Industry launches massive NRA membership drive

Shooting Industry, August, 2007 by Russ Thurman

The firearm industry is launching a massive campaign Sept. 1 to boost the National Rifle Association's strength before the November 2008 elections. The membership drive involves firearm, ammunition, accessory and outdoor manufacturers, importers, distributors and dealers.

Under the banner "Prepare For The Storm in 2008," the industry-driven effort is unprecedented in its size and scope, with major companies leading the campaign.

"A group of firearms and outdoor executives recognized a significant need to contribute to making the NRA an even stronger organization in order to lead the fight to protect our Second Amendment rights in our current political climate," said Tom Taylor, vice president of marketing for Smith & Wesson, one of the companies that played a major role in initiating and driving the campaign. "We formed a small committee to help organize the industry and our charge is very focused: drive dynamic NRA membership growth."

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The other companies on the NRA Industry Membership Drive Team are: AcuSport, Beretta, Big Rock Sports, Davidson's, RSR Group, Savage Arms and Taurus.

While Sept. 1 is the official public launch date, the campaign already has developed momentum within the industry. On June 1, a letter was sent to approximately 250 companies, calling them to action.

"We need you and your company to step forward and help recruit new NRA members. The cost is low, the time commitment minimal and the impact tremendous. No one can take your place at the front lines of this battle--you are the key to victory," the letter reads.

The letter suggested 11 ways companies could join the campaign, including:

* Holding a company-wide NRA membership drive for employees and becoming a 100-percent NRA member business.

* Using distributor/manufacturer sales teams to coordinate distribution of membership point-of-sale materials.

* Selling NRA memberships in retail stores at special annual pricing.

* Donating advertising space in magazines, catalog pages, Web sites or on any television show you may produce.

Response to the letter has been impressive, according to Taylor.

"Within a few weeks, without any direct follow-up, we received positive responses from more than 60 percent of the companies. We likely will have better than 80 percent participation from the industry, and that might be conservative," Taylor said.

Companies that join the campaign will be recognized as premium members of NRA's Business Alliance, with acknowledgment in NRA publications, on NRA's Web site and as a VIP guest at events with political leaders. Premium members will also receive a bimonthly newsletter, with updates on the campaign's progress.

The campaign will be promoted on television, radio, Web sites and in magazines, catalogs, product packaging and at events. To encourage maximum participation, the NRA is offering several attractive membership discounts and added benefits.

One of the major goals of the drive is to "display promotional materials in 12,000 outdoor retail stores." To support the effort, campaign coordinators have developed a logo, posters, a point-of-purchase display, counter mats and a "Insure Your Gun Rights" brochure. A recruitment sweepstakes will reward distributors and dealers who sign up new NRA members.

The industry-driven campaign is vital and unprecedented, according to Wayne LaPierre, NRA executive director.

"This is the largest membership initiative in the history of the NRA, and it's being led by the American firearms industry and we thank them for that," LaPierre said. "Today, we face the greatest threat we've ever seen to the Second Amendment. Politicians on Capitol Hill, the anti-gun media, anti-gun billionaires and an international crowd of UN gun-banners have their sights set directly on the Second Amendment. They intend to destroy this freedom."

LaPierre emphasizes that in the political arena, the size of the NRA membership determines its influence.

"It's a fight and strength matters. The membership rolls of the NRA are the greatest determining factor of the strength of the NRA. We're in this together. We have to grow stronger. We have to build our strength and we have to fight to defend the Second Amendment. If we don't do that, we're going to lose it."

For more information on becoming involved in the campaign, call Randy Clark, (703) 267-3782, e-mail: rclark@nrahq.org; or visit www.insureyourgunrights.com.

Russ Thurman, Editor