The message that the NRA recently sent to its members was billed as something of a walk down memory lane, describing weapons over a century old. The message appears pedestrian, but a business professor would say otherwise. The history helps “tether” NRA members with messages that show the value of guns, some of which have the power of accuracy.

In the promotion, the NRA described sidearms and rifles used by World War II paratroopers, the 45 sidearm, special forces guns, the ancient Springfield rifle and the “stinger” machine gun, also used in that war. The message also covered the war contributions of weapons made by General Motors, Winchester and Remington.

The GM article is a good example of the NRA’s message:

An outstanding example of such manufacturing prowess and versatility during World War II is reflected in the efforts of General Motors Corp., which was, of course, a well-known manufacturer of motor vehicles and related items through a number of different manufacturing subsidiaries. When the U.S. government began to place orders for all manner of arms and equipment in the early 1940s, GM was a logical supplier. It should be no surprise that the firm turned out large numbers of trucks and other vehicles in addition to several types of military aircraft. Nonetheless, it may come as a surprise to some that GM was also a major supplier of firearms to the U.S. military.

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Articles about the weapons were plucked from NRA periodicals, which date back several years.

One of the most visible messages the NRA sends with the articles is the ability for members to renew their memberships for periods that run from one year to five years. It is a classic example of how the communication of an organization gets used as a means to bring in renewed memberships. The NRA gets money upfront and members are tied to the organization in the future.

The NRA clearly uses experts in organization loyalty and direct response. It would be disappointing if it were otherwise.

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