Innovation, Service and Care: What Pursuit of Excellence Recognizes April 03, 2026 NFDA's Pursuit of Excellence program isn’t about doing everything. It’s about doing meaningful things well. The program recognizes funeral home excellence across six key areas, including: Staff development and professional training Family outreach and aftercare Community service and education Professional involvement Marketing, advertising and public relations From grief-support programs and community memorial events to innovative outreach initiatives and staff education, many funeral homes are already meeting the criteria simply through their everyday work. In addition, all participants are eligible for special distinctions such as: Best of the Best Richard Myers Pinnacle Award NEW Remembering A Life Award Each of these honors celebrates different aspects of excellence, creativity and impact within funeral service. If you’ve implemented a program you’re proud of, or provided care that truly made a difference, the Pursuit of Excellence Program offers a meaningful way to share that story and inspire others across the profession. Learn more and begin your Pursuit of Excellence entry at NFDA.org/PursuitOfExcellence.