Belma, Mladen, Emir, Marina, Darko, Hajdi, Edina, Jelena, Dajana, Elvira, Vanja, Edin, Nadža, and Violeta. This diverse group came together at the end of last year with one goal: to build something new and meaningful from scratch. We didn’t fire anyone—let that be clear—and though we met in the Sarajevo Canton, we decided to act across the entire territory of Bosnia and Herzegovina. Thankfully, we didn’t have to explain to anyone why our group had such a mix of names and backgrounds. Because our companies are members of the American Chamber of Commerce in BiH (AmCham), where we founded the Committee for Corporate Social Impact.
“Fifteen of them got together, invented a job for themselves—a committee, no less!—and secured cushy positions while people struggle to put bread on the table,” a well-intentioned reader might think, hardened by experience. Understandable. But here’s the thing: our companies pay for AmCham memberships, and in this new body, we participate for free—investing our time, reputations, and expertise. The stakes are high from the start. So what’s the payoff?
In 2017, 11.5 million BAM was donated for social causes in BiH, according to Catalyst Balkans. Of that, 4 million came from companies. Is that a lot or a little? Roughly the same amount was spent last year on salaries for 97 federal representatives and eight advisors. It’s also about what the smaller entity, the state, and international institutions combined paid for Ratko Mladić’s defense in The Hague. (“The most complex case so far, so it costs more,” they say. Oh, really?) Whether it’s a lot or a little depends on what it’s for.
Companies mostly supported healthcare, education, and marginalized groups—usually through one-off actions that photograph well, sound even better in the media, and look most impressive printed on thick, glossy paper in annual corporate social responsibility (CSR) reports. Don’t let the word “responsibility” fool you here—it’s as much about society as it is about self-image and public perception.
This isn’t new. The history of philanthropy, even in BiH, has always been tied to genuine goodwill—and a boost in reputation. Isa-beg Ishaković and Gazi Husrev-beg are remembered not just as statesmen and military leaders but as vakifs, whose endowments nurtured generations of BiH’s elite. The Franciscans of Bosna Srebrena weren’t just archivists and educators—they were relentless missionaries and diplomats. Kosta Hadžiristić had business ties across Europe, traded stocks, and built a strong national program, yet all of Sarajevo knows him for donating his wealth to higher education. There’s always been a delicate balance between “core business” (as modern corporate jargon puts it) and “giving back to society.” The most effective approaches simultaneously advance the investor’s primary mission and fill gaps in society, creating a new generation that, in turn, repeats the cycle when its time comes.
As founding members of this Committee, we—Raiffeisen Bank, Addiko Bank, UniCredit Banja Luka, Sparkasse, Telemach, the brewers of Ožujsko and Jelen pivo, EY consultants, Ademović Law, and us at Propulsion—decided to invest in a new generation differently. Big names, sure, but it’s not just about the name.
Call it a vakuf, endowment, or corporate social impact—what matters is the essence. We need a new model of giving, one that goes beyond “repaying a debt to the community” in photo-op form. Those 4 million BAM? The most forward-thinking companies realized it’s not enough to solve systemic problems, but it can be invested wisely in exceptional young people—with brilliant results. They’re the ones who will build bridges here, both literal and metaphorical, ensuring that names don’t matter—but understanding this complex world and making the right decisions at the right time does.
We’re not asking what your name is. We’re asking: Will you join us today?