45: Should You Start a Membership? The 4 Green Flags You're Actually Ready!

🔥 Why Most Memberships Fail (And How to Build One That Lasts)

Posting without a plan feels exhausting. Building a business alone feels isolating. And starting a membership community? That can feel downright terrifying.

If you've ever asked yourself "Should I start a membership?" or "How do I keep people engaged without being on 24/7?" you're not alone. I get asked about this constantly inside the Content Coven, and honestly, I get it. Because for years, I asked myself the same exact question.

Here's what nobody tells you about paid communities: they only last if they're built in a way that YOU can actually sustain. I've watched so many incredible entrepreneurs launch memberships with a bang, only to quietly close them down months later. No shame to anyone who's been there (I can literally list five names right now), but I know exactly why it happens.

Your membership will drain you if it requires a version of yourself that only exists on launch week.

In this post, I'm sharing the exact four-part system I use to run the Content Coven without burning out. This is the framework that helped me grow from a small beta group to 406 members joining in two weeks, and it's what keeps 200+ women engaged and supported while protecting my energy and sanity./

Sound like something you need? Let's dive in.

Want to see this system in action? The Content Coven is open year-round, and I'd love to welcome you inside. Check it out here and experience firsthand what a sustainable membership looks like.

💫 The Story Behind the Content Coven (And Why I Almost Didn't Start It)

Let me take you back to my first three years of business. Every time I ran my signature live program, The Visual Edit (formerly called the Insta Canva Collective), there was a community component. For 8-10 weeks, students would post their work, ask questions, and give each other incredible feedback in our private group.

And every single time the program ended, people would beg me to keep the community open.

"You don't even have to be a part of it, Em," they'd say. "We just really rely on the feedback from these women."

And I totally got it. The women I attract to my programs are driven, creative, helpful, and genuinely supportive of each other. They didn't want to lose that connection. But here's what I knew: I couldn't just leave a community open and walk away. That's not how I'm wired. I'd want to chime in, help, teach, and suddenly I'd be running a container and providing free value without getting paid for my time.

So I'd say "I'm so sorry, but not right now for me."

For three full years, I said no. Because I knew I couldn't keep giving without a structure that protected my time and energy. I couldn't run an infinite group chat, no matter how much I loved these women.

Then came round four of The Visual Edit. I loved that group so much that I honestly didn't want it to end. I didn't want the community to close. So I decided to pitch a small beta test to alumni only—just that round four group plus the previous three rounds of graduates.

"Remember what it felt like to be in this community?" I wrote in my email. "I'm going to open this up to you only for now, and let's try it. I'm open to your feedback. I'm really open to building this together."

That little beta group became the Content Coven.

Fast forward one year. I'd tested my systems, refined my cadence, and figured out what I could sustainably deliver each month. I finally felt ready to launch it to my full email list.

I told my beta group, "I'd love a hundred members. That would feel really good."

406 people joined in two weeks.

I can still remember the feeling I had during those two weeks. It was like "Oh my God, this is such a compliment that this many people trust me and want to hang out with me." But it was also absolutely terrifying. I never expected that many people, and I immediately thought "How am I going to manage this?"

But here's what I knew going in, and what saved me from burning out: this community had to benefit me too—creatively, energetically, mentally, not just financially. If I built something that drained me, I knew it wouldn't last. And just like all those memberships I've seen start with a bang and quietly disappear, mine would become another statistic.

✅ The Gut Check: Are You Actually Ready for a Membership?

Before we get into the four-part sustainability system, let's do a quick gut check. Because rushing into a membership before you're ready is a recipe for burnout and resentment.

Green Flags (You're Ready!) 🟢

1. You've Got a Clear Path to a Result

Even if it's small, you need to know what transformation or outcome your members will achieve. Inside the Content Coven, I have a built-in curriculum called the Create Connect Convert Method. It's three modules with about 10 lessons each, and the whole path helps members create scroll-stopping content, connect with their ideal audience, and convert followers into customers. That's the clear result.

2. You Can Commit to a Consistent Cadence

If you're struggling to show up consistently on Instagram or send a weekly email, it's probably not time for a membership yet. Work on your systems for those two things first, because that consistency is what's going to grow your community.

3. You're Okay Being a Facilitator

I love being a facilitator. I love chiming in when people post questions. I love teaching. When a business coach encouraged me to hire someone to answer all the member questions, I was like "Uh, that's actually what I love about this. I love teaching, so I love answering questions." If facilitating and teaching drains you, a membership might not be your best business model.

4. You Have Some Support

I have a community manager (my VA Nicole) who helps me a few hours a month. She's in there supporting members, managing logistics, and keeping things running smoothly. You don't need a huge team, but having someone to help you is crucial.

Red Flags (Pump the Brakes!) 🔴

1. You Need Instant Revenue

When people DM me saying "I need to make money really fast in my business, what should I do?" I'm like "I'm not your girl." I've never been one to promote "do this to make fast cash" strategies. Memberships take time to build and grow. If you need money immediately, focus on other offers first.

2. You Struggle to Set Boundaries

Listen, I'm a people pleaser through and through. I hate confrontation, and I want people to be happy. If I feel like I've made someone unhappy, I'm losing sleep over it. But I knew that for my membership to work, I had to set boundaries and feel really good and clear about them. Because if I burn out, this thing goes down—and I have 200+ women relying on me. I would never want to let them down.

3. You're Not Clear on What People Get or Achieve

You really need to nail down what members actually receive and accomplish inside your membership. Make it crystal clear on your sales page, in your welcome emails, and in every piece of communication. Vague promises lead to disappointed members and constant questions.

🎯 The 4-Part System for Sustainable Membership Success

Okay, here's the framework that keeps the Content Coven thriving without burning me out. These are the four core pillars I focus on every single month.

Part 1: Clear Paths to Wins

Your members need to know exactly where to start and what to do when they join. They shouldn't come into your membership, scroll through a feed full of random posts, and think "Okay... now what?"

Here's how I create clear paths to wins:

Built-in Curriculum: The Create Connect Convert Method is available immediately when members join. It's structured as three modules with clear lessons that take them from brand foundation to content creation to conversion strategy. New members aren't left wondering what to do first.

Strategic Email Workflow: New members receive daily emails for their first week with clear direction. "Hey, why don't you go check this out? This is where I would start if you're feeling overwhelmed or don't know what to do." And a lot of women actually follow this path, which tells me it's working.

Dedicated Feedback Threads: We have two specific threads inside the membership—one called Bio Reviews and one called Content Pillars. These are the first two things I encourage people to post after they watch the curriculum lessons on my best practices. It gives them immediate action steps and quick wins.

The goal is to eliminate the "I don't know what to do" paralysis that kills engagement in so many communities. Give your members a roadmap, and they'll actually use it.

Part 2: A Cadence You Can Actually Keep

I'm not here to burn out. I've worked too hard building this business to create something that makes me resent what I do. So I've nailed down a delivery cadence that feels sustainable and energizing.

Here's my monthly rhythm:

Bi-Monthly Live Workshops with Me: I started out doing monthly workshops and I started resenting it SO much. It felt like I'd finish one and already have to start prepping for the next. My business coach and even members would say "It doesn't have to be that big, Em. You don't have to make it a big deal." But I do. I can't not. Everything I do, I do to my best ability, and I can't just throw a workshop together. So I changed to every other month, and it completely shifted my energy.

Guest Speakers on Off Months: On the months I'm not doing workshops, I bring in guest experts. And honestly? A lot of them are members inside the community. I tap into the smart, incredible women already in the group because (1) I want to help promote them and their businesses, and (2) why wouldn't I utilize the expertise right in front of me?

Weekly Q&A Calls: These are unstructured, and they're some of our best calls. I used to try to structure every single call with a theme and agenda, but members told me "Em, it'd be really nice if we just had a Q&A where we show up and talk about what's going on in our businesses and social media right now." At first I was like "Really? An unstructured call?" But I tried it, and women get off these calls saying "That was the best call we've ever had." The conversation is high-level, and people walk away with so much value.

Monthly Themed Challenges: These are optional but structured. We have clear goals, resources, and accountability built in. They help people step out of their comfort zone and keep working on their business without me having to be involved in every single moment.

The key here? Find a rhythm that doesn't make you resentful. If you're dreading your next workshop or call, something needs to change. Your membership should energize you, not drain you.

Ready to experience this sustainable approach firsthand? Join the Content Coven and see how a well-structured membership actually feels. Learn more here.

Part 3: Co-Creation (This Space Is Theirs Too)

One of the best decisions I made was treating the Content Coven as a co-created space, not just Emily's space. I'm constantly asking my members for input, and it makes the community feel like theirs.

How I practice co-creation:

Constant Polls: I love the platform I'm on (Heartbeat—it's amazing), and I'm always putting polls in there. "Guys, what should I name this next workshop?" "What are you looking to learn from a guest speaker?" "Are you seeing this trend? Is it something you're jumping on?" From workshop topics to challenge ideas, this space belongs to all of us, not just me.

Member-Led Content: When members share wins, struggles, or questions, I encourage others to chime in. This is a peer-led community, not an Emily-led community. While I'm active and engaged, I'm not the only source of wisdom and support.

Feedback Loops: During my beta year, I was constantly asking "How does this feel? What's working? What's not?" That feedback shaped everything from call frequency to challenge structure to the curriculum itself.

When your members feel ownership over the community, they're more invested. They show up more. They support each other more. And honestly? It takes pressure off you to be the sole provider of value.

Part 4: Boundaries That Protect Your Energy

This is the pillar that saves me from burnout. Without these boundaries, I'd be responding 24/7 and resenting every notification.

My non-negotiable boundaries:

Community-Led, Not Emily-Led: I let people know from day one that this is a community-led space where we all support each other. While I'm in there teaching and answering questions, I don't respond 24/7. If you want high-touch support with my eyes on everything you're doing, that's what my live programs are for. The membership is a back-pocket resource.

Clear Response Expectations: I communicate this on my sales page and in welcome emails so expectations are set upfront. In my live programs, I guarantee a response within 24 hours. In the community? That's not the promise. And my members respect that because they understand the difference.

Scheduled Dark Weeks: I take weeks off in the summer. I take my vacation weeks. I don't do calls between Christmas and New Year's. These are my dark weeks, and honestly, the women in my membership are so amazing about it. They're like "Yes, Em, take your time off!" When I worry that I'm letting them down or they're not getting what they pay for, they remind me "No, no, no. You need to recharge. We need to recharge. Go be with your family."

The truth? Setting boundaries isn't selfish. It's how you serve your community long-term. If you burn out and close your membership, you're serving no one. But if you protect your energy and show up consistently (even if it's not constantly), you're building something that lasts.

🛠️ Resources & Links mentioned in the episode:

• The Visual Edit - My signature live program (formerly called the Insta Canva Collective) that was the precursor to The Coven. This is where the community aspect first came to life.

• Heartbeat Platform - The platform I use to host The Content Coven. It's incredible for polls, engagement, and creating that community feel.

• The Create Connect Convert Method - The built-in curriculum inside The Content Coven with 3 modules and about 10 lessons that guide you through creating content, connecting with your audience, and converting followers into customers.

• Previous Podcast Episode 41 - I recently talked about why the "perfect expert" vibe is out, and connection is in. It ties directly into why communities are thriving right now.

💭 Final Thoughts: Build Something That Fits Your Rhythm

If you're dreaming of starting a community or if you've started one and it's feeling heavy, I hope this gives you permission to build something that fits your unique rhythm.

If your community requires a version of you that only exists on launch week—that crazy high energy that's unsustainable—it's probably not going to last. That's just the truth.

But if you build it with clarity, with connection in mind, and with really strong boundaries? I truly believe you can create something magical and beautiful that lasts a really long time and helps a lot of people.

You don't have to do it all. You don't have to be on 24/7. You definitely don't have to copy someone else's membership model.

Start small. Set boundaries that feel good. Create clear paths to wins. Find a cadence you can actually maintain. Invite your members to co-create with you. And most importantly, build something that benefits YOU too—not just financially, but creatively, energetically, and mentally.

Because when your membership fuels you instead of draining you, that's when the magic happens.

What's one thing from this post that resonated with you? Share this with a fellow solopreneur who's been thinking about starting a membership, or save it for when you're ready to take the leap. And if you want to see this four-part system in action, come check out the Content Coven. The doors are always open, and I'd genuinely love to have you inside.

Ready to join a membership that actually walks the talk? The Content Coven is waiting for you. Join us here and let's build something sustainable together.