MACPA reaches out to young members in new initiative to grow membership

By Laura Dorsey
MACPA Membership Development Analyst

When most people think of Jillian's, they think of a place to eat, drink and play. On May 29, a group of young MACPA members did just that ... sort of. They ate, drank and played using colorful charts, magic markers and giant "stickies."

The group, coined the Young Members Task Force, utilized the Grove graphic facilitation technique to strategize how to increase membership and involvement of young professionals in the MACPA.

About 10 young MACPA members participated in this strategy session, which focused on "getting inside the heads and hearts" of young members. What matters most? Why are they members? These were two key questions that led to the development of the group's "cover story."

The cover story is one tool in the Grove process that provides a quick and effective way to begin the visioning process for the "new" MACPA. The Young Members Task Force turned its attention to the future to imagine what MACPA would be like in five years. Members were asked to speculate what it would be like if a national magazine covered the Young Members Task Force.

The group chose Time magazine to cover its story.
The cover conveys the major headline and image that tells the "big story:" MACPA gets younger with age.
The big headlines help illustrate the big story with key events, actions and accomplishments.
The sidebars support the cover and headlines through such things as people profiles, statistics and success stories.
The quotes capture what people are saying about the group's success.
The images are pictures that bring out the highlights of the story.

With a vision of the "new" MACPA in mind, the Task Force had a clearer perspective on what the future could look like. But how do they get there?

By working together to put ideas into action.

And that is what is happening. This dynamic group met again on July 14 to create a gameplan and discuss the next steps needed in moving toward their purpose — increasing membership and involvement of young professionals.

Again utilizing the Grove process, they brainstormed using "stickies" to list ways in which they thought they could reach their purpose. Ideas included:

Make it fun.
Create a fraternal bond.
Use technology to facilitate involvement.
Create informed members by increasing current members' knowledge of existing MACPA benefits, resources, opportunities, etc.
Encourage partners and managers to get staff involved.
Partner with other young professionals, i.e. networking events with Young Bankers Association, Young Lawyers, etc.
Survey members about their expectations and desires.
Firm recognition / friendly competition.
MACPA "roadshow."
Sponsor leisure activities.
Develop more outlets for involvement.
Try to create roles / voices within the MACPA for younger professionals.
Have one or two seats on the Board of Directors for young professionals.
Have fun events that promote the CPA.
Solicit input from already established student societies (Beta Alpha Psi, etc.).
Identify leaders.
Define "payoff" (i.e. it's different if firm pays for dues versus individuals who have to pay for dues).

As a result of these ideas, some key initiatives have been implemented. The group would like to:

develop an identity for the Young Members Task Force (i.e. create a listserve, create a resource center on the MACPA Web site, etc.);
implement young professionals networking programs, i.e. holding events with other young professional-bankers, lawyers, etc.;
develop leadership training for young professionals;
work with young professionals to promote membership within their organizations;
connect with industry leaders to emphasize the importance of supporting their staff CPAs and the profession.

Task force members have broken down into "sub-groups" to work on these initiatives. With the support of MACPA staff, the group hopes to help young professionals connect with the MACPA and their profession.

If you are a young professional reading this article, you might ask yourself, "What's in it for me?" According to our task force participants, "what's in it" for you is a sense of belonging, a way to network and develop contacts, an opportunity to develop professional growth, and an outlet to have fun and give back to your profession.

"I am where I am today in my professional growth because of MACPA," said MACPA member and volunteer Byron Patrick, CPA, of HeimLantz, P.C.

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