For NRA members only: a chance to win 2,000 rounds of .22LR Eley ammo. Presumably that’s a good deal for those who have guns that take that caliber of bullet.

While the NRA does not say what the chances are to win the ammo, is it likely because it does not know how many people will enter? Good question. The deadline to enter is 11:59 CMT on May 6.

Eley is a company with ties with the NRA. It will have a display of at the NRA convention during the NRA annual meeting, which will be in Louisville from May 19 to 22. Presumably, the program has advantages for both Eley and the NRA.

What would a business school professor say about the program? One of three or four things.

The program itself is promoted via an NRA email in conjunction with the Sportsman’s Guide, which also promotes the giveaway:

Dear NRA Member,

Sportsman’s Guide has long been a supporter of the NRA and our goal to defend our Right to Keep and Bear Arms. Because you are an NRA Member, they would like to offer you a special discount on select Sportsman’s Guide gear. This offer is ONLY available to NRA members and for a limited time only. For offer details, please click on the coupon above and take advantage of this special offer.

Thank you for your support of NRA. Thank you for your support of our Second Amendment rights.

Sincerely,

Wayne LaPierre
Executive Vice President

LaPierre almost certainly is the most famous advocate in America for the freedom to own and carry guns.

Reason one is not unlike any other entity that relies on “sweepstakes” to keep people’s allegiance. A special deal, but for members only. This may cement people who are not wildly loyal NRA members from leaving when their subscriptions end.

And the giveaway is part of a huge number of special offers and special prices on from everything from hotel rooms to gun sales. NRA membership has a wide range of benefits.

Another reason may be to draw people to the NRA convention. This not only “glues” members together. It also offers an audience for NRA vendor partners. There will be over 750 at the annual meeting, in a convention hall with over 500,000 square feet.

Harder to quantify is the ability to ride a wave of demand. Gun registrations continue to reach all-time monthly highs, based on FBI data. Free bullets for a growing number of gun owners?

Underpinning all these is a long-successful tactic. The NRA sweepstakes supply of bullets is extremely limited. They are going to run out quickly.

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