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Adoption of the Black Student Success Initiative was an historic first step taken in the Revere Unified School District (a pseudonym) to dismantle the ongoing underachievement and mistreatment of Black students in the district. This study explores how district staff leading implementation of the initiative conceptualize and cultivate Black family engagement. The findings reveal the desire and understanding district staff have to partner with families, but in reality most interactions frame families as respondents (Latunde & Clark-Louque, 2017). This study highlights the opportunities district staff have to cultivate engaged partnerships with Black families.