Shalom Lamm on What Nonprofit Leaders Can Learn from Startup Culture

In the nonprofit world, words like “lean,” “agile,” and “disruptive” are often associated with fast-moving tech startups rather than mission-driven organizations. But according to Shalom Lamm, entrepreneur and founder of the nonprofit Operation Benjamin, that mindset needs to change.

“Nonprofits have missions. Startups have products. But both are trying to solve real problems and make a meaningful impact,” Lamm explains. “There’s a lot the nonprofit sector can gain by embracing lessons from startup culture—especially when it comes to speed, innovation, and accountability.”

With decades of entrepreneurial experience and a strong track record of mission-driven leadership, Shalom Lamm bridges both worlds. His nonprofit, Operation Benjamin, is a deeply personal initiative that locates Jewish-American soldiers buried under Latin Crosses and works with military authorities and families to correct their headstones with the Star of David—an effort that involves historical research, diplomacy, and sensitive storytelling.

By applying startup thinking to this mission, Lamm has demonstrated that nonprofit innovation isn’t just possible—it’s essential.

1. Agility Over Bureaucracy

One of the most common pitfalls for nonprofits is slow, overly cautious decision-making. Long approval chains, risk aversion, and outdated workflows can stifle innovation.

Shalom Lamm takes a different approach: act quickly, learn fast, and adapt.

“In the startup world, speed matters. You test ideas, adjust, and test again,” says Lamm. “We bring that same mindset to Operation Benjamin. When we identify a case, we don’t sit on it—we move. We build momentum.”

For nonprofit leaders, the takeaway is clear: agility doesn’t compromise integrity—it enhances effectiveness. Whether you’re launching a campaign or trying a new outreach method, iterate like a startup.

2. Mission-Driven Storytelling Is Your Brand

Startups live and die by their story—the founder’s journey, the problem being solved, and the mission that drives it all. Shalom Lamm applies the same principle to Operation Benjamin.

“Our work is inherently emotional,” he explains. “Each case tells a story of a soldier who served with honor and whose memory deserves to be preserved correctly. That narrative is the heartbeat of our organization.”

Nonprofit leaders must think like brand builders. Every mission has a story worth telling, and every supporter wants to be part of a meaningful narrative. Consistent, clear storytelling—on social media, websites, and donor communications—is essential for engagement.

3. Build Lean, Then Scale

In startup culture, “minimum viable product” (MVP) thinking is key: launch small, prove the model, then grow.

Lamm took the same approach when founding Operation Benjamin. “We started with one case—just one,” he recalls. “Once we proved it could be done—correctly and respectfully—we scaled the process.”

This lean startup mentality allowed the nonprofit to build trust, refine its process, and demonstrate success before expanding. Too many nonprofits try to go big before they’ve proven their impact model.

Lesson for nonprofit leaders: validate your approach, then scale it with confidence.

4. Team Culture Is a Strategic Asset

Startups are obsessive about culture: they hire for it, nurture it, and protect it. Lamm believes nonprofit teams should do the same.

“Operation Benjamin is run by people who believe deeply in the mission. That passion isn’t a bonus—it’s the foundation,” he says.

In both startups and nonprofits, the right team chemistry determines how effectively ideas are executed. Lamm advises nonprofit leaders to hire for alignment, not just credentials.

“You want people who care more about impact than ego,” he says. “Those are the ones who stay late, think creatively, and never lose sight of the mission.”

5. Metrics Matter—Even in Mission Work

Startups track everything: users, conversions, churn, retention. While nonprofit missions can be more abstract, Shalom Lamm emphasizes the importance of measurable impact.

At Operation Benjamin, success is tracked through:

• Number of corrected headstones
• Families reached and served
• Public awareness through media and education
• Operational efficiency and turnaround time

“Even in sacred work, metrics keep us accountable,” Lamm says. “They’re not just for funders—they help us lead better.”

Final Thoughts: Innovation with Integrity

Startup culture isn’t about being flashy—it’s about being effective. For Shalom Lamm, blending that ethos with the heart of a nonprofit mission has helped Operation Benjamin honor history while embracing modern methods.

“Nonprofits can’t afford to be stuck in the past,” he says. “We owe it to our missions—and the people we serve—to be innovative, bold, and willing to adapt.”

Whether you’re a seasoned nonprofit executive or a new founder with a cause, the lessons from startup culture can be your secret weapon: move fast, think smart, and lead with purpose.