One Small Step

Like a baby’s first steps, the first steps of an initiative are sometimes the most difficult ones to make. They are also the most important. In the San Francisco Bay area, employers are making important steps toward tackling the difficult issue of child care, as well as other family-related issues. Founded by the United Way of the Bay Area in 1986, One Small Step (OSS) is a regional employer association that encourages the development of employee and family support initiatives. OSS, also known as the Bay Area Employer Work & Family Association, includes more than 70 employers and represents more than 300,000 workers throughout the nine-county area. Through OSS and its programs, these workers have more options in balancing their work and family job responsibilities. Every small step that OSS makes to help employers make their workplace more family-friendly directly affects thousands of employees and their families.

The employers participating in OSS include businesses and represent industries such as high-tech, financial services, and telecommunications, as well as city and county governments and universities.

Since 1992, OSS has also partnered with a variety of consultants and service providers to help employers stay informed about the latest work/life resources. These partners benefit from networking opportunities at OSS events, listings in the OSS directory and Web site, and referrals.

One Small Step began with a group of about 15 public- and private-sector employers who wanted to make a difference in the lives of their employees and communities. Their objective was a simple one: to educate business leaders on how the needs of families impact the workplace. The founders of OSS wanted to share information on programs that help employees balance work and family. According to national statistics, nearly two out of three mothers with children under age 18 are in the labor force, and single-parent and dual-income households are on the rise. Many baby boomers also find themselves caught between caring for elderly parents and raising their own children. At the same time, discussions with local business leaders in the Bay Area showed that many businesses had no idea how to address their employees’ family needs.

Through publications, conferences, and other services, OSS provides employers with information and strategies for taking "one small step" to respond to business and family needs with a new or expanded workplace initiative. OSS provides employers with a regular forum to exchange information, experiences, and strategies with their peers.

By 1991, the association’s membership had grown from 15 to nearly 100 employers. While the membership was increasing, the OSS mission was also expanding to include other family-related issues, such as elder care. The scope of One Small Step’s activities continues to expand in response to employer interest in developing employee and family support initiatives. Discussions among One Small Step participants are now moving beyond dependent care issues to take into consideration the diversity of people’s lives outside work.

The "one small step" concept has been powerful in two respects. First, the vision is realistic, in that changes in workplace policies and practices are typically gradual and achieved through many small steps. Secondly, the "one small step" concept has been specific enough to focus employers on advancing changes, while at the same time broad enough to allow the types of changes to evolve over time (e.g., child care, elder care, flexibility, culture change, work redesign, etc.).

One Small Step has established itself as a regional clearinghouse where employers can efficiently access resources and models on ways to balance work/life issues. Through a variety of activities—conferences, roundtable discussions, publications, research projects, and referrals—Bay Area employers regularly exchange ideas and information on workplace initiatives that help employees at different life stages. Typically, OSS works with human resource managers, as well as diversity managers, health programs managers, work/family coordinators and others involved in developing work/life initiatives. Recognizing that employers often do not take "steps" alone, OSS partners with many of the leading specialists and service providers in the country. These experts consult with employers on a wide range of subjects, including child care, elder care, financial management, mental health, and organizational development.

One Small Step maintains an active Executive Committee, comprised of a cross-section of representatives from its employer membership, that sets policies and oversees operations. In addition, all OSS participants provide year-round feedback through event evaluation forms, periodic membership polls, and regular communication with OSS staff.

Over the years, OSS has also formed a number of both formal and informal partnerships with various private, public, and community groups to address issues such as family leave legislation, back-up child care, small business concerns, and long-term care.

One Small Step’s annual budget is approximately $175,000. About half of the association’s funding comes from annual membership dues from participating employers and work/life service providers. The three levels of annual membership support are: sponsors ($5,000), supporters ($2,000), and general members ($300). The One Small Step Partner option for work/life consultants and service providers has an annual fee of $175. There is also a $35/year One Small Step Colleague option for individuals who wish to receive OSS’s newsletter and discounts on OSS publications.

Other sources of funding include:

• corporate sponsorship for conferences, research projects, and publications;
• event registration fees;
• publication sales; and
• speaking honorariums and interest income.

In its early years, OSS benefited from in-kind assistance and program grants provided by the United Way. While OSS continues to rent office space from the United Way, it is now primarily supported by corporate membership dues and contributions. One Small Step is seeking foundation and other community support for specific projects.

One Small Step staff includes a full-time director, a part-time project manager, and a part-time administrative coordinator. Volunteers, student interns, and temporary employees provide additional assistance when needed. One Small Step currently operates under the auspices of the Northern California Council for the Community (NCCC). Prior to 1994, The United Way of the Bay Area served as One Small Step’s fiscal sponsor.

Member satisfaction and a growing membership signal the success of One Small Step. The impact of the work of OSS is seen in the many new programs and partnerships that have grown and continue to grow out of its efforts.

For example, in 1991, OSS created a Bay Area consortium for child care with the San Francisco Barristers Club to address back-up child care needs when regular child care providers are not available. This is an area that has been of particular interest to law firms because of the extended and often unpredictable hours that their employees work. During 1991and 1992, OSS guided interested employers through the process of exploring options and conducting a study to determine the feasibility of establishing an in-home care service for employees of participating organizations. As a result, an in-home child and elder emergency care service was launched in 1995. The service contracts with a growing number of Bay Area employers, and has been very effective in helping employees to stay at work when their regular child or elder care arrangements are not available.

Strong attendance at One Small Step events, a growing demand for One Small Step publications, and high membership renewal rates (averaging 75% to 90% in recent years) also reflect both high levels of client satisfaction and continuing need for OSS’s services.

The organization participates in a planning process every four to five years. This process helps OSS reflect on its activities and set a course for the next few years that responds to the needs of its members. In 1997, OSS developed a business plan to: guide its growth and structure, provide new services for members, and strategically increase efforts to recruit new members. OSS regularly conducts surveys and evaluations to identify member needs and concerns on topics such as flex time, leadership development, and domestic partner policies.

One Small Step is a model for similar regional work/family groups across the country, including groups in New England, Minneapolis-St. Paul, and Washington, D.C. While OSS’s services are geared primarily toward its member organizations, OSS also provides assistance to non-member individuals and organizations across the country.

Design an appropriate resource structure for the partnership. OSS created a membership fee structure (sponsor, supporting, and general members, as well as partners and colleague options) and developed fee-based products and services that are able to sustain the organization’s primary activities.

Solicit and use input from partners in designing programs. OSS continues to find new and different ways to gather input from its constituents. The association then designs programs and services to meet the membership’s needs. This kind of responsiveness is credited with maintaining member satisfaction and support.

Plan and evaluate on a regular basis. Every four to five years, OSS has taken the time to reevaluate its mission and activities and create a plan for future growth and activity. OSS has found that each planning process created growth spurts and high energy that quickly moved the organization forward with new goals and activities.

Judy David Bloomfield
Director, One Small Step
The Bay Area Employer Work & Family Association
50 California Street, Suite 200
San Francisco, CA 94111-4696
Phone: (415) 772-4315
Fax: (415) 391-8302
E-mail: jdavid@onesmallstep.org