August 2006

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President's Message
Make a “Goodwill Bank” Deposit
By Mark Croce, CPA
Just as the valley has started to heat up for the summer, Tara Eastwood and I had the opportunity to spend some time in sunny, but cool, San Diego for the annual CalCPA Annual Members' Business Meeting and Council Meeting. The event was well attended by members and leaders from throughout the state. Over the course of two days, many topics were discussed relative to CalCPA’s activities and matters impacting our profession. One of the most interesting subjects discussed was that of the “goodwill bank” our profession has created over the years.
  Now, before we all get nervous that this is in reference to yet another change in the accounting or amortization of goodwill, let me explain. The reference relates to the efforts of those members of our profession who have diligently worked through the years to develop and maintain a positive image of our profession to the public. This was not just something that happened, it took the effort of many CPAs over many years to develop the qualities of honesty, integrity and independence that are hallmarks of our profession. In recent years, however, the accounting profession has weathered its share of storms. 
  Our profession has emerged stronger and even more energized from the unfavorable press of recent years. For example, we have seen enrollment in college accounting courses rise and an increase in students choosing accounting as a career. The public views what we do with more importance, as our impact on the efficiency of financial markets is evident. But as a profession, we have taken large withdrawals from our “goodwill bank,” essentially leveraging the good that the profession has done over many years to achieve these results and to weather the storm.
  Now for the best part—it is our turn to start replenishing the “goodwill bank.” And among the many ways you can help is by volunteering or getting involved with CalCPA’s financial literacy initiative. The CPA profession is dedicated to protecting the public and, as such, CalCPA has developed award-winning materials that you can use to help improve the financial literacy of Californians. The program is called Dollars and Sense, and these seminars are coordinated with local legislators, community groups and college and high school classes and presented by CPA volunteers. There is even volunteer training available to CalCPA members to prepare you for your first presentation. 
 So, when the summer heat in the valley slows you down, energize yourself and help replenish our profession’s “goodwill bank” by volunteering to make a financial literacy presentation. For more information, visit www.calcpa.org/FLC. I can’t wait to hear all about our future “goodwill bank” deposits!
  I'd like to also encourage each of you to check out what CalCPA and the San Joaquin Chapter has to offer. Attend a discussion group meeting, such as the Tax or MAP committees, which are generally held in the morning over breakfast. Or attend an education event planned by one of the committees. These events offer relevant, local education at very affordable prices. Take a look at the schedule of education classes that our chapter is sponsoring in the fall of this year. 
—Mark Croce, CPA 
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