Industry rolls out NRA membership campaign

Shooting Industry, Nov, 2007 by Russ Thurman

The firearm industry formally launched its massive campaign to boost the membership of the National Rifle Association Sept. 21 before the national media in Washington, D.C. The campaign was introduced during the NRA's "Celebration of American Values," which included appearances by major Republican presidential candidates and other national figures.

The industry campaign centers on strengthening the NRA's political clout by building its membership to unprecedented numbers. In the political arena, the size of the NRA determines its influence, said Wayne LaPierre, NRA executive vice president.

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"The membership rolls of the NRA are the greatest determining factor of the strength of the NRA. We have to build our strength and we have to fight to defend the Second Amendment," LaPierre said.

At the event in the nation's capitol, Mike Golden, Smith & Wesson Holding Co. president and CEO, emphasized the importance of the NRA.

"Some of us in the shooting sports industry have formed an ad hoc committee to assist the NRA during this important time, because we see a serious challenge to Second Amendment rights, and believe that the NRA has proven to be the most effective representative for the 80 million U.S. firearms owners that they serve," Golden said.

The industry committee includes AcuSport, Beretta, Big Rock Sports, Davidson's, RSR Group, Savage Arms, Smith & Wesson and Taurus, along with retailers Gander Mountain and Turner's Outdoorsman.

Representatives from throughout the industry attended the conference "to demonstrate their commitment to American heritage values," Golden said. "They represent the one-half million employees of shooting sports and outdoor products companies whose future depends upon the outcome of the political struggle (of 2008)."

Golden told the gathering that the NRA represents millions of gun owners that comprise nearly 40 percent of all voting-age adults.

"As an industry that supplies the products and services that these shooting sports enthusiasts need to pursue their passion, we believe that the NRA represents the hunter and sport shooter's interests well and deserves our full support," Golden said.

The industry-driven membership drive, Golden outlined, is designed to deliver the NRA message to the nation's shooting sports enthusiasts repeatedly over the next six to 12 months, with the goal of "dynamic NRA membership growth."

"You will see our 'Insure Your Gun Rights' message in scores of magazines, on dozens of television shows, on numerous radio programs, on at least 100 Web sites, in brochures and posters in retail stores and in mailings--all with the focused message that joining the NRA is the right choice for hunters and shooting sports enthusiasts in 2008," Golden said.

The objective, according to Golden, is to deliver in excess of 100 million consumer impressions of the message and to achieve the campaign's growth goals by early 2008.

"Next fall, as the national elections approach, you will see us continue to support the cause by evolving the message to encourage the shooting sports community to 'vote their sport,'" Golden said.

Golden asked those at the event "to support this campaign to protect our shooting sports heritage."

"The NRA is mainstream America. We in the shooting sports industry are proud to be associated with such an organization and are dedicated to helping it thrive by delivering our simple message to millions of hunters and shooting sports enthusiasts: 'Insure Your Gun Rights, Join the NRA--Today,'" Golden said.

To become involved in the campaign, call Randy Clark at (703) 267-3782 or e-mail: rclark@nrahq.org.

Russ Thurman, Editor