Volunteerism is not a new concept for Sri Lanka as we have seen many a top CEO/Industry professional dedicates hours on a regular basis at cluster meetings and national committees for the purpose of  formulating policy and strategy for Sri Lanka. The UN Volunteer (UNV) programme implemented by the UNDP promotes volunteerism for those between the ages of 19-39 years based on the underlining principle that service with solidarity covers positions at national and international levels in many of UN member countries including UN field missions.   However, we see many a top private sector professional spending a considerable time period at national level cluster meetings and committees volunteering,  This worthy self sacrifice commonly found in the business sector can further re-defined and institutionalized to capture such efforts so that we can develop our potential with a more diverse exposure. A key area in line with the government policy of developing the rural areas of the country so that we can reduce the disparity in the regions.

Peace Building – through volunteerism
The challenge is how the top 150 top private sector CEO’s, academia and business leaders who sit on a monthly basis with another 150 senior level government officials at different economic forums such as the National Council For Economic Development(NCED) can be integrated and mobilsed to work on  critical pillars or Peace building like Language Policy, Human rights, Economic Development, IDP resettlement, Livelihood development which would together with the current Military Strategy the LTTE,  provide the necessary  socio economic foundations for Peace negotiations for a United Sri Lanka.

For instance we can develop a Peace Collection Brand similar to the “Rwanda Peace Collection” launched through UNIFEM in collaboration with Macy’s department store. This could be a collection of products that are produced by the once war torn villages of Sri Lanka, which can be branded and targeted to the AB Socio Economic groups of the country. Ideally, this should be a range of spatiality products which are in line with the lifestyles of the upper income consumer groups who are prepared to pay a premium price as their contribution for livelihood development in the war torn areas of the country

One recommendation could be that each private sector organization develops a product in the Eastern province and market it under the Peace Collection brand with the facilitation of the local chambers of commerce. These products can be speciality rice from Ampara, Bees Honey from Lahugala or Mango Jam from Trincolmalee but marketed under the Peace Collection brand so that shelf space is assured in a Colombo super market.

Private sector to develop farmer Clusters - Volunteerism
The Peace collection brand can be nurtured from the grass roots where farmers are clustered to a particular concentrated geographical area where a given product can be grown and prepared. Each private sector organization as mentioned on volunteer basis focus on developing the brand based on e.g. specialized rice, Bees Honey, dried fruit, herbal teas like Ranawara or Polpalar, it can even include wholesome fruit Jam line like the famous Mango jam from Trincomalee or the Cashew from the north of Mannar. These farmer clusters can be linked to a rural enterprise network that collects packages and handles the logistics up to the warehouse of a supermarket chain which is another opportunity available for a volunteer organization such as a local chambers to champion the community-based project.

May be from a front end integration strategy, a typical private sector organization in the business of training and skill development can link themself with a set of farmers who come from a particular village, so that training and equipment can be provided based on volunteerism basis this programme. The impact made on a community can be evaluated on a yearly basis scientifically, through professional social research agencies which once again can be on a volunteer basis. The key performance indicators could be the overall improvements on the quality of life and the visible economic development that has taken place in a village so that there is a structured basis for development of the rural areas of the country.

Owners of the brand – Chambers
Based on this business model of the Peace Collection the best owners will be the Chambers. The logic being the Chambers are linked to the North East entrepreneurs and producers through the respective regional chambers and hence their in an Ideal situation to play custodian to the brand. The Chambers can also act as the facilitator between the supermarket chain and producers. Hence the integrative role between backward integration and forward integration can be made by a chamber once again based on volunteerism.

Communication Strategies - Volunteerism
The best technique to create awareness among the target customer groups is a strong viral marketing campaign via e mail and SMS that once again can be championed on the concept of volunteerism but followed by a touch point experience at the point of sale by way of the exclusive eye catching Peace Collection corner at one’s own  super market. Perhaps we can showcase the Peace collections brands in a dedicated gondola, followed with a taste session that can lead to a real purchase of the brand. This can be extended to driving a Peace Meal at top end restaurants like the Gallery café or Tintagel where Sri Lanka can show case the Peace Menu that can be extended to an on flight meal which is another opportunity that exists for volunteerism to be extended to Peace building.

Challenges –walking away
Some of the key challenges identified at a strategy workshop organized by the UN Volunteers (UNV) last month was walking away. In many situations Volunteers tend to walk away from a project when a project runs to deep water. Hence the need for training on Corporate Frustration Management was said to be key aspect for decisions making and ensuring that corporate volunteerism becomes sustainable. One way is to make it make it in line with government policy so that the obstacle’s that one faces is lesser.

A key aspect that one needs to keep in mind is the correct mind set. Professional volunteering requires a mature mind set which needs to battle long term vs. short term wins. It’s an interesting concept given that we as a nation tends to have very short term mind sets. If a team works together this task becomes easier and manageable.

Hence the real challenge on how the country can work together in the launch of the Peace collection is that once we one can demonstrate how volunteerism can bring in results for economic development and thereby integrate different communities at different levels.

Acknowledgements:
This paper was prepared by the Economic Affairs Unit of SCOPP