ASCPA Membership Survey
Once again, ASCPA members continued to give the Arizona Society of CPAs favorable ratings in the activities and services provided by the Society. In December, the ASCPA sent out the Membership Survey via email to more than 4,400 members with 641 members completing the survey. When asked to rate the overall performance of the ASCPA, 73 percent of our members rated the Society excellent to very good, 21 percent rated the Society good and only two percent rated the Society fair and three percent rated the Society poor.
Members responded that they continue to value the activities provided by the Society, particularly in the areas of CPE, Providing Information to Members, Image Enhancement, and Advocacy. These four categories once again ranked the highest, confirming that our mission statement is still valid and in line with what our members view as important.
Areas which changed slightly when compared with responses from the last survey include a slight change in a lower ranking of importance in Image Enhancement and Advocacy. This may be due to the fact that the previous survey was taken during heightened media coverage of Enron.
Web Site – The Web site maintained a favorable response. Most members responding (57 percent) said that they occasionally go to the Web site, with 29 percent visiting monthly and eight percent weekly.
CPE – CPE continued to be rated as the most valuable service provided by the Society with 82 percent of members rating it as essential to very valuable . Members rated the quality of CPE programs high, with 27 percent rating them excellent (a very slight decrease from 32 percent in the previous survey) , 48 percent rating them very good and 20 percent rating them good . Only five percent rated them fair (3%) to poor (2%). When asked what ASCPA does really well, more than 110 responses listed CPE. CPE received the most suggestions (30) on the question of how we could make ASCPA more valuable to our members. There were several comments about the fact that most of our seminars are based in the downtown Phoenix area and some members would like more site variety.
AZ CPA Magazine – Again, members gave the AZ CPA a high rating with 58 percent rating it excellent to very good (which was identical to the last survey). It still rated high in that 48 percent read all or most of it , 49 percent at least thumb through it and only two percent don't read it . Suggestions included adding a varied range of stories– including more tax information, legislative summaries and industry related story suggestions.
Enews – The importance of the Enews continues to be high with 52 percent of members rating it as essential to very valuable , and 42 percent of members finding in somewhat valuable. Most of the members read or at least scan through it (92 percent, which is an increase of five points over the last survey), only three percent said they don't read it. Comments suggested that most are fine with the way it is, but have trouble reading all their emails.
Future Board Issues – Responses were varied on the question: What current/future issues should have the attention of the Board? – Sarbanes-Oxley issues, as well as the 150-hour Rule Requirement were repeated several times, as were upholding the professionalism of CPAs and promotion of the image of CPAs.
What We Do Well – When asked what the ASCPA does well, we received 190 responses. More than 110 responses included CPE, more than 40 responses included communicating to our members and providing useful information, other repeated responses include AZ CPA, Web site, Enews, Advocacy and Networking.
How Can We Improve? – When asked, How can we make ASCPA more valuable to you?, 30 members gave us CPE suggestions (most recommended lowering cost of CPE, reducing CPE requirements or using other locations), other comments were varied, but included providing more networking opportunities, and focusing more on industry, government or public accounting.
Most Memorable Experience – We received 130 responses to the question, What was your most memorable experience with the ASCPA? The comments were varied and a sample includes:
“Whenever I talk to your staff they make me feel like family.”
“The polite service I receive whenever I had to call for information.”
“I have met really nice, education professionals. (good networking)”
“Far too many to recount.”
“Too many to count. It would take more than 10 minutes just to answer that.”
“Don Farmer, I have attended every year since 1986.”
“Serving as Chair.”
“All of my experiences have been memorable.”
“Joining the list serves – they have been very valuable.”
“Talking one on one with Cindie Hubiak at a CPE seminar I attended.”
More than 400 people put their names in the drawing for the Mini iPod and member David Richardson was the happy winner.
The survey shows that we are consistent with program offerings, communication needs and efforts in the areas of advocacy and image. The survey will be used by ASCPA board and staff to help improve the Society and be responsive to the needs of our members. — Patty Gannon
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