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How Jay Jacobson Turned a Calling into a Legacy of Leadership and Compassion
Jay Jacobson, the former president of the Iowa Funeral Directors Association, owner of Jay’s Cookies and Jacobson Professional Staffing and also the author of a soon-to-be-published book that shares lessons on leadership from his career in funeral service, says there is one message he wants to get across to everyone: Leadership and service are never separate.
“Whether we are directing a funeral, mentoring a young professional, or baking cookies to brighten someone’s day, the heart of it all is the same: people matter,” he said.
Funeral service has taught Jacobson that presence and compassion have a power no words can replace. “Every time we show up with integrity and care, we honor the trust families place in us. That same principle applies in every part of life and business,” he said.
He also believes the deathcare profession stands at a crossroads. “We have the opportunity to adapt, to teach, and to inspire the next generation of professionals who will carry this sacred work forward,” he said. “My hope is that each of us continues to lead by example, with authenticity, humility, and a steady commitment to serving others well.”
Ring Ring Marketing recently caught up with Jacobson to learn more about his lifetime of service to the funeral profession, his insights on leadership and more.
You were the manager of Garden Chapel Funeral Home in Pella, Iowa, for many years … did you own the funeral home or come from a family of funeral professionals? What got you interested in the profession?
Garden Chapel was a cooperative funeral home, owned by the community and guided by a board of directors. I had the privilege of managing it for many years and serving families who truly viewed the funeral home as their own. That experience taught me the importance of shared ownership and community trust. Every decision mattered because it belonged to the people we served.
I am the first in my family to enter funeral service. What drew me to the profession was not family tradition but a sense of calling. When I was seventeen, I served as a pallbearer for my Aunt Betty’s funeral. I remember being struck not only by the emotion of the day but by how much dignity was missing from what should have been a sacred moment. Somewhere in that mixture of reverence and confusion, a thought began to take shape: Someone needs to do this better. That conviction stayed with me and eventually shaped my career.
Over time, I came to see that funeral service is about far more than managing a service. It is about helping people find meaning in loss, restoring dignity where it has been shaken, and creating space for the stories that define a life. That realization has guided my work ever since.
What prompted you to take an active role on the state level, serving as president of the Iowa Funeral Directors Association and even getting involved at the national level?
Early in my career, I realized that funeral service is stronger when we learn from one another. Every community faces its own challenges, but our values as professionals are shared. Getting involved with the Iowa Funeral Directors Association gave me a chance to contribute to that collective strength. I wanted to help shape conversations about ethics, education, and care, not just react to them.
Serving as president of IFDA allowed me to see the bigger picture of what funeral service could become. It also deepened my respect for the people who serve quietly in every corner of our state. Their commitment inspired me to keep giving back.
My involvement at the national level grew out of the same purpose. I wanted to help advocate for families and for the professionals who walk with them. Whether it was through policy discussions or professional development, the goal was always the same: to strengthen our ability to serve with integrity, compassion, and respect.
Your daughter, Danielle Burmeister, is the vice president of marketing communications at Homesteaders Life Company. How gratifying is it to you to see her working in this profession – and do you have other family members working in the profession as well?
Seeing Danielle find her own path within funeral service has been one of the most rewarding parts of my career. She grew up around the profession and saw both its challenges and its purpose. The fact that she chose to dedicate her skills to helping funeral professionals rather than stepping away from it entirely says a lot about her heart. She has brought new energy and perspective to an industry that needs both.
What makes me most proud is that she approaches her work with authenticity. She understands that at its core, this profession is about people, not process. Danielle represents a generation that values connection, collaboration, and innovation, and I am grateful to see her carrying those values forward.
Our other daughter, Anne, is also in a caring profession. She is a licensed marriage and family therapist with a thriving private practice in Southern California. Although her work looks very different from funeral service, it shares the same foundation: compassion, listening, and walking with people through life’s hardest seasons.
My family has stood beside me through the long hours, late-night calls, and seasons of change that come with this work. In many ways, they have served right alongside me, even when they were not in the chapel.
In addition to having dedicated your life to funeral service, you operate a thriving cookie company. Tell us how that happened.
The cookie company began almost by accident. During the pandemic, I started baking as a creative outlet and as a way to share something positive with others. What began as a simple hobby quickly turned into a passion project. Friends and colleagues who tried the cookies encouraged me to take it further, and before long, Jay’s Cookies was born.
It has grown far beyond what I ever imagined, but what I love most is that it brings joy to people. Funeral service has always been about comfort and connection, and in an unexpected way, baking carries that same spirit. Both are about serving people, paying attention to detail, and adding a touch of care that makes someone’s day a little better.
The cookie business has also reminded me of the importance of balance and creativity. It gives me a different kind of fulfillment, yet it aligns perfectly with the same purpose that has guided my career: to make a positive difference in people’s lives, one thoughtful act at a time.
What do you do as the owner of Jacobson Professional Staffing – and how has your mission there evolved over time?
Jacobson Professional Staffing was created to meet a growing need in funeral service and small business leadership. Many funeral homes were struggling to find qualified professionals and maintain consistent coverage when their teams faced turnover, illness, or transition. I wanted to provide a solution that combined staffing support with leadership development, so that both the business and the people within it could thrive.
At Jacobson Professional Staffing, we help businesses grow by providing expert staffing, leadership development, and custom training solutions. Whether in funeral service, health care, hospitality, or retail, we strengthen teams through values-based education, workflow coaching and real-world problem solving. Our goal is simple: to equip people to deliver exceptional service, perform with purpose, and align with their mission every day.
Over time, Jacobson Professional Staffing has evolved from simply filling positions to helping organizations build healthier cultures and stronger teams. By working alongside our clients, I am able to understand their culture, identify challenges and guide them toward sustainable growth. That partnership model has become the heart of our work. It allows us to meet each client where they are and help them move forward with clarity, confidence, and care.
Do you actively practice funeral service anymore?
Yes, I continue to be active in funeral service. Through Jacobson Professional Staffing, I not only provide leadership training and staff development but also serve directly in funeral homes when needed. Many of the firms I work with rely on me for relief coverage when they are short staffed, on vacation, or managing a prolonged illness within their team. It allows me to step in, support their operation, and ensure families continue to receive the level of care they deserve.
That hands-on work keeps me grounded in the realities of funeral service. It reminds me daily that this profession is built on presence, compassion and trust. I also find that one of the best ways to discover what is needed for training is to work alongside young funeral professionals, tailoring mentorship to what is actually needed on an individual basis. By being part of the daily rhythm of a firm, I can better understand its culture, identify areas for improvement and help strengthen both the people and the processes that define it.
Serving in this way gives me the best of both worlds. I can mentor and train professionals across the industry while staying connected to the heart of the work that first called me into this field.
Have you ever thought about writing a book about your experiences in funeral service?
I have, and I did. My book Lead by Legendary Example grew out of the lessons learned through years in funeral service, leadership, and community life. It is currently in the process of being published by Burton Press. The book is not a technical manual about the profession but a collection of stories that illustrate values such as integrity, presence, vision, servant leadership, adaptability, and mentorship.
Each chapter draws from real experiences such as disaster response, small-town funerals, business ownership, and personal growth to explore what it means to lead with authenticity and courage. Funeral service shaped much of that perspective. The work teaches you about humanity, humility, and the importance of showing up for people when it matters most.
The book’s goal is to help leaders in any field see that legendary leadership is not about perfection or position. It is about consistency, compassion and the quiet strength that earns trust over time. In that sense, it is both a reflection of my journey and an invitation for others to lead with purpose in their own.
A second book is already in the works and will continue exploring how presence, adaptability, and mentorship can transform leadership in both business and life.
Endswell Brings Eco-Friendly Funeral Options to North Carolina
Hunter and Veronica Penn Beattie are the founders and owners of Endswell, a modern funeral home in Hillsborough that blends contemporary service with a strong commitment to environmental sustainability, according to a story in The Daily Tar Heel.
Endswell stands out as the only funeral home in its area offering aquamation, an environmentally friendly alternative to cremation. The process uses a gentle combination of water and alkaline solution rather than flame.
Because the body isn’t burned, no harmful or carcinogenic gases are released, explained Hunter Beattie. He noted that the process does not result in carbon emissions, so families see it as a better choice.
Before launching Endswell, the couple worked in the nonprofit and renewable energy sectors. Hunter said the idea for their eco-conscious funeral home came to him in early 2022 while sitting near a Carrboro cemetery, reading about Archbishop Desmond Tutu’s decision to choose aquamation.
In addition to aquamation, Endswell provides a full range of services — including cremation, green or natural burial, and traditional burial — designed to meet families’ diverse needs while reducing environmental impact.
Read the full story.
Private Label Caskets Winds Down Operations
If you have visited the website of Private Label Caskets recently, you stumbled upon a surprising announcement: The company is winding down operations.
According to its homepage, the move comes amid a “candid assessment of global challenges.”
The announcement says, “Recent global economic volatility and newly imposed tariffs – especially those impacting imported steel, wood, and caskets—have dramatically increased product costs. These conditions make it increasingly difficult to guarantee affordable, stable pricing and dependable supply.”
It continues, “To maintain the trust and support built over the years, Private Label has thoroughly explored strategic alternatives. After carefully evaluating options like nearshoring and U.S. sourcing, we’ve decided the best path is to wind down Private Label’s operations effective 12/31/2025. This decision is designed to shield your business from future global shocks and secure your success for the long term.”
Read the full announcement on the company’s website.
Colorado Funeral Home and Crematory Surrender Licenses Following State Investigation
The Colorado State Office of Mortuary and Funeral Science Services has issued a Stipulation and Final Agency Order permanently ending the operations of Davis Mortuary and Davis Crematory in Pueblo. The order follows a state inspection that uncovered serious violations of Colorado’s Mortuary Science Code.
According to official documents, the state office conducted an on-site inspection of Davis Mortuary on Aug. 20, 2025. The inspection revealed multiple instances of improper handling and storage of human remains.
Inspectors reported detecting a strong odor of decomposition upon arrival. When they attempted to access a blocked room, they were initially asked not to enter by the appointed designee of Davis Mortuary and Davis Crematory. Upon entry, inspectors discovered several bodies in various stages of decomposition, some of which an employee stated had been stored for up to fifteen years. Investigators discovered through questioning that incorrect cremated remains may have been issued to next of kin in some cases.
At the time of inspection, Davis Crematory’s registration had expired in November 2024, but the bodies found were reportedly received and stored during the period when the facility was still registered.
Following the inspection, the director of the State Office of Mortuary and Funeral Science Services summarily suspended Davis Mortuary’s registration and initiated disciplinary proceedings.
The state alleged violations of several provisions of the Colorado Mortuary Science Code, including:
- Willfully dishonest or negligent conduct in funeral directing or cremation practices likely to cause injury or defraud the public.
- Failure to embalm, refrigerate, cremate, bury, or entomb remains within 24 hours of custody.
- Taking custody of more remains than the facility could properly refrigerate or manage.
Rather than contest the allegations through a formal hearing, Davis Mortuary and Davis Crematory agreed to permanently relinquish their registrations to operate as a funeral home and crematory in Colorado. The relinquishment carries the same force as a license revocation.
The mortuary is owned by brothers Brian and Charles Cotter.
The order, now a matter of public record, represents a final resolution of the three cited cases but does not address any other potential complaints or proceedings that may exist. The respondents waived their right to a formal hearing or appeal and acknowledged the voluntary nature of the agreement.
The state office emphasized that the permanent relinquishment ensures that neither Davis Mortuary nor Davis Crematory will resume operation within the state.
For funeral service professionals, this case serves as a reminder of the critical importance of compliance with state regulations governing care, storage, and final disposition of human remains — and of the reputational and legal consequences when those standards are not upheld.
Denver 7 ABC aired a report on this story that you can watch here.
Worker Dies After Concrete Burial Vault Collapse at Restland Funeral Home
A tragic accident at Restland Funeral Home in Dallas left a funeral home employee dead after a concrete burial vault collapsed on top of him Oct 20, according to published reports.
“We are saddened by the loss of our long-standing valued employee,” the funeral home, which has been operating since 1925, told The New York Post in a statement.
An article in the Daily Mail identified the employee as Angel Anthony Rojas, 24.
Rojas was transported to a nearby hospital in critical condition but later died from his injuries. Investigators are now working to determine what caused the vault to collapse.
The Occupational Safety and Health Administration has been notified and is expected to conduct a review of the incident.
The police said no foul play is suspected.
Restland Funeral Home — one of the largest cemeteries in North Texas — remained open while emergency crews worked to clear the area.
No further details were available as the investigation remains ongoing.
The Daily Mail article includes numerous photos of the accident site and the man who died.
ObituaryShare Partners with Tribute Technology
ObituaryShare.com has partnered with Tribute Technology to make it easier for funeral homes to share obituaries online and connect with more people in their communities, according to a news release.
Through this new partnership, funeral homes using Tribute Technology websites can now link directly to ObituaryShare. The integration lets staff automatically post obituaries to Facebook and other social channels with no extra steps or technical work required. Each post leads readers back to the funeral home’s website, helping more families find services, send flowers, and show support.
“As obituaries continue to move online rather than being printed, it’s important that they still reach the people who care,” said Bob Arrington, president of ObituaryShare. “We built ObituaryShare so families could get the word out in a way that connects. Working with Tribute Technology makes that even easier for funeral homes.”
The connection between the two platforms is simple to set up and available now for Tribute Technology customers. Those who activate the feature will also receive special partnership pricing on ObituaryShare services.
“Families often turn to Facebook to remember a loved one and share memories and support,” said Courtney Gould Miller, president of Commercial Markets at Tribute Technology. “Our partnership with ObituaryShare makes that process effortless for funeral homes by helping bring those stories to where people are already connecting.”
Foundation Partners Group Appoints New Directors to Guide Future Growth
Foundation Partners Group, the nation’s second largest provider of funeral services, recently announced the appointment of four seasoned executives to its board of directors. The additions, effective immediately, broaden the board’s collective experience across the deathcare, consulting and financial services industries, according to a news release.
The new directors include:
- Mark Laber, managing director at global consulting firm BRG.
- Knut Olson, CEO of Federal Life Insurance Group.
- Raphael “Ray” Wallander, owner, chairman and CEO of Maxwell Bay Advisors, LLC.
- Bill Williams, former president & CEO, and current consultant at Funeral Services, Inc. (FSI).
“This outstanding group of funeral industry veterans and business transformation leaders share our vision for the future of deathcare, and the vital role Foundation Partners will play,” said John D. Smith, CEO of Foundation Partners Group. “Their insights will be instrumental as we scale as a unified operating company and continue delivering end-of-life care rooted in simplicity, transparency and trust.”
