Western Reserve Land Conservancy is the result of 13 mergers of traditional land trusts that worked in predominantly white, affluent places in Northeast Ohio. In 2008, the organization began a journey to learn how to serve cities and densely urbanized places such as Cleveland, Ohio. This resulted in the creation of urban programs and a deep commitment to diversity, equity, inclusion and justice. The mission transformation from exurban to holistic has been incredibly successful. Learn from four leaders how and why this evolution happened including lessons learned, insights gained, friction encountered and overcome and the racial diversification of their board and staff. Hear how to move from a charitable framework to a reciprocal framework of relationships in urban areas and distressed communities and how to address subconscious systemic oppression in the context of conservation funding and project selection. The seminar will focus on deep and enduring partnerships with Black-founded/Black-led organizations, particularly Rid-All Green Partnership and Black Environmental Leaders. Several case studies and real-life examples will bring to life this innovative work that engages forgotten communities that have never been served by the environmental conservation community.