State CPA Societies in Action: California Society of CPAs

The California Society of CPAs: At-a-Glance

Current Members: 40,000+ Founded: 1909 Headquarters: Burlingame, CA www.CalCPA.org

CalCPA currently has 14 chapters, and more than 40,000 members statewide, with 70% of members in public practice, 20% in industry, 4% in government and education, with 2% working in other areas. CalCPA also has numerous sister organizations:

• CalCPA Institute, which through member donations, awards scholarships to undergraduate and graduate students.
• CalCPA Education Foundation, which is the leading provider of continuing professional education for CPAs and financial professionals.
• Group Insurance Trust, which offers health and wellness benefits to all CalCPA member firms.
• CAMICO, which offers professional liability and employment insurance for CPA firms.

CalCPA’s president & CEO, Denise LeDuc Froemming, leads a team of 85+ dynamic association professionals dedicated to serving more than 40,000 members that are California’s finest CPAs, trusted advisors, leading business and finance professionals, students, and educators. 

At the center of her leadership is establishing cultures and environments that foster authenticity, celebrate differences, and stimulate trust among people from different backgrounds and diverse experiences; encouraging excellence; and inspiring everyone to be the best they can be. 

Before joining CalCPA, Froemming served as CEO of the Institute of Real Estate Management, an international association of more than 20,000 real estate management executives and 500 Accredited Management Organizations. Her prior leadership roles were in the healthcare sector, supporting pathologists and health information management professionals. 

Froemming holds the Certified Association Executive (CAE) designation from the American Society of Association Executives. She’s also a Certified Public Accountant (CPA) and holds an M.B.A. with an accounting concentration. 

Her favorite quote is from Maya Angelou. “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

In the past year:

• Overall membership has been relatively flat due to the complexity and uncertainty we face, business model changes, mergers and acquisitions, and overall competition for our member’s attention and dollars. We will be releasing a new membership benefit offering to enhance the value to our members.
• Our educational and learning offerings have expanded to meet our members’ needs—some new offerings include a nano-learning series, advocacy hot topic video episodes, and a podcast series.
• To address the accounting pipeline issues, we have seen double-digit growth in our programs to support the pipeline—e.g. CalCPA Community College to CPA Program, University, and Community College Industry Influencer Program and our Diversifying the Accountancy Pipeline Program, in partnership with NABA, IMA, AAA, and CAQ, to increase the number of Black and African American persons who are fluent in accounting.  
• Growth in Advocacy outreach and collaboration, leveraging the CPA profession’s unique, trusted, and credible voice in policy discussions. Working diligently to positively influence legislative and regulatory proposals when they are being developed and debated.

Looking to the future, much remains to be done. “We must change perceptions about accountants and accountancy to elevate its standing in thought leadership and enhance diversity, equity, and inclusion programs,” said Froemming. “This includes pathway and CPA Exam candidate programs that help change perceptions and offer new opportunities. Our Fund the Future Campaign, a scholarship program for students, and Community College to CPA Program are just a few initiatives helping to expand the accounting pipeline. Our success depends on listening to and understanding all voices.”

What are the society’s top 3 objectives for 2023? 

• Raise awareness, redefine the image, and showcase the accounting and finance profession.
• Lead in the transformation of the career experience of CPAs and accounting/finance professionals. 
• Create super fans of everyone who interacts with CalCPA to elevate our position as a member and customer-centric organization.
• Operate at the highest level of strategic, business, and operational excellence.

Long term objectives

CalCPA proactively drives evolution within the accounting profession by promoting business growth and integrity, protecting public interests, and positively impacting the community to deliver a better future for all.

“We must continue to build strong communities, develop critical coalitions and build essential relationships with a shared sense of purpose,” Froemming added.