2011 Annual Report
Table of Contents President’s Message
Global Coaching Study
Page 1
Page 18-19
Executive Director/CEO’s Message
Annual International Conference
Page 2
Page 20-21
Board of Directors
2011 Award Winners
Page 3
Page 22-23
Past Presidents
Global Outreach
Page 4
Page 24-27
Global Committees
Additional Milestones
Page 5-6
Page 28-29
Strategic Plan Overview
Financial Overview
Page 7-11
Page 30
Global Media Outreach Results
ICF Foundation
Page 12-13
Page 31
Borderless Growth
Conclusion
Page 14-15
Page 32
ICF Credentialing
ICF Staff
Page 16-17
Page 33
ICF 2011 Annual Report
President’s Message
Dear ICF Members and Friends, I am honored to have had the opportunity to serve as your president in 2011. Like every ICF president before me, the year had its own unique accomplishments and challenges. Through every situation and circumstance, I was able to work alongside many ICF members who are committed to advancing the coaching profession. This was a very rewarding highlight of my presidency, and I especially enjoyed getting to meet so many of you face-to-face around the world! Together, some of the greatest accomplishments we achieved in 2011 included: The 2012 ICF Global Coaching Study was commissioned. This study serves as the greatly anticipated follow-up to the original 2007 ICF Global Coaching Study. For this research, 12,133 respondents from 117 countries participated in 2011, including more than 4,400 non-ICF members. The study was designed to be one of the most ambitious pieces of industry research ever conducted on the field of professional coaching. The filing by ICF and the European Mentoring and Coaching Council (EMCC) of a self-regulated Code of Conduct for professional coaching with the European Union (EU). This initiative set a benchmark standard for the coaching and mentoring professions and will serve as a model for self-regulation in other parts of the world. The launch of the Latin American Regional Service Centre (RSC). Our third RSC officially opened on April 1, 2011 and provides service to Chapters and members located through Mexico, the Caribbean, and CentralSouth America. The Brand Identity Manual and ICF Brand in a Box were launched in September 2011. These tools have provided ICF Chapters and members the resources they need to maintain a strong brand platform for the ICF no matter where they are located in the world. A revised ICF Strategic Plan was adopted. The revised plan included updates to the ICF vision statement and core purpose to read, in service of humanity flourishing, we choose to lead the global advancement of the
Thank you for all you have done in this regard and all you will continue to do into the future! coaching profession. Two key strategy areas were agreed upon: create attractive, credible presence and voice for professional coaching; and create global strategic alliances. And these were only some of our accomplishments in 2011! I am amazed that despite everything going on in the world and the global economic challenges that we all still continue to face, ICF has flourished. Our membership has grown 801 percent since 1999 (we saw 6,262 new members). Credential applications continue to pour in (we received 2,099 applications in 2011). I encourage you to review the Annual Report to more fully understand the scope of all we accomplished together. I would also like to thank our network of volunteer leaders and members whose continued support and dedication to our great profession have made ICF what it is today. Thank you for all you have done in this regard and all you will continue to do into the future! I’ve enjoyed the nine years I have served ICF, both on the global Board of Directors and at my local Chapter in Washington, D.C. And I am grateful for the wonderful experiences I have had. As I reflect on all we have accomplished since the early days of ICF, I am filled with great pride as we are even closer to the day that coaching is recognized as an integral part of society. Warm regards,
Ed Modell, PCC
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ED/CEO’s Message
Observations from the Executive Director/CEO I find it hard to believe that 2011 has come and gone! The year was full of many accomplishments, new challenges, a few growing pains, and – inevitably – some surprises. Through it all, the ICF has further established its place as the leading global coaching organization. There are some many milestones we could focus on as the year was rich in events and accomplishments. Let me mention just a few of them. Major 2011 highlights include: a revised Strategic Plan that will guide us over the next five years; the 2012 ICF Global Coaching Study was commissioned; a third Regional Service Centre was opened in Latin America serving our network of Chapters and coaches in that region; Membership Eligibility Requirements (MER) for ICF members were refined and enhanced; and the Brand Identity Manual and ICF Brand in a Box were launched, providing ICF Chapters and members the resources they need to maintain a strong brand platform for the ICF. You can read about each of these in this Annual Report. And these accomplishments are not happening in a vacuum – Every one of them directly helps the ICF core purpose, lead global advancement of the coaching profession. Most importantly, all these successes would not be possible if not for a great passion, commitment and involvement of you – ICF members! Thank you for your vision, perseverance, patience and invaluable insights and time you devote every day to the profession of coaching and the ICF. A personal surprise of 2011 was assuming the role of ICF Executive Director. I’ve had a privilege of being a part of the ICF and the coaching community for six years. During those six years, we jointly witnessed the growth of the coaching profession through greater recognition and awareness of coaching. We welcomed members and training programs in all areas of the world, including many places we didn’t have a presence before. We started seeing increased and documented return on investment and return on expectation of coaching. And this continued in 2011!
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Thank you for your vision, perseverance, patience and invaluable insights and time you devote every day to the profession of coaching and the ICF. I am deeply humbled by the scope and depth of coaching influence in the world. I am proud of being a part of a vibrant and ever-changing organization ICF is. I am delighted to have a chance of working with the leadership and membership of this organization and committed to the long-term viability of the association as a leader of the coaching profession. I look forward to all we will accomplish in the coming years – I have no doubt that together we are creating an important future for coaching, for professional coaches, and for humanity as a whole. Warm regards,
Magdalena Mook
Board of Directors
President: Ed Modell, PCC (USA)
Board of Directors’ Profiles
President-Elect: Janet M. Harvey, MCC (USA)
Past President: Giovanna D'Alessio, MCC (Italy)
Vice Presidents: Dr. Damian Goldvarg, MCC (Argentina/USA) Also served as Secretary/Treasurer.
Meryl Moritz, MCC (USA) Cheryl Vermey, PCC (USA)
Directors: Dr. Jeffrey Auerbach, MCC (USA) Philip Brew, MCC (United Kingdom) Ira Dressner, MCC (USA)
2011 Global ICF Board of Directors
See Luan Foo, PCC (Singapore) Kaj Hellbom, ACC (Finland) Krissy Jackson, PCC (Switzerland) Marilyn O'Hearne, MCC (USA) Pat Obuchowski, PCC (USA) Bernie Siegel, PCC (USA) Board members completing their term in 2011.
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ICF Past Presidents
Passion, commitment, and dedication – qualities ICF Past Presidents embody…
Past Presidents’ Profiles
Giovanna D’Alessio, MCC (Italy) 2010
Pam Richarde, MCC (USA) 2006
Bobette Reeder, MCC (USA) 2002
Jeff Raim (USA) 1997-1998
Karen Tweedie, PCC (Australia) 2009
Steve Mitten, MCC (Canada) 2005
Darelyn “DJ” Mitsch, MCC (USA) 2001
Cheryl Richardson, MCC (USA) 1996-1997
Diane Brennan, MBA, MCC (USA) 2008
Dr. Barbara Walton, MCC (USA) 2004
Dr. Marcia Reynolds, MCC (USA) 2000
Sandy Vilas, MCC (USA) Jan.-July 1996
Kay Cannon, MBA, MCC (USA) 2007
Judy Feld, MCC (USA) 2003
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John Seiffer, MCC (USA) 1998-1999
Presidents 1996–2010
ICF Global Committees
The ICF never falls short of dedicated coaches wishing to support their professional organization. In 2011, 211 members representing 39 countries expressed their desire to serve their global community on an ICF Committee.
Coaches meet at the 2011 ECC event.
Global 2011 ICF Committee Chairs and Vice Chairs Credentialing & Program Accreditation Committee
Chair: Dr. Damian Goldvarg, MCC
Membership & Community Committee
Ethics & Standards Committee
Chair: Kara Exner, PCC Vice Chair: Vanessa Shaw, PCC
Chair: Sally Rhys, ACC Vice Chair: I. Barry Goldberg, PCC
Regulatory Committee
Chair: Lynn Meinke, PCC
Marketing Committee
Chair: Miran Perez Piris, PCC Vice Chair: Patricia Comolet, ACC
Education Committee
Chair: Dr. Deborah Rivers, PCC Vice Chair: Pernille Lauritsen, PCC
Research Committee
Chair: EdmĂŠe Schalkx, PCC Vice Chair: SĂśren Holm, PCC
Conference Education Steering Committee
Finance Committee:
Chair: Francine Campone, MCC Vice Chair: Denice Hinden, ACC
Chair: Susan Samakow, PCC Vice Chair: Johan Frisk, ACC
Thank you to the many coaches who expressed an interest to serve on a Committee and to the many members who donated their time serving on a Committee throughout 2011.
Committee Highlights Global Committees supported a number of initiatives throughout the year. A few highlights are noted here. Information on the support they provided on other projects can be found throughout this report.
ICF introduces brand-in-a-box.
As the ICF Code of Ethics is reviewed and updated every three years, the Ethics and Standards Committee began their review of the Code, which included adding additional questions to an FAQ document that supports the Code.
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ICF Global Committees
Conference Education Steering Committee with staff.
Continuing its support of ICF’s branding work, the Marketing Committee provided input and assisted in the creation of the ICF Brand-in-a-Box, introduced at the 2011 ICF Annual International Conference and made available virtually to ICF Chapters and members through Coachfederation.org. The Education Committee completed a comprehensive environmental scan of educational offerings delivered by ICF Special Interest Groups (SIGs). This work included interviewing each SIG host and preparing a recommendation around the future of this member benefit. After reviewing feedback provided by readers through the 2010 Coaching World Readership Survey, the Marketing Committee submitted a recommendation on how to improve the Coaching World newsletter in order to better fit the needs of ICF’s diverse membership. The Membership & Community Committee reviewed a record 26 applications for Chapter Awards and selected six winners by category of small, medium and large Chapter size for Finding our Voice (Marketing and PR) and Global Spirit, Local Presence (Community Activism). The Regulatory Committee supported the joint filing with the European Mentoring and Coaching Council (EMCC) of a Code of Conduct with the European Union. The Code was published in the Self – and Co-regulation database maintained by the Single Market Observatory (SMO) of the European Economic and Social Committee (EESC). This publicly accessible database is co-managed by the European Commission and the EESC and also includes codes of conduct for other professions such as the Council of Bar and Law Societies of Europe and the European Association for Psychotherapy. The Research Committee reviewed nearly 30 items submitted to be included in the ICF Research Portal, and also offered support for the 2012 ICF Global Coaching Study – members were instrumental in developing several key questions about coaching ‘processes’ that were included in the final version of the study questionnaire.
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Strategic Plan Overview
Brand promises submitted by ICF members.
Strategic plans are living documents used to guide the efforts of association staff and volunteers, as well help steer the allocation of other association resources. While there are numerous projects that could be pursued for the betterment of ICF and professional coaching, it is crucial that resources are not spread too thin – priorities must be established in order to ensure meaningful progress is made and resources are put to best use. Each year, the global ICF Board of Directors reviews the ICF Strategic Plan and establishes new priorities for the year and/or makes the decision to continue select priorities from the prior year. ICF’s Strategic Plan clearly outlines the major short and long-term goals of the ICF and plainly defines the path needed to accomplish those goals. In 2011, the Board was tasked with completing a special five-year review of the plan, which included thorough analysis of trends, issues impacting coaching and coaches, and an environmental scan. Prior to the Board’s approval of the updated plan in July, the following strategic priorities were carried over from the previous year and focused upon:
• Goal area – Value and benefit of ICF Membership: Enable Chapters to co-create a brand based sustainable (financial, leadership, and relationship) culture. Progress in 2011: ICF Chapters remained an important focus over the course of 2011. Several popular programs were continued throughout the year to support local Chapters and new initiatives were also introduced.
In its third year, the Chapter Leader Coaching Program had 80 participants representing 26 countries. The program matched current Chapter leaders with past ICF leaders for the purpose of coaching/mentoring partnerships. In addition to one-on-one coaching, a Group Coaching component, first introduced in 2010, was also carried out again in 2011. In hopes of having policy in place to keep ICF Chapters thriving, the requirement for Chapters to have at least 20 members went into effect on April 1. The global Membership & Community Committee also initiated conversations regarding a policy that all Chapter members must also be ICF Global members, as well as a guest policy. Twelve Chapter Leader Presentations were held throughout the year. Each call allowed Chapter leaders to connect, learn, and share best practices in a number of relevant areas to their Chapter leadership team. Chapter leaders were also provided several Chapter Marketing Update emails throughout 2011. Each update highlighted various promotional tools and resources Chapters could use in their local efforts. Additionally, the Wednesdays with Whittle video series was launched in February. In this series, produced every other week, ICF Director of Membership Don Whittle shared brief updates, deadline reminders, and more information in video format. Chapter leaders were also invited to three Global Leaders Forums held in 2011 – Madrid, Spain; Las Vegas, Nevada, USA; and Santiago, Chile. During these meetings, Chapter leaders discussed various topics including ways they could serve as brand ambassadors for the 2012 ICF Global Coaching Study, updates on ICF’s brand platform, and the latest news on ICF’s Membership Eligibility Requirements (MER).
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Strategic Plan Overview
ICF Credentialing Program
• Goal area – Professional Standards: Enhance credentialing program to best protect and serve consumers of coaching services, measure and certify competence of individuals, and inspire pursuit of continuous development. Progress in 2011: The ICF Credentialing Program serves to protect and serve consumers of coaching, assess and certify the competence of coaches, and inspire the pursuit of continuous development. To continue to meet this three-fold purpose, the program will naturally evolve and develop over time to deliver the highest standards for coaches and the profession. ICF’s Credentialing Program continues to grow around the world. In order to enhance the current system and maintain credibility and respect for ICF Credentials in the future, work supported by the Credentialing and Program Accreditation Committee (CPAC), the ICF Board, and several work groups, continued on the credentialing program throughout 2011. A new online credentialing application was finalized and introduced in 2011. It was hoped the new application would streamline applying for an ICF Credential, be easier for coaches to follow, and be more satisfying as it allowed users to easy confirm their application status and complete application forms incrementally. Additional functionality, including the ability to allow applicants to track Continuing Coach Education Units (CCEUs) may also be added to the system in the future. The Board approved the following policy regarding the ACC, PCC, and MCC Credentials: • Any persons who currently possess or in the future earn an Associate Certified Coach, Professional Certified Coach, or Master Certified Coach credential award will retain that credential regardless of what changes, if any, are made to the ICF Credential System as long as that person abides by the renewal requirements.
8 ICF 2011 Annual Report
• Applications for any level of current ICF Credential (ACC, PCC, MCC) will be accepted until at least December 31, 2012. Within the ICF Credential System that supports the current levels, no change will occur in eligibility requirements. We do anticipate incremental improvements in the application and assessment processes prior to December 31, 2012. • Any person who meets the criteria, whether or not holding an existing ICF Credential, will be eligible to apply for any new credential or credentials that the ICF may choose to award in the future. The Board approved a recommendation prepared by CPAC regarding Mentor Coaching. For the purposes of applying for or renewing an ICF Credential, a Mentor Coach must be an ICF Credentialed coach at the same level or higher than the credential the applicant is seeking. The Mentor Coach must not be under any sanctions from the ICF Independent Review Board for violations of ethical conduct. More information is available at Coachfederation.org/cpac. The Board also approved policy regarding the reinstatement of credentials that have lapsed or expired.
• Goal area – Image and Awareness of ICF Brand: Develop, implement, and maintain a strong brand strategy for the ICF. Progress in 2011: Several important steps were completed in 2011 in regards to the ICF brand platform. Following the approval of several core elements, including a vision statement, core purpose, strategy statement, and brand positioning, a brand platform presentation was given during the Global Leaders Forum at the ICF Annual International Conference in Las Vegas, Nevada, USA. Chapter leaders were given a brief overview of the extensive work that went into ICF’s brand platform and discussed how Chapter’s could “live” the brand locally. To assist Chapters in consistent branding, a Brand-in-a-Box virtual branding kit was unveiled during
Watch ICF Interview with William Arruda
the meeting. This online kit, which will be updated as needed, contains creative templates, approved graphics, and much more for Chapter use. Chapter leaders also participated in a touch point analysis exercise during the meeting. Branding information was also weaved throughout the ICF Annual International Conference in order to provide information on branding progress to other event attendees.
Watch How to Select a Professional Coach
Watch How to Become a Professional Coach
An ICF Global Human Resources Advisory Panel was formed to assist with outreach in the delivery of ICF brand messages to human resources and talent development executives. These conversations will continue into 2012. Other initiatives undertaken to support ICF’s brand work include the filming of two video series – How to select a professional coach and How to become a professional coach, updating various communications templates to have a strong correlation to ICF’s overall brand, and including survey questions in the 2012 ICF Global Coaching Study to help evaluate the global impact of the brand. In July, the Board successfully completed their revisions to the ICF Strategic Plan, including updates to the vision statement, in service of humanity flourishing we choose to, as well as the core purpose, lead global advancement of the coaching profession. In order to move toward the established vision statement and core purpose, the Board agreed on two key strategy areas for the organization: • Create attractive, credible presence and voice for professional coaching; and • Create Global Strategic Alliances. Following approval of the plan, resources were focused on achieving the following goals in support of the key strategy areas: • Construct Global Standards System; • Build High Performance Organization; and • Become preferred resource for business community.
ICF Past President Giovanna D’Alessio, MCC, talks about ICF’s brand.
As the Board completed their review of the Strategic Plan, they also considered how better to engage the ICF’s vast pool of volunteer talent. These conversations included discussion of the standing global Committee structure and how better to align the contribution of volunteers to the goal areas of ICF’s Strategic Plan. The Board elected to dissolve the current structure and replace it with a model using smaller groups with extended teams and consultants. Three core teams were established (Building High Performing Organizations, Creating World Standards, and Becoming a Preferred Resource for Business) and each will be supported by taskforces, panels, focus groups, etc. as needed.
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Strategic Plan Overview
Chapter Leader Coaching Program participants.
ICF Strategic Plan Vision statement: In service to humanity flourishing we choose to… Core purpose: Lead global advancement of the coaching profession.
ICF’s Core Values Preamble: We are committed to reliability, openness, acceptance and congruence and consider all parts of the ICF Community mutually accountable to uphold the following values: • Integrity: We uphold the highest standards both for the coaching profession and our organization. • Excellence: We set and demonstrate standards of excellence for professional coaching quality, qualification and competence. • Collaboration: We value the social connection and community building that occurs through collaborative partnership and co-created achievement. • Respect: We are inclusive and value the diversity and richness of our global stakeholders. We put people first, without compromising standards, policies and quality.
Envisioned Future – Big Audacious Goal Coaching is an integral part of society and ICF members represent the highest quality in professional coaching. I. Create attractive credible presence and voice for professional coaching Construct Global Standards System* • Establish world class credential program • Establish profession entry thresholds • Implement governance councils: credential, education • Establish registered education providers • Establish registered testing providers • Administer ethical conduct and IRB processes • Enhance research protocols • Expand Body of Knowledge
10 ICF 2011 Annual Report
ICF Strategic Plan
In service of humanity flourishing we choose to...lead global advancement of the coaching profession.
Enhance Image and Awareness • Educate about professional coaching (Value, Efficacy, Process, Definition, Ethics and Regulation) • Build awareness of ICF Brand Facilitate Global Community • Provide value to members • Engage members in evolution of the ICF • Coordinate branded events for professional development and networking Build High Performance Organization* • Create sustainable governance • Ensure Financial viability • Define and manage Culture • Ensure Infrastructure • Ensure synergistic relationship with Foundation II. Create Global Strategic Alliances Become preferred resource for business community* • Engage/establish joint projects • Create value proposition for partnering with the ICF • Leverage research Develop partnerships for membership growth • Create alliances with education providers • Create relationships with other relevant professions & credentialing bodies Build relationships with top influential governmental organizations Create partnerships to grow Body of Knowledge and advance standards • Engage/establish joint projects with prospective association members • Create a value proposition for partnering with the ICF • Identify potential association members to invite • Identify research projects Inspire multi-disciplinary global alliances
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Global Media Outreach
2011 Media Results Each month, millions of people around the world are exposed to professional coaching and the ICF through the media. In 2011, the ICF showed an even greater commitment to raising media awareness having distributed more than 25 press releases/media alerts. These releases, along with the numerous press releases sent out by various ICF Chapters and members around the globe have helped raise awareness of the coaching profession and the ICF. From January 1 through December 31, 2011, the ICF was mentioned in 7,600 clips, representing a potential circulation of over 8.3 billion. ICF Credentialing in particular was mentioned in 5,222 clips, with a circulation of 2.8 billion. ICF received exposure in numerous global media outlets and several prestigious print and electronic mediums, including mentions in US News and World Report, Fortune Magazine, Money Magazine, Investment Advisor Magazine, The New Yorker, CNBC, Yahoo! Finance, Yahoo! Canada, The New York Times, The Washington Post, and The Miami Herald. Additionally, advertising and/or provided editorial was included in: • Five issues of European CEO;
• Five issues of Latin Trade (in English and Spanish versions); • One issue of LiveSpa magazine; • Two issues of New European Economy; • Two issues of Euro Business Review (as well as four months of banner advertising); • Two issues of World Financial Review (as well as two months of banner advertising); • Several months of banner advertising on the Library of Professional coaching website; • One issue of the SHRM Trendbook (as well as a listing in the SHRM Yellowpages and advertising in one issue of HR Magazine); and • Two issues of Training Magazine (as well as six months banner advertising and several e-postcards). In conjunction with print and electronic campaigns, ICF Chapters, members, and staff participated in many in-person events throughout the year. ICF had a presence at several conferences, meetings, trade shows, and coaching demos during 2011, including: • ASTD 2011 International Conference & Exposition in Orlando, Florida, USA; • SHRM Annual Conference and Exposition in Las Vegas, Nevada, USA; and
• Six issues of Coaching at Work; • CONARH in Brazil. • Three issues of EU Commerz; • Four issues of choice magazine;
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Information on these and other events can be found in the Global Outreach section on page 24.
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Borderless growth
2011 Membership Growth
2011 Membership by the Numbers
19,127 Total Members
1287 New members
8 New Countries
76% Retention Rate
52% North America 1% Africa
5% Mexico, Caribbean & Centeral-South America
11% Asia-Pacifica 31% Europe & Middle East
The ICF’s borderless community spans the globe. From Algeria to Vietnam, ICF members live in over 100 countries in five regions of the world (Africa; Asia-Pacific; Europe & the Middle East; Mexico, Caribbean, Central-South America; and North America). When the ICF was first founded in 1995, its small membership was primarily based in North America. But by the end of 2011, 48 percent of ICF members lived outside North America. Not only has membership become more diverse, it has grown tremendously: the start of 2011 saw 17,840 members in 100-plus countries and by the close of the year, the ICF was serving 19,127 members in 108 countries. Despite the global economic climate, the ICF’s retention rate stood at a solid 76 percent. ICF membership has grown 801 percent since 1999, when official membership records were first kept. In 2011, 6,262 new members joined the ICF, with an average of 521 new members each month.
2011 Membership Growth 1999-2011 20,000 15,000 10,000 5,000 0 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 14 ICF 2011 Annual Report
By the close of 2011, there were nearly 120 Chapters across 50 countries in place. These Chapters regularly meet the educational and networking needs of ICF members in those areas. ICF Global supports its Chapter system with regular communication (including the Chapter Leader Updates, Chapter Care Kits, and Chapter Marketing Update); Chapter Leader Presentations (12 were offered in 2011 covering such topics as strategic planning and Chapter retention); and the well-received Chapter Leader Coaching Program (2011 marked this program’s third year and matched 2011 Chapter presidents with previous Chapter presidents: the 2011 program had 36 one-on-one coaching engagements with 72 current and past presidents from 26 countries, as well as two group coaching components led by Ginger Cockerham, MCC, and Karen Tweedie, PCC). To support ICF’s growing membership, several new Chapters and Special Interest Groups (SIGs) were created in 2011. A complete listing of these programs can be found on Coachfederation.org. In addition, a third Regional Service Centre was created in 2011 in Latin America to better assist Chapters and members in that area of the world. The other two Regional Service Centres serve the EMEA region and Asia-Pacific.
New ICF Chapters in 2011: ICF Xi’an, China ICF Shenzhen, China ICF Jakarta ICF Dubai ICF Equador
New ICF Charter Chapters in 2011: ICF Hungary
New Special Interest Groups (SIGs) in 2011: • Coaching and Human Resource Development • Energy Work and Coaching (The Next Wave) • Nonprofit SIG Coaches in Hungary celebrate new ICF Chapter.
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ICF Credentialing
As the only globally recognized independent credentialing system in the world, the ICF Credentialing Program made some outstanding strides. The number of ICF Credential holders surpassed 8,000 in 2011 and by December 31, the total number of ICF Credential holders was 8,290, including:
2011 credential holders
62% ACC 30% MCC 8% PCC
• 5,145 ACCs (62 percent)
2011 credential Applications
• 2,514 PCCs (30 percent)
2,099 Applications
• 631 MCCs (8 percent)
70% Granted 3% Denied
Credentialing by the Numbers 2011 Total applications received: 2,099. Of these… • 1469 (70 percent) applicants were granted a credential • 63 (3 percent) were denied • 4 percent more applications were received in 2011 over 2010 • 150 assessors (those who assist with credential applications on a regular basis) • 45 ACSTH and ACTP training program were approved (for a grand total of 190 ACSTH and ACTP coach training programs by December 2011)
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Credential Applications Received (Per Year)
2011: 2,099 2010: 2,019 2009: 1,647 2008: 1,487 2007: 1,411
Members of CPAC meet to discuss the ICF Credentialing Program.
In alignment with the adoption of a new strategic plan (see page 10), the Credentialing and Program Accreditation Committee (CPAC) formed work groups to address enhancements of the credentialing and program accreditation process. These work groups addressed: • Program Enhancement – Reviewing the overall structure of the credentialing program and the long term possibilities for improvement; • Governance – Included work regarding the future governance of the credentialing and program accreditation process; • Carryover Activities – Dealing with the current policies and operation of credentialing and program accreditation; • Assessment Process Improvement – Identifying ways to continuously improve the credentialing assessment process; • Quality Coaching Learning – Ensuring the quality of coach training and education; and • Body of Knowledge – To identify and articulate the body of knowledge used to support the profession of coaching.
These work groups, through their hard work, laid the foundation for the future of credentialing and program accreditation for the ICF. Another stride made by ICF Credentialing was the overhaul of its application process. In 2011, ICF Credentialing improved its user experience by employing a new online application process. The new system was created in partnership with Integral 7, an industry leader in credential application processes. Improvements in the application process include the ability to keep a history of all previously completed forms and past interactions, information is now easily accessible to the user at any time, and the new system helps decrease the service time it takes ICF to process information. The new credentialing management system also allows simultaneous application processing, improving the speed members receive their earned credential.
ICF Credentialing Program
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ICF Study
Achieving an unprecedented level of response, this wide-reaching industry study reveals the global scale of the profession of coaching as well as amazing growth in the number of practicing coaches.
ICF Global Coaching Study In 2011, ICF commissioned PricewaterhouseCoopers to conduct the 2012 ICF Global Coaching Study. Designed to be one of the most ambitious pieces of research ever conducted on the field of professional coaching, a primary goal of the study was to engage with as many coaches as possible on a worldwide basis, thus providing an up-to-date picture of the profession to help meet the challenges ahead. The survey was launched online in June 2011, with all ICF member coaches receiving a personalized invitation and survey link. Strategies were adopted to facilitate and encourage the widest possible participation by ICF and nonICF coaches.
2012 ICF Global Coaching Study
Final Report
Efforts to maximize participation in the 2012 ICF Global Coaching Study proved very successful. The survey is large in scale, providing a wealth of detailed information on the coaching profession. Over 12,000 coaches representing 117 countries throughout Africa, Asia, Australia, Europe, North America, and South America participated in the study. “Achieving an unprecedented level of response, this widereaching industry study reveals the global scale of the profession of coaching as well as amazing growth in the number of practicing coaches,” said 2012 ICF Global President and Master Certified Coach, Janet M. Harvey. “The research provides a glimpse into what contributed to that expansion. It also charges us who are stewards of the profession to ensure that the new growth is quality growth in every region of the world.”
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2012 Global Coaching Study
Map of 2011 Participation
The ICF released initial results in February 2012, followed by a 16-page Executive Summary, and a dedicated web page at Coachfederation.org/coachingstudy2012 with global, regional, and national data. The 2012 ICF Global Coaching Study complements ICF’s previous industry research efforts, including the ICF Global Coaching Awareness Study (2010) which demonstrated worldwide interest in professional coaching, the ICF Global Coaching Client Study (2009), which studied individuals throughout 64 countries who had experienced professional coaching and the results they achieved from it, and the ICF Global Coaching Study (2007) which created a global baseline picture of the profession. PricewaterhouseCoopers representative Colin MclIheney talks about the study.
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ICF Conference
ICF Annual International Conference
Attendees mingle and network in the exhibits area.
Playing to the Edge in Las Vegas In late September, more than 1,000 coaching professionals were in Las Vegas, Nevada, USA, for the ICF Annual International Conference Playing to the Edge. The multi-day conference took place at the Mandalay Bay Resort and Casino. World class speakers, timely education tracks, rousing networking events, and an exhibit hall offering the latest in tools and services for coaching professionals rounded out the year’s most anticipated coaching conference. Anchoring each day’s educational offerings were the keynote sessions, headlined by Michael Gelb, Sir Ken Robinson, and Steve Farber. In addition to serving as opening keynote, Michael Gelb also hosted the conference’s opening reception Comparative Appreciation for Inspired Thinking. This interactive event allowed attendees to get creative with a poetry writing contest and a comparative wine and chocolate tasting. Gelb’s wife, Deborah Domanski, joined in on the fun by providing her mezzo soprano voice to the occasion.
Keynote speaker Steve Farber
Keynote speaker Michael Gelb
Gelb is the leading authority on the application of genius thinking to personal and organizational development and presented the breakfast keynote, How to think like Leonardo da Vinci, on September 25. Sir Ken Robinson, an internationally recognized leader on creativity and innovation, presented the September 26 keynote session, The Element: how finding your passion changes everything. Prior to Sir Ken’s inspirational keynote, the Annual Business Meeting took the stage where the current state of the ICF was shared with attendees through a Year in Review and Treasurer’s
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Keynote speaker Sir Ken Robinson
ICF Conference & Events
Las Vegas by the numbers:
1,044 attendees
39 countries represented
48 exhibits
295 first-timers
32 breakout sessions
40 volunteers
47 speakers
3 networking events
3 keynote sessions
Report. Special guests included ICF Past President Giovanna D’Alessio, MCC, (who shared an update on the rollout of the ICF brand platform) and Colin McIlheney of PricewaterhouseCoopers (who encouraged attendees to participate in the 2012 ICF Global Coaching Study). Also during the Annual Business Meeting, two annual awards were presented: the ICF President’s Award and the ICF International Prism Award. The President’s Award was presented to dynamic couple Peter Goryalov and Irina Goryalova of ICF Bulgaria. The International Prism Award was presented to BC Housing and JOEY Restaurant Group. You can read more on these award winners on page 22.
better known for its over-the-top hotels and casinos; its five-star restaurants and expansive buffets; and overwhelming number of things to see and do, but Las Vegas is also home to thousands of conferences and events each year (more than 18,000 were held in 2010 alone!) and it is the number one tradeshow destination in North America. And in 2011, it served as the location of the 2011 ICF Annual International Conference. In between educational sessions and networking events, conference attendees ventured out to see all that Las Vegas had to offer – be it in Mandalay Bay or down the infamous stretch of Las Vegas Boulevard better known as the Vegas Strip.
And Steve Farber, a subject-matter expert in business leadership, headlined the closing keynote session on September 27. In addition to these superb sessions, attendees had numerous opportunities for education through the breakout sessions, as well as camaraderie and fun at the special networking events. In addition to the opening reception, an Exhibitor Showcase and Networking Reception and a final Reception were hosted by ICF for attendees. Beyond these offerings, attendees were encouraged to explore the many entertainment options Las Vegas provides.
Something for everyone in Las Vegas An oasis in the desert, Las Vegas is an ever-changing city is enjoyed by millions of visitors every year. Perhaps
Conference volunteers offer free hugs to attendees.
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2011 Award Winners
Annually, the ICF honors individual coaches, organizations, and ICF Chapters that have achieved excellence in professional coaching. The 2011 ICF President’s Award, ICF International Prism Award, and ICF Chapter Awards were presented at the ICF Annual International Conference in Las Vegas, Nevada, USA. President’s Award Executive Leadership Coaches Peter Goryalov and Irina Goryalova of Bulgaria were honored with the annual ICF President’s Award in 2011 for their great contributions to the coaching profession and the ICF. Peter and Irina, a married couple, formed the first coaching company in Bulgaria in 2006 and subsequently founded the ICF Bulgaria Chapter. They planned the first coaching conference in Bulgaria in 2008 and when the economic crisis hit that year and all corporate event sponsorships were frozen, they had no choice but cancel the event. Yet, through fierce determination, they overcame this adversity and by 2010 had formed ICF Bulgaria with a working Board of Directors, legal documents, and website.
while running their restaurant regions. In the last 30-months, they experienced more than 30 percent revenue growth, reduced turnover, and made the Top 100 employers list for the first time. JOEY calculates a 682 percent return on investment from their coaching initiative. BC Housing of Canada partnered with MICA (now Knightsbridge) in 2007 to create its Leadership Development Program in an effort to develop its leadership talent and create a coaching for performance culture. The initiative was first introduced at the executive level and was soon expanded to include all leaders throughout the organization. As a result, BC Housing closed the leadership gap, increased the pool of competent leaders, and is estimated to have experienced a 70 percent return on investment. BC Housing’s investment in coaching continues, having most recently launched the “Coach2Coach” program for its senior leaders to deepen their coaching skills, broaden their leadership perspectives, and build a community of practice.
During 2011, Peter and Irina have increased ICF Bulgaria membership to 20 members, including five ICF Credentialed coaches. They have provided to their members a series of master classes, using the most modern video conferencing technology to “bring-in” leading coach trainers and authorities from Australia, the UK, and US. The master class series is presented in partnership with the Bulgaria CEO Club and is hosted by SAP Labs Bulgaria.
ICF International Prism Award JOEY RESTAURANT GROUP and BC Housing of Canada were named the 2011 ICF International Prism Award winners. The award recognizes organizations that have profited through their commitment to coaching as a leadership strategy. The Canadian based JOEY RESTAURANT GROUP began a coaching initiative with the strategic selection of the most senior leaders in their organization, so they could be coached and be trained as Internal Coaches
22 ICF 2011 Annual Report
ICF President’s Award recipients
ICF Chapter Awards The annual ICF Chapter Awards recognize Chapters who have successfully implemented coaching-related marketing and community activism initiatives in their local communities. ICF Chapter Awards were presented in the following categories: • Local Spirit, Global Presence – Community Activism Award: Honors Chapters that have established a significant coaching presence in their communities; and
BC Housing representatives accept Prism Award.
Watch BC Housing Message
• Finding our Voice – Marketing/PR Award: Honors Chapters that have created a successful marketing/PR campaign in their communities. Local Spirit, Global Presence – Community Activism Award Recipients • ICF Greater Kansas City Chapter – Heartland coaches association for its partnership with the Heartland Habitat for Humanity (HHFH), a local nonprofit group, to provide professional coaching services to the HHFH leadership team. • ICF Gauteng Chapter for implementing its Coaching Caravan, which enabled the South African coaching community to offer free coaching, training and facilitation skills/services to individuals and community groups who would not normally have the opportunity to experience and benefit from these services.
JOEY representatives accept Prism Award.
Watch JOEY Restaurant Group Message
• ICF Metro DC for its aggressive community outreach agenda; which included partnerships with: Leadership Arlington (LA), Capital Youth Empowerment Program (CYEP), and Homeward Deployed. Finding our Voice – Marketing/PR Award Recipients • ICF Uruguay for organizing the 1st International Coaching Workshop; which drew over 100 participants, and creating the first local Association (AUCOP) all during their first year as an ICF Chapter. • ICF Brazil for the successful implementation of a cross channel advertising campaign, and the creation of a local website to facilitate the call for the services and advertising ICF brand.
Chapter Leaders accept ICF Chapter Awards.
• ICF Spain for organizing 8th ICF European Coaching Conference held in Madrid, Spain – an event attended by more than 450 participants from 29 countries.
23
Global Outreach
Members of the global Board meet with local Puerto Rican coaches.
In addition to meeting face-to-face to discuss and support the strategic goals of the association, a number of member coaches and staff also served as ambassadors during their travels around the globe in 2011. It was a busy year of working to build awareness of the ICF, whether it be around the benefits of membership or speaking to potential clients about the value of coaching. The following are just some highlights from the year: January The global Board of Directors held their first meeting of the year in San Juan, Puerto Rico. They held a productive meeting covering a broad range of topics including approving policies on the translation of documents, dealing with the definition of Mentor Coaching, and the reinstatement of credentials where they have lapsed or expired were approved. Additionally, Dr. Damian Goldvarg, MCC, facilitated a session on the 11 Core Competencies for the ICF Puerto Rico Chapter with 60 people attending. Goldvarg was joined by global Board members Marilyn O´Hearne, PCC, and ICF President Ed Modell, PCC, at the meeting.
February ICF Board member Krissy Jackson, PCC, served as an ambassador at the ICF Portugal conference. Jackson
24 ICF 2011 Annual Report
delivered a speech to attendees following a day of debates and panel discussions. Professional coaches around the world joined together to celebrate International Coaching Week, February 4-10. Joining in the celebration were the following groups of ICF members: ICF Calgary Chapter, ICF-CT, Cleveland Coach Federation, ICF Gauteng Chapter, Heartland Coaches Association, ICF Hungarian Chapter, ICF Ireland, ICF Italy, Japanese Speaking Coaches SIG, ICF Latvia, ICF Lithuania, ICF Metro-DC Chapter, ICF New York, North Texas Coaches, ICF Orange County, ICF Portugal, Puget Sound Coaches Association, ICF Russia, ICF South Florida, ICF Switzerland National Chapter, Tennessee Coaches Alliance, ICF New Mexico Chapter, and Vancouver Island ICF Chapter. More information on events taking place during this time is available at CoachingWeek.org.
March ICF Latin America Resource Centre staff joined coaches in Cordoba, Argentina, for a coaching conference. More than 150 people from all over Argentina, and as far away as Chile and Paraguay, attended the event which was co-sponsored by ICF Argentina and the Argentine Association of Professional Coaches. ICF coaches gathered in Rome, Italy, for the biannual European Leaders Meeting. The European Leaders
European Leaders meet with Board and staff.
is for “a community for ICF leaders in Europe creating synergy and spirit through inspiration and support to serve their members and the coaching profession.” Modell and ICF Past President Giovanna D’Alessio, MCC, along with ICF staff, joined representatives from 19 countries/ICF Chapters. During the meeting, coaches networked and exchanged Chapter best practices.
April Members of the ICF Board, along with ICF staff, met with members of the Association of Coach Training Organizations (ACTO) during the 2011 ACTO Conference held April 30 in Lexington, Kentucky, USA. The Product Assessment Taskforce comprised of ICF leaders from around the world met in Lexington, Kentucky, USA, with ICF staff to conduct an in-depth analysis of current human and financial resource allocations – looking to see how current products and services aligned with the overall strategy of the organization. This review helped fuel initial recommendations for improvement on ICF programs and services as well as an ICF pricing strategy.
ICF staff with local coaches at an event in Argentina.
May Members of the ICF Credentialing and Program Accreditation Committee (CPAC) met in Lexington, Kentucky, USA, to discuss enhancements to the ICF Credentialing process with ICF staff. To learn more about CPAC’s work visit Coachfederation.org/CPAC.
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Global Outreach ICF made an appearance at the ASTD 2011 International Conference & Exposition in Orlando, Florida, USA. ASTD (American Society for Training and Development) welcomed more than 8,000 people from more than 70 countries to its annual conference. The ICF booth was visited by attendees representing 24 countries who were curious about coaching, coach training, the ICF, the ICF Credential, and how coaching can help their organizations. ICF staff members were supported by local ICF members with the Tampa Bay Professional Coaches Association and ICF South Florida Charter Chapter.
September
June
ICF’s Strategic Plan includes goals around the formation of strategic alliances to further the image and awareness of ICF and its members with the business community and the advancement of the coaching profession worldwide. To assist with progress in this area, ICF Board members and staff met with a number of coaching groups while in Las Vegas, Nevada, USA, for the ICF Annual International Conference. Meetings were held with leaders of the European Mentoring and Coaching Council (EMCC), the Association of Coach Training Organizations (ACTO), the Graduate SchoolAlliance for Executive Coaching (GSAEC), the Association for Coaching (AC), and the Institute of Coaching
For three days, Madrid served as the European coaching capital as it hosted the ICF European Coaching Conference (ECC), organized by ICF Spain in 2011. More than 500 professionals from 25 countries attended workshops and presentations. Modell opened the conference as Chairman of its Honorary Committee, saying that it would be an opportunity to discover new ways of doing things and sharing them with all attendees. The ICF made its debut as an exhibitor at the Society for Human Resource Management (SHRM) Annual Conference and Exposition in Las Vegas, Nevada, USA. The three-day expo gave the ICF the unique opportunity to expose human resource professionals to professional coaching. ICF staff members were joined by local ICF members from the Nevada Professional Coaches Association. Beyond learning how coaching can work in their individual companies, visitors were especially interested in learning more about ICF approved coach training programs
August The Assessor Training Taskforce met in Chicago, Illinois, USA, to develop definitive guidelines and materials for ICF Assessors to help address the issue of backlogged credential applications. This group of eight was joined by Janet M. Harvey, ICF President-elect and ICF staff. Modell visited with local members in Brazil. While there, he also spoke with attendees at CONARH, the largest Human Resources Conference held in Brazil.
Watch CONARH Video
26 ICF 2011 Annual Report
ICF Board member Kaj Hellbom, ACC, joined coaches for the 2nd ICF Africa Conference in Johannesburg, South Africa. Hellbom opened the conference, met with ICF Chapter leaders and South African coaches, and participated in a panel discussion with three business leaders around the use of coaching in organizations. More than 1,000 coaches from 39 countries gathered together in Las Vegas, Nevada, USA, for the ICF Annual International Conference.
October Coaches representing 18 ICF Chapters throughout Europe met in Prague, Czech Republic, with Harvey and ICF staff for their second face-to-face meeting of the year. Harvey and staff provided an update on various activities and discussed local challenges, opportunities, and successes with Chapter representatives. Modell made a presentation to the American Chamber of Commerce in Tokyo, Japan. His talk included information on the benefits of being an ICF member and how the ICF defined professional coaching. Attendees also enjoyed live coaching demonstrations. While in Tokyo, Modell also participated in a Global Coaching Forum hosted by the ICF Tokyo Chapter. The event was attended by 70 coaches and personnel from local coach training schools as well as human resource managers. The ICF Seoul Korea Chapter partnered with ICF Korea to host a one-day coaching conference. Over 100 coaches, coaching school representatives, human resource managers, and others were in attendance. Modell provided two coaching demonstrations and shared his life story about how he became a coach.
November D’Alessio and ICF Board member Dr. Damian Goldvarg, MCC, joined roughly 150 coaches from 15 countries in Santiago, Chile, for the ICF Ibero-American Coaching Conference. D’Alessio and Goldvarg facilitated a regional leaders meeting discussing challenges such as attracting new members, visibility for the ICF, and developing more synergy between local ICF Chapters. Before the conference D’Alessio and Goldvarg facilitated a session in Buenos Aires, Argentina, for the ICF Argentina Chapter for 70 participants. ICF CEO Magda Mook met with ICF Poland at a meeting open to people from other organizations. Representatives from EMCC Poland and the Polish Chamber of Coaching Organizations joined the group. Mook spoke about what was going on within the ICF, including strategic priorities. Harvey served as ICF ambassador, with ICF staff, at the UK Chapter Conference. While at the event, she gave a presentation to the sold-out crowd which included updates on credentialing efforts, plans for the London 2012 event, and much more.
Local Nevada coaches join staff at SHRM event.
Harvey served as ICF ambassador, with ICF staff, met in ICF France representatives in Paris to discuss the ICF Strategic Plan and where ICF is going, as well as the work the France Chapter has been doing around their new governance structure of seven regions. During the EMCC Conference in Paris, Harvey and ICF staff met with EMCC Executive Board members to discuss opportunities for collaboration between the two coaching groups. Modell met with the ICF Israel Chapter members to discuss opportunities for the Chapter and give an update on activities being driven by ICF Global. While in Israel, he also met with representatives of local ICF-accredited training programs to help groups start building a relationship with the local Chapter. Modell also served as the keynote speaker at a conference hosted by IKA Association, an Israel-based coaching company, and ICF Israel exhibited in a booth at the event attended by around 450 coaches.
December See Luan Foo, PCC, presented at a conference hosted by ICF Taiwan. The event was attended by 150 participants. While there Foo shared general information on the ICF, details on the 2012 ICF Global Coaching Study, and his take on Executive Coaching trends.
2011 ICF President Ed Modell, PCC, meets with coaches in Japan.
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Additional Milestones
work with their clients in the larger context of their world and world view. With this in mind, in 2011 ICF President Ed Modell, PCC, created an informal Diversity and Multicultural Awareness Group (DMAG) open to any ICF member for thoughtful discussion. These calls were held every other month at two different times to accommodate members around the world.
IMG Associations was acquired by Associations International
ICF Switzerland National Chapter members celebrate ICW 2011.
International Coaching Week Thousands of people from around the world experienced the proven power of professional coaching, many for the first time during International Coaching Week (ICW), February 4-10, 2011. Chapters and coaches everywhere celebrated professional coaching and what it offers by hosting various coaching events within their local communities. Events included pro bono coaching services, coaching sessions, educational lectures, and workshops for the general public. To see a roundup of 2011 ICW activities visit CoachingWeek.org. Also, ICF staff volunteered at the locally-based International Book Project (IBP). Since 1966, IBP has sent more than 5.8 million books abroad. IBP is an international nonprofit whose mission is to promote education and literacy.
Diversity and Multicultural Awareness Group (DMAG) It is becoming more important for coaches to develop a global mindset and cultural competence to be prepared to
28 ICF 2011 Annual Report
On March 1, IMG Associations was acquired by Associations International (AI), LLC, a newly formed association management company based in Lexington, Kentucky, USA. Following extensive and thorough due diligence conducted by the ICF Board of Directors, the Board voted to assign the existing association management contract to AI. AI is now responsible for the day to day management of the ICF including event planning, marketing, research, credentialing, membership development, finance, technology, and more. In addition to the ICF, AI now serves as the management company for the International Spa Association (ISPA), Quest International Users Group, Receptive Service Association of America (RSAA), and the American Volleyball Coaches Association (AVCA).
Board Approves Chapter Leader Ethical Guidelines The global ICF Board of Directors approved the Chapter Leader Ethical Guidelines developed in a collaborative effort by the ICF Membership & Community Committee and ICF Ethics and Standards Committee. These Guidelines give more clarity about the high standards of ethical and professional conduct that we expect of our Chapter leaders (presidents, board members, and committee members) and how Chapter members can hold their leaders to those standards without the need for micromanagement from the global organization. The Guidelines also recognize that resources are available from global, such as mediator assistance, when needed. For more information, visit Coachfederation.org/ chapterethics.
ICF Opens New Regional Service Centre in Latin America As the ICF is experiencing rapid growth in Latin America in terms of new members, new Chapters, and new ICF approved/accredited training programs, on April 1, a Regional Service Centre in Latin America was launched. The new Regional Service Centre is a symbol of ICF’s commitment to support members in Latin America during this exciting time of growth and development in the coaching profession. The Latin America office marks ICF’s third Regional Service Centre.
ICF/EMCC Joint Application to EU for Recognition of Self-Regulation of Coaching and Mentoring A Code of Conduct for Coaching and Mentoring jointly prepared and submitted by the ICF and European Mentoring and Coaching Council (EMCC), was published in the Self- and Co-regulation database maintained by the Single Market Observatory (SMO) of the European Economic and Social Committee (EESC) The Code established a set of guidelines as a benchmark for ethics and good practice in coaching and mentoring. It formed the basis for the development of self-regulation for the coaching and mentoring profession. It was drafted with regard to European law and is listed on the dedicated European Union Self- and Co-Regulation Database. (www.eesc.europa.eu/self-and-coregulation/full. asp?w=n&ID=142) The Code serves three primary goals: to guide the conduct of coaches and mentors; to inform clients; and to promote public confidence in coaching and mentoring as a process for professional and personal development.
Chapter Leader Ethical Guidelines The ICF and EMCC have worked together over the years on various projects – all in the spirit of encouraging and supporting the growth and integrity of professional coaching worldwide. Joint efforts and discussions continue to be centered on research, standards for coachspecific training programs, and individual credentials and regulatory items.
Website Enhancements In April, enhanced navigation debuted on Coachfederation.org, making it easier to navigate through the wealth of information available on ICF’s website. Member feedback was overwhelmingly positive to the changes. Other new features introduced on Coachfederation.org included improvements to the event calendar (search events using filters such as language, hosted by, and more), the introduction of a “primary language” setting in the member profile area (to allow members to record their primary language in order to asset staff in tracking translation needs), and the ability for coaches to use various currencies (AUD, CAD, EUR, GBP, and USD) for transactions conducted on ICF’s website. In hopes of introducing a robust user experience for all users of Coachfederation.org, a request for proposals for additional website enhancements was distributed in 2011. Member volunteers and staff sent time reviewing member input and discussing goal areas for the website prior to selecting a vendor to work with to introduce new site features in 2012. Online enhancements to the ICF Credentialing program are detailed on page 8.
Huge Growth in ICF’s Social Media Over the course of 2011, ICF continued to use a variety of channels to communicate, including a number of social media channels. A healthy amount of interaction and conversation helped to grow the size of these online communities. ICF’s Facebook page gained an additional 3,411 “likes.” On Twitter, 2,146 new “followers” started to take notice of ICF’s tweets, and 8,201 members joined ICF’s group on LinkedIn. ICF’s YouTube channel received over 12,000 views (up from just 5,770 views in 2010) – the most popular video topic was on overview on how to become a professional coach.
3,411 New Likes 12,000+ Views
2,146 New Followers 8,201 Group Members 29
Financial Overview Throughout 2011, much of the world continued to recover from the global financial crisis. There was not a profession untouched by these challenges, however, due to diligence and careful planning, the ICF was and remains financially healthy. In fiscal year 2011, the addition of 5,572 new members, a 76 percent retention rate, and a 16 percent increase in credentials granted helped to fund a number of initiatives and continue to build the organization’s six-month financial reserve.
2011 Revenue By Source 30% Conference 12% Programs 1% Ad Sales
61% Membership
2011 Member Dues Allocation
The following graphs demonstrate where the ICF earned revenue and the areas in which funding was spent.
20.42% Public Relations
8.65% Programs 5.32% Research/Dev. 4.5% RSCs
All figures are shown in USD and are unaudited. Financial audits are posted to Coachfederation.org annually when finalized.
3.9% Technology 14.13% Membership
2011 ICF Budget Review
11.08% Committees
11.53% Administration
20.47% Conference
2005-2011 Growth In Operating Reserve
$3,000,000 $2,500,000 $2,000,000 $1,500,000 $1,000,000 $500,000 $0 -$500,000 2005 30 ICF 2011 Annual Report
2006
2007
2008
2009
2010
2011
ICF Foundation
ICF Foundation Board of Trustees Karen Tweedie, PCC (Australia) Diane Brennan, MCC (USA) Sylviane Cannio, MCC (Belgium) Ruth Ann Harnisch (USA) Janet Harvey, MCC (USA) Silvia Tassarotti, MCC (Italy)
www.foundationoficf.org
Beverley Wright, PCC (USA) Sir John Whitmore (UK)
The ICF Foundation was established as a separate entity from the ICF in 2004. It exists exclusively to support education, research, and charitable purposes in professional coaching.
Paula Cushing (USA)
Karen Tweedie PCC (Australia) ICF Foundation President
Originally selected in 2010, grant funding concluded in 2011 for the six entities selected from a pool of thirty-two applicants to receive grants totaling more than $43,000 USD. These grants funded professional coaches working with nonprofit organizations and school associations. Their stories can be found on FoundationofICF.org. In an effort to support professional coaching on a greater scale, in 2011, the Foundation began creating a way for coaches who care to offer the gift of their coaching services to a world that desperately needs what coaches can do. Expected to launch in 2012, through an online portal, the Foundation hopes to connect coaches everywhere with not-for-profit organizations to offer pro bono coaching services. The portal will help us organize the service we’re already providing to so many, help us make the most of our volunteer coaching time, make it easy to find a place where your gift of coaching makes a difference to the causes you really care about. It will also tell the world about the tremendous gift of their time and skill that coaches are already giving.
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Conclusion
In service of humanity flourishing we choose to…lead global advancement of the coaching profession. In 2011, the voices and energy of members in over 100 countries enabled the ICF to work toward and make impressive gains in a number of strategic areas. The accomplishments of 2011 will fuel ICF’s victories in the areas of awareness, standards, member engagement, and more in 2012 and beyond. Collectively ICF members around the globe are increasingly speaking in one voice to educate, promote, and champion professional coaching and the International Coach Federation. This is working to strengthen the public’s recognition ICF’s brand and assist the effectiveness of various campaigns carried out by ICF Global. At the same time, work continues around raising standards and requirements for coaches who associate with the ICF – be it general members or ICF Credentialed coaches. Research and member input has identified this as a key opportunity for the association. As we work together to address these two areas simultaneously, we will be working to make coaching an integral part of society and ensure ICF members represent the highest quality in professional coaching.
32 ICF 2011 Annual Report
ICF Staff
In Memoriam Rose Milbeck, MBA, MCC Rose was the host of ICF’s Equine Experiential Coaching Special Interest Group.
Executive Management Magdalena Mook, Executive Director/CEO Todd Hamilton and George Rogers, Assistant Executive Directors Lori Mills, Administrative Assistant Credentialing & Programs ACC/PCC/MCC: icfcredentialing@coachfederation.org ACTP/ACSTH/CCE: icftraining@coachfederation.org Wesley Bullock, Programs Coordinator Kristy Coates, Credentialing/Programs Training Coordinator Angela Ferrell, Credentialing Coordinator Sherrie Harvey, Credentialing Coordinator Events icfconference@coachfederation.org
ICF Contact Information
Denise Stenzel, Director of Meetings & Events Jackie Burton, Event Coordinator Marketing & Public Relations Media/PR/Marketing/Coaching World: icfpr@coachfederation.org Sales/Advertising: jason.wallin@coachfederation.org Samuel Elliott, Communications Coordinator Ann Jarvis, Marketing Manager Kristin Kelly, Marketing Specialist Jason Wallin, Sales Executive Membership icfheadquarters@coachfederation.org Don Whittle, Director of Membership Regional Service Centres Fiona Toy, Asia-Pacific Regional Service Center Manager ICFRSCAsiaPacific@coachfederation.org Isabelle Maes, EMEA Regional Service Center Manager ICFRSCEurope@coachfederation.org Stephanie Norris, Latin America Regional Service Center Manager ICFRSCLatinAmerica@coachfederation.org Research icfresearch@coachfederation.org Mark Ruth, Director of Research & Education Sandy Stansfield, Research Manager Additional support in the areas of technology, finance, and membership services provided by Associations International, LLC shared service staff members.
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