
By SDCN Editor
San Diego, CA–United Way of San Diego County has launched its SparkPoint initiative, a program providing one-on-one financial coaching services, workshops, and resources to local individuals and families to achieve financial security in North County and Southeast San Diego.
Statistics from the United Way of California’s The Real Cost Measure in California 2023 report found the amount of income required to meet basic needs in the San Diego County region is significantly higher than what the average household makes a year, demonstrating a critical need to address regional financial insecurity.
According to the report, 36 percent of all San Diego County households are below the Real Cost Measure despite 97 percent of households having at least one working adult. With economic mobility being one of United Way’s core pillars, and the increasing need for long-lasting solutions to assist underrepresented communities achieve financial security, the nonprofit saw the launch of SparkPoint as a powerful, transformative solution to begin bridging this financial gap in our region.
The goal of United Way’s SparkPoint initiative is to provide low- and middle-income San Diego County individuals and families with financial coaching services and connect them to resources to help them reach their financial goals. SparkPoint clients who receive financial coaching through the program are supported in establishing and working toward personal goals such as increasing their income, decreasing their debt, improving their credit score, and growing their savings. The initiative utilizes a family-centered coaching model, which builds on client strengths and puts the client in the driver’s seat. The coaching model is grounded in the belief that families are capable, resourceful, and whole, and with guidance from the SparkPoint team, meeting financial goals is possible. Program participants will progress through financial stages, transitioning from crisis to vulnerability, then from vulnerability to stability, and ultimately from stability to prosperity.
“At United Way of San Diego County, we empower community members facing financial challenges by providing guidance, connecting them to resources, and showing them they were capable all along,” says Nancy Sasaki, president and CEO of United Way of San Diego County. “Through collaboration with a strong network of community partners and funders, our SparkPoint program aims to help individuals and families achieve financial security, independence, and success in meeting their goals.”
Founded by United Way Bay Area and adopted successfully by United Way Orange County, the SparkPoint program is a proven model for addressing economic inequities and building pathways to financial success. With the guidance of these two organizations, United Way of San Diego County successfully launched the model in San Diego County in 2024 to empower families and communities to make sustainable financial decisions and work toward their financial goals. Generous support from Wells Fargo, U.S. Bank, SDG&E, and PNC Bank helped bring the family-centered financial coaching model to life, recognizing its transformative potential.
SparkPoint’s success is rooted in providing comprehensive services, particularly in the areas of financial goals, career support, and workforce development. While SparkPoint coaching is open to the public and not income-restricted, the mission is to focus on low- and middle-income families that are served by our community partners. By collaborating closely with various partner organizations, this approach provides holistic support, SparkPoint clients the best chances of achieving financial and career-related goals. The various community-based organizations that partner with United Way of San Diego County on one-on-one financial coaching include Lifeline Community Services, Interfaith Community Services, Interfaith Shelter Network, Operation HOPE, Logan Heights CDC, Community HousingWorks, and Chicano Federation.
SparkPoint is located in North County and Southeast San Diego. These regions are historically under-resourced, contributing to adverse outcomes for community members. Escondido and Southeast San Diego illustrate the deep-seated impact of long-standing societal inequities and systemic barriers. In Escondido, 26.6 percent of residents have a Bachelor’s Degree or higher, and the employment rate is just over 63 percent. Similarly, in Southeast San Diego, a history of disinvestment and limited access to quality education, affordable housing, and stable employment opportunities contribute to a 7.7 percent unemployment rate. Currently, 13.4 percent of the population in Southeast San Diego lives below the federal poverty line, including over 15 percent of families with children under 18, showing how these challenges disproportionately affect families. These statistics reflect the enduring lack of access to necessary social support systems, such as equitable educational pathways and job training programs, which perpetuate cycles of poverty and limit economic mobility for generations. Addressing these inequities requires focused investment in resources and programs to create sustainable pathways toward opportunity and financial stability for all.
By establishing the SparkPoint program in Southeast San Diego, United Way of San Diego County will give families the necessary resources to be self-sufficient, as they have consistently been impacted by economic insecurities at disproportionate levels. Additionally, the program is looking to support families in Southeast San Diego affected by the January 2024 floods, which left many residents displaced and burdened with financial uncertainty while they are working to rebuild their homes and their lives. SparkPoint San Diego County will address these challenges by providing tailored workshops that address the unique experiences of flood survivors. They believe that by leveraging trusted community-based organizations with SparkPoint financial coaching, we will be better equipped to serve the community while amplifying our impact.
In addition to one-on-one financial coaching, the SparkPoint initiative also offers Money Management Workshops throughout the year. In collaboration with partners such as U.S. Bank, California Coast Credit Union, and Credit.org, the workshops provide education on relevant financial topics to empower participants to make informed financial decisions and improve their livelihood. By educating families on topics to improve finances, they pass this knowledge on to their children to set them up for success and break generational cycles. A variety of topics are covered during the workshops, including budget management, saving tips, credit and debt management, purchasing a vehicle, safe banking options, and more.
“SparkPoint is crucial to our community, especially in today’s challenging economy, where even those not living in poverty must be cautious with their finances. It’s vital to equip our community with the skills to manage their money effectively, not only to address current concerns but also to pass on generational knowledge and habits to their children. These services benefit both clients and staff, making conversations about finances less intimidating and more supportive, fostering a space for understanding and positive change,” says Jessica Elliott-Pomerenke, Program Manager of Social Services at Interfaith Community Services.
Building a strong SparkPoint referral network is essential for equipping families with the tools they need to achieve their goals. This progress has been made possible through the collaboration of SparkPoint network providers like the United Way of San Diego County-led BankOn San Diego Coalition, MAAC, and the San Diego Financial Literacy Center. The program’s launch and expansion were fueled by the vital support of funders, including Wells Fargo, SDG&E, U.S. Bank, and PNC Bank, whose contributions have been pivotal in empowering individuals and families on their path to financial stability. Learn more about the SparkPoint program at uwsd.org/sparkpoint.