The self-regulation program in the American Institute of Certified Public Accountants (AICPA) division for CPA firms needs to be more responsive to feedback from division members. Membership in the division has been declining and the challenge facing the AICPA leadership is to make the program more attractive to CPA firms. A survey was conducted to elicit from member firms data on their experiences with and attitudes toward the self-regulation program. Out of 500 surveys some 239 responses were received and certain results are noted. The survey focused on 4 aspects of the division: 1. benefits and costs of membership, 2. evaluation of the peer review process, 3. the Securities & Exchange Commission Practice Section and government regulations, and 4. substandard reporting. The division's leadership is responding to the lack of awareness in the business and financial community about the significance of division membership.