Message from the 2009 ICF PresidentDear ICF Members and Friends,

In January 2009, I came into the ICF presidency as the first

non-North American to ever assume this leadership

position. What an honour! 2009 was a challenging and

exciting year, and in many ways ushered in a new era.

Throughout the year, in many ways and in many places,

I was pleased and amazed at the sincerity and dedication of

those who are a part of our profession, especially ICF volun-

teers and leaders. 2009 gave me a front-row seat! I want to

thank you all for ensuring the bright future of the

International Coach Federation.

Reading this Annual Report will allow you to

revisit the successes and accomplishments of

2009. You will get a real taste of how our organi-

zation, in all its different manifestations, worked

as a unified body to advance the art, science

and practice of professional coaching all

over the world.

Though the global economic climate through-

out 2009 seriously affected organizations all

around us, we have continued to stand

strong. Coaching continues to be a growing profession, as our

membership and credential numbers will show.

Some of the highlights from the 365 days of 2009 included:

▼ The ICF’s first non-North American served as president.

Another global milestone occurs in 2010 when Giovanna

D’Alessio, MCC, steps into the role as the first European

chief elected officer.

▼ The enhanced Coachfederation.org, the ICF’s online

presence, was launched.

▼ A fourth language microsite in Portuguese was unveiled

at Coachfederation.org.

▼ The ICF Career Centre at Coachfederation.org was

opened.

▼ A Video and Photo Tour was introduced at

Coachfederation.org to allow easy access of ICF–

created videos and photos.

▼ 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.

▼ Members of the global ICF Board of Directors attended

conferences and meetings hosted by ICF Chapters and

other coaching bodies around the world.

▼ The ICF Code of Ethics was updated and a frequently

asked questions document was written to better

understand and apply the Code to our individual

coaching practices.

▼ Expanded Virtual Education (VE) sessions were offered in

multiple languages and time zones to our growing global

membership. Thirty-one VE sessions were offered to

members in 2009.

▼ The ICF exceeded 5,600 ICF Credential holders.

▼ More than 1,200 individuals attended the ICF Annual

International Conference in Orlando, Florida, USA.

▼ Six ICF Chapters, representing Romania, Spain and the

United States, were awarded ICF Chapter Awards in two

categories.

▼ Two companies, representing the United Kingdom and the

United States, were presented with an ICF International

Prism Award.

▼ An average of 400 new members joined the ICF each month

of 2009. The retention rate in 2009 was 69.82 percent.

▼ Thirty-four new coaching programs were approved by the

ICF.

▼ The ICF hosted more than 30 Chapter Leader Webinars

in 2009, covering such pertinent topics as leadership,

marketing, board management, fundraising for chapters,

member engagement and strategic planning. An average

of 11 ICF Chapters attended each call.

▼ The ICF granted 1,415 credentials in 2009.

▼ The ICF conducted an unprecedented amount of

member research.

As president, it has been an honour working alongside each of you.

Thank you for making 2009 a year to remember! Here’s to the future

of our vibrant community, the International Coach Federation, and

the profession of coaching.

Kind regards,

Karen Tweedie, PCC2009 ICF President

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Karen Tweedie, PCC

A Definitive Turning Point

While the ICF continued to focus on its strategic imperatives in

2009, the year is best characterized as a true turning point in terms

of a number of unique and important alterations of overall organi-

zational focus which will influence future development.

Rising member expectations are to be expected. New challenges

and opportunities continue to develop and demand

immediate attention.

The ICF has evolved into a microcosm of society, facing the

impact of massive amounts of societal, technological and

demographic changes.

Flexibility will be essential in terms of sustaining a culture of

commitment and transcending the status quo through

extraordinary vision.

The fear of change can indeed be transformed into confidence in

the future. An effective and informed leadership communicates with

vivid clarity in order to increase levels of confidence, security and

loyalty. It is essential to fully engage and strengthen a global

community such as ours.

Such priorities are of primary importance to the ICF as it moves into

15 years of continuous operation and charts a definitive, inclusive

course for the years ahead.

Last year’s efforts to further fortify a member-centric perspective

resulted in actively soliciting an unprecedented amount of stake-

holder input in terms of surveys, focus groups and open comment

periods. This will continue in 2010 by seeking and benchmarking

satisfaction levels, expectations and awareness of products as well

as services.

It is by no means confined to just our internal community but

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.

The ICF leadership is deeply committed to

open and transparent communication with all

stakeholder groups. All relationships will be

maintained based on the four elements of

trust, specifically reliability, openness,

acceptance and congruence.

To achieve its full potential, the ICF will need

to demonstrate not only confidence and re-

solve, but most importantly, courage. Courage

has genius, power and even magic in it.

Our destiny will be shaped by collective

thought and informed decisions. While we

cannot alter the winds of change, the ICF as a

community is able to adjust its sails in order

to reach our intended destination.

We have the innate ability to proactively in-

fluence the future by constantly strengthening

our existing sense of borderless connection

to advance the art, science and practice of

professional coaching.

In these times of constant change, there is no

incentive so great or compelling as hope for a

better tomorrow which is most certainly

within the reach of the ICF by remaining

steadfast to our core values and the ultimate

goal of making coaching an integral, valued

part of society.

Cordially,

Gary E. BoylerExecutive Director

Gary E. Boyler

2

Global Representation for aGlobal Organization2009 ICF Board of Directors

Guided by a knowledge-based learning

approach, the global Board of Directors

serves as ICF’s governing body. Represen-

tative of a truly global organization, the

2009 Board was comprised of 16 coaching

professionals representing 10 countries,

including Australia, Belgium, Canada,

France, Ireland, Italy, Norway, Switzerland,

the United Kingdom and the United States.

Each member brought an array of personal

experiences, business situations and tools

to serve the ICF in 2009.

These experiences and overall representa-

tion gave the Board an unmatched global

perspective, assisting them in choosing

actions that were completely in line with

the ICF strategic plan. These actions were

directed by three priorities, chosen in

January 2009 from the strategic plan, for

focus throughout the year. Having yearly

strategic priorities in place allows the ICF

to meet its core purpose to advance the

art, science and practice of professional

coaching.

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.

▼ Develop a strong brand strategy

for the ICF.

You can read more about the achievements

and levels of accomplishment for each of

these priorities on page 7.

The Board accomplished a great deal of

work during its seven official Board meet-

ings of 2009 (three in-person and four via

teleconference): the Board approved a

Model Standards of Conduct; reviewed

recommendations by the ICF Brand Devel-

opment Taskforce; held discussions and

open forums around enhancements to the

ICF Credentialing program; authorized ICF

staff to create a Coaching in Organizations

Taskforce; expanded non-membership dues

revenue by approving a non-ICF member

fee policy for attendance of Virtual Educa-

tion teleforums; created a Disaster Relief

Taskforce; and approved a membership

growth strategy.

In addition, 2009 was a groundbreaking

year for the global Board. The first non-

North American president, Karen Tweedie,

PCC (Australia), and Giovanna D’Alessio,

MCC (Italy) served as the first European

ICF President-elect.

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 BrennanMCCUnited States

Daniele DarmouniMCCFrance

Garry SchleiferPCCCanada

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From left to right:D’Alessio, Tweedieand Brennan at the2009 ICF Conferencein Orlando, Florida.

John Annesley, PCC

Australia, Director

Philip Brew, MCC

United Kingdom, Director

Sylviane Cannio, MCC

Belgium, Director

Daniele Darmouni, MCC

France, Director

Ira Dressner, PCC

United States, Director

Janet Harvey, MCC

United States, Director

Krissy Jackson, ACC

Switzerland, Director

Ed Modell, PCC

United States, Director

Pat Obuchowski, PCC

United States, Director

4

2009 Global Board of Directors Karen Tweedie, PCC

Australia, President

Giovanna D’Alessio, MCC

Italy, President-elect

Diane Brennan, MCC

United States, Past President

Marilyn O’Hearne, MCC

United States, Vice President

Lene Rønning-Arnesen, PCC

Norway, Vice President

Garry Schleifer, PCC

Canada, Vice President

Tom Hatton, MCC

Ireland, Secretary/Treasurer

Celebrating our History

Former leaders, especially past presidents,

are living reminders of the rich history and

the significant growth of our organization.

Since our formation, 13 presidents have led

the ICF. The legacies these devoted individ-

uals left behind are sure to continue long

into the future. Thank you for your

ongoing support of the ICF and

professional coaching throughout

the world.

2009annual report

w w w . c o a c h f e d e r a t i o n . o r g

5

Bobette Reeder, MCC

United States

2001-2002

Darelyn “DJ” Mitsch, MCC

United States

2001

Dr. Marcia Reynolds, MCC

United States

1999-2001

John Seiffer, MCC

United States

1998

Jeff Raim

United States

1997

Cheryl Richardson, MCC

United States

1996

Sandy Vilas, MCC

United States

Jan. 1996–July 1996

ICF Past Presidents

Diane Brennan, MBA, MCC

United States

2008

Kay Cannon, MBA, MCC

United States

2007

Pam Richarde, MCC

United States

2006

Steve Mitten, MCC

Canada

2005

Barbara Walton, MCC

United States

2004

Judy Feld, MCC

United States

2003

Tweedie passes theceremonial globe to incoming ICF

President D’Alessio.

ICF Past Presidents

2009 Global ICF Committees

Participation in a global ICF Committee

involves significant time and energy

commitments by all involved. Committee

members participate in regularly scheduled

meetings to work toward advancing the

art, science and practice of professional

coaching through the ICF.

6

2009 Global Committee Highlights

Ethics FAQ Document: To educate

ICF members on ethics in coach-

ing, the Ethics and Standards

Committee compiled a list of fre-

quently asked questions into an

extensive FAQ Document. It was

published in a special edition of

Coaching World in October.

2009 ICF Annual InternationalConference: 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

credentialing process—enabling

coaches applying for a credential

to find the answers to their

questions in one place.

Social Media Introduced: Members

of the Marketing Committee

introduced multiple platforms

of the ICF presence in social

media outlets to the greater

ICF membership.

Membership Growth Strategy: The Membership & Community

Committee’s comprehensive

membership growth strategy,

focusing on chapter support and

increased outreach, was approved

by the global ICF Board.

In 2009, more than 100 volunteers from 24

countries made up the eight global ICF

Committees. ICF Global would like to sin-

cerely thank all 2009 Committee members

and leaders for a job extremely well done!

Conference Education Steering

Committee

Chair—Silvia Tassarotti, MCC, Italy

Credentialing & Program Accreditation

Committee

Chair—Pat Mathews, MCC, United States

Vice Chair—Pat Marum, PCC, United States

Ethics & Standards Committee

Chair—Jeanne Erikson, PCC, United States

Vice Chair—Sally Rhys, ACC, United States

Finance Committee

Chair—Tom Hatton, MCC, Ireland

Marketing Committee

Chair—Michael Weitz, PCC, Israel

Vice Chair—Tara Rodden Robinson, ACC,

United States

Membership & Community Committee

Chair—Jerry Wistrom, PCC, United States

Vice Chair—Colleen Bracken, PCC,

United States

Regulatory Committee

Chair—Peggy Chiu, MCC, Australia

Research & Education Committee

Chair—Sue Zablud, ACC, Australia

Vice Chair—Dave Wondra, PCC,

United States

Strategic Overview of ICF

The International Coach Federation (ICF)

is the largest worldwide resource for pro-

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

Coaches, Leadership Coaches, Life Coaches

and many other niches.

ICF Core Purpose

To advance the art, science and practice of

professional coaching.

Big Audacious Goal

Coaching is an integral part of society and

ICF members represent the highest quality

in professional coaching.

ICF Core Values

Preamble: We are committed to reliabil-

ity, openness, acceptance and congru-

ence, and consider all parts of the ICF

Community mutually accountable to

uphold the following values:

▼ Integrity: We uphold the highest

standards both for the coaching

profession and our organization.

▼ Excellence: We set and demon-

strate standards of excellence for

professional coaching quality,

qualification and competence

▼ Collaboration: We value the

social connection and community

building that occurs through

collaborative partnership and

co-created achievement.

▼ Respect: We are inclusive and

value the diversity and richness

of our global stakeholders. We

put people first, without compro-

mising standards, policies

and quality.

ICF Definition of Coaching

▼ The ICF defines coaching as

partnering with clients in a

thought-provoking and creative

process that inspires them to

maximize their personal and

professional potential.

▼ Coaching is an ongoing partner-

ship which focuses on clients tak-

ing action toward the realization

of their visions, goals or desires.

▼ Coaching uses a process of

inquiry and personal discovery

to build the client’s level of

awareness and responsibility

and provides the client with

structure, support and feedback.

▼ The coaching process helps

clients both define and achieve

major goal areas, both profes-

sional and personal, faster and

with more ease than would be

possible otherwise.

Prioritized Strategies and Accomplishments of 2009:

As a knowledge-based organization, the

ICF operates according to a comprehensive

strategic plan that was first developed in

late 2006.

Following an annual review of the strategic

plan, three prioritized strategies were

selected for focus in 2009. These strategies

were taken directly from the strategic plan

and were selected by the 2009 global ICF

Board of Directors in January 2009. The

strategies were:

▼ Develop and implement strategy

to support, enhance and grow

chapters worldwide, including

focus on leadership skills, mem-

ber acquisition, retention and

overall accountability.

▼ Acquire ISO compliance for

credentialing-ISO17024:2003.

▼ Develop a strong brand strategy

for the ICF.

Develop and implement strategyto support, enhance and growchapters world-wide, includingfocus on leadership skills, mem-ber acquisition, retention andoverall accountability.

2009annual report

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As a part of the ICF…“...and as an active volunteerleader, I share my passion andexpertise with a professionalcommunity of leaders who arecollectively and individually contributing to a more peacefulworld.”

Virginia Williams, Switzerland

ICF Chapters offer a vital local presence for

the ICF around the world. Time and time

again chapter membership is rated as a

core benefit of ICF membership. Strength-

ening chapters helps to strengthen the ICF

overall around the world. Over the course

of 2009, several initiatives were carried out

to support this strategic priority.

Chapter leader presentations continued in

2009—32 calls were offered and each was

recorded for those who could not attend.

These regular informational calls brought

various chapter volunteer leaders together

to share best practices on a number of

topics, including ethics, managing chapter

finances, credentialing, partnering with

local user groups and much more.

Expanding on the sharing of best practices,

chapter leadership articles covering a

variety of topics and providing information

on several different local community

projects were reported on in the Coaching

World newsletter.

Introduced in 2009, two “Chapter Care Kits”

were created and mailed to all current ICF

Chapter Presidents. Chapter presidents

regularly receive e-mail communication

from ICF Headquarters, but to place

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

a minimum of 20 ICF members to start a

new ICF Chapter. The Committee proposed

this policy to create chapters that were

more sustainable in the future and able to

provide value for local members.

Another new initiative launched in 2009

was the Chapter Leader Pilot Program. This

program matched current chapter leaders

with past ICF leaders for the purpose of

coaching/mentoring partnerships. A total

of 15 partnerships were created with 29

participants. Participants of the program

shared their experiences during the Global

Leadership Forum in conjunction with the

ICF Annual International Conference in

Orlando, Florida, USA. Chapter leaders

also heard several presentations during the

forum, including an update on ICF’s brand-

ing work, best practices from the ICF Euro-

pean Leaders Network and a regulatory

update among other topics.

ICF Headquarters conducted two important

membership surveys in 2009—the ICF

Member Needs Assessment and the ICF

Professional Development Survey. The

Member Needs Assessment, which received

nearly 3,000 responses, included several

key questions that specifically focused on

the member experience at the chapter

level. Responses were analyzed and

communicated to local chapter leaders to

assist with their programming. Professional

Development Survey responses helped to

identify a list of prioritized topics for ICF

leadership development and assisted with

Chapter Leader Pilot Program focus group

work. In 2010, the global ICF Education

Committee will further review survey find-

ings and make recommendations regarding

ICF leadership development offerings.

Acquire ISO compliance for credentialing-ISO17024:2003.

The credentialing program has seen

tremendous growth over the last few years.

At the end of 2009, the number of ICF Cre-

dentialed coaches was approaching 6,000,

and incoming credential applications had

increased by 12 percent from 2007 to 2009.

As the credentialing program was seen as a

core ICF offering, the ICF Board of Directors

had elected to enhance the current system

in 2007, building on the strong foundation

that was over a decade old, in order to

make sure the program continues to be

highly credible and respected as the global

standard for professional coaching.

8

continued...

Members of the 2009 Chapter Leader Pilot Program.

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

responses of more than 2,000 coaches to a

2008 survey supported this work.

Following the sharing of proposed program

changes, an extended open comment period

commenced during which time stakeholders

were encouraged to share their feedback

and ask questions about the proposal. In

addition to special e-mail accounts created

to collect input, ICF Credentialing & Pro-

gram Accreditation Committee members, as

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

potential changes to the program. The ICF’s

three-tier credentialing system will remain

in place at least until January 2012. Look for

more updates on Coachfederation.org as

work continues.

One major project that was completed in

2009 in support of the ICF Credentialing

program was the completion of the current

ICF Credentialing Policy Manual. Building

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w w w . c o a c h f e d e r a t i o n . o r g

Conference attendees enjoy interacting at theLunch & Learn ICF Credential Forum.

on the efforts of the 2008 ICF Credentialing

& Program Accreditation Committee, last

year’s Committee completed a comprehen-

sive guide to the credentialing process—an

invaluable tool for coaches applying for

a credential.

Other credentialing accomplishments in

2009 included a new model of training for

ICF Assessors by utilizing recordings from

credential applicants, collating the results

and conducting discussion to enable asses-

sors to hone their skills. The committee

also conducted research into coaches in

the United Kingdom regarding supervision

to help determine the role ICF might take

on this topic.

Develop a strong brand strategy for the ICF.

Branding involves creating a distinct

position in the marketplace and owning it.

A strong brand platform is absolutely

necessary for establishing, maintaining

and expanding global recognition and

credibility. By developing a brand plat-

form and “living” it, the ICF will be able to

offer a guaranteed, consistent experience

of the association globally.

As our members, volunteer leaders and

ICF Chapters “live” the ICF brand, they

will help create an even stronger pres-

ence for the ICF around the world. The

goal is to have coaches and other stake-

holders have the same unique experience

when they touch the ICF, whether their

initial contact is through an ICF Chapter,

at a conference, via Coachfederation.org,

or some other way.

After setting this strategic priority, the

global ICF Board of Directors appointed a

taskforce of 12 ICF members, representing

Europe, Asia Pacific and North America, to

make recommendations on the ICF brand

strategy. ICF Past President Kay Cannon,

MBA, MCC, served as chair and the deliber-

ations were facilitated by global branding

expert and 2009 ICF Annual International

Conference presenter William Arruda.

ICF members

and others

played a role in

this work by

participating in

several mem-

bership surveys

(the ICF Member

Needs Assess-

ment (2,966

responses) and

the ICF Brand

Development

Survey (1,495 responses). Focus groups and

in-depth interviews were also used to

inform the work of the Brand Development

Taskforce. A total of four focus groups

(North America, Europe and Australia) were

conducted in addition to six in-depth inter-

views and one European focus group with

Human Resource Department Managers

who are potential purchasers of coaching.

Through several teleconferences and one

face-to-face meeting, the ICF Brand Devel-

opment Taskforce reviewed the findings of

some 2,000 pages of research, survey

responses and comments from focus group

work and in-depth interviews in order to

draft their recommendations for the ICF

brand platform.

Following the Board’s approval of the

group’s proposal, additional focus groups

were held to finalize the brand platform.

During this second set of focus groups, and

in the review of member responses to last

year’s ICF Professional Development

Survey (1,605 responses),

our taskforce facilitator,

William Arruda,

recommended that

the Board review

this new input prior

to finalizing the

brand proposal,

to make sure the

platform is

clear and

consistent.

The Board is

scheduled to

discuss the ICF’s

branding efforts

at their January

2010 meeting and

make necessary recommendations. Follow-

ing the finalization of the proposal, the

development of a global implementation

plan which involves a multiple-year

commitment to resources and focus will

be prepared. Look for more updates on

Coachfederation.org as work continues.

1 0

As a part of the ICF…“...I feel I belong to a holisticcoaching university because Ican constantly learn, connectand exchange professionallywith the global coaching com-munity and its credentialedleaders.”

Dr. Aury Beltrán, PCCPuerto Rico

ICF Brand Taskforce members met in Philadelphiato discuss ICF’s brand platform.

Fortifying Our Global PresenceThe 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

with a professional coach.

Over the last decade, the ICF has generally

experienced a 20 percent increase in

membership each year. Despite the global

economic cli-

mate which af-

fected many

businesses and

organizations in

2009,

ICF membership

numbers re-

mained

relatively

steady.

In fiscal year 2010

(April 1, 2009–March

31, 2010), the ICF saw

a record number of

4,919 new members

recruited. An average

of 400 new members

joined the ICF each

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.

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w w w . c o a c h f e d e r a t i o n . o r g

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

Southwest Ontario

Estonia

Brasilia

New Brunswick,

Canada

New ICF Special Interest Groups:

I’m a Coach, Now What?

Coaching in China

As a part of the ICF…“...I feel that I am part of acaring, educated, consciouscommunity. Participating inthis community inspires me toventure out and lead others toconscious, compassionateleadership.”

Caryn Corenblum, PCCUnited States

4000

4200

4400

4600

4800

5000

2006 2007 2008 2009

New Members Per Year

ICF Champions Coaching Around the WorldArticles 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

clips throughout the year; up 29 percent

from 2008 and 96 percent from 2007. The

combined circulation of clips mentioning

the ICF surpassed 396 million. Of these, 726

(51 percent) mentioned the ICF Credential

with a potential reach of nearly 380 million

readers. More clips mentioned the ICF Cre-

dential in 2009 than in 2008 (up 21 percent)

or 2007 (up 136 percent).

Of the ICF mentions in 2009:

▼ 213 clips (15 percent) mentioned

the 2009 ICF Global Coaching

Client Study. These clips had a

potential reach of just over 135

million readers.

▼ 167 clips (12 percent) mentioned

ICF Program Accreditation. These

clips had a potential reach of just

over 144 million readers.

In 2009, the ICF received 84 media requests

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-

sion and Career Coaching.

Seventeen press re-

leases were sent from

ICF Headquarters in

2009. These releases

covered an array of

topics, from Coaching

positively impacts self-

esteem to ICF recommends coaching

clients use written agreements. In

addition to press releases, the ICF

regularly reached out to members of the

media through personalized pitch letters.

As we are increasingly recognized as an

important source for coaching, the ICF

continues to have exposure in major

publications around the world:

AOL Money News (United States);

Business Report (South Africa);

Forbes.com (United States);

Newsday (United States);

New Straits Times (Malaysia);

Sole 24 Ore (Italy);

The Straits Times (Singapore);

Training Zone (United Kingdom);

US News and World Report (United

States);

Wall Street Journal (United States);

and

Yahoo! Canada (Canada).

1 2

ICF Media Mentions in 2009

Breakdown of 2009 ICF Media Mentions

ICF Credential Mentions in 2009

The ICF advertised in a number of

publications in 2009. Some of these

publications included:

The European Business Review is

the leading business

intelligence magazine,

reaching over 64,000,

designed to ensure

that its readers make

informed decisions,

and provides them

with indispensable in-

sight, current best practices and

breakthrough ideas. Readers are

men and women shaping the fu-

ture of business globally;

New European Economy provides

in-depth coverage of

strategic commercial

management deci-

sions and their impact

on corporate bottom

lines across Europe to

over 38,000 leaders. It

provides practical as-

sistance to the CEOs and CFOs of

mid-market and enterprise-sized

companies involved in interna-

tional trade and who are posi-

tioned for high levels of growth.

Published quarterly, the publica-

tion is distributed across 32 coun-

tries throughout Europe;

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-

dressing the corporate needs of

European business leaders;

choice is a magazine about coaching

read by people who

use coaching in their

work and personal

lives. choice has a

readership across 28

countries with more

than 3,600 copies

printed quarterly

(more than 2,500 sent to sub-

scribers and the remainder going

to newsstands in the United

States);

ASAE Volunteer Leadership is the

only publication that

reaches over 37,000

volunteer leaders of

associations involved

in their association’s

major purchasing de-

cisions;

Coaching Perspectives is a coaching

publication distrib-

uted to over 1,000

Coaching Alliance

members as well as

senior executives in

1,000 companies lo-

cated throughout Ire-

land;

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

SHRM’s HR Magazine has a circula-

tion of more than

250,000, thus having

the most reach and

stands alone as the

most widely read and

respected human re-

sources publication in

the world, offering

perspective and in-depth infor-

mation to HR professionals.

2009annual report

1 3

w w w . c o a c h f e d e r a t i o n . o r g

The above information comes from each corresponding publication’s website.

ICF Credentialing GrowthSince 1998, the ICF Credentialing system

has been offering the world’s only globally

recognized independent credential to pro-

fessional coaches everywhere. The number

of ICF Credential holders surpassed 5,600

in 2009 and by December 31, the total

number of ICF Credential holders was

5,791, including:

3,426 ACCs (59 percent)

1,740 PCCs (30 percent)

625 MCCs (11 percent)

In 2009, 1,647 applications

were processed, with 1,415

(86 percent) granted a

credential and 87

(5 percent) denied. By

December 2009, there

were 161 assessors assisting

credential applicants on a

regular basis. The total

number of applications

received represents an 11

percent increase over 2008 and

an 18 percent increase over 2007.

The ICF approved 34 new coaching

programs, bringing the total of ICF-

approved coaching programs to 132

(including both ACSTH and ACTP programs).

Enhancements Made to the ICFCredentialing Program in 2009:

An updated version of the Credential-

ing Policy Manual was approved

by the Board.

ICF Credential applications are

accepted exclusively online.

1 4

625 MCCs(11%)

3,426 ACCs(59%)1,740 PCCs

(30%)

0 500 1000 1500 2000

86%5%

1,647 applications processed

1,415 credentials granted 87 credentials denied

0

500

1000

1500

2006 2007 2008 2009

1137

14201490

1636

2009 Credential Holders

2009 Application Results

Credentialing ApplicationsReceived

Credential Growth

Work in Global Research

One of the five goal areas of the ICF Strategic

Plan is research and body of knowledge. The

ICF is committed to increasingly being consid-

ered as the most credible and trusted source

of industry information for its membership,

the profession and the public-at-large. To

achieve this goal, it is vitally important for the

ICF to regularly conduct research to move the

profession forward.

ICF Global Coaching Client Study

Serving as a companion study to the land-

mark 2007 ICF Global Coaching Study, the

2009 ICF Global Coaching Client Study was

conducted in the final months of 2008. The

findings of this groundbreaking research

provided the world with vital informa-

tion and research on the

ever-growing number

of individuals who have

experienced professional

coaching. Before this

study, little was known

about coaching clients.

Research was completed by

two global firms, Pricewater-

houseCooper’s International

Survey Unit (ISU) and the

Association Resource Centre, Inc.

A total of 2,165 clients from 64 countries

participated in the online survey which was

offered in English, French, German and

Spanish for maximum global participation.

Initial findings of the study were released

at the 2008 ICF Annual International

Conference in Montréal, Quebec, Canada.

In time for

International

Coaching

Week 2009,

data sheets

were devel-

oped for ICF

members and

Chapters to

share find-

ings from the

study. These

data sheets

offered both

global and

regional sta-

tistics. Also made available, at no charge

to ICF members, the 10-page Executive

Summary offered an overview of key study

findings and initial conclusions of the

data collected.

The Final Report of the client study was

released in June 2009 for purchase at

Coachfederation.org. The 85-page report

(plus Executive Summary) contains all

conclusions drawn from the

study findings and was made

available in English, French,

German and Spanish.

For the first time, a mar-

keting supplement to an

ICF-branded study was

offered, at no charge,

to ICF members. The

Client Study Mar-

keting Companion

Guide was released

in 2009 to assist members in

using findings from the client study in

personal marketing ventures. Content in-

cluded in this guide taught members who

their clients are, what they think about

coaching and what they want most from a

coaching partnership—the ingredients of a

successful marketing plan. The Client

Study Marketing Companion Guide was

also made available in English, French,

German and Spanish.

Findings from the study were extremely impressive

Research and findings from the client

study provided numerous insights into how

the ICF could best promote the coaching

industry, coaches could attract the clients

who will most benefit from a coaching

partnership and grow businesses around

the world.

A few high points:

▼ The vast majority of respondents

(82.7 percent) who have experi-

enced professional coaching are

“very satisfied” with their coach-

ing experience.

▼ An overwhelming number of

respondents (96.2 percent)

report they would repeat their

coaching experience, given the

same circumstances.

▼ The median company return on

investment was 700 percent,

or seven times the initial

investment.

▼ Respondents for whom ROI could

be calculated (68 percent per-

sonally funded and 86 percent

company funded) reported their

individual return on investment

was at least 100 percent of their

initial investment in coaching.

2009annual report

1 5

w w w . c o a c h f e d e r a t i o n . o r g

As a part of the ICF…“...I am a proud member of agreat learning family contributingto the wellness of the people ofour beautiful planet called theEarth!”

Tuncel Gulsoy, ACCTurkey

Inspiring Individuals, BuildingCommunities, Impacting theWorld at the 2009 ICF Annual International Conference

In early December, more than 1,200 coach-

ing professionals convened in Orlando,

Florida, USA for four days of learning and

networking through world-renowned

speakers and educational breakout

sessions at the ICF Annual International

Conference.

Attendees from 46 countries traveled from

all corners of the globe for this interna-

tional event. Held at the beautiful Rosen

Shingle Creek resort, the conference

boasted 62 speakers, 69 volunteers,

54 breakout sessions, 47 exhibitors, four

networking events and three keynote

(super) sessions, all under a single roof.

Especially strong attendee feedback has

been received as a result of this confer-

ence. Initial attendee evaluation reports

show that 86.8 percent of attendees rated

their overall conference experience a four

or five on a 5-point scale. Likewise, 91.4

percent of attendees would be inclined

to attend a future ICF Annual International

Conference.

The extensive conference education

schedule was anchored daily with a

super session. These sessions were led by

globally recognized speakers, Peter Block

(with Barbara McAfee), Getrude Matshe

and Tal Ben-Shahar.

The December 5 super session included the

Annual Business Meeting during which

2009 ICF President Karen Tweedie, PCC,

presented a “Year in Review” presentation,

outlining the organizational initiatives and

priorities of the 2009 ICF Strategic Plan

(see page 7 of this report for details); ICF

Branding Consultant William Arruda

walked through the ICF’s brand platform

work; and recipients of the 2009 ICF Inter-

national Prism Award and ICF President’s

Award were officially recognized.

Also on December 5, conference attendees

and other coaches took part in the Lunch

and Learn Credentialing Forum. This unique

time of interaction and sharing was led

by Tweedie and 2009 President-elect Gio-

vanna D’Alessio, MCC, and was formed

around the 2009 proposed enhancements

to the ICF Credentialing program. Partici-

pants gathered over lunch to discuss and

report on these enhancements.

In addition, networking events infused with

international flair are a staple to ICF Inter-

national Conferences—2009 was no differ-

ent. With four scheduled community-wide

networking events, conference attendees

had opportunities to join friends and new

acquaintances in dialogue at the Opening

Reception; connect with colleagues of

similar interests at the Table Topic Lunch-

eon; peruse exhibitor booths and have

books signed at the Networking Reception

& Author Book Signing Extravaganza; and

“Dance in the Moment” at a dancing and

dessert closing event.

Several new features appeared at the 2009 international conference:

▼ The opening keynote session

with Peter Block and Barbara

McAfee called for community

through an interactive session

that created small groups, allow-

ing for more intimate dialogue.

▼ The popular social networking

site Twitter was used to capture

real-time updates from atten-

dees. The specially-created

hashtag, #icf2009, was used in

hundreds of tweets that spanned

the course of conference, with

tweets coming in during keynote

and breakout sessions, network-

ing events and more.

▼ During the Networking

Reception & Author Book

Signing Extravaganza, conference

attendees were given the

chance to be photographed

for Coachfederation.org.

Prior to the official start of conference,

chapter leaders met on December 2 for the

ICF Global Leadership Forum. Following the

forum, the ICF Global Leaders Recognition

and Appreciation Luncheon was held where

recipients of 2009 ICF Chapter Awards were

presented. Also on December 2, ICF asses-

sors met for the Assessor Team Meeting.

1 6

2009 ICF Award WinnersThree types of awards are presented annu-

ally at the ICF Annual International Confer-

ence: the ICF International Prism Award,

ICF President’s Award and the ICF Chapter

Awards. The following organizations, indi-

viduals and chapters were presented with a

2009 award in Orlando, Florida, USA.

ICF InternationalPrism Award

Two organizations

received the Interna-

tional Prism Award

during the Annual

Business Meeting.

This award recognizes

organizations that have

experienced enhanced excellence and

business achievement through a commit-

ment to coaching as a leadership strategy.

Recipients of this award are selected by

the International Prism Award Taskforce.

2009 recipients:

Ibm.com (North America), who has

experienced a 563 percent return

on investment from their coach-

ing initiative!

Solaglas Windowcare (UnitedKingdom), who has experienced

a 490 percent return on invest-

ment from their coaching

initiative!

2009annual report

1 7

w w w . c o a c h f e d e r a t i o n . o r g

Left: Tweedie congratulates ibm.com NA rep-resentatives Beverley Wright, PCC, and SharonColeman, ACC.

Above: Solaglas Windowcare recipients IanDavy and Stewart Twinn, PCC, accept awardfrom Tweedie.

ICF President’s Award

One individual is chosen annually by the

ICF President to receive the President’s

Award. This individual is chosen based on

his/her exemplary work to promote

coaching. In 2009, Josie McLean, PCC,

of Australia, was selected.

Considered one of the founders of the

coaching industry in Australia, McLean has

served the ICF in numerous capacities,

most recently as Conference Chair for the

2009 ICF Australasia Conference, themed

“A Sustaining Experience.” She is also

Past President of ICF Australasia.

With more than 25 years of business experi-

ence, she is founder of The Partnership, a

leadership development group that offers a

range of human development programs.

McLean’s areas of specialty are in coaching

and facilitation. Her passion lies in leader-

ship and she is committed to assisting

people in exercising their leadership for a

more sustainable future.

ICF Chapter Awards

Six chapters were presented with an ICF

Chapter Award at the Global Leadership

Luncheon.

ICF Chapter Awards are offered in two

categories: Local Spirit, Global Presence—

Community Activism Award and Finding

our Voice—Marketing/PR Award. The recip-

ients of these awards are selected by the

ICF Membership and Community Commit-

tee, chaired in 2009 by Jerry Wistrom, PCC,

and Vice Chair Colleen Bracken, PCC.

Each award category presents three awards,

based upon chapter size (small, medium and

large). These awards recognize those chap-

ters who have successfully implemented

marketing and community activism initia-

tives in their local communities:

Local Spirit, Global Presence—

Community Activism Award

Recipients of this award have established a

significant coaching presence in their local

communities. 2009 recipients:

(Small Chapter) Romania Chap-

ter, Romania: Comprised of 24

members, Romania was selected

for its June 2009 chapter confer-

ence, which featured how to

market coaching in times of

crisis. The conference included

a coaching demonstration,

programs covering personal

branding, values, the ICF Creden-

tial, creating an online presence,

as well as other coaching themes.

The event hosted 40 participants.

(Medium Chapter) Profes-sional Coaches Association ofMichigan, USA: Comprised of

149 members, PCAM was selected

for its Empower Michigan pro-

gram, created in response to the

real-time economic challenge

facing the state of Michigan, and

its residents. In celebration of

International Coaching Week

2009, the first phase of the

program began with 26 volunteer

coaches donating pro bono

coaching hours to

Michigan residents in

transition. The

program thrived

and has contin-

ued in several

capacities, in-

cluding a panel

appearance for

an online show,

other coaching

events and

their annual

conference.

(Large Chapter) Metro DCChapter, USA:Comprised of 606

members, Metro

DC was selected

for its two–pronged approach to

community outreach: including

pro bono coaching opportunities

to community–based nonprofit

organizations, such as the DC

Strengthening Institute and A

Wider Circle, as well as the

creation of coaching awareness

programs that show the return

on investment of professional

coaching. These programs are

offered through ASAE.

1 8

As a part of the ICF…“...I can stand on a foundation ofprofessional ethics and standards,while continuously growing mythought leadership and coachingskills to serve others.”

Bob ThamesUnited States

Tweedie recognizes Josie McLean, PCC, with award.

Finding our Voice—Marketing/

PR Award

Recipients of this award have created

successful marketing campaigns in their

communities. 2009 recipients:

(Small Chapter) First CoastCoaches Association of Jacksonville, Florida, USA:Comprised of 27 members, First

Coast was selected for its work

with the Project Management

Institute in offering both the PMI

and local communities a special

event called Career Search Inspi-

ration. This event assisted pro-

fessionals on a pro bono basis in

preparing for career transitions

in the current market and eco-

nomical situation.

(Medium Chapter) ICF Spain,Spain: Comprised of 193 mem-

bers, Spain was selected for the

creation of its biyearly magazine,

Cuadernos de Coaching (Coaching

Notes). Nearing its third issue,

the publication is already becom-

ing a leading coaching periodical

in Spain. It is distributed as a

complimentary addendum to

Capital Humano, the top human

resources publication in Spain

that reaches over 10,000 person-

nel managers, human resource

consultants and coaches.

(Large Chapter) Puget SoundCoaches Association, USA:Comprised of 258 members,

Puget Sound was selected for its

conference, Coaching: Creating

Conscious Choice and Change,

held in conjunction with Interna-

tional Coaching Week 2009. The

conference included three

keynote speakers, six education

tracks and a total of 31.5 CCEUs

available to ICF coaches. More

than 260 coaches, business pro-

fessionals, HR directors and edu-

cators attended.

1 9

2009annual report

w w w . c o a c h f e d e r a t i o n . o r g

2 0

Global Outreach Representing the coaching profession on

behalf of the organization, ICF leaders and

staff members traveled the world in 2009

for various meetings, conferences and

events. Through these travels, the ICF was

able to outreach to members in a more

personalized way.

The 2009 travel agenda was rigorous,

including three face-to-face Board of

Directors meetings, and conferences and

events throughout Argentina, Australia,

Austria, Belgium, India, Latvia, Spain,

and the United States.

January

The global ICF Board of Directors met in

Louisville, Kentucky, USA, January 15–17 for

the annual Strategic Plan review and the

first Board meeting of the year.

February

Global Board member Tom Hatton, MCC,

attended the first public event of the ICF

Latvia Chapter during the opening of

Latvian Coaching Week.

April

2009 ICF President Karen Tweedie, PCC,

and ICF Director of Membership Don

Whittle traveled to Bangalore, India for the

Bangalore Coaching Conference. While in

India, the pair made stops in Muthyala-

padu, Hyderabad and New Delhi.

Global Board member Janet Harvey, MCC,

ICF Executive Director Gary Boyler, ICF

Executive Assistant Director Magdalena

Mook and ICF Director of Credentialing &

Program Accreditation George Rogers

discussed the possible future of the ICF

Credentialing Program and collected input

from participants at the ACTO meeting in

Orlando, Florida.

May

Led by ICF branding consultant William

Arruda, the Brand Development Taskforce

met in Philadelphia. The taskforce was

comprised of 10 volunteers from Europe,

Asia Pacific and North America.

Global Board member Philip Brew, MCC,

represented the ICF with ICF Ireland Chap-

ter co-presidents at Tipperary Institute.

June

Tweedie joined 2009 ICF President-elect

Giovanna D’Alessio, MCC, Boyler, Mook,

and European Regional Service Centre

manager Isabelle Maes at the June Euro-

pean Leaders Meeting in Brussels. The ICF

European Leaders (EL) group hosts biannual

meetings to create a space for the growth

and development of European ICF leaders.

July

The global ICF Board of Directors met in

Chicago, Illinois, USA, July 16–18 for the

second face-to-face meeting of the year.

August

The First Ibero-American Coaching

Conference took place in Buenos Aires

August 23–24. Global Board member

Marilyn O’Hearne, MCC, traveled to South

America to be a part of this conference.

The 2009 Australasia Conference took

place from August 31–September 2 in

Adelaide, Australia and focused on sustain-

ability. During the conference, Australasia

(ICFA) celebrated its 10th anniversary.

Tweedie attended the conference, joined

by Boyler and Mook.

October

Mook and D’Alessio attended the European

Leadership Meeting in Vienna.

D’Alessio presented at Kongres Kadry—

an HR conference in Warsaw, Poland.

Tweedie participates in the Lighting of the Ceremonial Candle at the ICF Bangalore Chapter Conference.

November

Tweedie and D’Alessio attended the European Mentoring and Coaching Council(EMCC) Conference in Amsterdam, Netherlands.

D’Alessio attended the ICF Spain AnnualConference in Barcelona. There she served as the inaugural speaker, sharingICF’s global vision for coaching around the world.

Global Board member Lene Rønning-Arne-sen, PCC, represented the ICF, discussingthe ICF strategic plan, at an ICF NorwayChapter event.

December

The final face-to-face meeting for the 2009global ICF Board of Directors was held inconjunction with the ICF Annual Interna-tional Conference on December 1.

The 2009 ICF Annual International Conference in Orlando, Florida, USA tookplace December 2–5 at the Rosen ShingleCreek resort. More than 1,200 coaches fromaround the world joined for several days oflearning and networking.

2009annual report

w w w . c o a c h f e d e r a t i o n . o r g

Past Presidents of ICF Australasia gather tocelebrate their 10th anniversary.

European ICF Chapterleaders meet in Brussels.

Additional Milestones in 2009

Enhancements to our Online Presence

The new Coachfederation.org was officially

unveiled in February 2009. Initial enhance-

ments began in 2008, leading up to the

much anticipated new website, which of-

fered a more streamlined and sleek design,

and presented better organization for users

to more easily locate needed materials.

ICF microsites, miniature versions of

Coachfederation.org offered in French,

German and Spanish, were regularly

updated throughout 2009. By December,

a fourth microsite was added to the list,

tailored for Portuguese-speaking ICF

members. During 2009, the microsites

received a combined total of over 39,808

visits: French–11,008; German–7,296;

Portuguese–227*; and Spanish–21,277.

Two web features added to Coachfedera-

tion.org included the ICF Career Centre and

the Video Photo Tour. The ICF Career

Centre is the definitive career resource for

the coaching profession, serving both job

seekers and employers. ICF members may

use the Career Centre to post resumes,

review job openings and create job alerts.

Accessible through the Press Room, the

Video Photo Tour allows users easy access

to ICF-created videos and photos.

The ICF expanded its online presence by

creating identities on several major social

networking sites, including Facebook,

LinkedIn, Twitter and YouTube. Through

these sites, the ICF connects with members

and the public, sharing information on the

ICF and coaching. In addition, the ICF

created a blog to connect with membership

and the public.

International Coaching Week 2009

The ICF celebrated International Coaching

Week (ICW) February 1–7, 2009. Created

by ICF member Jeri Udelson, MCC, in 1999,

ICW is a time set aside each year to show-

case professional coaching around the

world. ICF Chapters and members in all

areas of the world were encouraged to

participate by holding special events during

the weeklong celebration. Activities and

pro bono services were offered by coaches

around the globe, including free coaching

sessions, lectures and workshops.

To promote the value of professional

coaching, initial findings from the 2009

ICF Global Coaching Client Study were

announced by the ICF during ICW. Special

data sheets were created for members

with these initial findings, as well as press

releases and other marketing collateral.

Chapter Leader Pilot Program

ICF President Karen Tweedie, PCC, intro-

duced the Chapter Leader Pilot Program.

This program was created as a coaching

program to connect current ICF Chapter

leaders with experienced past ICF leaders to

provide a source of support and coaching.

What began as an idea of a small group of

volunteer leaders resulted in an ICF-imple-

mented program of 15 partnerships in its

first year, through which best practice

sharing and effective coaching were

heavily utilized.

Created Taskforces

Two taskforces were organized under the

approval of the global ICF Board of Direc-

tors. The first, Coaching in Organizations

Taskforce, was created to define the appli-

cation(s) of coaching within organizations.

Included in their work, the taskforce

reviewed and discussed differences that

may exist between typical coach-specific

training and internal programs (including

organizational and team coaching) for

managers/leaders and identify best

practices for internal coach training.

Initially created in 2008, the Disaster Relief

Taskforce was charged with identifying the

ICF’s response to both natural and man-

related disasters. In 2009, the taskforce

worked to develop different types of

responses to offer members and general

populations in affected areas, including a

possible donation process. The virtual

taskforce considered the scope of the ICF’s

responsibility around what resources to

offer members; what education to offer

members around preparing themselves for

disasters; and how to become involved in

supporting affected areas. Work of this

taskforce will continue in 2010.

2 2

ICF Latvia Chapter holds first Latvian Coaching Week.

Expanded Virtual Education Offerings

To support the growing ICF membership

and its global needs, we delivered a total of

31 Virtual Education sessions in 2009. This

represented a 94 percent increase over

the number of sessions delivered in 2008

(16). In addition to increasing the volume

of programs, we also saw a significant in-

crease (74 percent) in the average number

of call participants (59) when compared to

the 2008 programs (34). The 2009 schedule

also marked the beginning of Virtual Educa-

tion sessions being delivered in non-Eng-

lish languages. During the

year, a total of nine VE

sessions were delivered

in French (5), Portuguese

(1), and Spanish (3).

Model Standards of Conduct for Professional Coaches

In 2007, the ICF Regulatory Committee

decided to develop a Model Standards of

Conduct for Professional Coaches that the

ICF and other reputable coaching organiza-

tions could sign onto, similar to a model set

of standards adopted by the mediator

profession. It was determined that the

same approach would be useful for the

ICF’s goal of self-regulation.

In creation, the standards were aligned

with the ICF Code of Ethics to allow for

non-conflicting standards for individuals

to follow.

These standards were designed to serve as

fundamental ethical guidelines for persons

coaching in all practice contexts. They

serve three primary goals: to guide the

conduct of coaches; to inform coaches’

clients; and to promote public confidence

in coaching as a process for professional

and personal development.

The global ICF Board of Directors approved

the Model Standards of Conduct for

Professional Coaches in January 2009.

The International Association of Coaches

(IAC) also supports these standards.

The preamble and complete listing of

the standards are available at Coachfedera-

tion.org at http://www.coachfederation.org

/about-icf/ethics-&-regulation/conduct/.

Unprecedented Number of Member Surveys Deployed in 2009

As a knowledge-based organization,

assessments and surveys are an

especially important tool to better

serve ICF members. As such, several

assessments were sent throughout

2009, including:

ICF Member Needs Assessment. Sent to

members once every three years, this

survey allowed members the opportunity

to tell the ICF what is needed most through

membership. A total of 2,966 members

responded to this survey from March 15 to

April 15, providing views on coaching, the

ICF and their perceived benefits of ICF

membership. Results of this survey guided

several ongoing initiatives in 2009 (chapter

development; growth of the Virtual Educa-

tion (VE) program; additional marketing re-

sources made available; and the creation of

the Career Centre at Coachfederation.org.)

ICF Member Departure Survey. Follow-

ing the 2009 membership renewal

campaign, ICF members who did not

renew their membership were requested

to complete this survey. A total of 417 re-

sponses were received. Respondents were

asked to offer suggestions on how to in-

crease the value of an ICF membership.

ICF Brand Development Survey. In May

2009, a total of 1,495 members completed

this survey and provided valuable informa-

tion for the Brand Development Task Force

to review at their face-to-face meeting in

Philadelphia. The data analyzed at the

meeting enabled the group to identify

and develop key elements concerning

the ICF brand.

ICF Professional Development Survey.Completed in September 2009 by more

than 1,600 ICF members. This survey al-

lowed ICF members to share how learning

offered by the ICF was delivered and added

value to ICF membership. Survey results

allowed the ICF to work on making refine-

ments to all ICF learning delivery systems,

including Virtual Education; Special Interest

Groups (SIGs); local ICF Chapters; and the

ICF Annual International Conference.

Updated Code of Ethics and EthicsEducation for ICF Members

The ICF Code of Ethics set ICF coaches

apart as true professionals. To ensure it

remains current, the Code is subject to

revision once every three years. Revisions

were made to the Code in 2009.

In order for coaches to better understand

and apply the Code to their coaching, the

ICF Ethics and Standards Committee com-

piled a list of frequently asked questions

(FAQs) and answers. This FAQ Document

was published in a special issue of Coach-

ing World in October 2009. Between its

posting date and December 31, the issue

was downloaded over 2,600 times.

*Portuguese microsite at Coachfederation.orgwas not live until December 2009. All numbersshown here are representative of January 1-De-cember 31, 2009.

2009annual report

2 3

w w w . c o a c h f e d e r a t i o n . o r g

As a part of the ICF…"...I have met wonderful people fromall over the world. I enjoy contribut-ing to the organization as a memberof the Ethics Committee and attend-ing the annual conferences."

Gregory Gillis, PCCUnited States

Financial Overview

Fiscal Year 2010(Ending March 31, 2010)Pending AuditAll figures are shown USD.

For the Fiscal Year 2010, the ICF realized

net income of $304,490.94 which becomes

the annual contribution to reserves. With

the projected net income, the reserve bal-

ance will become approximately $2,110,904

pending any audit adjustments.

To insure financial stability and be appro-

priately prudent, the ICF needs to achieve a

reserve equal to six months operating ex-

penses. The association has yet to achieve

this amount, currently equivalent to

$2,350,000.

2 4

Total Revenue for FY 2010: $4,106,843.02

Total Expenses for FY 2010: $3,802,352.08

-$500,000

$0

$500,000

$1,000,000

$1,500,000

$2,000,000

$2,500,000

2005 2006 2007 2008 2009

Recent Growth in Reserves

Co-Creating our Collective Future

In 2009, the ICF continued to grow in mem-

bers and in recognition in all regions of the

world. With this expanded global reach, the

ICF strives to advance the art, science and

practice of professional coaching in all 90–

plus countries our members call home,

and beyond.

Through our many milestones of 2009,

made possible through the ongoing dedica-

tion and support of our talented member-

ship body, we take joy in knowing the

future of the ICF, and coaching, is very

bright. We can do so as we recognize the

continuing challenges and joys of being a

truly global organization.

As we began 15 years ago, so we continue

as a pioneering organization for coaching

at the forefront of setting standards and

raising the bar for coaching. We continue

to break new ground. We are committed to

continue global coaching research, to

evolve our member educational offerings

using new venues and technology and to

increase awareness of professional coach-

ing around the world.

There is still plenty to do as we continue

to lay the foundations of a true coaching

culture that permeates all corners of our

organization. It is a great time to be a part

of the ICF—the opportunities for you to

contribute your leadership are enormous!

Thank you for being a part of this

community!

2009annual report

2 5

w w w . c o a c h f e d e r a t i o n . o r g

Your ICF Staff

Gary E. Boyler

Executive Director

Magdalena N. Mook

Assistant Executive Director

Jessica Gentry

Administrative Assistant

Credentialing and Program Accreditation

George Rogers

Director of Credentialing and

Program Accreditation

Wesley Bullock

Program Coordinator 

Brittany Clark

Credentialing and Programs

Training Coordinator

Sherrie Harvey

Credentialing Coordinator

Meaghan Thomas

Credentialing Coordinator

Marketing and Public Relations

Ann Jarvis

Marketing Manager

Kristin Hogue

Marketing Coordinator

Amy W. Richardson

Marketing Coordinator

Meetings and Events

Denise Stenzel

Director of Meetings and Events

Jackie Burton

Event Coordinator

Membership

Don Whittle

Director of Membership

Regional Service Centre Managers

Isabelle Maes (EMEA)

Fiona Toy (Asia Pacific)

Research and Education

Mark Ruth

Director of Research

Kyle Bohinc

Education Manager

2 6

In MemoriamJudi Talesnick, MCCDied March 2, 2009

Judi’s role model contributions to

the profession as a coach, writer

and teacher will be deeply

missed. Judi’s courage and spirit

will not be forgotten.

International Coach Federation Headquarters2365 Harrodsburg Rd., Suite A325

Lexington, KY 40504

Phone: 888.423.3131 (toll-free) +1.859.219.3580

Fax: +1.859.226.4411

E-mail: icfheadquarters@coachfederation.org

ICF Regional Service Centres (RSCs)Asia-Pacific

Phone (within Australia): 02 430 8848

Phone (outside Australia): +61 2 4340 8848

Fax (within Australia): 02 4340 2122

Fax (outside Australia): +61 2 4340 2122

E-mail: ICFRSCAsiaPacific@coachfederation.org

EMEA (Europe, Middle East, Africa)

Tel: +32 53 39 34 52

Fax: +32 53 39 37 19

E-mail:ICFRSCEurope@coachfederation.org