About CommonPoint
The marketing problem no one talks about
Most companies trying to reach associations are smart. Experienced. Well-intentioned.
But when it comes to marketing, they fall into the same trap: They treat associations like any other B2B buyer.
They push benefits. They run ads. They chase clicks. And then they wonder why nothing sticks.
The Problem
Associations don’t buy like corporations.
- They move slower
- They buy by committee
- They make decisions based on trust, not tactics
If your message doesn’t reflect that, it won’t land.
The Solution
That’s the problem I built CommonPoint to solve.
- Speak their language
- Position your brand around outcomes that matter to them
- Build marketing that earns trust before it ever asks for attention
The CommonPoint Difference
I’ve spent more than 20 years in the association and nonprofit technology space — helping vendors sell smarter, communicate clearer, and connect deeper.
What I saw, again and again, was potential getting lost in translation. Good companies doing great work, but their message wasn’t built for the market they were in.
CommonPoint exists to bridge that gap — between what you do and how associations actually buy.
Meet Chris Bonney
Founder. Strategist. Author of Selling Unique: A Modern Business Fable About Selling to Associations.
For years, I worked behind the scenes helping association-focused companies find their voice — refining everything from websites and campaigns to sales decks and positioning frameworks.
Then I noticed something: everyone was doing “marketing,” but very few were building engagement.
So I created CommonPoint — a web engagement agency that helps mission-driven companies cut through the noise and connect in ways that actually move the needle.
I live in Florida. I help people succeed at my life. And I believe good marketing, like good teamwork, is about clarity, trust, and timing.
Why Associations
Associations are an overlooked billion-dollar market hiding in plain sight.
They exist in every industry — from finance to healthcare to aviation.
They’re complex, human, and purpose-driven.
Harder to sell to… and more rewarding when you get it right.
How to Engage with Me
Take the Association Fit Quiz
Discover how ready your company is to win in the association market.
Read the Book
Selling Unique: A modern fable about how to sell to associations the right way.
Join the Course
Turn principles into practice with marketing and sales plans that actually work.
LinkedIn Guide
Practical tips to help you build visibility with association leaders.
How the Work Happens
Smart ideas need solid systems. Here’s the stack that makes CommonPoint run:
- Attio CRM
Simple, clean, relational CRM with LinkedIn integration
- MailChimp
Email automations and nurture sequences
- Grain.co
Transcribes every call and surfaces insights
- WordPress
Builds fast, flexible sites for easy updates and launches
- WooCommerce
Sales engine with checkout and automations
- Collective
Invoicing, accounting, and task management
- Trello
Project mapping and organization
- AI Tools
UX Pilot & UX Pilot for creative collaboration
Why CommonPoint Works
Because I don’t sell marketing. I build engagement.
Every message, campaign, and strategy starts with the same principle:
People don’t buy what you do. They buy what it means to them.
Deep Association Fluency
Understanding how associations think and buy
High-Level Marketing Execution
Professional campaigns that drive results
Let’s Talk
If your marketing feels like it’s “almost there,” but not quite connecting — that’s fixable.
Let’s uncover your Common Point.