Building Trust and Engagement, with Jody Horntvedt and Eriks Dunens

“The reality is when you work with groups, every time you bring someone new into a group, you need to take that time to get to know people, and begin to look at ways in which we can build those levels of trust.”

— Jody Horntvedt

In our conversation, Jody and Eriks brought a nuanced and multifaceted perspective to the relationship between trust and engagement, drawing from their shared experiences as extension educators and Eriks’ current role with the City of Minneapolis. Together, they offer a really practical framework for understanding how trust operates at multiple levels within communities and organizations.

The foundations of trust

“Trust is not just a single monolithic thing, right? We sometimes talk about trust like, ‘You broke my trust,’ ‘My trust is better,’ you know ‘how am I ever going to trust again? But when it really comes down to it, there are different textures or types of trust.”

— Eriks Dunens

Trust is often treated as a binary concept—you either have it, or you don’t. But as Eriks pointed out, trust is far more nuanced and multifaceted. In his research, he identifies four distinct types of trust:

Contractual Trust: The belief that promises will be kept.
Communication Trust: Confidence in open and appropriate sharing of information.
Competence Trust: Trust in someone’s ability to deliver quality work.
Caring Trust: The sense that someone genuinely has your best interests at heart.

These layers work together to form the foundation of a thriving community. The stakes are high for all of this coming together, too. Jody emphasizes that trust is often what holds communities together in the face of challenges. “Without trust, the sense of hopelessness can be great—not just for individuals but for entire communities,” she shared.

Contractual Trust: following through

Contractual trust, as Eriks described, is the foundation of any strong relationship. It’s about keeping promises and following through on commitments. “Do I believe that someone will do what they say they’ll do?” Eriks asked. This type of trust can be broken easily when expectations are unmet, making consistency and reliability critical.

I think most of us have probably experienced how contractual trust can be key to maintaining long-term relationships with clients and community partners. Whether it’s delivering a project on time or honoring a creative direction, consistent follow-through builds the credibility needed to collaborate effectively. For all of us as community leaders, we have to remember that even small, consistent actions can lay the groundwork for more trusting relationships.

Communication Trust: listening and sharing

Communication trust is built on transparency, appropriate sharing, and active listening. This helps the people we’re engaging with to feel informed and respected. “Are you providing the information I need to succeed, and are you holding what I share with you in confidence?” Eriks asks. Trust in communication isn’t just about what’s said; it’s about how it’s presented and received.

Storytelling naturally intersects with communication trust. In order to ethically and authentically share compelling real-world narratives, we have to create a space where storytelling collaborators (like interviewees) are engaged as co-creative partners and feel safe to share openly. This isn’t just about gathering information; it’s about honoring the vulnerability involved in storytelling. By showing care in how we approach the work of storytelling, we can deepen communication trust and foster greater connection.

Competence Trust: confidence in capability

Competence trust reflects the belief that someone not only will follow through but will do so with skill and expertise. Eriks illustrated this concept with a vivid analogy: “I love sushi. And so if I am at a restaurant that is near the water and it appears that the fish was freshly caught, I’m going to have really high competence trust that I’m going to eat the sushi and it’s going to treat me well. But when I am in rural Minnesota stopped at a gas station and I see sushi, I don't have high competence trust [that it will be good.]” Competence trust is based on demonstrated ability and quality results.

For leaders, building competence trust starts with demonstrating expertise in action, whether through high-quality outcomes or the ability to adapt and solve problems effectively. Not everything has to be perfect, but we should be able to show ourselves as thoughtful and informed decision makers. Our authenticity and vulnerability in storytelling around the choices we make will be key to developing this type of trust with our communities.

Caring Trust: integrating connection

Caring trust ties the other types of trust together. As Jody explains, “Caring trust is about showing people that you genuinely have their best interests at heart.” Without this foundational layer, the other types of trust may falter. People need to feel that their values and well-being are aligned with those they engage with.

Stories are more than information - they’re windows into the lives of other people. If we approach our storytelling with genuine empathy and care, that will flow into the narratives we create. Leaders and storytellers who center caring trust in their work can create environments where people feel valued and understood, opening the door for greater collaboration.

The trust + engagement cycle

Engagement is often far easier to measure than trust, so as storytelling communicators and leaders it’s really easy to start with these obvious metrics. You’ll see a version of engagement scored continuously in the likes, comments, and hits on your content. Earlier in the creative process, engagement often looks like members of our community being willing to participate meaningfully in storytelling efforts- offering their own stories, drawing in others to participate, and helping to share the things we create out into the world.

When we’re not seeing the engagement we expect, it’s easy to blame the platforms, or fall back on what I would consider traditional “push” tactics like paid promotion. But more often than not, I see the real problem as a gap in trust.

Trust and engagement are deeply interconnected, forming a cycle that strengthens with each iteration. “Do you need to trust before you engage, or are you willing to engage before you trust?” Jody asked during our conversation. The answer depends on the context (what type of trust are we even talking about, as Eriks might ask?) but we should expect that trust and engagement will build on each other. When we engage authentically, we create opportunities to develop trust. Likewise, as trust grows, it becomes easier to grow meaningful engagement.

Storytelling as a trust + engagement cycle

This is all a part of what I love about the process of working co-creatively with a community. When we invite others to join in the process of telling a story, we’re not just amplifying their voices, we’re starting a specific cycle of trust and engagement. And because it’s a cycle, every time we go around we can build more surface area for trust and engagement. It’s a really hopeful and ongoing process, that gives us the opportunity to collaboratively understand, imagine, and develop our future together. Over time, these efforts compound, creating networks of trust and engagement that strengthen the fabric of the community.

During our interview, Eriks highlighted how narrative can align values, demonstrate care, and even repair broken trust. He explained that stories provide a framework for understanding why things go well (or why they don’t) helping to uncover root causes and build a shared understanding. This reflective power of storytelling creates opportunities to rebuild trust and reframe challenges as possibilities.

Jody emphasized that storytelling also serves as a bridge, unlocking potential and bringing in fresh perspectives. Reflecting on her own approach, she said her work is often about “seed planting” and lifting up stories that inspire and encourage others. “Sometimes people don’t see the opportunities or the potential they have to make a difference. Sharing stories - like, ‘Did you hear about this?’ or ‘I worked with a community that did that’ - can be so powerful.”

Stories transcend data and arguments, building empathy and understanding in really unique and powerful ways. For leaders, integrating storytelling into your work isn’t just about effective communication—it’s about cultivating the trust and engagement needed to drive meaningful change.

Getting started

As Jody reminded me during our interview, the work of building trust takes time. “Every time you bring someone new into a group, you need to take the time to get to know people and begin to look at ways in which we can build those levels of trust.” Small steps—like asking meaningful questions or creating inclusive spaces—can create ripples of connection and engagement.

If you’re looking for a simple starting point, I’d suggest you consider Eriks’ advice: ask how people feel cared for in your community and listen carefully to their responses. These moments of intentional connection can lay the groundwork for trust, collaboration, and lasting change.

Additional Resources

Visit https://extension.umn.edu/ and search for “community”
“Building trust in communities” https://extension.umn.edu/vital-connections/building-trust-communities
Jody Horntvedt on LinkedIn: https://www.linkedin.com/in/jody-hornvedt-1a061939/
Eriks Dunens on LinkedIn: https://www.linkedin.com/in/eriks-dunens-3388404b/