Shalom Lamm on The Business of Doing Good: How to Monetize Social Impact Without Losing Integrity

In a world that’s increasingly conscious of ethics, justice, and sustainability, the line between doing well and doing good is blurring fast. Gone are the days when profitability and purpose were seen as opposing forces. Today, social impact is not just a moral imperative—it’s a smart business strategy.

Few understand this better than entrepreneur and nonprofit leader Shalom Lamm. Best known for founding Operation Benjamin, a mission-driven nonprofit dedicated to correcting military headstones of Jewish-American soldiers from World War II, Lamm has spent his career at the intersection of strategy and service.

“Purpose and profit don’t have to live in separate worlds,” says Lamm. “In fact, the most successful and sustainable ventures are the ones that tie the two together with integrity.”

In this post, we’ll explore how entrepreneurs can create real, measurable good in the world—without sacrificing their business goals—and how Shalom Lamm’s approach to Operation Benjamin reflects a broader blueprint for building a meaningful brand.

The Rise of Purpose-Driven Profit

Consumers today want more than products—they want values. According to recent studies, nearly 70% of global consumers say they’re more likely to support companies that take a stand on social issues. Gen Z and Millennials, in particular, expect brands to contribute to societal change.

Shalom Lamm sees this shift as an opportunity—not a trend.

“This isn’t just about marketing,” he explains. “It’s about being part of something larger than yourself. When your business serves a higher purpose, it creates loyalty, momentum, and impact that money alone can’t buy.”

What Is the “Business” of Social Impact?

At first glance, Lamm’s work with Operation Benjamin might seem strictly nonprofit—but it demonstrates an important lesson for entrepreneurs: social ventures thrive when run with the rigor of a business.

Operation Benjamin identifies and corrects the grave markers of Jewish American soldiers who were mistakenly buried under non-Jewish headstones. It’s a deeply humanitarian mission rooted in respect, identity, and historical justice. But it also requires:

• Strategic operations
  
• Scalable systems
  
• Resource allocation
  
• Donor relations akin to customer retention
  
• A clear, powerful brand message
  

By running this nonprofit with the same strategic mindset he applied to his earlier real estate ventures, Lamm shows how business acumen can amplify impact.

3 Ways Entrepreneurs Can Monetize Social Impact

1. Bake Mission Into the Model
Don’t treat your charitable work as an afterthought. Make it part of your business model. Whether it’s through one-for-one product donations, ethical sourcing, or a percentage-of-profits initiative, consumers will notice—and reward—authentic commitment.

2. Tell a Compelling Story
Social impact without storytelling is invisible. Lamm emphasizes the power of narrative in inspiring action. Operation Benjamin thrives not just because of its noble goal, but because it tells a deeply emotional, universally resonant story: honoring those who served and ensuring their legacies are preserved with truth and dignity.

Your venture’s story doesn’t have to be grand—it just needs to be real. Make your mission relatable and your impact visible.

3. Create Shared Value, Not Just Donations
True social entrepreneurship means designing solutions where everyone benefits. This might include training marginalized communities, developing sustainable supply chains, or creating access to education. When your model uplifts others while sustaining itself, you’ve moved from charity to shared value creation—a more scalable and resilient path.

Purpose That Powers Longevity

Too many startups focus on scale first and significance later. But Shalom Lamm believes that long-term relevance requires meaning from day one.

“When your business is anchored in something bigger than profit, it becomes more than just a company—it becomes a movement,” he says.

Lamm didn’t launch Operation Benjamin to gain recognition—he launched it to right a wrong. That clarity of purpose became the foundation for trust, media attention, volunteer support, and donor funding. And that’s exactly the type of ripple effect entrepreneurs should aim to generate.

Final Thoughts: Doing Good Is Good Business

Whether you’re launching a tech startup, a consumer brand, or a nonprofit, embedding social impact into your DNA isn’t just ethical—it’s strategic.

Shalom Lamm is living proof that integrity and impact can fuel both hearts and bottom lines. By leading with purpose, telling a powerful story, and applying business principles to a mission-driven cause, he’s created a model that modern entrepreneurs can follow—no matter their industry.

So if you’re wondering how to monetize your passion for doing good, start here:
Lead with meaning, operate with excellence, and let the mission inspire the model.

Because in today’s world, the most powerful currency isn’t just capital—it’s conviction.