3-Step Plan for Building Trust Professionally

Christine Vrem-Ydstie
Apr 30
3 min read

Leaders and organizations are navigating new challenges, including evolving laws and shifting public opinion. At Leverette Weekes, we discuss how brands respond to these changes and drive social impact, such as elevating local issues to national awareness.

This month, we are sharing a communication strategy that stood out during the ICE surge in Minneapolis this winter. McKnight Foundation, based in Minnesota, went all in on its mission well before Minneapolis was in the headlines for the killing of Renee Good and Alex Pretti. Here’s what you can apply to your communication strategy in and out of a crisis:

Consistently communicate your values. Clearly identify your organizational values to guide all messaging. In times of crisis, stakeholders seek clarity about your principles, so communicate them frequently and transparently.
Prioritize your community. McKnight effectively leveraged their reputation by focusing communications on events in Minnesota and highlighting local leadership on a national platform.
Be clear about your willingness to collaborate. For McKnight, the central issue became democracy: preserving it, strengthening it, and encouraging civic engagement at both local and national levels.

This strategy is straightforward to implement but requires ongoing commitment.

How does your organization communicate its values during challenging times?

If you are ready to discuss your organization’s approach to building trust in polarized environments, our team is available to help.

Client Wins

Baylor Family Foundation

Congratulations to our clients at the Baylor Family Foundation for unveiling their new website. Click here to read more about Tim and Doris Baylor’s commitment to community building in Minnesota.

BE NOLA

The amazing team at BE NOLA released their 2025 impact report, and the highlights are stunning. Their Black Is Brilliant Institute now supports 60 educator fellows. The 2025 National Black Is Brilliant Summit awarded over $102,000 in scholarships, and BE NOLA supported The Leah Chase School — the first district-run public school in New Orleans since Katrina — which achieved 93% educator retention in its inaugural year. Read the full report here. Congratulations to the BE NOLA team – keep up the fantastic work!

Black Collective Foundation

Through their MN LEAD initiative, our friends at The Black Collective Foundation MN have distributed $215,000 in rapid-response grantmaking and are on track to award a total of $250,000 to support organizations navigating urgent legal threats, operational strain, and increased community need. These investments represent just one part of The Collective's broader multi-strategy response to meet this moment. If you want to get involved, attend the MN LEAD In-Person Community Training on May 19. For details and to register, click here.

IRTH

Congratulations to IRTH on the announcement of their second hospital partnership with Children’s Minnesota! Pictured above (from left to right) are Senator Clare Oumou Verbeten, IRTH founder Kimberly Seals Allers, Adriene Thornton of Children’s, Simone Hardeman-Jones, our client at GreenLight Fund Twin Cities, Caroline Njau, and Solaire Spellen.

McKnight Foundation

Nominations for the 2026 Virginia McKnight Binger Heart of Community Honor are open. In partnership with the Minnesota Council of Foundations, McKnight will honor seven everyday Minnesotans who help build a more caring, connected state. They reflect the very best of who we are.

Know someone who has been a steady presence, a trusted leader, or a quiet force for good in their community? Nominate them for the Virginia McKnight Binger Heart of Community Honor by May 15, 2026, and they could receive $10,000 to support their meaningful work.

Leverette Weekes IRL

The Leverette Weekes team met up in person in April. Christine, Meredith, and Pamela gathered in Los Angeles, while Meredith and Velma attended the PRSA Minnesota Chapter Classics Awards in St. Paul to support our strategic partner, MRPP, which received two awards. We look forward to more in-person connections in 2026. Stay tuned!

Momentum Summit 2026: Save the Date!

Planning for the third annual Momentum Summit is in full swing! Follow us on Instagram and join our mailing list to stay up to date on registration, speaker, and sponsor announcements. See you on the Vineyard!