Abstract: Engaging landholders in the Western NSW rangelands in previously believed “green” conservation programs, has been limited in the past. The Western Catchment Management Authority’s High Conservation Value financial incentive program is working to change this. By building relationships with landholders through a partnership approach led by enthusiastic district staff, an increasing number of landholders are participating in conservation management on their properties. Providing financial incentives for conservation outcomes has led to over 35 properties involved encompassing over 21 000 hectares of sites. Places of ecological and cultural importance are being added to the program, which from a slow beginning is now gaining momentum and diversity in the types of landholders engaged and sites included.