Ruling Serbian circles took the stance that only through books, schools and church there can be opposition against the strong Bulgarian and Greek propaganda in
Kosovo and
Macedonia. The Society of Saint Sava was founded in 1886 in
Belgrade with the purpose of promoting
Serbian nationalism in Serb-claimed regions, through education and propaganda. Its official motto was "A brother is dear, whatever his faith" (). A goal of the association was to protect
Serbs in Ottoman Macedonia, suppress Bulgarian politics and the influence of the
Bulgarian Exarchate. Svetomir Nikolajević was elected as the association's first president, who was moderate towards Greek claims, but strongly opposed Bulgarian claims in Ottoman Macedonia. The Ottoman administration in Macedonia supported the Serbs' activities, hoping to use them to counter the rising Bulgarian influence. The association's main task was to establish schools in Serb-claimed regions. In 1888 and 1889, the Serbs attracted many youths away from Bulgarian schools, with scholarships from the association to Belgrade and were active as far as
Thessaloniki and
Chalkidiki, which brought them in opposition with Patriarchist Greeks and Exarchist Bulgarians. By 1889, the association had opened 42 elementary schools. The association came under the direct authority of
Serbia's foreign ministry. The Serbian agency in Thessaloniki, propagating
Yugoslavism, created organized groups of Serbian supporters in
Skopje,
Ohrid,
Prizren,
Veles,
Bitola and
Debar. This agency was assisted by the association. It organized special schools for children from Macedonia in Serbia and developed propaganda activities among Macedonian expatriates in Serbia. Due to the increased number of students in 1890, the Saint Sava Home was built, where the association's administration was located. ==Members==