An entrepreneurial spirit for land conservation

Jake and Toni, co-founders of Nolo, a self-help legal services company, embody the entrepreneurial spirit that drives meaningful change. Nolo was born from a desire to empower individuals to take control, providing affordable tools to non-lawyers, to navigate complex legal systems. This ethos extends seamlessly to their passion for land conservation and community-driven solutions and their support for Sonoma Land Trust.

In addition to their desire to help low-income families in the Bay Area with affordable legal solutions, Jake and Toni found a deep connection in their shared love for the natural world. Their journey began with an appreciation for open spaces, inspired by childhoods in urban landscapes where access to nature was scarce.

Toni grew up in Watts, a community near Los Angeles that has experienced social, economic, and environmental neglect for decades, and where green space was a luxury. “The biggest expanse of greenery near our home was a small golf course, and it wasn’t even close by,” she recalls. Surrounded by freeways and urban sprawl, her family sought refuge in national parks, places where they felt welcome despite the challenges of post-war America. “National parks were our safe haven. We visited every one we could reach. It was where I first learned to appreciate the beauty of open space.”

Jake’s upbringing in Brooklyn, New York painted a similar picture of life without access to nature. The city where the term “concrete jungle” was made famous because of its towering buildings and pavement playgrounds, his exposure to the natural outdoors was minimal. These early experiences in urban environments fostered a deep appreciation for nature later in life—a desire to protect what they didn’t have as children.

Today, Toni and Jake cherish Sonoma County’s breathtaking trails, its agricultural bounty, and the opportunity to protect these spaces for future generations. Reflecting on their early days, Jake recalls a transformative experience spearheading efforts to preserve Point Pinole Regional Park in the 1960s. Mobilizing a diverse coalition of local residents, including underserved communities and environmental advocates, he discovered that collective action can create lasting change. “You just have to start,” Jake says. “Sometimes remarkable things happen.”

This philosophy also shapes their support for initiatives like the 30×30 campaign, a global effort to conserve 30% of land and water by 2030, and Sonoma Land Trust’s local efforts to help achieve it. While they acknowledge the challenges, Toni and Jake emphasize storytelling as a key to building connections. “When people understand the joy these preserved spaces bring, they want to be part of protecting them,” Jake explains.

Toni and Jake’s advocacy doesn’t stop at financial support—they share their home and love for the outdoors, inspiring others to explore and cherish Sonoma County’s natural wonders. They believe small actions, like spreading awareness about local conservation efforts, can ripple out to create a significant impact. As Toni puts it, “Everyone can contribute to preserving the beauty and resilience of this land.”

Their story is a reminder that conservation is a community endeavor. Whether it’s protecting wildlife corridors, restoring tidal marshes, or simply enjoying a bike ride through preserved trails, Toni and Jake show us that every step counts. By taking action today, we’re not just protecting the environment; we’re paying it forward for the generations to come.

Learn more about nolo at: https://www.nolo.com/about/history