As funerals, remembrance and giving continue to evolve, it’s important for charities to understand how the funeral sector operates and how meaningful partnerships can be built. In this article we explain the different types of funerals and funeral directors and suggest practical ways charities can work effectively with funeral directors to maximise impact and care.
Funeral collections have become the norm in the UK, a shift driven by the widespread adoption of online tribute platforms such MuchLoved. These have made it easy for families to invite donations to charity in memory of a loved one, and for family and friends to contribute online rather than with cash.
Around 25% of UK funerals are burials, but this number is declining. This includes traditional burials in cemeteries or churchyards, as well as greener alternatives such as natural or woodland burials which are becoming more popular. There are also religious burials, burials at sea and, in exceptional cases, burials on private land or in mausoleums.
The remaining 75% of funerals are cremations. A standard cremation usually includes a short service attended by family and friends. However, a growing proportion are direct or unattended cremations, where no service takes place and no mourners are present. In these cases, ashes are returned to the family afterwards.
For charities, the rise of unattended cremations is particularly significant. When there is no funeral event, the tribute page can become more important as a place for family and friends to connect and remember their loved one through a charitable donation.
There are several thousand funeral director branches in the UK, operating under various business models. Many are independent funeral directors, often family-owned for generations with deep roots in their local communities. Others belong to large corporate groups which operate hundreds of branches nationwide.
In addition, there are direct cremation providers who specilaise in unattended funerals. However, many independents, corporate groups and co-operatives also offer direct cremation options.
Understanding different types of funeral directors and funerals will help you tailor your approach to working with them as their decision making, community involvement and fundraising priorities will vary.
Most reputable funeral directors belong to a professional or trade organisation, although membership is not mandatory. The sector has historically been unregulated, but this is changing, with greater transparency now required around pricing, ownership and charitable donations.
Industry organisations provide advocacy, training and networking opportunities. They also host conferences, exhibitions, and publish magazines. Their annual presidents often choose a charity to support during their term in office.
For charities, these bodies may offer opportunities to build relationships and collaborate with their members at a national or regional level. It’s important to be aware that funeral directors are subject to CMA guidelines which affect how they can work with charities. However, within the guidelines, funeral directors can build relationships, support charitable activities, and engage in community work. Find out more about what the CMA guidelines could mean for you in this article.
Funeral directors are often at the heart of their community and are keen to support local causes. Here are some ideas you could approach them with:
Many funeral directors have funds set aside to support local community organisations or charitable initiatives. Being proactive and approaching funeral directors with your ideas may open the door to long-term partnerships.
Many funeral directors are actively involved in community fundraising and support. Examples include:
This community focus is often proudly shared on funeral director websites and social media, reinforcing their role as caring, socially responsible organisations.
Today, one in four UK deaths has an online tribute page*, and many more are shared through social media. Local newspapers, once the primary place for funeral notices, have declined or moved online. Digital memorials now allow families to:
Today, many families request donations in lieu of flowers at funerals. Traditional cash collections present various challenges which can be addressed by managing donations online:
Funeral directors who partner with MuchLoved can quickly create online tribute pages that include:
These pages can be shared easily and are also displayed on the funeral director’s website, increasing visibility and community engagement. For charities partnering with MuchLoved, some of the benefits are:
Funeral directors and crematoria staff often work with families when they are at their most vulnerable. They are caring professionals who want to support their communities and the causes that matter to the families. While they don’t usually recommend charities to families, they are often open to partnerships, fundraising, volunteering and community involvement.
Many crematoria operate metal recycling schemes, where metals recovered after cremation are recycled and the proceeds donated to charity. These schemes generate significant income and are well worth exploring locally.
Join our Google group and collaborate with other MuchLoved partners on this topic
Our Google group provides a platform for MuchLoved partners to share ideas and experiences. It's there for you to ask for support and advice from other partners, and to share best practice. We’ve been delighted to see some input from group members on the topic of working with funeral directors.
If you are a partner and not already a member of the group, please let your account manager know, or email support@muchloved.com, and we will add you.
* Source: ONS 2024 death statistics
