I imagine it’s smartly targeted, not just in senate and congress seats but lower down the power structures, to prop up and inoculate all those that enter it. And they do it in the right places, where gun advocates live and “have concerns” and they can push their agenda all the more effectively. Their membership is committed to the cause and advocates on their behalf.
The other thing they’re good at is PR. They make sure that they have spokespeople out after any shooting like this to “give balance” on these stories and have talking heads set out all their pre-approved talking points. Last night there was a representative of the Students for Concealed Carrying group on Newsnight…