Throughout history, conflict has called America's brave men and women to duty. Sixty years ago, they battled in Europe, North Africa and the Pacific. The Korean War mobilized U.S. soldiers in the 1950s, while Vietnam called a new generation to arms in the 1960s and 1970s. Today, U.S. soldiers serve in liberating and peacekeeping missions around the globe. Our freedom, our way of life, is built on their sacrifices. And while holidays like Memorial Day, Independence Day and Veterans Day recall their loyalty to our country, funeral service providers are called upon daily to honor these American heroes as they are laid to rest.

To help families of veterans find lasting and appropriate ways to memorialize their loved ones, Aurora Casket Company has introduced an innovative program that combines personalization with meaningful support for organizations that meet the needs of and honor those who served in the U.S. armed forces. Under this program, Aurora makes a donation to one of three veterans support organization selected by the family. Families can direct the donations—made in memory of their loved ones—to the American Red Cross, Vietnam Veterans of America, Inc. or the World War II Memorial Foundation.

Nationwide Appeal
From Iowa and Tennessee, Texas and Pennsylvania, New Mexico, New York and states in between, nearly 250 families have participated in this special memorial opportunity since it was introduced in November 2001. Most (70%) requested a donation to the World War II Memorial Foundation. The others were split evenly between Vietnam Veterans of America, Inc. and the American Red Cross.

"Families appreciate this program because it allows them to memorialize their loved ones in a very important and lasting way," says Steve Penman, Aurora's vice president of marketing.

Aurora sends a certificate, acknowledging the contribution, to a designated family member. Each certificate specifies the veteran's name and the name of the organization to which the contribution was made. The certificate is presented in a handsome portfolio suitable for display as a loving tribute to the American veteran.

"Our families really appreciate the program," says Stan Hatmaker, funeral director at Hatmaker Funeral Home. "It helps us show that we really care about them. So many of them are so thankful when they receive the certificate signed by Mr. Barrott [Aurora President Bill Barrott]. I know that several of the families that have received the certificate have it framed and display it in their homes."

Growing Need
Approximately 100 family-owned funeral homes nationwide currently participate in the Veterans Program, which is offered at no cost to Aurora customers. Each funeral home receives a comprehensive media kit that includes camera-ready print advertisements, a press release template for local publication and scripts for radio advertising. These kits are designed to assist funeral directors with local promotional activities and provide helpful tips for working with the media.

"It has become a very effective public relations tool, but it is also genuinely appreciated," says Skip Wheeler, funeral director at Rose Mortuary. "It gives families the feeling that they are giving something back while at the same time someone is recognizing the sacrifice and the service their loved one provided. Even though the funeral home is just the messenger, it creates a tremendous amount of goodwill between us and our families."

The need for a program honoring veterans is certain to grow. According to the U.S. Department of Veterans Affairs, veteran deaths, especially among World War II veterans, are expected to increase more than 10 percent a year for the next 7 to 10 years.

Veteran Personalization Options
Families qualify for the Veterans Program contribution by choosing an Aurora casket or urn to pay final tribute to military veterans. The contribution is offered regardless of the type of service selected (traditional or cremation).

To make the final tribute more personalized, the company offers a variety of specially designed veteran products through Personal Expression™ by Aurora. These include casket insert panels imprinted with the American flag or the slogan "With Love and Honor" as well as casket hardware featuring the American eagle or the seal of the appropriate military branch: U.S. Army, U.S. Air Force, U.S. Marines, U.S. Navy, National Guard and the American Veterans of World War II, Korea and Vietnam (AMVETS).

Cremation urns with a sculpted American eagle and flag or with the flag and military branch seal are also offered.

Aurora also offers hardwood flag cases, "American Veteran" tribute plaques and American flag "Treasured Memories" memento pins-all designed to add special meaning to the memorial service.

Hometown Marketing
The Veterans Program is one element of Aurora's comprehensive Hometown Marketing Program, which includes website design tools (Web Templates), a drinking-and-driving awareness program for teens (Positive Choices), a consumer website (Funeralplan.com) and professional marketing/media kits on a variety of topics and programs. Hometown Marketing is designed to help Aurora customers improve community visibility, strengthen relationships with the families they serve and maximize their current marketing investments.

To learn more about Aurora's Veterans Program or other Hometown Marketing programs, contact your Aurora sales representative or call Aurora Answers at 800.457.1111.