Amy Cunningham is a progressive funeral director and the owner of Fitting Tribute Funeral Services in New York City. A former journalist, Amy co-authors a blog, The Inspired Funeral, with Kateyanne Unullisi.

Full Transcript:

Intro: This is Tanya Marsh and you’re listening to Death, et seq. The Fall semester just started at Wake Forest, so we’ve gone to episodes every other week for a little while, but the students in my Funeral and Cemetery Law class this semester will be helping me with some episodes, so you can look forward to some interesting topics. In the near future, you can look forward to an interview with Josh Slocum, the Executive Director of Funeral Consumers Alliance, and a conversation with my friend Tim Mossberger, the unofficial archivist of The Avett Brothers, about their music and mortality.

But today’s episode is an interview with my friend Amy Cunningham, who is a progressive funeral director in Brooklyn, New York. Amy went to mortuary school in her 50s and embarked on this second career with an incredible amount of energy and empathy. She is the owner of Fitting Tribute Funeral Services and she is one of my favorite people. I hope you enjoy our conversation.

Tanya Marsh: I am sitting with Amy Cunningham today in Brooklyn. Thank you, Amy so much for joining me on Death, et seq.

Amy Cunningham: Hi Tanya. I’m very excited to be here.

Tanya: Amy, I think of you as a non-traditional funeral director for a couple of reasons. You don't come from a funeral family. This is your second career. And you actively promote home funerals, green burials, and a number of other of “non-traditional” processes, rituals, and methods of disposition. And you do all of this in a state, New York, whose licensing makes it particularly difficult to be a non-traditional funeral director because of the licensing requirements. So can you just share your story and what motivated you to become a funeral director?

Amy: Sure, it started with my father's death in South Carolina in the care of hospice and you know down there it's obvious to people in the small towns who to call when they need a funeral director—they know the funeral director from the Chamber of Commerce, from Rotary. So when my dad died we gave him a magnificent music-infused funeral service in the Presbyterian Church. I was amazed by the sweetness of the funeral director down there.

I came back to Brooklyn. I was then a journalist writing about Buddhism meditations, spirituality, the new spiritual marketplace in the United States, how families were into marrying and mixing faith within their family system. I came back to Brooklyn after Dad's funeral and said to my husband, “gosh I admired that funeral director so much. I wonder what it would be like to be a funeral director. I wonder how you go about doing that.” That was in 2009, and six months later I was enrolled in mortuary school here in New York.

It was a very rigorous demanding year and far more embalming and chemistry and science education than I ever anticipated. I'm not bitter about that now, but I was then. I got through all that and then took six months to, at the age of 54, not many funeral homes are eager to hire a mother of two who's had a career in journalism that doesn't seem applicable to the funeral biz. So it took a while to get a residency. But I did land a good one with a marvelous man who trained me and then I stayed there for three years and was always consistently interested in meeting the needs of families with a lot going on in terms of their faith constellation. The average family I meet with in Brooklyn these days—someone's a lapsed Catholic, someone's Jewish, someone's going to Buddhist retreats and practicing yoga. And they're trying to figure out how to arrange a funeral for a grandmother who had no faith at all, but then became a Mormon in the nursing home where she fell in love with the chaplain who was a Mormon and people come to me in that state. And when I sit with the family like that I feel I'm really in my sweet spot that I can truly help validate them and show them that they are not atypical that this is really the way we are right now in the United States. We can build a good ceremony.

Tanya: I like that phrase “faith constellation” because that kind of pushes back on the notion—a notion about America in general, but maybe Brooklyn in particular, that we are increasingly unchurched and without faith. But that's suggesting that you actually have this sort of diversity and these mixed families of different ritual backgrounds, different faith backgrounds and so trying to find the middle ground or factors that are common to all of them, something that's meaningful.

Amy: And yes there's a core of spirituality there and there may even be prayers or poetry that is loved within that family. So it's finding the right mix of language and music and the flowers and the right casket for that kind of group. They've got a lot going on so they want to keep it simple. And they're terrified about being ripped off or paying too much and too many people come in quite uninformed so to guide that kind of family through an experience that that then leaves them in an exalted, uplifted place is very meaningful work and I love it.

Tanya: So what would you say your goal is as a funeral director with respect to families and the funerals that you're trying to accomplish.

Amy: While I do a lot of alternative services, home funerals, green burials, witnessed cremations, I start out a bit simpler than that. I just want to give them a kind of ritual, a separation ritual that will be meaningful to them and that will endorse or include the values of the deceased and also send them out of the cemetery or out of the crematory that day off to their luncheon or whatever meal they're going to have after the service send them off in a place where they feel that that deceased person was loved, honored take good care of, and that we really did as a group the best job we possibly could.

Tanya: Do you tend to deal with people more on a preneed basis? Do you have a lot of people come to you in advance to arrange their own funerals, or do you find that you're dealing more with families after the fact, or is it a mixture.

Amy: Increasingly, as I get better now I've been very fortunate to have some good press, people are coming to me in advance. But I would say more frequently they're calling me the night of or two days prior to the death and the care of hospice occurring. A lot of my folks are dying in the care of hospice. I'm making inroads through hospice and getting known to hospice workers as someone who will take not only take great care of the deceased person but manage that complex family constellation.

Tanya: And so mostly you're serving people in Brooklyn?

Amy: Brooklyn and Manhattan, and Queens recently.

Tanya: And then where are their families located? Are the families predominantly local. Or is an aspect of it that … I mean is part of the reason that people are calling you sort of at the last minute because the families coming in from out of town and nobody has made any arrangements.

Amy: Some of that. I'm calling people who are in hospital corridors. But the cell phone will say they live in Portland or Cincinnati or Florida. So a lot of kids with parents dying here in New York because that's got that's got to be a challenge.

Tanya: If you're not from a funeral family, you're not inheriting a funeral home or buying into an existing funeral home that has a book of business.

Amy: Right.

Tanya: Because most funeral consumers, the studies show, don't shop around. And there's an incredible reliance on using the funeral home that you've gone to funerals at before, to stick with a funeral director or a funeral home for multiple generations. So what are some ways just from a marketing perspective, getting started as a new business owner that you've tried to use to combat some of that.

Amy: I used my background in journalism to develop some PowerPoint presentations that are purely educational or are not sales pitches. I just show people what a cremation is. What is cremation history. What did cremations look like in ancient Rome. And I started delivering those presentations at the Park Slope Food Co-op. Now we have 15,000 members in an alternative grocery store here in Brooklyn. And then my little show kind of took off and went on the road and Greenwood Cemetery now has me giving those kinds of workshops monthly and that's been great for all of Brooklyn. If someone asks me for a business card I may give it to them but it's not about spreading the word of my company, it's more about just giving them the facts because I think all funeral directors need to see themselves as educators. Death is a rather complicated today and there are a lot of important decisions to make involving thousands of dollars. And families will really feel cared for when they feel like they've been educated not just sold a bunch of goods.

Tanya: Is it that younger people? Older people?

Amy: It's neat. A lot of older people sometimes maybe couples in their 50s, 60s, 70s saying to each other “we really got to get going on this. We want to spare our children the struggle of putting a funeral together for us.” But then also I'm seeing people in their 20s and 30s are interested in funeral planning but also looking at careers in the end of life sphere. And I love these kids. I'm really impressed with the young people I'm meeting. I tell older people are in good hands because these are the people who are going to be taking care of us. And I think the book has not yet been written on how 9/11 influenced a whole generation of people. and deaths awareness and Caitlin Doug