2009 International Coach Federation Annual Report


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2009 International Coach Federation Annual Report

  1. 1. 2009 annual report www.coachfederation.org Message from the 2009 ICF President Dear ICF Members and Friends, ▼ ▼ ▼ ▼ ▼ Our online presence was expanded through social media outlets such as Facebook, Twitter, YouTube and LinkedIn, and the official ICF blog. The ICF Global Coaching Client Study was completed. A Marketing Companion Guide was created, available in English, French, German and Spanish, to assist ICF members in using data from the Client Study. The Chapter Leader Pilot Program, in which ICF Chapter Leaders were matched with an ICF leader coach for a coaching/mentoring relationship, was founded. The ICF Brand Development Taskforce was created through the guidance of William Arruda, ICF’s branding consultant. In January 2009, I came into the ICF presidency as the first ▼ Members of the global ICF Board of Directors attended non-North American to ever assume this leadership conferences and meetings hosted by ICF Chapters and position. What an honour! 2009 was a challenging and other coaching bodies around the world. exciting year, and in many ways ushered in a new era. ▼ The ICF Code of Ethics was updated and a frequently asked questions document was written to better Throughout the year, in many ways and in many places, understand and apply the Code to our individual I was pleased and amazed at the sincerity and dedication of coaching practices. those who are a part of our profession, especially ICF volun- ▼ Expanded Virtual Education (VE) sessions were offered in teers and leaders. 2009 gave me a front-row seat! I want to multiple languages and time zones to our growing global thank you all for ensuring the bright future of the membership. Thirty-one VE sessions were offered to International Coach Federation. members in 2009. ▼ The ICF exceeded 5,600 ICF Credential holders. Reading this Annual Report will allow you to ▼ More than 1,200 individuals attended the ICF Annual revisit the successes and accomplishments of International Conference in Orlando, Florida, USA. 2009. You will get a real taste of how our organi- ▼ Six ICF Chapters, representing Romania, Spain and the zation, in all its different manifestations, worked United States, were awarded ICF Chapter Awards in two as a unified body to advance the art, science categories. and practice of professional coaching all ▼ Two companies, representing the United Kingdom and the over the world. United States, were presented with an ICF International Prism Award. Though the global economic climate through- ▼ An average of 400 new members joined the ICF each monthKaren Tweedie, PCC out 2009 seriously affected organizations all of 2009. The retention rate in 2009 was 69.82 percent. around us, we have continued to stand ▼ Thirty-four new coaching programs were approved by the strong. Coaching continues to be a growing profession, as our ICF. membership and credential numbers will show. ▼ The ICF hosted more than 30 Chapter Leader Webinars in 2009, covering such pertinent topics as leadership, Some of the highlights from the 365 days of marketing, board management, fundraising for chapters, 2009 included: member engagement and strategic planning. An average ▼ The ICF’s first non-North American served as president. of 11 ICF Chapters attended each call. Another global milestone occurs in 2010 when Giovanna ▼ The ICF granted 1,415 credentials in 2009. D’Alessio, MCC, steps into the role as the first European ▼ The ICF conducted an unprecedented amount of chief elected officer. member research. ▼ The enhanced Coachfederation.org, the ICF’s online As president, it has been an honour working alongside each of you. presence, was launched. Thank you for making 2009 a year to remember! Here’s to the future ▼ A fourth language microsite in Portuguese was unveiled of our vibrant community, the International Coach Federation, and at Coachfederation.org. the profession of coaching. ▼ The ICF Career Centre at Coachfederation.org was opened. Kind regards, ▼ A Video and Photo Tour was introduced at Coachfederation.org to allow easy access of ICF– created videos and photos. Karen Tweedie, PCC 2009 ICF President 1
  2. 2. The ICF leadership is deeply committed toA Definitive Turning Point open and transparent communication with all stakeholder groups. All relationships will be maintained based on the four elements ofWhile the ICF continued to focus on its strategic imperatives in trust, specifically reliability, openness,2009, the year is best characterized as a true turning point in terms acceptance and congruence.of a number of unique and important alterations of overall organi-zational focus which will influence future development. To achieve its full potential, the ICF will need to demonstrate not only confidence and re-Rising member expectations are to be expected. New challenges solve, but most importantly, courage. Courageand opportunities continue to develop and demand has genius, power and even magic in it.immediate attention. Our destiny will be shaped by collectiveThe ICF has evolved into a microcosm of society, facing the thought and informed decisions. While weimpact of massive amounts of societal, technological and cannot alter the winds of change, the ICF as ademographic changes. community is able to adjust its sails in orderFlexibility will be essential in terms of sustaining a culture of to reach our intended destination.commitment and transcending the status quo through We have the innate ability to proactively in-extraordinary vision. fluence the future by constantly strengtheningThe fear of change can indeed be transformed into confidence in our existing sense of borderless connectionthe future. An effective and informed leadership communicates with to advance the art, science and practice ofvivid clarity in order to increase levels of confidence, security and professional coaching.loyalty. It is essential to fully engage and strengthen a global In these times of constant change, there is nocommunity such as ours. incentive so great or compelling as hope for aSuch priorities are of primary importance to the ICF as it moves into better tomorrow which is most certainly15 years of continuous operation and charts a definitive, inclusive within the reach of the ICF by remainingcourse for the years ahead. steadfast to our core values and the ultimate goal of making coaching an integral, valuedLast year’s efforts to further fortify a member-centric perspective part of society.resulted in actively soliciting an unprecedented amount of stake-holder input in terms of surveys, focus groups and open comment Gary E. Boylerperiods. This will continue in 2010 by seeking and benchmarking Cordially,satisfaction levels, expectations and awareness of products as wellas services. Gary E. BoylerIt is by no means confined to just our internal community but Executive Directorfurther augmented by conducting environmental scans, trendanalysis and scenario planning in order to appropriately addressevolving opportunities and issues.Communication vehicles were also expanded through the additionof a blog on our website and embracing new forms of social media.This remains an area of key importance in the year ahead as a Tech-nological Taskforce looks at increasing the navigational and accessi-bility aspects of the website along with identifying new features toaugment the overall value of this important means of interaction.There is also an ongoing commitment to expanding the globaldevelopment of the organization particularly in South America andthe Asia Pacific regions in addition to expanding our library oftranslated materials. 2
  3. 3. 2009 annual report www.coachfederation.org Global Representation for a The 2009 priorities were: ▼ ▼ Develop and implement strategy to support, enhance and grow chapters world-wide, including focus on leadership skills, member acquisition, retention and overall accountability. Acquire ISO compliance for credentialing-ISO17024:2003. The ICF would like to recognize three Board members whose terms expired at the close of 2009. These individuals have served the ICF in numerous capacities over the years. Diane Brennan MCC United States Global Organization ▼ Develop a strong brand strategy for the ICF. 2009 ICF Board of Directors Guided by a knowledge-based learning You can read more about the achievements approach, the global Board of Directors and levels of accomplishment for each of serves as ICF’s governing body. Represen- Daniele Darmouni these priorities on page 7. tative of a truly global organization, the MCC 2009 Board was comprised of 16 coaching The Board accomplished a great deal of France professionals representing 10 countries, work during its seven official Board meet- including Australia, Belgium, Canada, ings of 2009 (three in-person and four via France, Ireland, Italy, Norway, Switzerland, teleconference): the Board approved a the United Kingdom and the United States. Model Standards of Conduct; reviewed Each member brought an array of personal recommendations by the ICF Brand Devel- experiences, business situations and tools opment Taskforce; held discussions and Garry Schleifer to serve the ICF in 2009. open forums around enhancements to the PCC ICF Credentialing program; authorized ICF Canada These experiences and overall representa- staff to create a Coaching in Organizations tion gave the Board an unmatched global Taskforce; expanded non-membership dues perspective, assisting them in choosing revenue by approving a non-ICF member actions that were completely in line with fee policy for attendance of Virtual Educa- the ICF strategic plan. These actions were tion teleforums; created a Disaster Relief directed by three priorities, chosen in Taskforce; and approved a membership January 2009 from the strategic plan, for growth strategy. focus throughout the year. Having yearly strategic priorities in place allows the ICF In addition, 2009 was a groundbreaking to meet its core purpose to advance the year for the global Board. The first non- art, science and practice of professional North American president, Karen Tweedie, coaching. PCC (Australia), and Giovanna D’Alessio, MCC (Italy) served as the first European ICF President-elect. From left to right: D’Alessio, Tweedie and Brennan at the 2009 ICF Conference in Orlando, Florida.3
  4. 4. Karen Tweedie, PCC Lene Rønning-Arnesen, PCC2009 Global Board of Directors Australia, President Norway, Vice President Giovanna D’Alessio, MCC Garry Schleifer, PCC Italy, President-elect Canada, Vice President Diane Brennan, MCC Tom Hatton, MCC United States, Past President Ireland, Secretary/Treasurer Marilyn O’Hearne, MCC United States, Vice President John Annesley, PCC Janet Harvey, MCC Australia, Director United States, Director Philip Brew, MCC Krissy Jackson, ACC United Kingdom, Director Switzerland, Director Sylviane Cannio, MCC Ed Modell, PCC Belgium, Director United States, Director Daniele Darmouni, MCC Pat Obuchowski, PCC France, Director United States, Director Ira Dressner, PCC United States, Director 4
  5. 5. 2009 annual report www.coachfederation.org Celebrating our History Tweedie passes the ICF Past Presidents ceremonial globe to incoming ICF President D’Alessio. Bobette Reeder, MCC United States Former leaders, especially past presidents, Diane Brennan, MBA, MCC 2001-2002 are living reminders of the rich history and United States Darelyn “DJ” Mitsch, MCC the significant growth of our organization. 2008 United States Since our formation, 13 presidents have led Kay Cannon, MBA, MCC 2001 the ICF. The legacies these devoted individ- United States uals left behind are sure to continue long Dr. Marcia Reynolds, MCC 2007 into the future. Thank you for your United States ongoing support of the ICF and Pam Richarde, MCC 1999-2001 professional coaching throughout United States John Seiffer, MCC the world. 2006 United States Steve Mitten, MCC 1998 Canada Jeff Raim 2005 United States Barbara Walton, MCC 1997 United States Cheryl Richardson, MCC 2004 United States Judy Feld, MCC 1996 United States Sandy Vilas, MCC 2003 United States Jan. 1996–July 1996 ICF Past Presidents5
  6. 6. 2009 Global Committee2009 Global ICF Committees HighlightsParticipation in a global ICF Committee Ethics FAQ Document: To educateinvolves significant time and energy ICF members on ethics in coach-commitments by all involved. Committee ing, the Ethics and Standardsmembers participate in regularly scheduled Committee compiled a list of fre-meetings to work toward advancing the quently asked questions into anart, science and practice of professional extensive FAQ Document. It wascoaching through the ICF. published in a special edition of Coaching World in October. 2009 ICF Annual International Conference: The educational programs prepared by the Confer- ence Education Steering Commit- tee received a very positive rating by attendees—93 percent of conference attendees reported they were somewhat or extremely satisfied with their overall confer- ence experience in Orlando, Florida, United States. ICF Credentialing Policy Manual: Building on work completed by the 2008 ICF Credentialing & Program Accreditation Commit- tee, the 2009 Committee finalized a comprehensive guide to theIn 2009, more than 100 volunteers from 24 Marketing Committee credentialing process—enabling coaches applying for a credentialcountries made up the eight global ICF Chair—Michael Weitz, PCC, Israel to find the answers to theirCommittees. ICF Global would like to sin- Vice Chair—Tara Rodden Robinson, ACC, questions in one place.cerely thank all 2009 Committee members United States Social Media Introduced: Membersand leaders for a job extremely well done! of the Marketing Committee Membership & Community CommitteeConference Education Steering Chair—Jerry Wistrom, PCC, United States introduced multiple platforms of the ICF presence in socialCommittee Vice Chair—Colleen Bracken, PCC, media outlets to the greaterChair—Silvia Tassarotti, MCC, Italy United States ICF membership.Credentialing & Program Accreditation Regulatory Committee Membership Growth Strategy:Committee Chair—Peggy Chiu, MCC, Australia The Membership & CommunityChair—Pat Mathews, MCC, United States Committee’s comprehensive Research & Education Committee membership growth strategy,Vice Chair—Pat Marum, PCC, United States Chair—Sue Zablud, ACC, Australia focusing on chapter support andEthics & Standards Committee Vice Chair—Dave Wondra, PCC, increased outreach, was approvedChair—Jeanne Erikson, PCC, United States United States by the global ICF Board.Vice Chair—Sally Rhys, ACC, United StatesFinance CommitteeChair—Tom Hatton, MCC, Ireland 6
  7. 7. 2009 annual report www.coachfederation.org Strategic Overview of ICF As a part of the ICF… “...and as an active volunteer leader, I share my passion and expertise with a professional community of leaders who are collectively and individually contributing to a more peaceful The International Coach Federation (ICF) world.” is the largest worldwide resource for pro- Virginia Williams, Switzerland fessional coaches and the source for those seeking a coach. We are a nonprofit organ- ization formed by individual members— professionals from around the world who practice coaching; including Executive ▼ Respect: We are inclusive and Prioritized Strategies and Coaches, Leadership Coaches, Life Coaches value the diversity and richness Accomplishments of 2009: and many other niches. of our global stakeholders. We As a knowledge-based organization, the put people first, without compro- ICF operates according to a comprehensive ICF Core Purpose mising standards, policies strategic plan that was first developed in To advance the art, science and practice of and quality. late 2006. professional coaching. ICF Definition of Coaching Following an annual review of the strategic Big Audacious Goal ▼ The ICF defines coaching as plan, three prioritized strategies were Coaching is an integral part of society and partnering with clients in a selected for focus in 2009. These strategies ICF members represent the highest quality thought-provoking and creative were taken directly from the strategic plan in professional coaching. process that inspires them to and were selected by the 2009 global ICF maximize their personal and Board of Directors in January 2009. The ICF Core Values strategies were: professional potential. Preamble: We are committed to reliabil- ity, openness, acceptance and congru- ▼ Coaching is an ongoing partner- ▼ Develop and implement strategy ence, and consider all parts of the ICF ship which focuses on clients tak- to support, enhance and grow Community mutually accountable to ing action toward the realization chapters worldwide, including uphold the following values: of their visions, goals or desires. focus on leadership skills, mem- ber acquisition, retention and ▼ Integrity: We uphold the highest ▼ Coaching uses a process of overall accountability. standards both for the coaching inquiry and personal discovery profession and our organization. to build the client’s level of ▼ Acquire ISO compliance for awareness and responsibility credentialing-ISO17024:2003. ▼ Excellence: We set and demon- and provides the client with ▼ Develop a strong brand strategy strate standards of excellence for structure, support and feedback. for the ICF. professional coaching quality, qualification and competence ▼ The coaching process helps Develop and implement strategy clients both define and achieve to support, enhance and grow ▼ Collaboration: We value the major goal areas, both profes- chapters world-wide, including social connection and community sional and personal, faster and focus on leadership skills, mem- building that occurs through with more ease than would be ber acquisition, retention and collaborative partnership and possible otherwise. overall accountability. co-created achievement.7
  8. 8. ICF Chapters offer a vital local presence for a minimum of 20 ICF members to start a the member experience at the chapterthe ICF around the world. Time and time new ICF Chapter. The Committee proposed level. Responses were analyzed andagain chapter membership is rated as a this policy to create chapters that were communicated to local chapter leaders tocore benefit of ICF membership. Strength- more sustainable in the future and able to assist with their programming. Professionalening chapters helps to strengthen the ICF provide value for local members. Development Survey responses helped tooverall around the world. Over the course identify a list of prioritized topics for ICF Another new initiative launched in 2009of 2009, several initiatives were carried out leadership development and assisted with was the Chapter Leader Pilot Program. Thisto support this strategic priority. Chapter Leader Pilot Program focus group program matched current chapter leaders work. In 2010, the global ICF EducationChapter leader presentations continued in with past ICF leaders for the purpose of Committee will further review survey find-2009—32 calls were offered and each was coaching/mentoring partnerships. A total ings and make recommendations regardingrecorded for those who could not attend. of 15 partnerships were created with 29 ICF leadership development offerings.These regular informational calls brought participants. Participants of the programvarious chapter volunteer leaders together shared their experiences during the Global Acquire ISO compliance forto share best practices on a number of Leadership Forum in conjunction with the credentialing-ISO17024:2003.topics, including ethics, managing chapter ICF Annual International Conference in The credentialing program has seenfinances, credentialing, partnering with Orlando, Florida, USA. Chapter leaders tremendous growth over the last few years.local user groups and much more. also heard several presentations during the At the end of 2009, the number of ICF Cre- forum, including an update on ICF’s brand- dentialed coaches was approaching 6,000,Expanding on the sharing of best practices, ing work, best practices from the ICF Euro- and incoming credential applications hadchapter leadership articles covering a pean Leaders Network and a regulatory increased by 12 percent from 2007 to 2009.variety of topics and providing information update among other topics.on several different local community As the credentialing program was seen as aprojects were reported on in the Coaching ICF Headquarters conducted two important core ICF offering, the ICF Board of DirectorsWorld newsletter. membership surveys in 2009—the ICF had elected to enhance the current system Member Needs Assessment and the ICF in 2007, building on the strong foundationIntroduced in 2009, two “Chapter Care Kits” Professional Development Survey. The that was over a decade old, in order towere created and mailed to all current ICF Member Needs Assessment, which received make sure the program continues to beChapter Presidents. Chapter presidents nearly 3,000 responses, included several highly credible and respected as the globalregularly receive e-mail communication key questions that specifically focused on standard for professional coaching.from ICF Headquarters, but to place continued...emphasis on certain information ICF Head-quarters supplemented electronic com-munication with the mailing of ChapterCare Kits. The kits contained varioustools and information to assist inchapter and leadership develop-ment, including instructions onhow to access chapter reports,available marketing and publicrelations materials and more.ICF Headquarters has com-mitted to mailing at leastthree kits per year.Following a review of allICF Chapters, the globalMembership & CommunityCommittee made a recom-mendation to the globalICF Board of Directors toapprove a policy requiring Members of the 2009 Chapter Leader Pilot Program. 8
  9. 9. 2009 annual report www.coachfederation.org In 2009, the ICF Board of Directors presented to ICF members and credential holders, as well as other stakeholders, a proposed schema for the next stage of the ICF Credentialing program. This proposal was developed with the assistance of a committed group of ICF member volunteers, stakeholders, testing experts with nearly 50 years experience as providers of valid and legally defensible certification examinations and ICF staff members. Additionally, the well as ICF Board members, hosted a series of open teleforums and a special Lunch & Learn Forum was held during the December ICF Annual International Conference for the purpose of collecting comments from event attendees. Based on the input received, the ICF Board elected to suspend the schema as presented and continue with the current system—allowing for more research and discussion to be conducted in 2010 around responses of more than 2,000 coaches to a potential changes to the program. The ICF’s 2008 survey supported this work. three-tier credentialing system will remain Following the sharing of proposed program in place at least until January 2012. Look for changes, an extended open comment period more updates on Coachfederation.org as commenced during which time stakeholders work continues. were encouraged to share their feedback One major project that was completed in and ask questions about the proposal. In 2009 in support of the ICF Credentialing addition to special e-mail accounts created program was the completion of the current to collect input, ICF Credentialing & Pro- ICF Credentialing Policy Manual. Building gram Accreditation Committee members, as Conference attendees enjoy interacting at the Lunch & Learn ICF Credential Forum.9
  10. 10. on the efforts of the 2008 ICF Credentialing ICF members& Program Accreditation Committee, last and othersyear’s Committee completed a comprehen- played a role insive guide to the credentialing process—an this work byinvaluable tool for coaches applying for participating ina credential. several mem- bership surveysOther credentialing accomplishments in (the ICF Member2009 included a new model of training for Needs Assess-ICF Assessors by utilizing recordings from ment (2,966credential applicants, collating the results responses) andand conducting discussion to enable asses- the ICF Brandsors to hone their skills. The committee Developmentalso conducted research into coaches in ICF Brand Taskforce members met in Philadelphia Survey (1,495 responses). Focus groups andthe United Kingdom regarding supervision to discuss ICF’s brand platform. in-depth interviews were also used toto help determine the role ICF might take inform the work of the Brand Developmenton this topic. Following the Board’s approval of the Taskforce. A total of four focus groups (North America, Europe and Australia) were group’s proposal, additional focus groupsDevelop a strong brand conducted in addition to six in-depth inter- were held to finalize the brand platform.strategy for the ICF. views and one European focus group with During this second set of focus groups, andBranding involves creating a distinct Human Resource Department Managers in the review of member responses to lastposition in the marketplace and owning it. who are potential purchasers of coaching. year’s ICF Professional DevelopmentA strong brand platform is absolutely Survey (1,605 responses),necessary for establishing, maintaining our taskforce facilitator,and expanding global recognition and William Arruda,credibility. By developing a brand plat- recommended thatform and “living” it, the ICF will be able to the Board reviewoffer a guaranteed, consistent experience this new input priorof the association globally. to finalizing theAs our members, volunteer leaders and As a part of the ICF… brand proposal,ICF Chapters “live” the ICF brand, they “...I feel I belong to a holistic to make sure thewill help create an even stronger pres- coaching university because I platform isence for the ICF around the world. The can constantly learn, connect clear andgoal is to have coaches and other stake- and exchange professionally consistent.holders have the same unique experience with the global coaching com- munity and its credentialed The Board iswhen they touch the ICF, whether their leaders.” scheduled toinitial contact is through an ICF Chapter, discuss the ICF’sat a conference, via Coachfederation.org, Dr. Aury Beltrán, PCC Puerto Rico branding effortsor some other way. at their JanuaryAfter setting this strategic priority, the 2010 meeting andglobal ICF Board of Directors appointed a make necessary recommendations. Follow-taskforce of 12 ICF members, representing Through several teleconferences and one ing the finalization of the proposal, theEurope, Asia Pacific and North America, to face-to-face meeting, the ICF Brand Devel- development of a global implementationmake recommendations on the ICF brand opment Taskforce reviewed the findings of plan which involves a multiple-yearstrategy. ICF Past President Kay Cannon, some 2,000 pages of research, survey commitment to resources and focus willMBA, MCC, served as chair and the deliber- responses and comments from focus group be prepared. Look for more updates onations were facilitated by global branding work and in-depth interviews in order to Coachfederation.org as work continues.expert and 2009 ICF Annual International draft their recommendations for the ICFConference presenter William Arruda. brand platform. 10
  11. 11. 2009 annual report www.coachfederation.org Fortifying Our Global Presence The ICF continues to experience a tremen- dous amount of growth on a global scale. What began in the mid-1990s as a small organization, based primarily in North America, the ICF has grown into the world’s largest professional coaching association serving as a valuable resource for coaches, those who wish to enter the coaching profession and those who wish to work To support the ICF’s growing global mem- bership, seven new chapters and two new Special Interest Groups (SIGs) were created throughout 2009. New ICF Chapters: New Delhi Serbia Venezuela with a professional coach. Southwest Ontario Estonia Over the last decade, the ICF has generally Brasilia experienced a 20 percent increase in New Brunswick, membership each year. Despite the global Canada economic cli- mate which af- fected many businesses and As a part of the ICF… organizations in 2009, “...I feel that I am part of a ICF membership caring, educated, conscious community. Participating in numbers re- this community inspires me to mained venture out and lead others to relatively conscious, compassionate steady. leadership.” Caryn Corenblum, PCC New Members Per Year United States50004800 In fiscal year 2010 New ICF Special Interest Groups: (April 1, 2009–March I’m a Coach, Now What?4600 31, 2010), the ICF saw Coaching in China a record number of4400 4,919 new members recruited. An average4200 of 400 new members joined the ICF each4000 2006 2007 2008 2009 month of the fiscal year. The year’s retention rate stood at 69.82 percent. When 2009 began, ICF member- ship stood at 16,182 members in over 90 countries. By December 2009, ICF member- ship stood at 15,949 in over 95 countries. ICF members live in countries across the globe, from Argentina to Zimbabwe. In 2009, significant membership growth was found in Africa, Asia, the Middle East and South America.11
  12. 12. ICF Media Mentions in 2009ICF Champions CoachingAround the WorldArticles and blogs covering coach-ing continue to show up on a dailybasis in media outlets around theworld. In 2009, nearly 9,000coaching clips were capturedthrough our online media moni-toring service, Cision. These clipshad a combined potentialreach of more than one billionpeople!The ICF was mentioned in 1,424 esteem to ICF recommends coachingclips throughout the year; up 29 percent clients use written agreements. Infrom 2008 and 96 percent from 2007. The addition to press releases, the ICFcombined circulation of clips mentioning regularly reached out to members of thethe ICF surpassed 396 million. Of these, 726 media through personalized pitch letters.(51 percent) mentioned the ICF Credentialwith a potential reach of nearly 380 million As we are increasingly recognized as anreaders. More clips mentioned the ICF Cre- important source for coaching, the ICFdential in 2009 than in 2008 (up 21 percent) continues to have exposure in major ICF Credential Mentions in 2009or 2007 (up 136 percent). publications around the world:Of the ICF mentions in 2009: AOL Money News (United States); ▼ 213 clips (15 percent) mentioned Business Report (South Africa); the 2009 ICF Global Coaching Forbes.com (United States); Newsday (United States); Client Study. These clips had a New Straits Times (Malaysia); potential reach of just over 135 Sole 24 Ore (Italy); million readers. The Straits Times (Singapore); ▼ 167 clips (12 percent) mentioned Training Zone (United Kingdom); ICF Program Accreditation. These US News and World Report (United States); clips had a potential reach of just Wall Street Journal (United States); over 144 million readers. andIn 2009, the ICF received 84 media requests Yahoo! Canada (Canada).from around the world. Hot topics for re-porters included the global recession, theICF Global Coaching Client Study, thegrowth of the coaching profes- Breakdown of 2009sion and Career Coaching. ICF Media MentionsSeventeen press re-leases were sent fromICF Headquarters in2009. These releasescovered an array oftopics, from Coachingpositively impacts self- 12
  13. 13. 2009 annual report www.coachfederation.org The ICF advertised in a number of publications in 2009. Some of these European CEO reaches the desks of more than 50,000 CEOs and decision- making executives who serve on the boards of Europe’s leading companies. It reaches highly afflu- ent executives at their homes as well as their pri- mary businesses; the result is a targeted, topical coverage ad- EU Commerz focuses on strategic commercial manage- ment decisions and their impact on cor- porate bottom lines across EU member countries. Its reader- ship includes in ex- cess of 100,000 CFOs, CEOs and government decision makers across Europe; and publications included: dressing the corporate needs of SHRM’s HR Magazine has a circula- European business leaders; tion of more than The European Business Review is 250,000, thus having the leading business choice is a magazine about coaching the most reach and intelligence magazine, read by people who stands alone as the reaching over 64,000, use coaching in their most widely read and designed to ensure work and personal respected human re- that its readers make lives. choice has a sources publication in informed decisions, readership across 28 the world, offering and provides them countries with more perspective and in-depth infor- with indispensable in- than 3,600 copies mation to HR professionals. sight, current best practices and printed quarterly breakthrough ideas. Readers are (more than 2,500 sent to sub- men and women shaping the fu- scribers and the remainder going ture of business globally; to newsstands in the United States); The above information comes from each New European Economy provides corresponding publication’s website. in-depth coverage of ASAE Volunteer Leadership is the strategic commercial only publication that management deci- reaches over 37,000 sions and their impact volunteer leaders of on corporate bottom associations involved lines across Europe to in their association’s over 38,000 leaders. It major purchasing de- provides practical as- cisions; sistance to the CEOs and CFOs of mid-market and enterprise-sized companies involved in interna- Coaching Perspectives is a coaching tional trade and who are posi- publication distrib- tioned for high levels of growth. uted to over 1,000 Published quarterly, the publica- Coaching Alliance tion is distributed across 32 coun- members as well as tries throughout Europe; senior executives in 1,000 companies lo- cated throughout Ire- land;13
  14. 14. Enhancements Made to the ICFICF Credentialing Growth Credentialing Program in 2009:Since 1998, the ICF Credentialing system An updated version of the Credential-has been offering the world’s only globally ing Policy Manual was approvedrecognized independent credential to pro- by the Board.fessional coaches everywhere. The number ICF Credential applications areof ICF Credential holders surpassed 5,600 accepted exclusively online.in 2009 and by December 31, the totalnumber of ICF Credential holders was5,791, including: 2009 Credential Holders Credentialing Applications 3,426 ACCs (59 percent) 1,740 PCCs (30 percent) Received 625 MCCs (11 percent) 1636 625 MCCs 1500 1490In 2009, 1,647 applications (11%) 1420were processed, with 1,415(86 percent) granted a 1137credential and 87(5 percent) denied. By 3,426 ACCs 1000December 2009, there 1,740 PCCs (59%)were 161 assessors assisting (30%)credential applicants on aregular basis. The total 500number of applicationsreceived represents an 11percent increase over 2008 andan 18 percent increase over 2007. 0 2006 2007 2008 2009The ICF approved 34 new coachingprograms, bringing the total of ICF-approved coaching programs to 132(including both ACSTH and ACTP programs). Credential Growth 2009 Application Results 5% 86% 0 500 1000 1500 2000 1,647 applications processed 1,415 credentials granted 87 credentials denied 14
  15. 15. 2009 annual report www.coachfederation.org Work in Global Research In time for International Coaching Week 2009, data sheets were devel- oped for ICF members and Chapters to share find- ings from the As a part of the ICF… “...I am a proud member of a great learning family contributing to the wellness of the people of our beautiful planet called the Earth!” Tuncel Gulsoy, ACC One of the five goal areas of the ICF Strategic study. These Turkey Plan is research and body of knowledge. The data sheets ICF is committed to increasingly being consid- offered both ered as the most credible and trusted source global and of industry information for its membership, regional sta- the profession and the public-at-large. To tistics. Also made available, at no charge Findings from the study were achieve this goal, it is vitally important for the to ICF members, the 10-page Executive extremely impressive ICF to regularly conduct research to move the Summary offered an overview of key study Research and findings from the client profession forward. findings and initial conclusions of the study provided numerous insights into how data collected. the ICF could best promote the coaching ICF Global Coaching Client Study industry, coaches could attract the clients Serving as a companion study to the land- The Final Report of the client study was who will most benefit from a coaching mark 2007 ICF Global Coaching Study, the released in June 2009 for purchase at partnership and grow businesses around 2009 ICF Global Coaching Client Study was Coachfederation.org. The 85-page report the world. conducted in the final months of 2008. The (plus Executive Summary) contains all findings of this groundbreaking research conclusions drawn from the A few high points: provided the world with vital informa- study findings and was made ▼ The vast majority of respondents tion and research on the available in English, French, (82.7 percent) who have experi- ever-growing number German and Spanish. enced professional coaching are of individuals who have “very satisfied” with their coach- For the first time, a mar- experienced professional ing experience. keting supplement to an coaching. Before this ICF-branded study was ▼ An overwhelming number of study, little was known offered, at no charge, respondents (96.2 percent) about coaching clients. to ICF members. The report they would repeat their Research was completed by Client Study Mar- coaching experience, given the two global firms, Pricewater- keting Companion same circumstances. houseCooper’s International Guide was released Survey Unit (ISU) and the in 2009 to assist members in ▼ The median company return on Association Resource Centre, Inc. using findings from the client study in investment was 700 percent, personal marketing ventures. Content in- or seven times the initial A total of 2,165 clients from 64 countries investment. participated in the online survey which was cluded in this guide taught members who offered in English, French, German and their clients are, what they think about ▼ Respondents for whom ROI could Spanish for maximum global participation. coaching and what they want most from a be calculated (68 percent per- Initial findings of the study were released coaching partnership—the ingredients of a sonally funded and 86 percent at the 2008 ICF Annual International successful marketing plan. The Client company funded) reported their Conference in Montréal, Quebec, Canada. Study Marketing Companion Guide was individual return on investment also made available in English, French, was at least 100 percent of their German and Spanish. initial investment in coaching.15
  16. 16. The December 5 super session included the Several new features appearedInspiring Individuals, Building Annual Business Meeting during which at the 2009 international 2009 ICF President Karen Tweedie, PCC, conference:Communities, Impacting the presented a “Year in Review” presentation, ▼ The opening keynote sessionWorld at the 2009 ICF Annual outlining the organizational initiatives and priorities of the 2009 ICF Strategic Plan with Peter Block and Barbara McAfee called for communityInternational Conference (see page 7 of this report for details); ICF Branding Consultant William Arruda through an interactive session that created small groups, allow- walked through the ICF’s brand platform ing for more intimate dialogue.In early December, more than 1,200 coach- work; and recipients of the 2009 ICF Inter-ing professionals convened in Orlando, national Prism Award and ICF President’s ▼ The popular social networkingFlorida, USA for four days of learning and Award were officially recognized. site Twitter was used to capturenetworking through world-renowned real-time updates from atten- Also on December 5, conference attendees dees. The specially-createdspeakers and educational breakout and other coaches took part in the Lunch hashtag, #icf2009, was used insessions at the ICF Annual International and Learn Credentialing Forum. This unique hundreds of tweets that spannedConference. time of interaction and sharing was led the course of conference, withAttendees from 46 countries traveled from by Tweedie and 2009 President-elect Gio- tweets coming in during keynoteall corners of the globe for this interna- vanna D’Alessio, MCC, and was formed and breakout sessions, network-tional event. Held at the beautiful Rosen around the 2009 proposed enhancements ing events and more.Shingle Creek resort, the conference to the ICF Credentialing program. Partici-boasted 62 speakers, 69 volunteers, pants gathered over lunch to discuss and ▼ During the Networking54 breakout sessions, 47 exhibitors, four report on these enhancements. Reception & Author Booknetworking events and three keynote Signing Extravaganza, conference In addition, networking events infused with attendees were given the(super) sessions, all under a single roof. international flair are a staple to ICF Inter- chance to be photographedEspecially strong attendee feedback has national Conferences—2009 was no differ- for Coachfederation.org.been received as a result of this confer- ent. With four scheduled community-wideence. Initial attendee evaluation reports networking events, conference attendees Prior to the official start of conference,show that 86.8 percent of attendees rated had opportunities to join friends and new chapter leaders met on December 2 for thetheir overall conference experience a four acquaintances in dialogue at the Opening ICF Global Leadership Forum. Following theor five on a 5-point scale. Likewise, 91.4 Reception; connect with colleagues of forum, the ICF Global Leaders Recognitionpercent of attendees would be inclined similar interests at the Table Topic Lunch- and Appreciation Luncheon was held whereto attend a future ICF Annual International eon; peruse exhibitor booths and have recipients of 2009 ICF Chapter Awards wereConference. books signed at the Networking Reception presented. Also on December 2, ICF asses- & Author Book Signing Extravaganza; and sors met for the Assessor Team Meeting.The extensive conference education “Dance in the Moment” at a dancing andschedule was anchored daily with a dessert closing event.super session. These sessions were led byglobally recognized speakers, Peter Block(with Barbara McAfee), Getrude Matsheand Tal Ben-Shahar. 16
  17. 17. 2009 annual report www.coachfederation.org ICF International 2009 ICF Award Winners Prism Award Three types of awards are presented annu- Two organizations ally at the ICF Annual International Confer- received the Interna- ence: the ICF International Prism Award, tional Prism Award ICF President’s Award and the ICF Chapter during the Annual Awards. The following organizations, indi- Business Meeting. viduals and chapters were presented with a This award recognizes 2009 award in Orlando, Florida, USA. organizations that have experienced enhanced excellence and Solaglas Windowcare (United Kingdom), who has experienced business achievement through a commit- a 490 percent return on invest- ment to coaching as a leadership strategy. ment from their coaching Recipients of this award are selected by initiative! the International Prism Award Taskforce. Left: Tweedie congratulates ibm.com NA rep- 2009 recipients: resentatives Beverley Wright, PCC, and Sharon Coleman, ACC. Ibm.com (North America), who has experienced a 563 percent return Above: Solaglas Windowcare recipients Ian on investment from their coach- Davy and Stewart Twinn, PCC, accept award from Tweedie. ing initiative!17
  18. 18. ICF Chapter Awards programs covering personal Six chapters were presented with an ICF branding, values, the ICF Creden- Chapter Award at the Global Leadership tial, creating an online presence, as well as other coaching themes. Luncheon. The event hosted 40 participants. ICF Chapter Awards are offered in two categories: Local Spirit, Global Presence— (Medium Chapter) Profes- Community Activism Award and Finding sional Coaches Association of our Voice—Marketing/PR Award. The recip- Michigan, USA: Comprised of 149 members, PCAM was selected ients of these awards are selected by the for its Empower Michigan pro- ICF Membership and Community Commit- gram, created in response to the tee, chaired in 2009 by Jerry Wistrom, PCC, real-time economic challenge and Vice Chair Colleen Bracken, PCC. facing the state of Michigan, and its residents. In celebration of Each award category presents three awards, International Coaching Week based upon chapter size (small, medium and 2009, the first phase of theTweedie recognizes Josie McLean, PCC, with award. large). These awards recognize those chap- program began with 26 volunteer ters who have successfully implemented coaches donating pro bono marketing and community activism initia- coaching hours toICF President’s Award tives in their local communities: Michigan residents inOne individual is chosen annually by the transition. TheICF President to receive the President’s program thrivedAward. This individual is chosen based on and has contin-his/her exemplary work to promote ued in severalcoaching. In 2009, Josie McLean, PCC, capacities, in-of Australia, was selected. cluding a panel As a part of the ICF… appearance forConsidered one of the founders of the “...I can stand on a foundation of an online show,coaching industry in Australia, McLean has professional ethics and standards, other coachingserved the ICF in numerous capacities, while continuously growing my events andmost recently as Conference Chair for the thought leadership and coaching their annual2009 ICF Australasia Conference, themed skills to serve others.” conference.“A Sustaining Experience.” She is also Bob Thames (Large Chapter)Past President of ICF Australasia. United States Metro DCWith more than 25 years of business experi- Chapter, USA:ence, she is founder of The Partnership, a Comprised of 606leadership development group that offers a members, Metrorange of human development programs. DC was selected Local Spirit, Global Presence— for its two–pronged approach toMcLean’s areas of specialty are in coaching Community Activism Award community outreach: includingand facilitation. Her passion lies in leader- Recipients of this award have established a pro bono coaching opportunitiesship and she is committed to assisting to community–based nonprofit significant coaching presence in their localpeople in exercising their leadership for a organizations, such as the DC communities. 2009 recipients:more sustainable future. Strengthening Institute and A (Small Chapter) Romania Chap- Wider Circle, as well as the ter, Romania: Comprised of 24 creation of coaching awareness members, Romania was selected programs that show the return for its June 2009 chapter confer- on investment of professional ence, which featured how to coaching. These programs are market coaching in times of offered through ASAE. crisis. The conference included a coaching demonstration, 18
  19. 19. 2009 annual report www.coachfederation.org Finding our Voice—Marketing/ PR Award Recipients of this award have created successful marketing campaigns in their communities. 2009 recipients: (Small Chapter) First Coast Coaches Association of Jacksonville, Florida, USA: (Medium Chapter) ICF Spain, (Large Chapter) Puget Sound Comprised of 27 members, First Spain: Comprised of 193 mem- Coaches Association, USA: Coast was selected for its work bers, Spain was selected for the Comprised of 258 members, with the Project Management creation of its biyearly magazine, Puget Sound was selected for its Institute in offering both the PMI Cuadernos de Coaching (Coaching conference, Coaching: Creating and local communities a special Notes). Nearing its third issue, Conscious Choice and Change, event called Career Search Inspi- the publication is already becom- held in conjunction with Interna- ration. This event assisted pro- ing a leading coaching periodical tional Coaching Week 2009. The fessionals on a pro bono basis in in Spain. It is distributed as a conference included three preparing for career transitions complimentary addendum to keynote speakers, six education in the current market and eco- Capital Humano, the top human tracks and a total of 31.5 CCEUs nomical situation. resources publication in Spain available to ICF coaches. More that reaches over 10,000 person- than 260 coaches, business pro- nel managers, human resource fessionals, HR directors and edu- consultants and coaches. cators attended.19