdown. with the urn pod acting as a stand.
The funeral has already taken Tribute Frames hold ashes invisibly, To see the full range, go to
place and there is no coffin, but the with the ashes container concealed www.tributes.ltd.uk or call
deceased can still be beautifully in the frame itself. 0345 388 8742.
24 25You can also read
