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Welcome to the Fall edition of Milestones!
Dear friends of First 5 San Bernardino,
Autumn was chock full of appreciation, reflection and ... books! We're delivering the latest edition of Milestones straight to your inbox, full of news and celebrations to give you the latest on how we're supporting our county's children 0-5 years old.
This season, we’re sharing insights from our latest countywide survey first teased in our Summer Milestones edition, which shows growing awareness of First 5 San Bernardino and strong impacts from our educational campaigns.
We’re also giving a big round of applause to our communications team, recently honored with the Polaris Award in Campaigns from the Public Relations Society of America’s Inland Empire Chapter. This award recognizes the strategy and creativity behind our 25th Anniversary marketing initiatives, a major milestone for our organization.
As we celebrate achievements, we also take a moment to honor transitions. Join us in wishing a heartfelt farewell to Debora Dickerson-Sims, a cherished member of the First 5 San Bernardino team for 18 years, as she embarks on a well-earned retirement. Speaking of celebrations, we recently joined the Chino Youth Museum and nearly 30 of their Tiny Tots to celebrate Potter the Otter’s birthday! The celebration supported our Gift a Kid a Book campaign, which encourages families to gift books instead of toys for birthdays and other milestones.
The book gifting didn’t stop there. Read on to learn about our Gift a Kid a Book Community Fair, where 800 families enjoyed a free day of entertainment, resources, books and museum admission at the San Bernardino County Museum in Redlands.
In partner news, we’re proud to spotlight Matthew Coughlin, Executive Director of Moses House Ministries. Matthew works tirelessly to improve the lives of children and reduce the risk factors families face. He also facilitates the Nurturing Fathers Program, helping dads build confidence and meaningful relationships with their children.
And finally, it's my pleasure to introduce you to Raylena Figueroa, Staff Analyst II, and welcome her to our shared mission of helping children thrive.
Be safe, be well and prosper throughout this busy holiday season. Wishing you all the best,
Sincerely,
Karen Scott
First 5 San Bernardino Executive Director
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This year, First 5 San Bernardino set out to better understand how local parents, caregivers and residents view the organization and what really matters to their families.
Among residents who already knew about the organization, nearly two-thirds said they have a very favorable view of First 5 San Bernardino, which is up 10% from 2023. Even more impressive, 73% of parents and caregivers shared they have a very favorable impression of the organization as compared to 52% in 2023 (pictured left). Nearly three-quarters of people who saw or heard our campaigns said they learned something new.
Overall, these survey findings show that San Bernardino County is not just paying attention, but learning too.
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First 5 San Bernardino Earns Campaign Award Through the Public Relations Society of America – IE Chapter
First 5 San Bernardino (F5SB) was honored with an award marking the organization’s major milestone – its 25th anniversary – at the 2025 Public Relations Society of America (PRSA) Inland Empire Polaris Awards Gala on Thursday, November 13. This award recognized our organization’s commitment to impactful marketing and communications efforts.
These efforts resulted in the prestigious Polaris Award, celebrating the strategy and creativity behind this 25th anniversary marketing initiative. According to the PRSA Inland Empire website, “winning entries represent the highest standards in public relations and communications within the Inland Empire.”
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Preparing A Heartfelt Farewell to Debora Dickerson-Sims
After nearly 25 years working for San Bernardino County, Debora Dickerson-Sims is preparing to retire in December and embark on her next life chapter that doesn’t involve arriving to the office by 7 am.
Debora, who has served the past 18 years as the Chief Financial Officer for First 5 San Bernardino, recalls that she was instantly drawn to the mission of helping children achieve their best start in life. “I felt that my charge was to make sure First 5 San Bernardino was financially stable today and for years to come. I will miss the camaraderie that has been formed and friends I have met at First 5,” Dickerson-Sims concluded.
First 5 San Bernardino will be holding a retirement celebration for Debora following the Commission meeting on December 3, and she will be honored with a Proclamation at the Board of Supervisors meeting on December 9.
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Tiny Tots Help Celebrate Potter the Otter’s ‘Gift a Kid a Book’ Birthday Party at the Chino Youth Museum
 When is the perfect time to Gift a Kid a Book? Birthdays, of course! First 5 San Bernardino celebrated the First 5 mascot’s special day with free books, birthday cake, interactive play and a special tribute to the museum’s 25th anniversary.
In partnership with the Chino Youth Museum, we hosted a birthday celebration for children ages 0–5 featuring Potter the Otter, the popular children’s book character and First 5 San Bernardino mascot. Families came together to celebrate early literacy and be reminded of the power of gifting books for all of life’s milestones for our Gift a Kid a Book program. This year’s celebration also honored the Chino Youth Museum’s 25-year anniversary as a community space for family play and early learning, which closely aligns with our mission.
The event welcomed more than 30 children for a morning filled with free books, birthday cake, singalongs, crafts and hands-on play through the museum’s interactive exhibits. Children unwrapped books as birthday gifts, enjoyed story time and songs led by entertainer Markus Law and danced with Potter the Otter himself.
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Did you know?
Last year, First 5 San Bernardino served a record-breaking 100,000 children in San Bernardino County through its amazing partner organizations. Look for all the details in our annual Local Outcomes Report to be published February 2026.
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 What happens when you mix 2,000 free books, live entertainment and hundreds of excited kiddos? A community celebration that turns reading into pure joy.
More than 800 parents, caregivers and children filled the San Bernardino County Museum in Redlands for a day dedicated to learning and early literacy. First 5 San Bernardino, in partnership with the museum, welcomed families to the Gift a Kid a Book Community Fair – an event that distributed 2,000 free books and encouraged families to consider giving the gift of reading over toys for any of life’s milestones, big or small.
Every child who attended selected four free books of their own from a vibrant pop-up bookstore stocked with stories for all ages. The museum grounds were full of activity, with families enjoying free admission, story time, face painting, balloon twisting and lively performances by Twinkle Time and Rafael the Magician. Potter the Otter also made special appearances for photos and hugs.
Learn more about how to participate in the Gift a Kid a Book movement at First5SanBernardino.org/reading or follow us on Instagram and Facebook @First5SanBernardino.
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Helping Parents Grow So Children Can Flourish: Partners in Purpose Spotlight on Matthew Coughlin of Moses House Ministries
At First 5 San Bernardino, we choose to work alongside partners who share our commitment to helping every child grow up in a nurturing, thriving environment, especially during those critical first 5 years. Our collective vision is a future where all families feel hopeful, passionate, empowered and actively engaged in their community.
We’re honored to spotlight Matthew Coughlin, Executive Director of Moses House Ministries, a nonprofit serving young families across the High Desert. As a long-standing partner of First 5 San Bernardino, Moses House Ministries ensures parents and caregivers have the tools they need to give children their best possible start for better lives.
 Matthew has dedicated the past 21 years of his nonprofit career to Moses House Ministries, motivated by a deep desire to improve the lives of children and reduce the risk factors families face. Today he leads with purpose, offering strategic direction to ensure the organization continues providing high-quality support to parents throughout the High Desert region. He also lovingly facilitates the Nurturing Fathers Program, helping dads build confidence and meaningful relationships with their children.
We are grateful to Matthew and the entire Moses House Ministries team for their unwavering dedication to families in the High Desert. Their work continues to support brighter futures for young children.
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Employee Spotlight
Raylena Figueroa
Staff Analyst II
Raylena Figueroa’s path to First 5 San Bernardino is one defined by courage and heart. After more than 16 years in organizational leadership and administration, including serving as Campus Director of Financial Aid and managing a team of 10, Raylena decided to focus on her young children. During her time at home, she volunteered extensively in her children’s classrooms, supporting students who were academically challenged and earning multiple parent and volunteer awards along the way. Those experiences ignited something new in her: a desire to serve children and families more directly.
Raylena channels her commitment to family and community into everything she does, making her a valued and inspiring member of the First 5 San Bernardino team.
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About First 5 San Bernardino
The Children and Families Commission for San Bernardino County (First 5 San Bernardino) was created in December 1998, in order to realize the benefits of Proposition 10 (California Children and Families Act) for the County's youngest residents and their families. The act created a program for the purpose of promoting, supporting and improving the early development of children from the prenatal stage to 5 years of age, under the guidance of the Children and Families Commission for San Bernardino, and in collaboration with the community and agencies providing services to children.
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