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Coffins and urns adorned with the insignia of American universities and colleges are being used to raise cash for institutions. The items are being sold by Collegiate Memorials, "a family-owned business striving to provide tasteful personalization to a unique group that wishes to declare their life interest". It offers coffins with the deceased's university's logo stitched on the interior and solid cherrywood urns laser-etched with college insignia, the deceased's name and his or her class year. Some 46 institutions have joined the promotion, under which they receive 7.5 per cent of the proceeds.