The NRA has made an offer it hopes its members, or people who might become members, will find irresistible. Why? A business school professor in marketing could conjure up a few reasons.

The deal is that a NRA Life Membership will cost $600. That is down from the “regular” rate of $1,500. It is, of course, a limited time offer that expires on May 14. The NRA suggests people “hurry.” Makes sense since there are only two weeks left.

The NRA also offers three other sets of savings in the same email as the one that contains the Life Membership. By acting before May 14, each carries a discount. A one-year membership is $25, a savings of $40. A three-year membership is $70, a savings of $100. A five-year membership is $100, a savings of $140.

So, for the NRA what are the financial benefits? First, it almost certainly costs the NRA close to nothing to add a new member or upgrade a current one. Processing the member’s credit card charge. Sending out details of what the member gets, probably by email. Printing a membership card. 24/7 Wall St. examined one, and it is made of cheap plastic, and it has an expiration date that is another way to remind members to renew.

Among the other benefits are a choice among a NRA magazine, $7,500 in insurance and window decals. The magazine does cost the NRA something, although it is printed in bulk. The $7,500 likely costs the NRA very little because it probably gets a bulk discount rate. The decal may only cost a few pennies.

Among the lessons director marketing experts make is that margins matter. A savings of $100 probably brings $90 to the NRA bottom line, when the cost of the benefits they offer is taken into account.

Another rule. Always move revenue forward in time. A subscriber now may not be one in a year, or two or more. People have all sorts of reasons for leaving organization. Get their renews and money now, and don’t risk a member decision later.

Another is that the NRA uses its member count as part of its public relations and lobbying effort. The larger the member count, the more weight the NRA has. Various estimates put NRA membership just above or below 4 million.

And, finally, the cost to run the NRA is likely in the millions of dollars. Presumably membership receipts cover most of that.

Some other NRA benefits:

• Discounts at Hertz and National Car Rental
• Discounts on Allied Movers
• Wyndam Hotel Discounts
• Long Term Insurance
• NRA Property & Casualty
• Personal Defense Network
• Deals on gun safes
• NRA T-Shirt
• Orca Coolers
• Put briefly

When you sign up to defend your Second Amendment freedoms, you can immediately begin to enjoy exclusive member-only discounts on a variety of products and services. There are numerous opportunities to save in categories such as health, financial, travel, investment, insurance and telecommunications — and it’s all based solely on your membership with NRA.

These unique discounts are just another way for us to say “thank you” — thank you for your support of our organization and thank you for helping to protect our Constitution.

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