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What sort of organisation should Australia CPA be?

Posted: Tue Jun 27, 2017 12:32 pm
by perthcpa
It seems to me that ‘success’ at CPA Australia is increasingly defined about how much market penetration it has and how visible it is. It is as if ‘CPA’ is a brand of Coca Cola.

To me Australia CPA’s core business should be one best practice and the intellectual pursuit of the profession of accountancy. Being a public practitioner that means solutions to public practice problems, templates ideas and guides on practical tax issues, a targeted membership magazine that focuses on tax and public practice issues, lobbying of relevant authorities on tax and related issues, support for tax simplification – particularly where reducing red tape benefits small firms. I am sure there is lots more. Other CPA’s, working in different areas of the accounting profession, will no doubt will have their own needs and requirements.

Small tax practitioners, for example are often time poor and struggling with the sheer complexity of tax rules etc - trust distributions are a good example. Won’t go into the detail but every practitioner knows that the law surrounding trust distributions are complex. What practitioners needed was simple constructive measures to try and manage it. Instead Australia CPA put this out – try reading it!

https://www.cpaaustralia.com.au/~/media ... -sheet.pdf

There are ‘simpler’ ways of dealing with it than the above. No point going into it here but often the intellectual approach is keeping it simple and practical. If you are a sole practitioner running a small firm that matters and it matters a lot. Australia CPA needs to help with that – it does little to nothing most of the time.

Re: What sort of organisation should Australia CPA be?

Posted: Tue Jun 27, 2017 5:23 pm
by nakedadmin
I think that a lot of CPAs in practice are also a member of some other association that they get more value out of. Some have things like tax help lines. Ask a CPA for a template trust distribution and you'll get one produced by a some other association.

The majority of CPAs are not in practice but this is a very important part and a lot of credibility is drawn from these public practices. Every public practice is worth more to CPA Australia than about 100 billboards that's for sure.

Re: What sort of organisation should Australia CPA be?

Posted: Tue Jun 27, 2017 5:48 pm
by perthcpa
Point taken re most CPA's are not in public practice. I guess my thinking is that Australia CPA is by far big enough and should be proactive enough to do a much better job of looking after its public practice members. It can do that an be the professional association of choice for its commercial, academic and other member classifications as well. And yes I agree, public practice members have a habit of plastering the word 'CPA' all over their letterheads, paper advertisements, office signs and the like. Once again proving just how out of touch and short sighted Australia CPA can be.

Re: What sort of organisation should Australia CPA be?

Posted: Tue Jun 27, 2017 8:07 pm
by Heisenberg
nakedadmin wrote:
Tue Jun 27, 2017 5:23 pm
I think that a lot of CPAs in practice are also a member of some other association that they get more value out of. Some have things like tax help lines. Ask a CPA for a template trust distribution and you'll get one produced by a some other association.

The majority of CPAs are not in practice but this is a very important part and a lot of credibility is drawn from these public practices. Every public practice is worth more to CPA Australia than about 100 billboards that's for sure.
The NTAA is great for those in public practice.

Re: What sort of organisation should Australia CPA be?

Posted: Wed Jun 28, 2017 8:15 am
by JWheldon
I would also like to remind, the public practitioners, that YES they do the front of the shop marketing of CPA brand, but lets not forget the other members in the other industries, who also do great things. This is what the marketing forgets, there are lot of accountants that work in areas that don't get front page advertising, but do great work.

Yes the NTAA. An organisation that increased from its small beginning, because CPA and the Institute of Chartered Accountants took for granted those members in public practice. Even the CPA Discussion groups were let down, after many many many years of effort by those dedicated individuals that have put in, at their own expense and with their own time to help train both the new members, the experienced members and not so experienced members.

Those members in public practice wanted additional training and wanted resources, but it took years before both CPA Australia and ICAA took notice and in some cases their courses were expensive and not up to standard.

CPA Australia strategy was to chase the almighty dollar and thus damage the brand built up by officials and past members since the 80s.

I encourage all young members to join CPAMembers.org because now they have a voice and can get real feed back. Not hot air advise from a so-called CEO.

Re: What sort of organisation should Australia CPA be?

Posted: Wed Jun 28, 2017 9:11 am
by brooding
I am a member of the English CA (ICAEW) as well as a CPA, I feel that other member organisations empower their local committees more than the CPA.
One thing that the ICAEW does well that the CPA does not, is that they provide a proportion of their member fees to the local committee (e.g. Sydney City ICAEW group) to run events for members. These are monthly free CPD and networking activities with drinks and nibbles, and the member engagement with the local committee members is very active.

So going forward, I'd like a proportion of our annual fee to be set aside for local groups (location based or topic based) to run activities of interest such as free CPD, etc.

Re: What sort of organisation should Australia CPA be?

Posted: Wed Jun 28, 2017 11:02 am
by chuck_meister
brooding wrote:
Wed Jun 28, 2017 9:11 am
I am a member of the English CA (ICAEW) as well as a CPA, I feel that other member organisations empower their local committees more than the CPA.
One thing that the ICAEW does well that the CPA does not, is that they provide a proportion of their member fees to the local committee (e.g. Sydney City ICAEW group) to run events for members. These are monthly free CPD and networking activities with drinks and nibbles, and the member engagement with the local committee members is very active.

So going forward, I'd like a proportion of our annual fee to be set aside for local groups (location based or topic based) to run activities of interest such as free CPD, etc.
That definitely is worthwhile and doable. To make this more successful, we need to encourage more grass roots participation. Ideally the membership to should be engaged by appointing asking for volunteers to act as a liason for each workplace in a geographical location. The main committee can handle the logistics and the local business representative can issue the invite. So much more personal and you will get a far higher participation rate!

Re: What sort of organisation should Australia CPA be?

Posted: Thu Jun 29, 2017 11:46 am
by The Nude CPA
brooding wrote:
Wed Jun 28, 2017 9:11 am
One thing that the ICAEW does well that the CPA does not, is that they provide a proportion of their member fees to the local committee (e.g. Sydney City ICAEW group) to run events for members. These are monthly free CPD and networking activities with drinks and nibbles, and the member engagement with the local committee members is very active.
This would be a big step in the right direction.

Currently, CPAA takes our membership fee and then constantly sticks its hand out for more money on all and sundry.

Jeez, they won't even provide access to (prerecorded) webinars without expecting payment.

Re: What sort of organisation should Australia CPA be?

Posted: Wed Jul 05, 2017 6:37 pm
by aceone
And yes I agree, public practice members have a habit of plastering the word 'CPA' all over their letterheads, paper advertisements, office signs and the like.
Please be a little understanding of public practice members - the CPA style guide tells us all to "plaster" CPA and logo "over their letterheads, paper advertisements, office signs and the like". These are items scrutinized during Public Practice Reviews (ie Quality Assurance audits).

All the same, the public face of CPA Australia is your local friendly public practitioner....and, we're a good bunch ;)

Re: What sort of organisation should Australia CPA be?

Posted: Wed Jul 05, 2017 7:38 pm
by theallseeingeye
aceone wrote:
Wed Jul 05, 2017 6:37 pm
Please be a little understanding of public practice members - the CPA style guide tells us all to "plaster" CPA and logo "over their letterheads, paper advertisements, office signs and the like". These are items scrutinized during Public Practice Reviews (ie Quality Assurance audits).
Yet quite the opposite in terms of CPA branding on Naked CEO book, advertising billboards, In Conversation etc....how ironic.

Re: What sort of organisation should Australia CPA be?

Posted: Wed Jul 05, 2017 8:03 pm
by The Nude CPA
theallseeingeye wrote:
Wed Jul 05, 2017 7:38 pm
aceone wrote:
Wed Jul 05, 2017 6:37 pm
Please be a little understanding of public practice members - the CPA style guide tells us all to "plaster" CPA and logo "over their letterheads, paper advertisements, office signs and the like". These are items scrutinized during Public Practice Reviews (ie Quality Assurance audits).
Yet quite the opposite in terms of CPA branding on Naked CEO book, advertising billboards, In Conversation etc....how ironic.
"Do as we say, not as we do" should be CPAA's new motto.