Wisconsin Funeral Directors Association: Wisconsin Funeral Trust


Wisconsin Funeral Trust is a product of the Wisconsin Funeral
Directors Association (WFDA). The WFDA’s mission is to serve
funeral director members through policies and programs that build
excellence in the profession, preserve dignity for the deceased,
and meet the needs of those that survive.

Challenge: While the Trust fund has been available to members for a long time, it had been largely under utilized even though it
presented a very competitive rate of return for consumers desiring
to invest pre-need money.

Solution: We started by updating the WFDA website to make it a
more robust resource for members. Then we rebranded the Trust program (starting with the logo) to invoke stability and long- standing security, and also to demonstrate the organization’s commitment to the program. We then leveraged the favorable rate of return in all communications about the Trust and improved communications among members.

Results: 2008 contributions to the program tripled from an average
of about $4 million/year to more than $12 million.