Ethics are definitely a primary issue to keep in mind when entering the death care business. Families are at their most vulnerable, so it’s your responsibility (as a death care business owner) to be as ethical and truthful as possible in every situation.
With this website – whensomeonedies.org – I try my best to be very clear that it is indeed monetized. Even though it is free for families to use, and always will be, I still consider it a business and I do need to make money in order to stay afloat.
But instead of charging grieving families a fee to use to site, I’ve instead opted to shift the burden of payment onto businesses instead. After all, companies have marketing budgets set aside for this exact kind of thing. I’d much rather generate income from these organizations as opposed to individual families – many of which will be paying exorbitant funeral costs anyways.