2009 International Coach Federation Annual Report

2. 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 month
Karen 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

3. The ICF leadership is deeply committed to
A Definitive Turning Point open and transparent communication with all
stakeholder groups. All relationships will be
maintained based on the four elements of
While 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. Courage
and opportunities continue to develop and demand
has genius, power and even magic in it.
immediate attention.
Our destiny will be shaped by collective
The ICF has evolved into a microcosm of society, facing the
thought and informed decisions. While we
impact of massive amounts of societal, technological and
cannot alter the winds of change, the ICF as a
demographic changes.
community is able to adjust its sails in order
Flexibility 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 strengthening
The fear of change can indeed be transformed into confidence in our existing sense of borderless connection
the future. An effective and informed leadership communicates with to advance the art, science and practice of
vivid 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 no
community such as ours.
incentive so great or compelling as hope for a
Such priorities are of primary importance to the ICF as it moves into better tomorrow which is most certainly
15 years of continuous operation and charts a definitive, inclusive within the reach of the ICF by remaining
course for the years ahead. steadfast to our core values and the ultimate
goal of making coaching an integral, valued
Last 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. Boyler
periods. This will continue in 2010 by seeking and benchmarking Cordially,
satisfaction levels, expectations and awareness of products as well
as services.
Gary E. Boyler
It is by no means confined to just our internal community but
Executive Director
further augmented by conducting environmental scans, trend
analysis and scenario planning in order to appropriately address
evolving opportunities and issues.
Communication vehicles were also expanded through the addition
of 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 to
augment the overall value of this important means of interaction.
There is also an ongoing commitment to expanding the global
development of the organization particularly in South America and
the Asia Pacific regions in addition to expanding our library of
translated materials.
2

4. 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

5. Karen Tweedie, PCC Lene Rønning-Arnesen, PCC
2009 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

6. 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 Presidents
5

7. 2009 Global Committee
2009 Global ICF Committees Highlights
Participation in a global ICF Committee Ethics FAQ Document: To educate
involves significant time and energy ICF members on ethics in coach-
commitments by all involved. Committee ing, the Ethics and Standards
members participate in regularly scheduled Committee compiled a list of fre-
meetings to work toward advancing the quently asked questions into an
art, science and practice of professional extensive FAQ Document. It was
coaching 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 the
In 2009, more than 100 volunteers from 24 Marketing Committee credentialing process—enabling
coaches applying for a credential
countries made up the eight global ICF Chair—Michael Weitz, PCC, Israel
to find the answers to their
Committees. 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: Members
and leaders for a job extremely well done! of the Marketing Committee
Membership & Community Committee
Conference Education Steering Chair—Jerry Wistrom, PCC, United States introduced multiple platforms
of the ICF presence in social
Committee Vice Chair—Colleen Bracken, PCC,
media outlets to the greater
Chair—Silvia Tassarotti, MCC, Italy United States
ICF membership.
Credentialing & Program Accreditation Regulatory Committee Membership Growth Strategy:
Committee Chair—Peggy Chiu, MCC, Australia The Membership & Community
Chair—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 and
Ethics & Standards Committee Vice Chair—Dave Wondra, PCC, increased outreach, was approved
Chair—Jeanne Erikson, PCC, United States United States by the global ICF Board.
Vice Chair—Sally Rhys, ACC, United States
Finance Committee
Chair—Tom Hatton, MCC, Ireland
6

8. 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

9. ICF Chapters offer a vital local presence for a minimum of 20 ICF members to start a the member experience at the chapter
the ICF around the world. Time and time new ICF Chapter. The Committee proposed level. Responses were analyzed and
again chapter membership is rated as a this policy to create chapters that were communicated to local chapter leaders to
core benefit of ICF membership. Strength- more sustainable in the future and able to assist with their programming. Professional
ening chapters helps to strengthen the ICF provide value for local members. Development Survey responses helped to
overall around the world. Over the course identify a list of prioritized topics for ICF
Another new initiative launched in 2009
of 2009, several initiatives were carried out leadership development and assisted with
was the Chapter Leader Pilot Program. This
to support this strategic priority. Chapter Leader Pilot Program focus group
program matched current chapter leaders
work. In 2010, the global ICF Education
Chapter 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 regarding
recorded 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 program
various chapter volunteer leaders together shared their experiences during the Global Acquire ISO compliance for
to 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 seen
finances, 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 had
chapter 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 a
projects were reported on in the Coaching ICF Headquarters conducted two important core ICF offering, the ICF Board of Directors
World 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 foundation
Introduced in 2009, two “Chapter Care Kits”
Professional Development Survey. The that was over a decade old, in order to
were created and mailed to all current ICF
Member Needs Assessment, which received make sure the program continues to be
Chapter Presidents. Chapter presidents
nearly 3,000 responses, included several highly credible and respected as the global
regularly 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 Chapter
Care Kits. The kits contained various
tools and information to assist in
chapter and leadership develop-
ment, including instructions on
how to access chapter reports,
available marketing and public
relations materials and more.
ICF Headquarters has com-
mitted to mailing at least
three kits per year.
Following a review of all
ICF Chapters, the global
Membership & Community
Committee made a recom-
mendation to the global
ICF Board of Directors to
approve a policy requiring
Members of the 2009 Chapter Leader
Pilot Program.
8

10. 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

11. on the efforts of the 2008 ICF Credentialing ICF members
& Program Accreditation Committee, last and others
year’s Committee completed a comprehen- played a role in
sive guide to the credentialing process—an this work by
invaluable tool for coaches applying for participating in
a credential. several mem-
bership surveys
Other credentialing accomplishments in
(the ICF Member
2009 included a new model of training for
Needs Assess-
ICF Assessors by utilizing recordings from
ment (2,966
credential applicants, collating the results
responses) and
and conducting discussion to enable asses-
the ICF Brand
sors to hone their skills. The committee
Development
also conducted research into coaches in ICF Brand Taskforce members met in Philadelphia
Survey (1,495 responses). Focus groups and
the United Kingdom regarding supervision to discuss ICF’s brand platform.
in-depth interviews were also used to
to help determine the role ICF might take
inform the work of the Brand Development
on 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 groups
Develop 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, and
Branding involves creating a distinct
Human Resource Department Managers in the review of member responses to last
position in the marketplace and owning it.
who are potential purchasers of coaching. year’s ICF Professional Development
A 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 that
form and “living” it, the ICF will be able to
the Board review
offer a guaranteed, consistent experience
this new input prior
of the association globally.
to finalizing the
As 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 the
will help create an even stronger pres- coaching university because I platform is
ence for the ICF around the world. The can constantly learn, connect clear and
goal 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 is
when they touch the ICF, whether their
leaders.” scheduled to
initial contact is through an ICF Chapter,
discuss the ICF’s
at a conference, via Coachfederation.org, Dr. Aury Beltrán, PCC
Puerto Rico branding efforts
or some other way.
at their January
After setting this strategic priority, the 2010 meeting and
global 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, the
Europe, Asia Pacific and North America, to face-to-face meeting, the ICF Brand Devel- development of a global implementation
make recommendations on the ICF brand opment Taskforce reviewed the findings of plan which involves a multiple-year
strategy. ICF Past President Kay Cannon, some 2,000 pages of research, survey commitment to resources and focus will
MBA, MCC, served as chair and the deliber- responses and comments from focus group be prepared. Look for more updates on
ations 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 ICF
Conference presenter William Arruda. brand platform.
10

12. 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 States
5000
4800 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 of
4400 4,919 new members
recruited. An average
4200
of 400 new members
joined the ICF each
4000
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

13. ICF Media Mentions in 2009
ICF Champions Coaching
Around the World
Articles and blogs covering coach-
ing continue to show up on a daily
basis in media outlets around the
world. In 2009, nearly 9,000
coaching clips were captured
through our online media moni-
toring service, Cision. These clips
had a combined potential
reach of more than one billion
people!
The ICF was mentioned in 1,424
esteem to ICF recommends coaching
clips throughout the year; up 29 percent
clients use written agreements. In
from 2008 and 96 percent from 2007. The
addition to press releases, the ICF
combined circulation of clips mentioning
regularly reached out to members of the
the ICF surpassed 396 million. Of these, 726
media through personalized pitch letters.
(51 percent) mentioned the ICF Credential
with a potential reach of nearly 380 million As we are increasingly recognized as an
readers. More clips mentioned the ICF Cre- important source for coaching, the ICF
dential in 2009 than in 2008 (up 21 percent) continues to have exposure in major ICF Credential Mentions in 2009
or 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.
and
In 2009, the ICF received 84 media requests Yahoo! Canada (Canada).
from around the world. Hot topics for re-
porters included the global recession, the
ICF Global Coaching Client Study, the
growth of the coaching profes- Breakdown of 2009
sion and Career Coaching. ICF Media Mentions
Seventeen press re-
leases were sent from
ICF Headquarters in
2009. These releases
covered an array of
topics, from Coaching
positively impacts self-
12

14. 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

15. Enhancements Made to the ICF
ICF 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 approved
recognized independent credential to pro- by the Board.
fessional coaches everywhere. The number ICF Credential applications are
of ICF Credential holders surpassed 5,600 accepted exclusively online.
in 2009 and by December 31, the total
number of ICF Credential holders was
5,791, 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 1490
In 2009, 1,647 applications (11%) 1420
were processed, with 1,415
(86 percent) granted a 1137
credential and 87
(5 percent) denied. By 3,426 ACCs 1000
December 2009, there 1,740 PCCs (59%)
were 161 assessors assisting (30%)
credential applicants on a
regular basis. The total 500
number of applications
received represents an 11
percent increase over 2008 and
an 18 percent increase over 2007. 0
2006 2007 2008 2009
The ICF approved 34 new coaching
programs, 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

16. 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

17. The December 5 super session included the Several new features appeared
Inspiring 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 session
World 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 community
International 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 networking
Florida, USA for four days of learning and Award were officially recognized. site Twitter was used to capture
networking through world-renowned real-time updates from atten-
Also on December 5, conference attendees dees. The specially-created
speakers and educational breakout
and other coaches took part in the Lunch hashtag, #icf2009, was used in
sessions at the ICF Annual International
and Learn Credentialing Forum. This unique hundreds of tweets that spanned
Conference.
time of interaction and sharing was led the course of conference, with
Attendees from 46 countries traveled from by Tweedie and 2009 President-elect Gio- tweets coming in during keynote
all 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 Networking
54 breakout sessions, 47 exhibitors, four report on these enhancements. Reception & Author Book
networking 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 photographed
Especially 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-wide
ence. 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 the
their overall conference experience a four acquaintances in dialogue at the Opening ICF Global Leadership Forum. Following the
or five on a 5-point scale. Likewise, 91.4 Reception; connect with colleagues of forum, the ICF Global Leaders Recognition
percent of attendees would be inclined similar interests at the Table Topic Lunch- and Appreciation Luncheon was held where
to attend a future ICF Annual International eon; peruse exhibitor booths and have recipients of 2009 ICF Chapter Awards were
Conference. 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 and
schedule was anchored daily with a
dessert closing event.
super session. These sessions were led by
globally recognized speakers, Peter Block
(with Barbara McAfee), Getrude Matshe
and Tal Ben-Shahar.
16

18. 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

19. 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 the
Tweedie 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 to
ICF President’s Award tives in their local communities: Michigan residents in
One individual is chosen annually by the transition. The
ICF President to receive the President’s program thrived
Award. This individual is chosen based on and has contin-
his/her exemplary work to promote ued in several
coaching. In 2009, Josie McLean, PCC, capacities, in-
of Australia, was selected. cluding a panel
As a part of the ICF… appearance for
Considered 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 coaching
served the ICF in numerous capacities, while continuously growing my events and
most recently as Conference Chair for the thought leadership and coaching their annual
2009 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 DC
With more than 25 years of business experi- Chapter, USA:
ence, she is founder of The Partnership, a Comprised of 606
leadership development group that offers a members, Metro
range of human development programs. DC was selected
Local Spirit, Global Presence— for its two–pronged approach to
McLean’s areas of specialty are in coaching
Community Activism Award community outreach: including
and facilitation. Her passion lies in leader-
Recipients of this award have established a pro bono coaching opportunities
ship and she is committed to assisting to community–based nonprofit
significant coaching presence in their local
people 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

20. 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