From Leads to Legacy: What Shalom Lamm and Operation Benjamin Teach Us About Fundraising Funnels
Nonprofits and startups may seem like two completely different worlds—one driven by mission, the other by markets. But when it comes to fundraising, there’s a powerful lesson nonprofits can learn from the startup playbook: funnels.
At first glance, the idea of a “fundraising funnel” might sound too commercial or transactional for a values-driven organization. But in truth, it’s simply a structured way to guide people from awareness to deep, meaningful engagement—something every nonprofit needs to do to grow its donor base and scale its impact.
One powerful example of this is the work of Shalom Lamm, entrepreneur and founder of Operation Benjamin, a nonprofit dedicated to correcting the headstones of Jewish-American soldiers who were mistakenly buried under Latin crosses rather than Stars of David. Lamm’s strategic approach to building trust, educating the public, and cultivating long-term donor relationships provides a clear roadmap for applying funnel thinking to mission-driven work.
Let’s break it down.
What Is a Fundraising Funnel, and Why Does It Matter?
Just like in startups, a funnel in the nonprofit world is the journey someone takes from first hearing about your organization to becoming a recurring donor, advocate, or ambassador.
The stages typically include:
- Awareness – They discover your mission.
- Interest – They learn more and engage with your content.
- Consideration – They explore ways to get involved or donate.
- Action – They make a donation, sign up, or attend an event.
- Loyalty – They give again, volunteer, or share your cause.
- Advocacy – They become a champion and spread the mission.
Many nonprofits skip directly to “Ask for Money” without nurturing relationships first. But just like in startups, people need value, trust, and connection before they commit.
This is where Shalom Lamm’s approach to Operation Benjamin shines.
Building Awareness: Start with a Compelling Story
Startups use storytelling to capture attention—and nonprofits must do the same.
Lamm knew that simply talking about incorrect headstones wouldn’t be enough. So, he built Operation Benjamin around stories that resonate: the life of a single soldier, the family still searching for answers, the emotional power of restoring identity.
“One story changes everything,” says Lamm. “When people understand the human behind the mission, they start to care.”
From website content to media interviews and speaking engagements, Lamm uses story as the top of funnel to draw people in.
Generating Interest: Educate Before You Ask
Once people are aware, your job is to educate and deepen emotional engagement. Just like startups nurture leads with free content or demos, nonprofits must share insights that reinforce their mission.
Operation Benjamin publishes articles, shares historical case studies, and explains the painstaking research involved in their work. This builds credibility and transparency—two essentials for modern donors.
Lamm believes:
“People won’t invest in what they don’t understand. Our job is to make the complexity clear—and the impact tangible.”
Consideration and Action: Make Giving Easy and Personal
When it’s time to make the ask, your funnel should remove friction. Many nonprofits bury their donate buttons or overcomplicate giving.
Operation Benjamin, on the other hand, offers simple, secure donation options, clear impact statements, and opportunities for donors to fund specific headstone corrections—making giving both actionable and personal.
Lamm notes:
“People want to know their gift matters. When they see the name of the soldier they’re helping honor, it becomes a sacred act.”
Loyalty and Advocacy: Keep the Relationship Alive
A smart funnel doesn’t end after the first gift—it nurtures deeper involvement. This is where Operation Benjamin excels by sending thank-you messages, updates on restored graves, and invitations to events where donors can meet historians, descendants, and military partners.
This creates a powerful sense of community and legacy.
Some donors even become ambassadors, sharing the organization’s work on social media or sponsoring future research—turning supporters into storytellers.
Final Thoughts: Funnels, Not Formulas
Shalom Lamm’s entrepreneurial mindset and thoughtful communication style prove that fundraising funnels aren’t just for tech startups—they’re for any organization that wants to build lasting, mission-aligned support.
By thinking like a founder, Lamm helped Operation Benjamin:
- Grow public awareness organically
- Earn the trust of donors and institutions
- Scale its impact through smart, replicable systems
For nonprofits ready to move beyond one-time donations and event-driven campaigns, the funnel is more than a marketing tactic—it’s a framework for building community, trust, and transformation.
Because at the end of the day, fundraising isn’t about asking for money. It’s about inviting people into a story worth believing in.