There's a Big Problem in Membership Today

The good news is that your members (and prospects) are silently reporting exactly what's wrong by disengaging.


I'm Joy Duling.

(Yep! There's a real “Joy” in The Joy of Membership®.)

Thirteen years ago, way back in 2005, my first client hired me to create a logo, membership application and initial website for an association he was starting.

At the time, I knew very little about running  a membership-based organization, but I did know how to roll up my sleeves and get a job done.

Little did I know that this one experience would set the course for my entire business… and that my first client would continue to be a client still today, with 90+% of those who are eligible to join actively paying membership dues each year. 

In the years that followed, I've had the opportunity to support membership communities in a diverse array of industries: healthcare, human services, public safety, education, small business and more.

The common thread is that each of these changemaking organizations has been passionately committed to creating impact for their customers, their industries or the world-at-large.

Making change happen is no easy feat. It requires connecting with members in ways that are meaningful and sustainable.

Not every organization will be successful in this because the truth is that leading an association, trade coalition or membership-based nonprofit is tough work. 

I've been involved at every stage – from creating an organizational concept on a white board, to setting up a nonprofit, to managing daily operations, to coming to the painful conclusion that it is time to end the work.

If you are looking for a partner who can help you plan, problem-solve, and produce results toward your unique organizational goals, we should connect and get to know each other.

You can schedule a conversation by clicking here.

The joy of membership is found inside the community.

It emerges from service and builds softly, bubbling up around moments of discovery, transformation and impact.

You see it in the power of a common goal.

You feel it in a message that resonates from person to person to person.

You experience it when action happens, not just once, but again and again, as members unite.

The joy of membership is intimately small and magically big.

It happens in conversations.
It happens in collaborations.
It happens in expected and unexpected ways.

But there is one thing that is always true about the joy of membership.

It doesn't happen without you.

 Joy Duling, Founder

The Joy of

“Joy has been a godsend. She sets up not only your website but a complete system for running your associations' member database and renewals, event registrations and communication tools for members.” Margaret Vaughn

Association Management Specialist, Margaret Vaughn Consulting

Often when I have hired consultants, I have been left with meaningless stacks of paper and a myriad of theories that I have no idea how to execute. In the end, I feel more overwhelmed and exhausted than I did when I started.

My experience working with Joy Duling has been entirely different. Joy provides ‘hands-on' tactics that are easy to execute. But, best of all, you see results… and fast.”

Michelle Tjelmeland

Founder, Cochlear Implant Awareness Foundation

“Joy Duling and her team have been a vital resource for Affordable Assisted Living Coalition since we began in 2006.

With Joy's help, AALC has grown and developed and is able to operate without a large staff. Joy works tirelessly on our behalf, is very responsive and has helped solve any issues we encounter from our logo, website, membership, bookkeeping and even strategic planning.

I'm not sure we would exist without her capable help. I know we wouldn't be as functional.”

Wayne Smallwood

Executive Director, Affordable Assisted Living Coalition

“Joy Duling has the uncanny ability to take a raw idea and turn it into an absolute masterpiece. She is a real pleasure to work with.” Mark Rodriguez

President, Auto Care Care

“Joy and her team are professional, efficient and talented. Whether they are organizing events, coordinating meetings, formatting documents or managing my schedule, I have the utmost confidence in their abilities.

They have given me back much more than an extra hour in my day; they have given me my work-life balance back.

If you are looking for a little or even a lot of extra assistance, I simply cannot recommend Joy and her team enough.

It is one of the best decisions I have made as a trade association executive director.”

Samantha Olds Frey

Executive Director, IL Association of Medicaid Health Plans