Catherine Johnstone CBE

Observer
DISC Type : ci

CEO at Royal Voluntary Service

Marston St Lawrence, England, United Kingdom

Overview

Catherine Johnstone is a seasoned CEO in the non-profit sector, currently leading the Royal Voluntary Service. Her extensive career, which began as a Registered General Nurse, includes nearly seven years as CEO of Samaritans, showcasing her deep-rooted expertise in health, social care, and inspiring large-scale voluntary action.

Outside of her executive duties, her primary passion is enabling the "gift of voluntary service." She is a proud mother of five and grandmother of four, which she notes keeps her grounded, busy, and entertained, reflecting a strong connection to her family.

For her extensive work in suicide prevention during her time at Samaritans, she was appointed a Commander of the Order of the British Empire (CBE) in 2016.

Personality Overview

Curious

Example Seeker

Assertive

They can sound friendly and charming but can quickly change gears to become inquisitive and probing.  They often ask many questions and rely heavily on information and documentation. They are generally good communicators and can be hard to convince.

Topics They Care About

Voluntary Service
As CEO of Royal Voluntary Service, she champions volunteering's role in supporting the NHS and local communities, spearheading initiatives like the Coronation Champions Awards.
Charity Leadership
Her career is defined by leadership at major UK charities, including Samaritans and Migrant Help, with a focus on strategy and service delivery.
Suicide Prevention
Formerly the CEO of Samaritans for almost seven years, she led the organization's strategy, earning a CBE for her services to suicide prevention.

Media Appearances

Catherine Johnstone, CEO of Royal Voluntary Service (Spotify Episode). Featured in Spotify

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Leadership Worth Sharing: Catherine Johnstone, CEO of the Royal Voluntary Service. Featured in ACEVO

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Catherine Johnstone, CEO of Royal Voluntary Service: Launching a Volunteering Marketplace and Civic Engagement. Featured in Lidji.org

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Work History

8-2017
CEO at Royal Voluntary Service
3-2016 - 4-2017
Interim CEO at Migrant Help
1-2016 - 5-2018
Charity Advisor at The October Club
4-2013 - 5-2017
Chairman at Directory of Social Change
2009 - 2015
CEO at Samaritans

Education

1982 - 1985
Registered General Nurse from West Essex School of Nursing

More Information

Social Presence :

Prographics :

Exp : 17 Location : Marston St Lawrence, England, United Kingdom Job Level : Leadership Designation : CEO at Royal Voluntary Service
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Insights For Selling To Catherine

During A Call Or A Meeting

DO's

  • Persuade objectively how your product will help them achieve their goals
  • Help them understand the risk aspect fully while inspiring confidence
  • Focus on immediate action-items rather than the larger goals

DONT's

  • Don’t try to rush them into a decision, provide all necessary information first
  • Don’t rely excessively on your relationship with them to win the deal
  • Don’t brush off any concerns, take all questions seriously

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Catherine is

  • Clear proof of product value matters to them, followed by others' testimonials and rapport.
  • Will you ever get a clear answer from Catherine

  • They are practical and friendly, don't expect a clear-cut response often.

Insights For Deal Planning

    How fast (or slow) will Catherine move?

  • They like to be detailed and take their time to arrive at decisions.
  • Can Catherine take some risk or not?

  • They systematically evaluate all decisions and are unlikely to take many risks.

You And Catherine

Personality Compatibility


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