Motivate and Retain Your Staff

CANA Convention Session on how to better educate, train and mentor the next generation

WHEELING, IL— Estimates suggest anywhere from one-third to three-quarters of all new licensees leave funeral service within their first five years. What if the difference between losing a new hire or keeping them on for many years is a mentor? Discover strategies to motivate and retain staff to achieve their highest potential at the Cremation Association of North America’s 108^th Annual Cremation Innovation Convention in Minneapolis this August 12-14, 2026.

Drawing on two vastly different early-career experiences, Allison Craft and Allison Henz explore how intentional mentorship directly impacts retention, confidence and long-term success in funeral service. Craft’s career began in an unsupportive environment that nearly drove her to become another unfortunate statistic. Henz’ formative years as a death care professional were buoyed by structured mentorship, psychological safety and consistent support. Together, their contrasting journeys will demonstrate that From Mortuary School to Service: Why Mentorship Matters.

“The demands of funeral service, including long hours and emotional exhaustion, can be overwhelming without strong mentorship and community. It’s all about people helping people,” said Craft. “Funeral director is a title, but there’s a person behind it. If you’re not paying attention to that, burnout is inevitable. New professionals will make mistakes, and we remind mentees that mistakes only become failures if you don’t learn from them.”

They will discuss their shared experience building Mortuary Mentors, a national online support network connecting students, interns and new licensees with experienced funeral professionals. “Any time we have the opportunity to talk openly about funeral service and the realities that aren’t always covered in the mortuary school classroom, it’s a win for students,” Henz said. “Connecting with someone in funeral service who isn’t an instructor or preceptor can be especially valuable for students seeking honest conversations about support, burnout and work-life balance.”

Allison Craft is the General Manager of the Cremation Society of Minnesota, where she is known for her strong mentorship and hands-on leadership, fostering professional growth through guidance, education, and example. Allison Henz, a licensed funeral director and community engagement lead for the Cremation Society of Minnesota, has a passion for mentorship, education and supporting the next generation of funeral service professionals. During their session, From Mortuary School to Service: Why Mentorship Matters, Craft and Henz will share their own career journeys—including both challenges and successes— and tips for building successful, productive teams.

Get ready to challenge the way things have been with new ideas from speakers at the CANA Convention:

Tom Anderson, President of Funeral Director Daily, examines Fads, Trends, Traditions… and the future of Death Care, reflecting on industry insights and real-world observations with perspective on which changes are fleeting and which are likely to leave a lasting impact.

With ideas on how you can start Bridging the Gap: Synergizing End-of-Life Doulas with Funeral Directors and Crematories, Ashley Johnson, End-of-Life Doula, Loyal Hands LLC shares practical strategies for integrating doulas into funeral and cremation services.

Two industry experts share the stage with updates, because Information is Power. First, Howard Sankel, President of Options for Ashes, addresses The Growing “What Can Be Done With Cremated Remains” Aftercare Market. Then, Sarah Tepe, President of Crowne Vault, assists in Creating a New Approach: A Unified Voice for Cemetery Placement After Cremation.

What Does Gathering Look Like For You? Brent Patterson, Funeral Director at Primrose Funeral Service, and Glenda Stansbury, the Director of Training for Insight Books, bring a new perspective to the power of words as we paint the picture of gathering for our families.

Honnalora Hubbard, Regional Sales for Coldspring USA, will show us how to change the conversation around Abandoned Urns: A Crisis in America, offering practical conversation tools to shift from transactions to legacies.

Artificial intelligence is shaping how we write, organize, communicate, and serve families. With AI in Funeral Service: Ethics, Compassion, and Professional Judgment, Martha Thayer, Founder & President of Mortuary Training, explores the responsibilities that come with AI use in funeral service.

Look backward and forward with this year’s research session, Learning from History: History of CANA Statistics. CANA Historian Jason Engler honors cremation’s transformation from a radical fringe experiment into the gold standard of deathcare.

Plus, if you’re curious to see Flame and Water Cremation in Two Settings: A Tour of Two Businesses, you can get your add-on ticket to examine a Bio-Response Solutions machine at Metro First Call and a Resomation machine in use at Ballard-Sunder Funeral & Cremation.

Lacy Robinson leads a special pre-convention offering, CANA’s new Certified Hospice Relations Specialist (CHRS) training workshop. This one‑day certification is designed to help funeral home owners, managers, licensed funeral directors, preneed specialists, and outreach or family care staff build structured, respectful partnerships with hospice organizations. Registration is available separately from the Convention or as an add-on!

How do you provide the “Henz Experience” – and not the “Craft Experience” – for the next generation of funeral service professionals? Join Allison Craft and Allison Henz at the CANA Convention in Minneapolis this August and gain onboarding and mentorship practices that make a difference to a young professional. Register today for August 12-14, 2026, at the Minneapolis Marriott City Center: cremationassociation.org/CANA26

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About CANA

Founded in 1913, the Cremation Association of North America (CANA) is an international organization of over 3,700 members, composed of funeral homes, cemeteries, crematories, industry suppliers, and consultants. CANA members believe that cremation is preparation for memorialization.