Podcast: How to Optimize Membership Management

By Association Adviser staff • March 29, 2021

Emily Hendershot
Emily Hendershot, Nova Strategies

Association professionals are under constant pressure to get more done with fewer resources. They’re being compared to leaner, more agile startups, and they’re being told their foundations are outdated. What do you do when faced with the need to streamline operations?

To continue on a path of delivering outstanding membership experiences and making progress toward their mission, Emily Hendershot of Nova Strategies recommends following a 3-step process to optimize operations. She talks with us on The Association Adviser Podcast about what it means to optimize association operations. Optimization is not the same as improving productivity or efficiency, but a combination of both. She recommends slowing down with your staff and asking yourselves three key questions when faced with narring time and resources but a goal of providing the best member/stakeholder experience:

  1. What’s being done?
  2. What should be done?
  3. How can we make it better?

More than just increasing efficiency or productivity, optimizing your membership management means to make the best or most effective use of the time and resoruces you have. Optimized operations lead to happier staff and members. Focusing on the operations that really matter can also help your association fulfill your mission better. Listen through the player below!


Emily loves building strong, collaborative relationships with organizations to strategize efforts and optimize operations. Her successful history in creating and executing strategic initiatives has driven growth for global associations with membership targets from 200 to more than 125K people.

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