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We aspire for our member interactions and services to exceed expectations, be relevant and provide valuable engagement and connection. Critical to our strategy is gaining a full understanding of our members’ needs and central to achieving that is the integration and analysis of member data. The result will be flexible, affordable and future-focused learning, support and engagement, and relevant and personalised communication. 

Supporting our members’ needs 

Understanding the needs of our diverse member base is critical to enable us to deliver personalised engagement and delivery. 

Our strategic initiative focusing on member insights seeks to use data to better understand our members’ needs by creating rich profiles, segmentation and understandings. 

“Central to our strategy is data. This will help us build member segmentation, develop key member personas and map our members’ career journeys.” 
– Ainslie van Onselen, Chief Executive Officer 

In the reporting year and the year ahead, we are focusing on creating the building blocks towards our goal of richer member experiences. 

Relevant learning and support 

“A great piece of advice I received from one partner was as an accountant, your knowledge is your greatest asset. If you don’t keep up to date with trends in the industry, then you’re going to fall behind.” 
– Ellen Millington CA

This reporting year has seen the launch of the CA Capability+ tool, refreshed CPD requirements, and an expanded CA Catalyst program. 

CA Capability+, our exclusive professional development tool, is designed to help members identify and build the capabilities they need to stay relevant, succeed and prosper in the accounting profession. It puts members in control of their professional development, illustrating our commitment to providing tailored, responsive and effective learning platforms. 

Registrations for the launch were, at the time, the largest online enrolement for a Chartered Accountants ANZ webinar, highlighting the tool’s relevance and timeliness.

^ These are the six non-technical capabilities considered essential for future employability of a professional accountant irrespective of their level of work, career stage, location or job role. The other non-technical capabilities while critical, will vary in importance according to the job role.

CA Capability+ is an integrated online diagnostic tool for assessing technical, business, leadership and personal skills. Members assess their strengths and weaknesses against their current or future role and the tool provides them with a personalised professional development plan.

Across the over 4,000 completed assessments to the end of June 2021, ethics and integrity is the highest rated capability overall (based on the average self-rated score for the capability overall, across all assessments completed) while at intermediate level, data analysis was the capability most in demand for development.

CA Capability+, along with the CA Program, CPD and university accreditation guidelines, are all underpinned by the CA Capability Model (Capability Model) which provides a critical framework to guide our work to future proof member success.

The model followed extensive research and broad consultation and is a critical part of our response to technological and business process changes faced by the profession.

The Capability Model is structured around four domains: business (business context), leadership (people and future), personal (mindset and intellect) and technical (professional expertise). These are applied to the early-career, leader and executive stages of a CA’s career.

Changes to CPD 

New CPD requirements for all Chartered Accountants ANZ members came into effect for all trienniums commencing from 1 July 2021.

All members with the same designation now have the same CPD requirements. The key changes, which will help members update and maintain their capabilities, are:

  • aligning the CPD requirements of all members regardless of location, including requiring all members within the same designation to complete the same verifiable CPD per triennium
  • providing for on-the-job training as verifiable CPD
  • requiring members to undertake a minimum of two hours of verifiable ethics training per triennium
  • removing the age defined exemption and replacing with an exemption for retired members

Read more here >

Intuitive and engaging member connections

Two strategic initiatives – our multi-channel engagement strategy and personalising our communications and engagements – focus on improving our connections with members.

The engagement strategy seeks to deliver a seamless experience for members, whenever and however members choose to engage, while our engagement model will streamline the way we engage and communicate with members.

“Creating a world‑class member experience is an admirable ambition that is not easy to define. The best examples of an excellent customer experience provided by members came from outside of the membership body environment, and so when we define a world class experience those are the standards to which we will aspire.”
– Mark Rice, Group Executive Member Engagement

Sharing Knowledge

Sharing Knowledge sessions are an integral part of Chartered Accountants ANZ’s COVID-19 support for members. These highly successful free weekly webinars are now part of our usual activities and topics have expanded to cover all issues affecting the profession and our members.

At the sessions, challenges are navigated through timely information and advice being delivered by subject matter experts. 

>33,000

members attended 55 delivered Sharing Knowledge sessions

Popular topics included JobKeeper 2.0 and the Federal Budget in Australia, while in New Zealand sessions on the Wage Subsidy, the General Election and provisional tax options were well attended.

Read more here >

Our online community

We continue to build value for members in the My CA online community and shape it to members’ needs, particularly focusing on the unprecedented demands arising from COVID-19. Now in its third year, My CA has established itself as a well-known destination where members can access services, for example managing memberships and getting CPD information, and talk with fellow CAs and Chartered Accountants ANZ’s people.

In the reporting year, our focus was to build value into My CA, leveraging a growing community to facilitate new member connections and knowledge sharing, while making it easier for members to access tools and member benefits. We have fostered dedicated spaces to share information with members quickly and get their questions answered by experts, whether they be Chartered Accountants ANZ’s people or fellow members.

2020-2021
Change
Unique visits to My CA
122,020
+ 3%
Unique contributors
2,710
+ 22%
Posts
1,921
+ 17%
Contributions
2,955
+ 17%

Building resilience

For the past four years CA Wellbeing has been providing resources to help members build resilience and capacity and maintain their wellbeing.

The CA Wellbeing pages on the website connect members to the resources and information they may need to maintain good mental health and to help them better manage challenging times and situations with their business, colleagues or clients.

Among the website links is the EAP service. This service has been available during the COVID-19 pandemic to all members experiencing bereavement, personal loss and isolation due to COVID-19 outbreaks and those impacted by natural disasters such as earthquakes or floods. This confidential program supports members and their families through counselling services and can be accessed 24 hours, seven days a week. Members can receive up to three free sessions from independent professionals, such as counsellors, careers advisors, personal legal advisors and psychologists. 

Other CA Wellbeing initiatives include the following:

  • Beyond Blue ‘Coronavirus Mental Wellbeing Support Service’ was launched in October 2020 as a free, four-part online learning training course to provide mental health support for accountants and small business advisors in Australia. It is designed to equip them with the knowledge and tools to support their small business clients’ mental health and wellbeing while also looking after their own
  • Partnering with Deakin Business School, CPAA and IPA to offer a new mental health training program – Counting on U – to members in practice. This initiative recognises the ongoing challenge of the pandemic for many small-to-medium enterprises. Counting on U equips accounting professionals with mental health first‑aid training and relationship-building skills to help them identify mental health concerns and navigate challenging conversations with clients
“The time invested in completing the program was priceless. The return I’ve got from it has been absolutely phenomenal in terms of my learning, my understanding, and the way I approach situations and relationships now has really changed.”
– Mike Rowe, CA

Unlocking opportunities

CA Catalyst helps members build new skills, tools and connections, to unlock and create growth opportunities and to embrace innovation and technology.

The program’s partners include Australasia’s premier innovation hubs The Icehouse, Fishburners and Stone & Chalk along with technology providers, giving members opportunities to immerse themselves in start-ups and get access to customised training, toolkits and guides.

“It’s great to go along to these CA Catalyst events, whether related to technology or related to anything else, because you just learn so much from each other and I think CAs are very giving with sharing of ideas and putting people in touch with others.”
– Amanda Gascoigne, FCA

CA Catalyst programs include the following:

  • The CA in Residence program immerses CAs in the entrepreneurial environment of startup hubs. The CAs in this program enjoy working directly with one or many startups in various areas of value, typically along the spectrum of governance and compliance-related work to growth strategies and capital raising readiness. The CA in Residence also has the opportunity to upskill themselves through this work and potentially identify emerging technologies for use in their work, or in the accounting profession more broadly. During the reporting year, approximately 45 CAs from Sydney, Melbourne, Adelaide and Auckland completed their residence rotation
  • The CA Business Advisory Accelerator Program focuses on giving owners and partners of small-to-medium sized practices who are looking to move into business advisory, the required processes and skillsets. During the year, more than 40 firms took part in the nine-week program. The program will be enhanced in FY22 to scale up involvement and better meet member demand

How to give your accountancy practice a competitive advantage with data and insights. CA Catalyst in partnership with ACCA produced the Business Data Insights Playbook focusing on how CAs can translate data insights into commercial impact through planning, budgeting and performance management. Read more here >

Online events now BAU

Last year’s quick switch from face-to-face events to mainly online, in response to COVID-19 restrictions, became business as usual in the reporting year.

Event highlights included the Difference Makers Class of 2020 Virtual New Member Ceremony, the growth of Sharing Knowledge as complimentary weekly sessions to deliver critical member updates in response to COVID-19, and the launch of CA Capability+.

Total event attendance

>124,000

Resources Hub

Our Tools and Resources Hub is a centralised trusted place for public practice members to get up to date, practical resources. The hub is shortly going to be expanded to include resources for members in business, the public sector and not-for-profit entities.

In this reporting year, the hub was accessed by 86,688 unique visitors with members downloading resources 29,267 times.

The most-visited pages were the Financial Reporting and Audit Guide, the Engagement Letter Tool (Australia) and Practice Management. The most-downloaded tools were the Financial Reporting and Audit Guide, the Engagement letter tool (Australia) and templates for Quality Control.

“We’re from different generations and, although I was the mentor, I gained so much from seeing how her generation approaches their career. They view their career through a different lens to my generation.” 
– Mark Twomey, CA

Mentor Exchange

Mentor Exchange allows early and mid-career CAs to tap into the skills and knowledge of our experienced members.

In this reporting year, just over 800 members in Australia, New Zealand, Hong Kong, Malaysia, Singapore and the United Kingdom were involved in the program either as a mentor or mentee. The mid‑career program stream made up more than 70% of this year’s cohort. 

During the COVID-19 pandemic, our Practice Peer Support program has also helped partners and directors in practice and sole practitioners share advice and experiences. 

Not-for-Profit Board Experience Program

Developed in 2017 as a pilot program led by the WA Young Chartered Accountants Panel, the Not-for-Profit Board Experience Program this year expanded to a national program for early and mid-career CAs seeking first-hand experience observing NFP Boards. Board Observers are paired with and mentored by experienced CA Directors currently sitting on NFP Boards. Board Observers also attend formal workshops to attain the Certificate in Governance for Not-for-Profits in a formal partnership between Chartered Accountants ANZ and the Governance Institute of Australia. 

The 2021 cohort has included a total of 51 mentor pairings from Western Australia, South Australia, Queensland, New South Wales, Victoria and Tasmania.

Member Support Team

During the reporting year, the Member Support Team, which resolves member queries and takes member feedback, was significantly affected by the shifting of exams and events online in response to COVID-19 restrictions.

The team received

88,567

phone calls during the year and 148,502 total cases were resolved.

Library

The Chartered Accountants ANZ Library continued its shift towards being a predominately online service with Library downloads numbering almost 11,000 and hard copy books declining noticeably as a result of member preference and the impact of COVID-19 limiting physical access to the Library.

Developments in the complimentary Library service this year include:

  • Technical improvements to enhance member experience, such as single sign-on across all CA Library platforms 
  • Harvard Business Review eBooks added to the Library collection 

The CA Library offers research support along with access to thousands of articles, eBooks and audiobooks. Resources are varied and include tax, technical accounting, financial services and professional development. 

Top publications accessed by members from the Library

Journals – 2,701 uses
Harvard Business Review
Strategic Finance
Journal of Accountancy 
Newspaper – 2,587 uses
Australian Financial Review
The Age
Sydney Morning Herald
eBook – 677 uses
Australian Master Tax Guide 

Honouring contributions to the profession 

Life Membership

Life Membership is Chartered Accountants ANZ’s highest honour acknowledging outstanding contributions to the accounting profession. During the reporting year, Life Memberships were conferred on David Gibbs FCA, Dennis Robertson FCA, Chris Welch FCA and Eric Tracey FCA.

Fellowships

222 members from nine different countries were awarded a Chartered Accountants ANZ Fellowship in 2020 in recognition of their outstanding integrity, achievements and contributions to the profession.

Fellowships
2020-2021
Total
222
Australia
97
New Zealand
83
United Kingdom
14
Malaysia
15
Singapore
8
Hong Kong
2
Cook Islands
1
Cyprus
1
Guernsey
1

President's Prize

New South Wales’ Ryan Hanson CA was awarded the 2020 Chartered Accountants ANZ President’s Prize, given to a young CA who has advanced the profession and supported their local community. Ryan has attended Chartered Accountants ANZ Council meetings as an observer in 2021.

“Ryan has shown tremendous dedication to strengthen the future of the profession. We are both keen to amplify the voice of the next generation of Chartered Accountants so they can be part of the shaping of their own future.” 
– Peter Rupp FCA, 2020 Chartered Accountants ANZ President

Read more here >

Milestone awards

Each year members are recognised for their length of time as members through milestone awards. 

2020-2021
75-year membership milestone
3
70-year membership milestone 
24
60-year membership milestone 
108
50-year membership milestone 
191
40-year membership milestone 
629
25-year membership milestone 
1,931
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