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New Student Recruitment Effort Enthusiastically Supported by Council.

Council Overwhelmingly Defeats Resolution to Kill XYZ, Votes to Intensify Education and Response Campaign

With much enthusiasm and excitement, members of Council at their spring meeting last month showed resounding support for a new five-year, $25 million recruitment initiative to help reverse the trend of students moving away from the CPA profession. A direct marketing program (as opposed to a national advertising campaign) in which state CPA societies will participate, this effort will concentrate on starting and continuing an interactive dialogue with "Generation Y" (ages 16-22, population: 60 million). It also will make extensive use of existing and new data that will allow tracking of the effectiveness of the campaign on a regular basis. (See article "Unique Direct Marketing Campaign Will Launch Later This Year to Boost Recruitment of New CPAs".)

On another major agenda item, spirited discussion, a thoughtful pro-con debate and presentation of resolutions by state CPA societies provided the backdrop for Council's discussions on whether to continue pursuing the proposed global credential ("XYZ"). These elements of the meeting were specifically designed to give members of Council and several states a forum to thoroughly present reasons for opposing XYZ as well as to provide adequate time for proponents to state their case.

A resolution offered by the New York State Society of CPAs that would have killed the XYZ initiative was voted down by a margin of almost 4 to 1 (41 for the resolution, 152 against). Instead, by an even larger margin, Council approved a resolution presented jointly by the California and Texas societies. Among other things, that resolution authorized continued development of the XYZ concept, approved mailing to members for their approval a bylaw amendment that would permit the AICPA to offer the XYZ credential in a separate entity it will form, and instructed AICPA management to send out the ballots after Council's Oct. meeting. Furthermore, the resolution requires the Institute working with state societies to conduct member information programs to obtain member comment on the proposal and to create a consistently informed constituency, to conduct a survey of members to ascertain their attitudes on the issue of non-CPAs being eligible to obtain the credential, and to allow Council an opportunity at its Oct. meeting to discuss member reaction, and, if necessary, reconsider the matter. Look to future issues of The CPA Letter for much more on the global credential and the vote by the general membership later this fall.

In other actions at the Apr. 29-May 2 meeting, Council:

* Approved continuation of the national image enhancement campaign and its cooperative advertising arrangement with the state CPA societies. Through the cooperative advertising program, participating state societies will be able to increase CPAs' exposure at the local level by tapping into funds set aside by the AICPA for this purpose, nearly $1 million. Fully 36 states took part in the cooperative program this past year.

* Received updates on the profession's portal (CPA2Biz), various tax issues and assurance services.

* Was given an in-depth presentation on computerization of the Uniform CPA Examination, which is still on target for implementation in Nov. 2003. The Institute is working closely with the National Association of State Boards of Accountancy and the state boards of accountancy to ensure their input is considered.

* Presented the AICPA Distinguished Achievement in Accounting Education Award to W. Steve Albrecht, Associate Dean of the Marriott School of Management at Brigham Young University. Previously, Albrecht served for eight years as the Director of the School of Accountancy and Information Systems at BYU. During that time, BYU's undergraduate and graduate programs were ranked second and third in the United States.

* Presented the AICPA Public Service Award to Tommie Vassel, operator of the Vassel Group in New Orleans. Serving his community for more than 20 years as mentor, tutor, counselor and role model for inner-city youth, Vassel's efforts include the founding of 100 Black Men of Metro New Orleans and participation in Tulane University's For the Children Reading Program, Junior Achievement of Greater New Orleans, United Way of Greater New Orleans, and Louisiana Economic Development Corporation (for which he currently is chairman of the board).

* Approved the Institute's budget for fiscal year 2001-2002.

Global Credential Member Information Center

The Global Credential Information Center's frequently updated Web site provides access to the business plan and competency framework document, summarizes research results, offers frequently asked questions, and features a feedback section. On any matters other than the global credential initiative, members should continue to contact the AICPA's Member Satisfaction Center.

www.globalcredential.aicpa.org

202/434-9263

202/737-7410

globalcredential@aicpa.org
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Publication:CPA Letter
Article Type:Brief Article
Geographic Code:1USA
Date:Jun 1, 2001
Words:758
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