How to apply for the 2026 Pursuit of Excellence Award.

The application process has three steps. 

First, download and submit a registration form with payment by July 15, 2026. You can submit by fax (262-789-6977), mail (NFDA; Attn: Pursuit of Excellence; 13625 Bishop’s Dr.; Brookfield, WI 53005), or phone (800-228-6332). 

Second, download the 2026 guidelines and prepare your entry — available in English and Spanish. NFDA uses the Survey Monkey Apply platform, which lets you log in, save your work, and return to it over time. 

Third, finalize and submit your entry through Survey Monkey Apply by 11:59 p.m. CT on July 15, 2026. Late entries are not accepted. Questions? Email pursuit@nfda.org or call 800-228-6332.

Pursuit of Excellence award levels.

The Pursuit of Excellence program recognizes funeral homes at several levels, each reflecting a distinct standard of achievement.

The Pursuit of Excellence Award is the program’s principal recognition, presented to NFDA-member funeral homes that meet or exceed professional and ethical standards across key areas: regulatory compliance, staff education, family services, community involvement, and marketing.

The Hall of Excellence recognizes long-term program participants. Member funeral homes are inducted upon receiving their 10th Pursuit of Excellence Award.

The Richard Myers Pinnacle Award is conferred at the discretion of the Pursuit of Excellence Task Force when an entry essay describes a program or service that far surpasses the standard for excellence. It is not awarded every year — only when a truly exceptional example is submitted. The award is named for NFDA Past President Richard Myers, founder of the program.

The Best of the Best Award recognizes the most innovative programs and services submitted among all applicants in a given year. The Task Force may select up to 10 firms per year.

Honorable Mention certificates are awarded to funeral homes whose essay describes an exceptionally well-executed program that yielded meaningful results, even if it did not rise to Best of the Best level.

Once you've earned it, make the most of it.

Pursuit of Excellence recipients receive a set of promotional materials to help communicate their achievement to their community, including a customizable press release template, program logos for use on letterhead, business cards, and your website, social media graphics and copy, and a customizable ad template. NFDA also recognizes award recipients through a national news release, at the NFDA International Convention & Expo, on the NFDA website, in The Director and the NFDA Bulletin, and across NFDA social media platforms.