Number 22 of 52 Compelling Communicators: Patsy Worrall
June 03, 2013Patsy is one of those compelling communicators who shuns the limelight. She is always focused on the work and makes sure her organization is front and centre. She was even reluctant to do this post. After knowing and working with Patsy for some 30 years I can attest to her dedication to clear communication that has impact. She has a creative, yet pragmatic approach to telling a story. The BC Cancer Foundation is lucky to have someone of her calibre presenting their case for support. I am lucky to have been her business partner, best buddy and biggest fan.
How would you describe yourself as a child?
Somewhere between shy and outgoing.
What helped you become a good communicator?
Starting my career in the '80s in not-for-profit forced me to be creative in the development of communications programs with only shoe string budgets. It also allowed for A/B testing of communications programs (read: trial by fire).
Starting my career in the '80s in not-for-profit forced me to be creative in the development of communications programs with only shoe string budgets. It also allowed for A/B testing of communications programs (read: trial by fire).
What are the traits of a good communicator?
A good communicator knows how to wear the many hats within an organization to ensure marketing and communications programs are meeting overall organizational goals.
What tip or advice would you give to help people become better communicators?
Stay true to strategy - it’s the road map for creating meaningful and successful communications programs.
Stay true to strategy - it’s the road map for creating meaningful and successful communications programs.
What is your biggest communication related pet peeve?
When egos come into play and communicators are more interested about the process and not the message (read: creating programs/materials with industry awards as the driving force in the creative development and not the strategy).
When egos come into play and communicators are more interested about the process and not the message (read: creating programs/materials with industry awards as the driving force in the creative development and not the strategy).
Who do you think is a famous compelling communicator? And, what makes him or her compelling?
Seth Godin. He has a great ability to get to the core of marketing by using concrete examples – case studies – that are quick to read yet offer solid content.
Seth Godin. He has a great ability to get to the core of marketing by using concrete examples – case studies – that are quick to read yet offer solid content.
Please share a communications story (good or bad) that will be beneficial for others.
I’d like to share an example of the benefits of keeping communications clean.
One year, instead of creating a traditional printed annual report that offered pages and pages of year-end reviews of activities, accomplishments, financial summaries, governance and a list of fundraising events, we instead created a video that offered our donors one single, direct message – “thank you” and delivered this message primarily in spoke word, versus printed copy.
We created a very personal video that captured a wide variety of BC Cancer Agency staff who have benefited directly from BC Cancer Foundation donor support. The video included BC Cancer Agency researchers, clinicians, front-line staff, technicians, care provides and a cancer survivor. The video was produced with an introduction and closing message from the BC Cancer Foundation President and CEO and was posted to a micro site that provided options for donors to not only see the thank you video, but allowed them to also see our financials, visit our full website and update their contact information with us.
I’d like to share an example of the benefits of keeping communications clean.
One year, instead of creating a traditional printed annual report that offered pages and pages of year-end reviews of activities, accomplishments, financial summaries, governance and a list of fundraising events, we instead created a video that offered our donors one single, direct message – “thank you” and delivered this message primarily in spoke word, versus printed copy.
We created a very personal video that captured a wide variety of BC Cancer Agency staff who have benefited directly from BC Cancer Foundation donor support. The video included BC Cancer Agency researchers, clinicians, front-line staff, technicians, care provides and a cancer survivor. The video was produced with an introduction and closing message from the BC Cancer Foundation President and CEO and was posted to a micro site that provided options for donors to not only see the thank you video, but allowed them to also see our financials, visit our full website and update their contact information with us.
We produced cards and emails using personal URLs
(pURLs) to invite donors to visit the micro site, where they were greeted personally
to the site.
The following comment confirmed to me that our
communications strategy hit the right mark with our donors:
“It
touched me that what I give means a lot to everyone”
Here’s a link to the video:
Patsy Worrall, Vice President, Marketing + Communications for the BC Cancer Foundation, the fundraising partner of the BC Cancer Agency and the largest charitable funder of cancer research in B.C.
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