The people file into the service. Their faces show the sadness that is in their hearts as they come to remember and honor their loved ones. Many stop to tell me how grateful they are for this service, this opportunity to come together in grief and to recognize their loss. The service is filled with song, poems and stories. It is only when the names begin to be read that the difference between this and our other memorial services becomes apparent. Solemnly we recite: Pumpkin, Cocoa, Tinkers, Peanuts and Scooter. As each person rises the tears flow. Many have come to remember multiple losses. Our pets live such short lives, but their impact upon our hearts is profound.

  At Mount Calvary Cemetery in Buffalo, NY our annual pet memorial service has helped to build relationships between our cemetery and the pet community. This would make great business sense if we had a pet cemetery or allowed pets to be buried with their owners. In the state of New York, however, this is not yet permitted. So why do we hold this service each year? The answer is simple: we offer a comprehensive grief support program that is open to the community. Since grief is not limited to human loss, we feel it is a natural extension of our program to offer support to those who have lost a fur friend.

  The emotions in the room are different than at our other services. Perhaps it stems from this being an unrecognized loss. People are not given bereavement leave from work when their cat dies. There are no dinners brought over or flowers sent. For many this is a disenfranchised grief. That is why we receive such heartfelt gratitude from those who attend. We are recognizing their losses and allowing them a safe space to grieve.

  The lobby of our building is filled with tables from a local pet loss support group and an area pet funeral home. The veterinarians are also represented as is the Pet Emergency Fund (PEF). The event is a venue for them to connect with the community and educate them as to the services they offer.

  Months later we again partner with the Pet Emergency Fund to host a fundraiser for their organization. Our building again opens its doors and welcomes in the community as a local veterinarian speaks about his years as a practicing vet (our local James Herriot.) Over $1,000 is raised to assist pet owners who are facing a life threatening emergency and do not have the financial ability to pay for treatment. Lives are saved through our efforts and the evening is a smashing success.

  So, what’s in it for us? Where is the benefit to our cemetery to host these events? There are several reasons why it makes sense for us to extend ourselves to the pet community and why it behooves your company to do the same, especially if you are among the businesses that have a pet cemetery or funeral home.

•     Community Outreach – Sales is based upon relationships and we want to build upon our reputation as the cemetery that cares. By hosting these events, we continue to meet people we may not otherwise get the chance to know. More importantly, they get to know a name and a face from our organization and know that we are available, if they ever need our services.

•     Building Awareness – Literally, we are raising awareness of the beautiful chapel that is on our grounds. Thousands of people drive by our building every day and are amazed when they first step inside. It is a beautiful room filled with stained glass and a warm, welcoming feel. When they step into our rotunda area, they see our columbarium and the questions flow about cremation. We answer each inquiry and educate them as to their options. Beyond a closed door is our crematory and we offer tours for those who are interested. Bringing the public into this building allows for opportunities to start a conversation about cremation options and, with a 46% cremation rate in our area, there are many who wonder, but did not know who to ask.

•     Grief Support – These programs are held as part of our grief support services. They may attend due to the loss of their pet, but they pick up the informational pamphlets about the other grief support programs we run. The memorial service is held with the same reverence that all of our services contain. The support and healing that takes place is evident.

•     Build Bridges with Professional Community – Through these services we have been able to forge a good relationship with local veterinarians and business owners. A local florist donates the floral arrangements for this service in his pet’s memory. Life Transitions Center, the counseling arm of Hospice locally, hosts the pet grief support group. They put out our information and we have gotten to know many of the staff through our efforts.

•     Stay in Touch with the Families We Serve – Many of the people who attend the pet memorial service and the fundraiser already have family interred within one of our five properties. We connect with them at these events and answer questions they may have about pre-arrangements or any other issues they may have. While they may not call our office to pursue these issues, they will open up as long as they are with us at the event. Face to face time with families is essential in continuing to build a lasting relationship.

•     Free Publicity – Radio, television and newspaper all cover our events. The local drive time radio DJ is an animal lover and invites us on each year. That 15 minutes of free publicity raises awareness of our cemetery and includes a discussion of our entire grief support programs. Any time we can get our name out into the community in a positive light without charge is a plus. These programs allow us to harness the power of the press to spread the word.

•     Build a Database – While we cannot bury pet cremains in our cemetery now, changes in legislation are in progress. We have a file folder filled with petitions from animal lovers demanding the right to be interred with their pets. These people were not aware that this was not legally possible and they want the law changed. If and when the law changes, we are positioned to outreach to these animal lovers through our database and the local veterinary association.

  Pet lovers are passionate about their fur friends – in life and in death. The industry for pet loss is growing and we must cater to this population. To not outreach to this demographic is a mistake, whether or not you can bury their pet. So hold a memorial service, host a fundraiser for a local animal charity and begin to build bridges to this community. Your business will benefit from it.