With the July 15 deadline for the 2026 Pursuit of Excellence Program quickly approaching, many funeral homes are in the final stages of reviewing, refining and strengthening their entries.

Strong Pursuit of Excellence submissions don’t rely on grand gestures – they rely on clear, thoughtful storytelling.

The Pursuit of Excellence Program is designed to recognize real work happening in real funeral homes. The review committee isn’t looking for perfection; they’re looking for clear examples of how a funeral home demonstrates professionalism, care and commitment across multiple areas of service.

When describing how your funeral home met a criterion, the Pursuit of Excellence review work group looks for:

• Clear descriptions of what you did
• Who was involved
• When and where it occurred
• How families, staff or the community benefited

Specific details help reviewers understand not just what you did, but why it mattered.

Supporting documentation – such as photos, programs, certificates, news coverage or family feedback – helps reinforce your narrative and bring your work to life. These materials don’t need to be elaborate; they simply help illustrate the care and intention behind your efforts.

Just as important, taking time to proofread and refine your submission ensures your work is represented at its very best. Clear writing, complete answers and thoughtful reflection signal the same attention to detail you bring to the families you serve.

As the deadline approaches, this is an ideal time to review each section of your entry and ask: Does this clearly show how our work reflects excellence?

Learn more and finalize your entry at NFDA.org/PursuitOfExcellence.