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"It All Begins With You"

For those of you who missed it...Sheri White AAF TMFA did an interview about In Lieu of Flowers with National Public Radio, which SAF mentioned in their E-brief. As a result, the in lieu of flowers page on our web site shows increased hits and we've received emails congratulating her/us on pursuing this topic. Way to Go Sheri !!! Our thanks to Jack Sim, Nora Anne's Flower Shoppe - Sugar Land TX for launching this campaign. Here's the article...

"In Lieu of Flowers" Gets Prime Time on NPR

"When someone dies, you send flowers to the family," Michelle Phillipe reported on National Public Radio this week. "It's the decent thing to do. But, you don't realize it's a business."

To illustrate the point, NPR interviewed Sheri White, AAF, of Botanical Designs by Montgomery in Baytown, Texas, and president of the Allied Florists of Houston, www.alliedfloristsofhouston.org. While White acknowledged that sympathy work makes up 30 percent of her sales, she focused on the important role of flowers in the grieving process. "Arrangements make a visible statement," White told listeners. "They play a traditional and important role. They comfort the family. If there are no flowers (at a funeral home or burial site), it's hard to deal."

But why the sudden focus on sympathy flowers on national radio? Donations in honor of loved ones are on the rise, according to the report. In fact, a representative for the American Society for the Prevention of Cruelty to Animals says about 80 percent of ASPCA donations are given to memorialize loved ones.

The Allied Florists of Houston isn't against charitable donations, White told NPR. What the group is trying to do is elimate the "in lieu of flowers" phrase from obituaries through a campaign the florists started two years ago, in which they call funeral homes to tell them how the phrase hurts florists' businesses. White, using media talking points from SAF, suggested that listeners rephrase memorial donation requests to say, "Sympathy memorials may be made to the charity of your choice."

While funeral directors may empathize with a fellow business owner's bottom line, SAF urges florists to avoid the topic of profits when talking to media about sympathy flowers. "The focus needs to be on the benefits of flowers to the grieving process," says Jennifer Sparks, SAF's vice president of consumer marketing. "Otherwise, it could look like the industry is trying to profit from people's grief."

Have reporters contacted you for a story? SAF can help. Get tips on handling the media, working with funeral directors, and sample letters to send to newspapers, visit www.safnow.org

SAF also has products to help boost your sympathy sales. To view those products, visit The SAF Market at www.safnow.org

-- Julia Hoffman
jhoffman@safnow.org

Together, we can make a difference ...
It All Begins With You

For more information regarding this campaign contact

Renee Carpenter TMFA
Memorial City Florist
(713) 461-1138
E-mail: Allied Florists of Houston Public Relations Chair

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Houston, TX 77008
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