The "2 Million Gun Challenge" is the latest iteration in a series of donation-driven campaigns that the company has announced for the NRA's benefit in recent years. The original "1 Million Gun Challenge" was launched in the spring of 2011, and was a resounding success. Now the bar has been raised.
"We're bringing back the One Million Gun Challenge with a twist," said Ruger CEO Mike Fifer. "Our goal is to sell two million firearms in a 12-month period. With that, we pledge to donate not one, but two dollars to the NRA for every new firearm sold. We accomplished our goals to support the NRA in 2012, and with the help of our loyal customers, we believe we can do it again."
Ruger started counting sales upon the conclusion of the 144th NRA Annual Meetings and Exhibits, which were held in Nashville in mid-April. The current campaign will conclude in May 2016, when the 145th Annual Meetings open in Louisville.
For more details about the 2015-2016 "2 Million Gun Challenge" and to track its progress, go to Ruger.com/2Million.