Five Years of SF New Deal: Five Lessons Learned

Five years ago, SF New Deal launched as a group of friends and volunteers who came together to respond to the devastating threat the pandemic posed for San Francisco’s small businesses. 

Without knowing the long tail of the pandemic’s impact, we understood its risk of irreparably harming the people and communities who make San Francisco - the ones who keep it running, its heartbeat. 

As we reflect on five years of work, we are grateful for the relationships we’ve built and the truly collective effort that has fueled our impact.

Here are five lessons we’ve learned along the way:

1. Real, impactful change requires all of our collective investment.

It is easy to point fingers, to dwell on what is broken, and who is to blame. But real change happens when we come together to build solutions. Through the 30 unique programs we’ve launched, we have seen firsthand that when small business owners, community members, local government, and organizations collaborate, we can create lasting, meaningful improvements. The challenges facing our communities are complex, but when we share the responsibility of solving them, we unlock incredible potential and real solutions.

2. Systems change is slow - taking action shouldn’t be.

Big, structural problems—economic inequity, red tape, barriers to opportunity—can feel insurmountable. But even when change feels slow, immediate, responsive action matters. Responding with urgency is core to our approach and we’re proud to have supported 1,832 small businesses with $52 million in financial resources since our founding. Whether it’s providing direct relief to small businesses, streamlining access to resources, or advocating for policy changes, every step forward contributes to larger transformation. Change doesn’t happen overnight, it happens with persistence.

3. Trusted relationships are the foundation of impactful work.

Our work has only been possible because of the deep relationships we’ve built with more than 100 community and city partners who have worked alongside us. These partnerships remind us that trust is earned by showing up, listening with humility, and holding ourselves accountable to the communities we serve. When we prioritize responsiveness and center the needs of small business owners, we build partnerships that don’t just solve the problems right in front of us—they create opportunities for long-term success.

4. Every small business owner is on their own unique journey.

There isn’t a single definition for small business success. Every small business owner we support has their own story, goals, and challenges, and supporting them requires a personalized approach. We’ve learned by listening as we’ve answered more than 80,000 phone calls, in English, Spanish, Cantonese, and Mandarin. We know that the best way to help small businesses thrive is not by imposing a one-size-fits-all model, but by meeting them where they are—understanding their specific needs and co-creating solutions that work for them.

5. Our love for San Francisco fuels our commitment to the future.

San Francisco is a city like no other—its character, its creativity, and its resilience inspire us every day. At SF New Deal, we are committed not just to responding to immediate challenges but to investing in the long-term future of this city. The work we do today is part of a broader vision that will continue to unfold over years and decades. As we step into our next five years, we are unwavering in our belief that a thriving, inclusive San Francisco is possible—and that together, we will build it.

Five years in, we’re still motivated by the same values that guided us in our founding. We know that San Francisco's problems, though challenging, are solvable. We believe the solutions start with small businesses. 

Thank you to every small business owner, partner, supporter, and neighbor who has been part of our journey. We’re ready and energized for the next five years of collaboration, problem solving, and impact!

Be part of our next five years of impact! Join our team, donate, sign up for our newsletter, and importantly support your neighborhood small businesses every day!

We’ll be celebrating our 5 year milestone on May 29th in Chinatown. If you’d like to join us, please RSVP to hi@sfnewdeal.org for event details.