Target practice.
Author | Tang, Chee Kin |
Position | Letters - Letter to the editor |
I was surprised to see that so much more was written in CIMA's 2007 annual review about the growth in membership compared with student numbers. At 1.2 per cent, student growth in 2007 was the lowest since 2002. Despite this, CIMA is targeting an increase of 4.8 per cent, with little explanation for the downward trend, let alone this ambitious goal. If we're championing transparency and forward-looking information in annual reports, particularly in operating and financial reviews, the institute's silence is deafening. There is a clear link between student and membership growth, so extra information should be provided.
Moreover, the KPIs on page 10 of the review would have been more useful if they had been compared against those of CIMA's competitors in the CCAB. These numbers should be in the other institutes' annual reports. Is there something that members should not know?
On the issue of student growth, I wonder whether CIMA is open to alternative promotion channels? I suggest that it establishes a presence on online virtual worlds such as Second Life (www.secondlife.com). Real entities such as Reuters, Toyota, Sears and Princeton University already have a presence there and there is a "CPA Island" where visitors can learn about the profession, visit information...
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