Building the Partnership with Societies: Review of Vision 2012

Emily DunbarDirector, Society Relations EMEA

CFA Institute

Vision 2012: Strengthen Societies

EMEA Strategy■ Partner■ Invest■ Support

34 Societies■ United Kingdom■ Seven Sisters: France;

Germany; Netherlands; Switzerland; Emirates; Russia; South Africa

■ Others

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Feb 2008 Feb 20120

2000

4000

6000

8000

10000

12000

14000

16000

18000

20000

Others

7 Sisters

UK

Society Membership

Society Members7% CAGR

Candidates9% CAGR

2008 (12,862)-2011 (16,702)

Building the Partnership with Societies

Vision 2012: Raise Standards

3

Society Member Service Standards

Financial Resources

Technical Resources

• Strategic Direction• Governance &

Leadership• Value Proposition• Operations &

Administration

• Operational Funding • Growth Funding

• Online Planning/Analytics Tool (in development)

• SLRC• Member/Candidate Data• Websites/Events Portal

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4

Shared Mission

Aligned Objectives

Partnership and AlignmentBrand Management

Vision 2015 and Beyond

CFA Institute CFA SocietiesMembers

CandidatesRegulatorsEmployersUniversities

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Invest: EMEA Support Centre

Staff Growth Areas of Expertise■ Society Relations/Planning■ Marketing, Communications and PR■ Industry Relations■ Membership■ Candidate Prospecting■ Curriculum Development■ Multi-Media■ Events■ Education/University Relations■ Financial Reporting■ Capital Markets

5

Staff

2007

2008

2009

2012

2011

2012

2013

(Proj)

0

5

10

15

20

25

30

35Multiple

Nationalities

Multiple Languages

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Partner and Invest: Staffed Offices

6

2009 2010 20110

2

4

6

8

10

12

Netherlands

Russia

Germany

Switzerland

Anne-Katrin Scherer, CFASwiss CFA Society

Susan Spinner, CFAGerman CFA Society

Vladimir TutkevichCFA Association (Russia)

Terri ThompsonCFA Society of the Netherlands

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Staff Growth

Partner and Invest: Administrative Pilot

7

CFA Institute- Member/Candidate

Communications- Membership

Recruitment/Retention Strategies

- Events Management- Planning/Processes

Belgium

France

Luxembourg

√ More Events√ More Members

√ Greater Participation

√ More Volunteers

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Building the Partnership: Germany

■ Society Relations: development and review of business plan and balanced scorecard

■ Marketing & Communications: joint marketing plan and management of PR agency

■ SFMI: liaison with advocacy committee, support in identifying topics, advocacy internship

■ Education: CFA Program Partner initiatives, conferences/speakers, multi-media

8

Balanced Scorecard DashboardMember Satisfaction Member/Candidate Growth

Financials Activities

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Partner and Invest: PR

9

Societies

Raise Awareness / Promote CFA Program

PR Agencies

SwitzerlandGermanyFranceSpainRussiaMiddle East

SwitzerlandGermanyFranceSpainRussia

Middle East• Member Surveys• Media Tours• Placed /

Syndicated Articles

• Press Releases

CFA Institute CFA Societies

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Partner and Support: PR

10

262

820

Media 2011100% Increase on Previous Year

Societies

CFA Institute

2/3/2012 Building the Partnership with Societies

Partner and Support: Marketing & PR

Society Toolkits Event Marketing

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Partner and Support: Education

Universities Educational Events

12

■ CFA Program Partners: 47 universities in 16 countries

■ CFA Institute Research Challenge: 25 local competitions

■ New: expansion of university network through Recognition Program

■ Travelling Conferences: 12 countries visited since 2008

■ EIC x 4: Amsterdam; Frankfurt; Copenhagen; Paris

■ MEIC x 3: Manama; Abu Dhabi; Qatar

■ Single Speaker/Author Series: 3 tours of up to 6 locations each to date (launched 2011)

Society Conferences

Cyprus IstanbulRussia UkraineUK Poland

Switzerland South Africa

New: Central and Eastern European Conference (collaborative event to be launched in Romania)

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Partner and Support: Advocacy

National Activity■ UK: participation on advocacy

committees

■ France, Belgium, Germany, Switzerland, Spain, Italy: more intensive, direct support for national efforts; similar focus on additional group of countries in pipeline

■ Practical Guide: definition of 3 tiers of society advocacy involvement, with practical advice – coming soon!

Thought Leadership

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■ Collaboration on surveys: e.g. EU members poll on Stability Bonds, leading to syndicated event programme across EMEA

■ Papers translated (French, German, Spanish) and distributed to national media, e.g. An Examination of Transparency in European Bond Markets, by Rhodri Preece, CFA

EMEA Regional Website

142/3/2012 Building the Partnership with Societies