About Us

When a Third Generation Legacy Met a Mother's Journey:

The Story Behind the Willow Award

Two newborns lying side by side in a hospital incubator, facing each other, one with monitoring wires.

For Jeff Smith, caring for families is part of his family’s legacy. As a third-generation owner of Smith Family Funeral Homes, Jeff grew up watching his father and grandfather serve families during some of life’s most difficult moments.


Over the years, he also saw the incredible impact nurses, physicians, chaplains, therapists, hospice professionals, and other caregivers have on families. He often thought there should be a special way to say thank you to those who give so much of themselves to others.


“The caregivers we honor don’t just do a job—they give their hearts. They stay present, they love families well, and they create moments that are remembered forever.”


— JEFF SMITH



That idea became something more when Jeff met Jodie McGinley.


Years earlier, Jodie and her husband experienced the heartbreaking loss of their infant son, Eli. During his final hours, their healthcare team surrounded the family with extraordinary compassion. They helped create precious time for Eli to be with his twin brother, Walker, and gave the family memories and photographs they would treasure forever.


For Jodie, a simple thank-you never felt like enough. The experience inspired her to spend the next decade helping healthcare organizations better understand compassionate, family-centered care. Eventually, that same calling led her to become a funeral director.


When Jeff heard Jodie’s story, something clicked. His desire to honor exceptional caregivers and her personal experience of what that care can mean to a family came together. And from that shared purpose, the Willow Award was born.


Today, the Willow Award gives families a meaningful way to recognize the extraordinary people who cared for someone they love—and to remind caregivers that the compassion they give is remembered long after the moment has passed.


Meet the

  Team

Staff Photo

Jodie McGinley, CT

Co-Founder & Executive Director

Jodie serves as the Executive Director of the Willow Award: Excellence in End-of-Life Care and the Director of Hospice Relations & Bereavement Education for Smith Family Funeral Homes in Arkansas. A former educator, Jodie’s life and work were profoundly shaped by the loss of her twin son—a deeply personal experience that ignited a calling to advocate for families navigating grief and to honor the healthcare professionals who walk alongside them in life’s most sacred moments.

Jodie is married to her college sweetheart, Jesse, and spend all extra time with their surviving children, Walker, Ellie, and Charlee Kate. And a Goldendoodle who keeps the house in check.

×
Staff Photo

Jodie McGinley, CT

Co-Founder & Executive Director

Jodie serves as the Executive Director of the Willow Award: Excellence in End-of-Life Care and the Director of Hospice Relations & Bereavement Education for Smith Family Funeral Homes in Arkansas. A former educator, Jodie’s life and work were profoundly shaped by the loss of her twin son—a deeply personal experience that ignited a calling to advocate for families navigating grief and to honor the healthcare professionals who walk alongside them in life’s most sacred moments.

Jodie is married to her college sweetheart, Jesse, and spend all extra time with their surviving children, Walker, Ellie, and Charlee Kate. And a Goldendoodle who keeps the house in check.

Staff Photo

Jeff & Leslie Smith

Co-Founders

Jeff Smith is a third-generation funeral service professional and President of Smith Family Funeral Homes, a family-owned organization founded in 1955. Together with his wife, Leslie, Jeff has helped grow the family business while staying true to its foundation of compassionate care, strong relationships, and service to others.

Jeff is passionate about developing people, strengthening organizations, and giving back to the profession he has been part of throughout his life. He serves as Chair of the Board of Trustees for the Funeral Service Foundation and speaks nationally on leadership, culture, and business growth.

Jeff holds a bachelor’s degree from the University of Arkansas and an MBA with honors from the University of Memphis. At the heart of his work is a belief that meaningful growth comes from caring for people and serving communities well.

×
Staff Photo

Jeff & Leslie Smith

Co-Founders

Jeff Smith is a third-generation funeral service professional and President of Smith Family Funeral Homes, a family-owned organization founded in 1955. Together with his wife, Leslie, Jeff has helped grow the family business while staying true to its foundation of compassionate care, strong relationships, and service to others.

Jeff is passionate about developing people, strengthening organizations, and giving back to the profession he has been part of throughout his life. He serves as Chair of the Board of Trustees for the Funeral Service Foundation and speaks nationally on leadership, culture, and business growth.

Jeff holds a bachelor’s degree from the University of Arkansas and an MBA with honors from the University of Memphis. At the heart of his work is a belief that meaningful growth comes from caring for people and serving communities well.

The Willow Award Committee

Meet the dedicated Smith Family Funeral Homes and Willow Award team whose passion and commitment bring this meaningful program to life. They help guide every nomination, every recognition ceremony, and every story of extraordinary care. This program would not be where it is today without them.

Willow Award: The Meaning

The Oak and The Willow

There is an old adage about the relative strength of trees and which is the strongest.

It suggests that the mighty oak is the strongest of all trees:

Tall, thick, sturdy ...


But the contrasting view is that the Willow is the strongest.

Supple, swaying, flexible...


When the wind is severe - damaging, hostile, punishing and harsh -

the oak will withstand up to a point, but then snap.


The Willow on the other hand will yield and bend and nearly touch the ground, and after the wind,

will stand upright and resume its place.

- The Need for Willow Tree Faith,

Virginia Theological Seminary


A black curved line on a white background, resembling the top of an arch or letter.

Thank you for contacting us.
We’ll get back to you as soon as possible.

We got it.

Inquire About Partnership

Begin the journey toward becoming an official Willow Award Sponsoring Partner. Our team will guide you through the licensing process and local chapter integration

This is required
This is required
This is required
Enter an email Use an address with (@) and (.)
This is required
This is required
Blank white image with no visible content

That didn’t work.

The form wasn’t sent. Please try again.