The effectiveness of the communication in community development projects implemented by the Non-Governmental Organizations (NGOs) in Sri Lanka

Abstract

Non-governmental organizations are based on interested groups of citizens, aiming at providing social services or implementing social policy. The post-colonial socio-economic situation in Sri Lanka created a conducive environment for NGOs, which was accelerated by the political, and subsequent economic changes in 1970s. Presently NGOs contribute significantly to the community development sector in Sri Lanka. NGOs work to improve living standards through community participatory processes, and use communication in all aspects of the project cycle. The objective of this research is to study the evolution of NGOs in Sri Lanka, the role of local and International NGOs in community development and assess the effectiveness of communication in community development projects. Two prominent NGOs, Sarvodaya and World Vision Sri Lanka were studied through participatory observations and interviews. Documentary programs and audio-visual material were evaluated. NGOs use effective communication in their community development projects. Local NGOs pioneer in this regard to international NGOs, as they plan communication in a more people-centered manner. They use conventional and modern media effectively, but the negligibly use social media. Communication strategies need to match the local context planned according to the intervention and target group. Use of communication methodology extracted from the community itself, is high in relevance and effectiveness. From the planning phase onwards, a parallel communication plan needs to be developed. In each phase of the project, different communication strategies such as inter-personal and group communication, participatory development communication, new and mass media etc. can be adapted.