Funders and policy makers view Open Research Data as “the next step in achieving the UK’s open science ambitions”. (UK Concordat on Open Research Data 2016). Implementing Research Data Management (RDM) best practices is a crucial step towards that goal. Libraries are under constant pressure to facilitate these policy changes and have allocated staff and resources to advocacy, data publishing and compliance monitoring. However, based on our analysis the current efforts and expenditure are not sustainable. We need to change practices and embed RDM in researchers’ workflows. This position paper describes the approach taken by Lancaster University Library to facilitate Open Data in a sustainable way. Early in 2017, the Library initiated Lancaster Data Conversations, a “community of practice” for researchers from all disciplines to share their experiences of collecting, managing and sharing research data. Data Conversations have three main aims: Firstly, to engage researchers by giving them a platform to present their “data stories” and learn from their peers. Secondly, to facilitate cross-disciplinary research by bringing people from different backgrounds together, and thirdly, to set the foundations for a cultural shift by embedding effective RDM practices at early career or postgraduate student level. This culture change is needed so that Lancaster University Library will be able to provide a sustainable RDM support service. This paper presents our experience of the Data Conversations event, our plans for further community developments, and ways in which we will continue to provide opportunities to embed effective research data management practices in research lifecycle.