By Leader Contributor Jessie Rigney

There are many people who are interested in preplanning their end-of-life arrangements but aren’t sure where to begin or who to ask. This is where industry professionals can step in to give guidance.

For some funeral directors and owners, the best way to reach their audience is by hosting lunch and learn events. Many funeral directors in larger markets like to host regularly scheduled lunch and learns at local restaurants.

Bob Foard, owner and funeral director of R.T. Foard Funeral Directors and Crematory in Maryland, holds lunch and learns twice a month. His Peace of Mind Seminars are held at different locations and times each month in order to accommodate more people and their busy schedules.

Organizing several events each month helps to create brand awareness for your funeral home – but to maintain the interest, try to rotate your events between a couple of different restaurants. If you’re hosting a speaker, consider finding someone new each time.

Another great example is Rabenhorst Funeral Homes & Crematory in Louisiana. Although they only recently began hosting these events, they pique their audience’s interest by hosting their lunch and learns at an elegant restaurant. Because their community’s interest in preplanning has been so significant, they now plan to host a lunch and learn each month.

However, your events don’t always have to be formal. In fact, a more casual event could appeal to an entirely different group of people. Mark Krause of Krause Funeral Homes and Cremation Service in Milwaukee has found great success through his pizza and preplanning seminars.

Consider the time of year, the target audience, and the area before choosing the right food for your lunch and learn. It doesn’t always have to be expensive. For example, during the fall, you could serve apple cider and fall-themed cookies. For the holidays, consider serving fruit cake, eggnog, and even an assortment of pies.

And, with the new year, resolutions are at the forefront of everyone’s minds. A make-your-own smoothie bar or a fruit and vegetable bar are great ideas for those who are health conscious. Also, providing coffee and doughnuts is always a great idea, no matter what time of year.

Regardless of where you host your lunch and learn, you simply have to get people interested enough to attend. Make sure to promote your event on social media so your community knows about it. The rest will follow.

Have you hosted successful lunch and learn events at your firm? Want to share your ideas and advice for others? Email us at

Follow the Leader


Please enter your comment!
Please enter your name here