Memberships That Make An Impact

Successful memberships focus on so much more than recurring revenue and leveraging your time. They unite like minds, accomplish big goals and inspire positive change — and they can easily be the most rewarding and satisfying work you’ll ever do.

“Should I Build It?  Find Out Right Now If Your Membership Idea is Worth Pursuing” 

Membership is often painted as the holy grail of business scaling, isn’t it?  

Flashy gurus shout, “Get recurring income, leverage your time, serve more people! All you have to do is set up a membership!” 

Great! Well, let me just pick out some software and organize my content and I’ll be good to go! Right?  

Here is where everyone realizes that getting set up is the simple part.

… so, now what?

… how do you get people signed up for your membership?

… how do you keep up with delivering impactful content? 

… how do you keep everyone connected and engaged?


These are all valid questions and if you’re asking them, it means you’re on the right track. You’re focused on making an impact and connecting with your members, not just making a paycheck for a little bit of effort.

You see, creating a membership isn’t a no-brainer offering that you can set up and forget about.  Running a membership takes time and effort. Leveraged, of course, but still something you will need to give tender loving care in order to maintain.


Those that are focused on making a genuine connection and creating positive change for their members are the most likely to succeed.

Yet, all of the information out there about creating a membership is focused on the technical aspects, or how much money you can make.


Where are the people teaching how to create a membership that focuses on meaning and connection?

Where are the membership-builders who actually believe in uniting people around a common cause?

Where can you learn to navigate creating a membership that isn’t like everything else you see out there?

Well, my friend, you’re in the right place because answering these questions is waht we’re all about at The Joy of Membership.


Of course, we understand the role money plays in keeping a business successful (and we’ll teach you that side, too), but more than anything, we believe that making a difference in lives and communities is the measure of a truly successful membership. Having a positive impact is the reward that brings us greatest joy.

If you feel the same way, you’ll fit right in here. We’re happy to have you.


If this is your first time here, welcome!

I’m Joy Duling, founder of The Joy of Membership.

Over the past 12 years, I’ve been quietly helping smart, creative, passionate people launch, run and grow memberships.

From big groups to small groups, professional groups to casual groups, and established groups to up-and-coming groups. 

Regardless of the size or the structure, all membership communities have several things in common:  

  • They want to attract exactly the right members;
  • They want members to engage enthusiastically; 
  • They want members to renew without hesitation; and
  • They want their work to make a difference. 

Sounds perfectly reasonable, right?  Unfortunately, not so easy to pull off.

That’s why I created The Joy of Membership.  I recognize the need to create impactful membership programs that do more than make money and that need happens to be my passion.

Here, you’ll find the help you need at any stage in your membership journey…. and always with an emphasis on what’s ultimately important… helping you create a membership that has impact… because when you do that, people will not only become members, they’ll be raving fans.

The joy of membership is quiet.

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

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 communities.
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 provided me a wealth of ideas I never would have considered.”

Sandra Green

Founder, Women Leaders Association

“Joy covered the steps from “soup to nuts” to not only launch successfully, but continue to grow my lists, membership ranks and collaborate with others for mutual support and growth. I can’t say enough good things about Joy, her warm presentation style, thoroughness and fabulous information.”

Kate Solisti

CEO, Kinship Enterprises

“With Joy’s help, AALC has grown and developed and is able to operate without a large staff.”

Wayne Smallwood

Executive Director, Affordable Assisted Living Coalition

“I am not tech-savvy and had no idea where to start, what to charge, which membership site would work best for me and how to make sure that it was easy to use and accessible. Luckily I found Joy!  She answered all of my questions thoroughly. Her attention to detail was remarkable and much appreciated.

Mary Derbyshire

Instructor, Alexander Technique

“You won’t find anybody who is gentler and tougher all in one. Working with Joy has been one of the best investments I’ve ever made in myself.”

Monica Vest Wheeler

Owner, Turning Empathy Into Action

“I previously had a disappointing experience with a membership site but when I heard Joy talking about how it should be done properly, with the right structure, pricing and testing, I realised that I could do a much better job with her help this time.”

Jean Macdonald

Author, Love & The New Midlife Woman