The Reality of Building a Death Doula Practice
When I felt the call to become a death doula, I researched certification programs because, as someone transitioning from an unrelated field, I wanted to understand the responsibilities of a death doula thoroughly. Obtaining certification also boosted my confidence. While certification is not mandatory—some death doulas rely on life experiences in deathcare—going through a certification program can be instrumental for those without prior experience, providing a solid foundation to build upon. I choose the End-of-Life Doula program through UVM and it was a great decision. The workload was manageable and I felt like I got a good glimpse into what would be expected from me.
Meet Penny…
The founder of The Death Network, certified death doula and home funeral guide navigating the challenges of starting an end-of-life doula business.
What I didn’t anticipate, and what seems seldom discussed, is the challenge of finding work after becoming a doula. There are no "now hiring death doulas" signs going up in business windows, and most people are unaware of what a death doula does or when to involve one in the dying process. When the community lacks understanding of the role of a death doula, attracting clients becomes difficult. I built a website, made business cards, joined directories, held discussion groups, and networked, but leads were scarce. I soon realized I needed to focus on educating the public about the various roles a death doula can fulfill. While many people assume a death doula is only present during the final hours, we can provide extensive support both before and after death for the living and the dying. However, without public awareness of the practical, emotional, and spiritual support a death doula offers, finding clients remains an uphill battle
Navigating the Highly Regulated Medical & Funeral Industries
As death doulas, we address gaps often overlooked or unavailable through hospitals, hospice care, and funeral homes—all of which are highly regulated industries. Although the profession of death doulas is unregulated, which allows for creative freedom in assisting individuals with death planning, we must be knowledgeable about the regulations governing the medical and funeral industries. My confidence gained from doula certification was quickly challenged by my lack of knowledge about these regulations. I mention this not to discourage aspiring doulas but to highlight the importance of being aware that certification alone may not suffice to establish a successful private doula practice.
Finding work can be a challenge -
'“There are no ‘now hiring death doulas’ signs going up in business windows, and most people are unaware of what a death doula does or when to involve one in the dying process. The demand is building, but it’s slow.”
- Penny Waugh @penny.lea.waugh
Community death care is the foundation for the work of death doulas, yet if the community is not aware of the role of a death doula, it can be challenging to secure employment. I am concerned that there will be a bottleneck of certified death doulas who leave the profession due to the difficulty of establishing themselves within the mainstream funeral industry. Therefore, I am sharing some of the actions I have taken to build my business. My hope is to foster a supportive death doula community that shares both successes and challenges as we develop our practices.
Volunteering
Most death doulas have some sort of a volunteer gig, I volunteer with the Trauma Intervention Program (TIP), responding alongside law enforcement when a death occurs. In San Diego, it can take 2-3 hours for a body to be transported to a funeral home after death, and in natural death cases, law enforcement is not required to stay until transportation arrives. This means the family is left home with the deceased trying to figure out what to do next and who to call for arrangements. We assist the family in making funeral arrangements and remain with them until the body is removed, providing resources for navigating grief and post-death tasks. This experience not only allows me to support grieving families but also teaches me about the regulations law enforcement, coroners, and funeral homes must follow, which enables me to better assist my doula clients.
Discussion Groups
Engaging the community in conversations about death is vital, especially since the topic is often taboo in Western culture. I started with Death Cafe discussion groups, which were well-attended, but participants preferred discussions with specific topics rather than the open-ended format of Death Cafe. Consequently, I began hosting my own Death Network discussion groups with designated topics, fostering meaningful conversations about grief, death, and dying. These groups have been effective in marketing my services and helping the public become more comfortable discussing death. Our discussion groups not only help lift the taboo surrounding conversations about death, but they also establish a vital community connection. This ensures that when the need arises, individuals have access to a familiar death doula or home funeral guide.
Networking
Connecting with potential clients through networking events is crucial. I recently attended a women entrepreneurs' networking event in San Diego, where I had the opportunity to share my profession. When the event was over, there were people lined up who wanted to know more about the role of death doulas. Crafting a concise, impactful message about your services is essential, as first impressions matter. Joining a nationwide doula organization can be beneficial, but it is also important to establish a presence within your local community. Many national organizations focus on educating doulas rather than the public, so unlocking public awareness is key to success.
Creative Outreach
The community is increasingly interested in alternative deathcare offerings, but many are unaware of their options. For instance, home funerals are legal in every state but are not widely known or offered by most funeral homes. In May, I hosted a home funeral and shrouding demonstration, partnering with a supportive funeral director. This event was well-received and led to the formation of a San Diego Deathcare Collective. As death doulas, collaborating with other deathcare professionals is crucial for providing valuable services and restoring meaningful traditions in the dying process. Consider going beyond hosting discussion groups with interactive, creative workshops that encourage exploration of death, dying and grief.
While growing a death doula business can feel like an uphill battle, it is important to recognize the challenges and be prepared for a potentially rocky road. Despite the glossy portrayal of the profession on social media, the reality is often more complex. There is a revival around holistic death care and natural disposition methods, but public awareness is necessary to prevent a bottleneck of providers. Ultimately, no one will hire a death doula if they do not understand the role and services offered.
While the challenges may seem overwhelming it’s important to me that I keep my eye-on-the-prize, which is restoring individual choice to the dying process and honoring the dying in a way that is meaningful to them. Unfortunately, we’ve been conditioned to think that we need to turn these personal decisions over to medical and funeral professionals which tends to strip out the community connection and authentic emotion that only death can provoke. Death and dying don’t have to be something that we fear when we approach them with knowledge and a desire to have an end-of-life experience that authentically reflects how we lived.
Written by: Penny Waugh - Death Doula and founder of The Death Network
