Petar Torneff doesn’t just support causes—he makes them stronger. He doesn’t just donate—he builds. For him, philanthropy isn’t just about writing checks; it’s about rolling up his sleeves, connecting people, and turning good ideas into lasting impact.

When he believes in something, he doesn’t watch from the sidelines. He jumps in with ideas, time, and personal commitment. Change, for him, isn’t a matter of speeches or slogans. It’s action. And for more than a decade, the managing director of Accenture Bulgaria has been one of the most active champions of social entrepreneurship and the civic sector, not just funding initiatives but helping them grow, find new opportunities, and bring more people into their mission.

One of the best examples of this is Dar Pazar, Bulgaria’s largest online marketplace for cause-driven gifts. The idea was launched by an Accenture colleague, was later championed by Torneff, and took shape with the Bulgarian Center for Not-for-Profit Law (BCNL), which developed the platform with Accenture’s support. He also played a key role in launching Shtrak, a space where people can learn about the work of civic organizations and buy handmade items from social enterprises.

Under his leadership, Accenture Bulgaria has been a driving force behind training programs like Let’s Go, which supports social entrepreneurship, the social impact art competition Civic Alarm Clock, the IT reskilling initiative Jump to IT, and We Act, an employee donation program developed in partnership with BCNL.

What sets Torneff apart is how he works—with a hands-on approach that makes him an indispensable ally. As BCNL Director Nadya Shabani puts it, he is a “dream partner,” someone who doesn’t just listen but asks, “What do you need? How can I help?” and then brings his own ideas to the table.

Philanthropy without showmanship

“If you’re doing something good, it shouldn’t be for the sake of recognition. You can’t expect a return on it. That’s where many organizations go wrong—they expect something in exchange. To me, what matters is helping without seeking personal gain,” says Torneff.

For him, real philanthropy isn’t about big gestures or public accolades; it’s about persistence and long-term commitment. The focus should always be on impact, not credit.

This principle sometimes puts him at odds with PR teams and partners. “Our marketing team keeps pushing for more visibility, BCNL keeps chasing me for our logo on their website—and I just want to get things done,” he laughs.

A champion of civic organizations

Civic organizations play an essential role in society, according to Torneff. They step in where institutions fall short, helping people in need, creating opportunities, protecting the vulnerable, and giving voice to causes that might otherwise go unheard. They do this work quietly, without fanfare, but with immense dedication.

Torneff doesn’t just support them—he shares their mission. He believes businesses shouldn’t be passive observers but active allies. “These organizations do incredibly important work with minimal resources. If we can help them be more effective, reach more people, and develop their potential—we should.”

Business and the civic sector should work together, Torneff insists. “We can’t build a better society if companies only care about profit. And we can’t expect nonprofits to shoulder all the responsibility alone. It has to be a partnership.”

Roots in education

Torneff’s commitment to social good is deeply personal. He grew up in a family of teachers, which shaped both his humility and his understanding of the importance of giving back. “I always dreamed of a time when I’d be able to give back to the community that supported me.”

This perspective drives his support for education initiatives, from scholarships to reskilling programs and NGO partnerships. “My mother always taught me that if you can help, you should. That’s something I’ve taken to heart. You don’t need to be wealthy to make a difference—you just need to do what you can.”

A culture of trust and transparency

Trust is fundamental to how Torneff operates—both in business and in social initiatives. A reflection of his leadership style? He doesn’t have a personal office. Instead, he works in an open space alongside his team, accessible to anyone who wants to talk.

To him, leadership isn’t about hierarchy or status—it’s about being present, sharing ideas, and creating an environment where people feel valued and heard. The best decisions, he believes, don’t happen behind closed doors but through open dialogue, where everyone has a voice.

“For me, trust, transparency, and honesty are fundamental. If any one of these is missing, then the partnership isn’t real.”

Doing good as a business advantage

For Torneff, corporate social responsibility isn’t just a branding exercise—it’s a long-term strategy. He believes that in the long run, supporting meaningful causes gives companies a competitive edge. People want to work for organizations with a clear vision that contribute to society, and this, in turn, helps attract and retain talented, engaged employees.

At Accenture Bulgaria, social engagement isn’t imposed from the top—it comes from within. Around 80% of the initiatives the company supports are proposed by employees themselves. They don’t just donate or volunteer; they actively seek out causes to support and bring forward new ideas for engagement. This creates a workplace culture where social responsibility isn’t a duty—it’s a natural part of the company’s identity.

What do businesses lose when they don’t invest in causes?

“They lose the chance to build a culture of commitment and empathy within their companies. They miss the opportunity to be a force for positive change.”

His words are a reminder that big changes start with small steps. True leadership isn’t just about business success—it’s about the willingness to give without expecting anything in return.

Dar Pazar: Five Years of Growth and Impact

Since its launch in 2019, Dar Pazar has played a significant role in supporting social enterprises in Bulgaria, helping them grow and reach more customers. Over the past five years, the platform has provided a sustainable marketplace for products with a cause, generating income for small businesses with a social mission.

Through the online platform and the physical store Shtrak, Dar Pazar has facilitated the sale of over 22,000 products with a cause. As a result, social enterprises in the community have generated total revenue of 650,000 BGN. When factoring in corporate workshops organized through the platform, the total revenue amounts to 700,000 BGN.

The platform’s growth has been remarkable. In 2019, Dar Pazar had only 67 customers who purchased a total of 314 products. The sales generated in its first year amounted to just over 3,000 BGN. By 2024, the number of customers had increased dramatically to 2,235, who collectively purchased 7,830 products through the online store, bazaars, and the physical shop. The value of sales in 2024 exceeded 80,600 BGN, representing a more than 25-fold increase since the platform’s inception.

Dar Pazar has demonstrated that businesses with a social mission can thrive while making a meaningful impact. By providing social enterprises with a platform to reach new customers and generate sustainable revenue, it continues to drive positive change in Bulgaria’s entrepreneurial landscape.