Annual Review 2021 - National Association of Funeral Directors

Page created by Bernard Hansen
 
CONTINUE READING
Annual Review 2021 - National Association of Funeral Directors
“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
Annual Review 2021 - National Association of Funeral Directors
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
Annual Review 2021 - National Association of Funeral Directors
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
Annual Review 2021 - National Association of Funeral Directors
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
Annual Review 2021 - National Association of Funeral Directors
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
Annual Review 2021 - National Association of Funeral Directors
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
Annual Review 2021 - National Association of Funeral Directors
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
Annual Review 2021 - National Association of Funeral Directors
Supporting members during
     a challenging twelve months
     for the funeral profession

14                                 15
Annual Review 2021 - National Association of Funeral Directors
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
Annual Review 2021 - National Association of Funeral Directors
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                                                                                                                                                                                                                                                                                  19
NAFD 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                                                                                                                                                                                                                                                                              21
You can also read