Tomorrow's CPA program runs up the score with students, CPAs-to-be

In the MACPA's newly branded Tomorrow's CPA program, college student / CPA candidate membership has grown significantly in the past year, from 163 to more than 900. Announcement of free membership, along with promotional giveaways, have provided a boost. But so have the benefits students receive: a weekly e-newsletter, networking opportunities, discounts on CPA Exam courses, resume posting, internship connections, and members-only portions of MACPA's student Web site, www.tomorrowscpa.org.

The site now includes a chat room and the "Mentor Center," where students can contact CPAs by e-mail for information and advice.

Similarly, the Career Awareness Program, in which MACPA members visit local high schools to talk up the CPA career, grew sixfold in the last year, reaching nearly 4,000 students. The roster of CPA speakers has more than doubled in that time, from 35 to 93.

This academic year, for the first time ever, Tomorrow's CPA is offering membership to high school juniors and seniors. Maryland is one of only two states to make that commitment to younger students.
That's good news amid the frequent lamentations over dwindling accounting enrollments and a shrinking pool of new recruits. But why the jump in numbers?

"To some degree, it's marketing," says Richard Rabicoff, who manages the Tomorrow's CPA program at the MACPA. "We blitzed local schools with brochures, did presentations before teacher groups and made cold calls all over the place. In our visits to firms, we also emphasize that Tomorrow's CPA is not for students only. It is a valuable resource for graduates who are preparing for the exam."

MACPA conferences for college educators last year stirred up considerable interest. Rabicoff also gives numerous presentations to high school faculty members and accounting clubs and Beta Alpha Psi chapters around the state. In March 2003, he will promote the speaker and high school membership programs to Maryland high school business teachers at the Maryland Business Education Association (MBEA) Conference in Ocean City.

MACPA's Career Awareness Program includes a PowerPoint presentation and "Takin' Care of Business," the AICPA's 15-minute video highlighting hot CPA careers. Handouts include printouts from the MACPA's student Web site, salary information and AICPA brochures. Students also receive pens or green highlighters bearing the MACPA logo. Teachers and counselors get the new "Takin' Care of Business" curriculum kit, including 15 class exercises using CPA skills, the video and brochures.

According to Rabicoff, it's the volunteer CPAs who make the program go. Whether they just want to revisit their alma mater or are willing to cover schools in a whole county, their contribution is key to the program. After all, they not only provide a living embodiment of the profession (how many high school kids know a CPA first hand?), they also reflect the poise, knowledge and communications skills so necessary to success in business.

Many of the speakers attend the MACPA's two-hour speaker training program or grab the PowerPoint presentation off the association's Web site. Especially for younger CPAs, it's a chance to sharpen their presentation skills before a generally receptive audience. And it's satisfying to strike a blow for a profession striving to lure young people back to the fold.

Susan Huddy, of Costello & Huddy in Gaithersburg, says, "The most amusing part of my presentation was after a few minutes of exhorting the classes (there were three in one session totaling about 75 or 80) to give me some ideas of their perceptions of CPAs (including some hints on my part), one of the students raised her hand and asked, 'What does CPA mean?' No wonder I was having trouble getting a response!"

"I really enjoyed talking to the students," says Pat Reese, a CPA with the Federal Aviation Association. "They were so energetic and full of life. They have their entire careers ahead of them and they seemed to love having someone talk to them (other than their parents) about career options. Participating in this program really helped to remind me about how wonderful this CPA career really is. More people should do this, if not for the students, for themselves."

What's next for the Career Awareness Program? Outreach to Academy of Finance schools across the state and the enlistment of top college accounting students to recruit in the schools.

'"The Enron situation has done nothing to dampen the interest of teachers and career counselors," says Rabicoff. "If anything, the students seem to be more aware of and curious about the CPA profession than before."

To get involved in the MACPA's student recruitment activities, contact us at (410) 296-6250 or (800) 782-2036 or at students@macpa.org. MACPA members also can sign up at https://www.macpa.org/members/Volunteer/school.htm.

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