2014

A N N U A L

R EPO R T

GROWING. SUSTAINING. ADVANCING.

In 2014, the International Coach Federation made
great strides toward achieving our collective vision
of helping individuals, organizations and society
to thrive. Together, we expanded the global reach
of our organization and our industry; deepened
our commitment to excellence in the fields of
credentialing, program accreditation and research;
and identified new opportunities to support
coaches ongoing professional development.
ICF and professional coaching are thriving, and we
look forward to whats in store for our association
and our industry.

All of the photos in this years report are from ICF Globals award-winning
Credential Legacy video campaign, which premiered in February 2014.
The Credential Legacy Campaign spotlights testimonials and industry
research illustrating the numerous personal and professional benefits
associated with the pursuit and achievement of an ICF Credential. Learn
more at ICFCredentialLegacy.com.

For ICF, 2014 was a year of unprecedented growth in membership, credentialing and accreditation.
Driven in part by a successful social media campaign and the provision of a new benefit for members
who wanted to grow their businesses, ICF Global Membership increased by 8%.
We also expanded our ability to meet the needs of ICF Members around the globe with the addition
of two new Regional Service Centre Managers based in Kuala Lumpur and Moscow and the creation
of a Director of Chapter Development position to provide education and support to volunteer ICF
Chapter Leaders.
ICF continued to have the largest, most widespread credentialing program for professional coaches,
ending 2014 with 15,654 ICF Credential-holders. More than 5,734 coaches submitted applications for an
ICF Credential in 2014, a 53% increase over 2013.
In June 2014, ICF announced an advanced assessment system for evaluating Professional Certified
Coach (candidates). These new markers equip assessors with the tools to provide specific feedback
on a candidates performance while supporting ICFs strategic goal of constructing a global standards
system that elevates coaches credibility.

24,635

25,000

20,000

15,000

2009

2010

2011

2012

2014

2013

REGIONAL MEMBERSHIP BREAKDOWN

Western
Europe

Canada
(2,638)

(6,068)

USA
(9,233)

Middle East/
Africa

Latin
America

Eastern
Europe
(1,360)

Asia
(1,725)

(739)

Oceania

(1,598)

(1,266)

TOP 10 COUNTRIES BY MEMBERSHIP

USA (9,233)

UK (1,254)

Canada (2,638)

Australia (1,097) Spain (883)

France (925)

Brazil (564)

Switzerland (386)

Italy (521)

Sweden (366)

MEMBERSHIP AND CHAPTER DEVELOPMENT

TOTAL ICF GLOBAL MEMBERS BY YEAR

CREDENTIALING

TOTAL ICF CREDENTIAL-HOLDERS BY YEAR

20,000

15,654
15,000

10,000

5,000

2008

2009

2010

TOTAL ICF CREDENTIAL APPLICATIONS

5,734 received, an increase of

53% from 2013.

2011

2012

2013

2014 BREAKDOWN

2014

Accredited Coach Training Programs (ACTP)

171

200
150
100
50
0

2008

2009

2010

2011

2012

2013

2014

Approved Coach Specific Training Hours (ACSTH) Providers

267

300
250
200
150
100
50
0

2008

2009

2010

2011

2012

2013

2014

Continuing Coach Education (CCE) Programs

736

800
700
600
500
400
300
200
100

2008

2009

2010

2011

2012

2013

2014

P R O G R AM A C C R E D I TAT I O N

PROGRAMS APPROVED BY YEAR

By connecting coaches with

research, resources and education,
ICF empowers them to support
the transformation of lives and
organizations, one client at a time.
In 2014, ICF released two cutting-edge
pieces of industry research, the 2014 ICF
Global Consumer Awareness Study and
Building a Coaching Culture, a signature
study of coaching in organizations
conducted in partnership with the
Human Capital Institute (HCI).
ICF continued our efforts to advance
coaching research and science, as well.
In May 2014, we facilitated a cuttingedge conversation with hundreds of
in-person and virtual attendees at ICF
Advance 2014: Science of Coaching.
The following month, we hired a
Director of Coaching Science to lead
ICFs efforts to develop, curate and
disseminate information around the
science of coaching.
Finally, we piloted new event structures
to better meet the needs of coaches
worldwide. In lieu of hosting a
single, global conference, ICF Global
supported three regional steering
committees in hosting conferences
to extend world-class opportunities
for learning and networking to a
larger, more diverse population of
coaches. ICF also hosted the inaugural
Business Development Series, a virtual
education offering designed to help
professional coaches build profitable,
sustainable coaching businesses.

Commissioned by ICF and conducted by

PricewaterhouseCoopers LLP
6 languages, 25 countries, 18,810
respondents

KEY TAKEAWAYS:

Attendees:

425 North American Midwest

380 European
462 Latin American

7% increase in global
consumer awareness of coaching
from 2010 - 2013 (from 51 to 58%)

17% of respondents indicated that they

would participate in a coaching
relationship
1/3 of respondents aware of coaching also
aware of ICF
High satisfaction and advocacy
among consumers of coaching

Coachfederation.org/consumerstudy2014

SCIENCE OF COACHING
Attendees:

108 in-person
236 virtual
Representing:

37 countries
269 ICF Credential-holders
85 ICF Chapters

BUILDING A COACHING CULTURE

Conducted in collaboration with the
Human Capital Institute
Based on a survey of more than 500
human resources, talent management, and
learning and development professionals,
as well as in-depth interviews with subjectmatter experts

KEY TAKEAWAYS:

Companies with stronger

coaching cultures report
higher employee engagement
and above-average financial
performance
Only 13% of responding organizations were
classified as having strong coaching cultures
Three main barriers to implementing a successful
coaching culture: lack of time, limited ability to
measure return on investment, budgetary constraints
Coachfederation.org/coachingculture

8 sessions offered to ICF Members

at no charge

Each session generated 800 registrations

and most had 360 live participants
(a show-up rate of 30% is industry standard). Streamed later by 200+.

1,322 ICF Members

68 countries
55% ICF Credential-holders

R E S E AR C H AN D E D U C AT I O N

2014 GLOBAL CONSUMER

AWARENESS STUDY

During 2014, ICF Global deepened

our commitment to enhancing global
awareness of professional coaching and ICF.
Through media relations efforts, advertising
partnerships, social media engagement and
participation in conferences and events, ICF
Global staff and volunteers communicated
the benefits of professional coaching
to a variety of stakeholders, including
human resources, talent-development and
human capital management professionals;
organizational
decision-makers, journalists and
prospective coaches.
To help recruit new members, increase
brand recognition and solidify our place as a
thought leader in the coaching community, ICF
launched a membership campaign on LinkedIn
in February 2014. The campaign yielded
an ROI of 1,761%, with ads and targeted
messages that doubled LinkedIns campaign
benchmarks. The campaign exposed the
ICF brand to hundreds of thousands of
professional coaches and allied professionals.
In 2014, ICF invested in paid television
programming, securing a 13-minute
segment on Corporate Review, an awardwinning business and health program airing
on cable networks, including Fox Business,
Bloomberg, Bloomberg Asia and Bloomberg
EMEA. The segment included an in-studio
interview with ICF Globals CEO/Executive
Director Magda Mook, interviews with an
ICF-credentialed coach and his client, and
footage filmed at ICF Headquarters.
We also recognized the successes and
contributions of individuals, organizations
and ICF Chapters through our portfolio of
awards programs.

4,396 media mentions,

representing a potential circulation
of 26.9 billion
Notable placements included:

TRADE SHOWS AND EVENTS

ICF Global staff, Regional Service Centre
Managers and ICF volunteers had a presence
at seven trade shows in 2014, delivering
ICFs message to more than 49,000 human
resources, talent management, and learning
and development professionals from 80-plus
countries around the globe.
AWARDS PROGRAMS
2014 ICF Presidents Award

Kees de Vries, PCC (Netherlands)

2014 Prism Award

J.K. Organisation

Nominating Coach: Alan Meyne, PCC (India)

Honorable Mention: CareSource
Nominating Coach: J. Matthew Becker, PCC (USA)
2014 Chapter Awards
I Care For Awards:
ICF Singapore, ICF Argentina, ICF Hungary
Breaking Barriers Awards:

ICF Washington State, ICF Colorado,

ICF New Mexico

WEBSITE AND SOCIAL MEDIA

54,355
LinkedIn Members
(+14,859 from 2013)

36,132
Facebook fans
(+13,312 from 2013)

13,156
Twitter followers
(+3,912 from 2013)

250,000-plus views of
first four ICF Credential
Legacy videos

1,741,229 hits to Coachfederation.org

182,082 visits to the ICF Blog

M E D I A R E L AT I O N S AN D M AR K E T I N G

MEDIA RELATIONS

GROWTH IN REVENUE

Research &
Events Development

1.5%

0.9%

Misc.

3.3%

Investments

0.8%

Gains

0.6%

Programs

20.7%

Membership

72.2%

2014 EXPENSES BY SOURCE

Web/Tech
Research &
Development

5.1%

5.3%

Awards

0.4%

Misc.

4.9%
Programs

22.3%

RSCs

6.5%
Admin.

6.8%

Membership

21.3%

Events

8.6%

Marketing

18.8%

FINANCIAL OVERVIEW

2014 REVENUE BY SOURCE

2014 Board of Directors

Damian Goldvarg, Ph.D., MCC, Chair
Meryl Moritz, MCC, Vice Chair
Peter Barr, MCC, Secretary/Treasurer
Kara Exner, PCC
Pat Mathews, MCC
Ajay Nangalia, Ph.D., PCC
Hilary Oliver, PCC
Leda Turai Petrauskiene, MCC
Dave Wondra, PCC
Magdalena N. Mook, CEO/Executive Director

ICF Global Staff

EXECUTIVE MANAGEMENT
Magdalena N. Mook, CEO/Executive Director
Todd Hamilton, Assistant Executive Director
George Rogers, Assistant Executive Director
Celeste Moore, Executive Assistant
CREDENTIALING
Jackie Burton, Operations and Customer Relations Manager
Mickey Gustafson, Credentialing Coordinator
Sherrie Harvey, Credentialing Coordinator
Angela Holleran, Credentialing Coordinator
MARKETING AND PUBLIC RELATIONS
Justin Hannah, Marketing Specialist
Abby Heverin, Communications and Awards Manager
Lisa McKinney, Social Media Specialist
Michael Voss, Director of Brand Management
Stephanie Wright, Brand Designer
MEETINGS AND EVENTS
Denise Stenzel, Director of Meetings and Events
MEMBERSHIP AND CHAPTER DEVELOPMENT
Matt Varney, Director of Chapter Development
Don Whittle, Director of Membership
PROGRAM ACCREDITATION
Emily Allen, Program Coordinator
Emily Williams, Program Accreditation Manager
REGIONAL SERVICE CENTRES (RSC)
Alla Kazajeva, Europe, Middle East and Africa RSC Manager
Kristin Kelly, North American RSC Manager
Felix Lee, Asia-Pacific RSC Manager
Isabelle Maes, Europe, Middle East and Africa Senior RSC Manager
Stephanie Norris, Latin American RSC Manager
Fiona Toy, Asia-Pacific Senior RSC Manager
RESEARCH AND EDUCATION
Joel DiGirolamo, Director of Coaching Science
Mark Ruth, Director of Research and Education
Sandy Stansfield, Research Manager
Nicole Zafian, Assistant Director of Education
SALES AND ADVERTISING
Toby Bishop, Senior Sales Director
Kylie Burdette, Sales Coordinator
STANDARDS AND COMPLIANCE
Michael Burgess, Standards and Compliance Manager
Additional support in the areas of technology, finance, human
resources and membership services provided by Associations
International, LLC, shared service staff members.

Coachfederation.org