By Thomas A. Parmalee
It’s been less than six months since Christie Ward was named executive director of the Academy of Professional Funeral Service Practice, and she’s been keeping herself busy.
Ward (pictured at top), who has worked in nonprofit leadership and association management for more than 25 years as an executive director and director of operations, is looking forward to the challenges ahead.
“One of the constants in my professional career has been working in small-staff organizations,” she explained. “My tenure as executive director with the Healer Within Foundation (a 501(c)(3) corporation dedicated to advancing the community-based implementation of Qigong and Tai Chi) took this to a new level, as the only staff member. During my time there, I was able to really become adept at successfully serving a board and members in a remote environment.”
Those are talents that obviously resonated with the Academy’s board of trustees as it sought to find a replacement for Patty Hutcheson, who served as executive director for 10 years and continues to serve the Academy as an education specialist.
“APFSP has always accomplished amazing things with a small staff, in a remote environment,” Ward said. “I knew I was up for the challenge!”
FuneralVision.com recently caught up with Ward to learn more about the skills she brings to her new role, why she’s so excited to be serving funeral professionals and more.
How did you find out about the job opening – and what interested you about being executive director of the Academy of Professional Funeral Service Practice?
The position was advertised through the American Society of Association Executives’ job board. I was confident my skillset, and my extensive background in association management, could serve the Academy members and the board of trustees very well.
Prior to Healer Within, I spent over 22 years working in association management. I love working with members, and enjoy the comradery found among members of a professional association.
APFSP’s mission, “The Academy is committed to life-long learning and excellence among funeral service professionals,” really spoke to me, and I knew immediately it was a mission I could wholeheartedly support. My own career has been greatly enhanced by continuous professional development, so I knew there was alignment with my personal beliefs. Also, the Academy’s nearly 50-year history, and its stewardship of the Certified Funeral Service Practitioner designation, was very impressive to me.
I don’t think you have ever had a professional connection to funeral service, but we all have a personal one as death touches everyone. What has your experience been like in the past interfacing with funeral directors and the profession?
Funeral directors have supported me, and my family, in some of the most difficult times of life. It takes a very special individual to choose a career in funeral service, and I’ve always been incredibly grateful to those who do. I feel very proud to now be in a position where I can help to support and advance the careers of those who choose this noble profession, and the industry as a whole.
As you are probably quickly becoming aware, not everyone in funeral service fully understands what the Academy of Professional Funeral Service Practice does. Why is it so important to the profession – and what are some of the biggest misconceptions about the organization?
Most know the Academy as the organization responsible for the CFSP designation. Although administering the CFSP is definitely a large part of what we do, there is so much more! We also serve as a clearinghouse for dozens of continuing education providers, and thousands of funeral service education courses.
There is also the work we do in collaboration with other industry associations (the Cremation Association of North America, the National Funeral Directors Association, the National Funeral Directors & Morticians Association, state funeral director associations, etc.) along with state regulatory agencies. APFSP is a respected voice in the funeral service industry, and we are often asked to weigh-in on important topics in the funeral service education space.
The CFSP is extremely important to the profession, as obtaining the designation is a way for funeral service practitioners to set themselves apart. CFSPs commit to lifelong professional development and education, over and above any licensure requirements. This is a wonderful message CFSPs are able to share with their colleagues, consumers and their respective communities.
Our vetting of education courses and providers is extremely important, too. When a provider and/or course has been approved by the Academy, you can be assured of a quality educational experience. Many states automatically accept Academy-approved courses, with Oklahoma recognizing only Academy-approved courses for continuing education.
Perhaps one of the most common misconceptions I’ve encountered so far, is that earning the CFSP designation is extremely difficult (nearly impossible) to do. Definitely not true! Yes, it does require dedication and a bit of time, but we have a saying at APFSP which is, “Get credit for the activities you already do.” In other words, there are many things most funeral service professionals are already doing, such as convention attendance, continuing education courses, and obtaining other certifications, all which can contribute to the CEUs required to achieve the CFSP designation. Additionally, CFSP applicants and designees are encouraged to be active members of their community, and we award CEUs for community service, too.
How many funeral professionals are designated as CFSPs – and is the number of funeral professionals seeking that designation going up, staying the same or going down?
Currently, there are nearly 2,300 Academy members worldwide. Over 1,700 of these members have earned the CFSP designation. At any given time, there are several hundred individuals working to achieve the CFSP designation. Our applications, both for APFSP membership, and for the CFSP designation, are quite steady.
Like most professional associations, our membership trends mirror that of the industry as a whole. Earlier this year, the NFDA estimated over 60% of funeral home directors will retire within the next five years. One perspective is that this could possibly mean a future decrease in APFSP member numbers. However, it stands to reason that a large amount of turnover in the industry can mean a great influx of individuals entering the profession, too.
We look at this potential trend as an amazing opportunity for APFSP. We want to engage and welcome those new to the profession, while introducing the idea of earning the CFSP (and the benefits of continuing professional development) early in one’s career. So many times, young professionals feel they are too “new” to become involved. Not so!
Why is getting the CFSP designation so important?
To really understand the importance, you only need ask a newly appointed CFSP! The joy, gratification, satisfaction and pride they feel is truly contagious. Being able to display the CFSP credential is a long-standing mark of excellence in the funeral service industry.
Last year during strategic planning, the APFSP board of trustees adopted a new slogan, “Credentialed. Confident. Connected.” These three words concisely, but very accurately, convey what becoming a CFSP means to individuals.
Quite simply, earning the CFSP designation means you are going over and above what is expected of you. In any profession, and in life in general, that is something to aspire to and to be proud of.
The CEU process for holding a professional meeting can be incredibly complex for those holding events in the space, as not every state accepts Academy approval. Would you like to see more states automatically accept courses approved by the Academy? If so, do you have any ideas on how to make that happen?
Funeral service is not alone, as this complexity with state-by-state CE approval is found across professions. Yes, we would love to see more states automatically recognize courses that the Academy has approved.
Currently, we are exploring ways we might enhance our current course approval process to better meet the requirements, and future expectations, of all states. We know there is a growing need – as more and more states are looking to offload the CE course approval process – and we are confident the Academy can help to fill these needs.
What are some of your main goals for the Academy moving forward?
My first priority is to update APFSP technology. Prior to the end of 2023, we will be rolling out a new website and member portal. This new technology will improve staff efficiency, but more importantly, it will make it easier for members and CE providers to interact with the Academy. Form submissions, dues remittance and communications will be able to be done, quite literally, with the touch of a button.
Another goal of mine is to work to establish a Young Professionals Network. The Academy comes into contact with so many new graduates, it seems a great fit for us to create an enthusiastic environment of learning and networking for those new to the industry. Additionally, I see the YPN creating a gateway for young funeral professionals to further their leadership skills, and their future involvement with the Academy and board.
What is something about you that people might be surprised to find out?
I sing bass in both an acapella chorus and quartet. People are usually pretty surprised at my low vocal range!
Do you have any other thoughts?
I would like to encourage anyone with questions about APFSP membership or the CFSP designation to reach out for more information. Also, I welcome and encourage feedback and would love to hear from both present and future Academy members about their experience(s) with APFSP. My email is always open, and I’d love to hear from you.
Contact Christie at cward@apfsp.org.
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