About
What is PFDI?
PFDI is an organization of leading, privately owned funeral home owners that exchange marketing ideas, study best practices and learn from institutions of higher education.
For over 85 years, PFDI has been an exclusive, invitation-only professional organization for leaders in the death care industry. PFDI represents the leading, privately owned funeral home owners and managers who exchange marketing ideas and best practices and pursue new ideas from institutions of higher education.
An Exclusive Network of Industry Leaders
Almost all members of Preferred are already members of several other associations and study groups. They make the small investment of time and money to participate in PFDI. Why? They know it is different than any other group or association. And they know it is worth it!
We Learn
Study Best Practices at Member Firms
For over 85 years, PFDI has been an exclusive, invitation-only professional organization for leaders in the death care industry. PFDI represents the leading, privately owned funeral home owners and managers who exchange marketing ideas and best practices and pursue new ideas from institutions of higher education.
Visit Renowned Universities
Our program is unlike any other in the industry. PFDI members visit the top universities in the country to hone their business skills and practices. We have attended programs at both the famous Kellogg School of Management at Northwestern University and Owen School of Management at Vanderbilt.
Learn from Leaders in Other Industries
Service is the same in any business, so we turn to the best in other industries to get advice on how to perfect our customer relations. PFDI went to the Ritz-Carlton to study with Dr. Joseph Michelli, author of: The "New Gold Standard" and "The Starbucks Experience." Dr. Michelli spoke to PFDI members about how he helped create the value statements and beliefs that have made these companies top in customer service.
We Share
A Marketing Fair PFDI Has Held for Almost a Century
A feature of PFDI is its Marketing Fair, which has been held for almost a century. At every convention, members not only informally share ideas that are working—or that didn’t work—but they also formally share at least one important idea. It might be an ad, a video, a social media post, a campaign, an event, a training program, or even something for internal marketing to motivate the staff. PFDI is the only association in the profession that focuses specifically on marketing.
The Marketing Fair is one of the features that sets PFDI apart. Members don’t walk away with just one good idea; they walk away with thirty or forty great ideas. The best part? They know which fellow member to turn to if they try an idea and it doesn’t immediately work.
In the beginning of PFDI, sharing marketing ideas gave owners the confidence to start a pre-need program when no one else was doing it. Over the years, it has helped firms embrace cremation services rather than fight consumer interest. It has helped firms add value to their services by learning how to host receptions and luncheons, even with open bars. It has helped bring comfort to families by teaching firms how to incorporate therapy dogs. And the list goes on.
We Grow
By uniting the top professionals in our industry, PFDI provides exceptional opportunities for networking and developing professional relationships. Members share ideas and advice, and strong friendships are formed in this supportive, non-competitive environment. When you face challenges in your business, it can be helpful to call someone you trust; someone who has been through a similar experience with their staff, finances, or facility and can offer guidance.
For more information on PFDI, or how to become a member, contact us.
