NRA Kicks Off New “MRA” Activities Program for Millennials

At its upcoming Annual Meetings & Exhibits in Indianapolis, Indiana, the National Rifle Association (NRA) will launch a new activities program for Millennials — young Americans in their 20s and early 30s. The new MRA (Millennial Rifle Activities) program will include a series of special events for Millennials held throughout the nation. These MRA “gatherings” will be unique among NRA competition disciplines. First, all participants in MRA events will receive a participation badge or trophy for showing up. Second, though shooting at targets will be encouraged, no actual gun-handling is required. Millennial participants can choose to watch instead. Finally, for those who do choose to shoot at MRA events, scoring will be optional. Actual scores will be kept confidential, and there will be no published rankings. “At MRA events”, promises an NRA news release, “all participants will be winners!”

The NRA’s new MRA activities program targets “Millennials” — the young Americans raised on video games and the internet. If you’re not familiar with the term “Millennials”, this refers to Americans born between 1980 and 2000. They represent “the first generation that grew up with the internet and the first to have truly incorporated technology into their daily lives.” READ More.

Scoring Optional at Millennials Matches
Creating a competition program for Millennials has been challenging. With short attention spans, Millennials are easily distracted and they lack motivation to prepare or practice. Very self-absorbed, Millennials were raised on “instant gratification” and see themselves as entitled. These personality traits seem to run contrary to the focus, self-discipline, and mindset required for serious competition. Accordingly, the NRA has taken a whole new approach to MRA matches — scores won’t count and the focus will be on participation. Said one member of the NRA Competition Committee: “These were the kids who got ‘participation trophies’ for playing soccer. We are offering the same kinds of rewards. At our Millennial Matches you’ll be acknowledged just for showing up. Scoring will be optional. The emphasis is not on winning, but on participating.”

An NRA spokesman told us: “We’ve done a lot of research into the Millennial group. This demographic is very different than older generations. They expect to be rewarded for participation and they don’t want to be judged by objective standards, such as numeric scores. We’ve also learned that they like to do activities on the spur of the moment and without preparation. That’s why actual shooting will be optional at MRA events. We expect that many participants will arrive completely unprepared — without a gun or ammo. But they can still participate, and be acknowledged… and that’s what it’s all about. We want to get more Millennials involved, whether they actually shoot or not.”

NRA Millennials Outreach Follows Success of NRA Programs for Women
The NRA’s outreach programs have enabled the organization to grow its membership base successfully. For example, in recent years the NRA has significantly expanded the ranks of female members. The NRA now offers a wide variety of programs expressly for women, including Women on Target instructional shooting clinics, and women’s wilderness retreats. The NRA also has a dedicated website for women, NRAWomen.com. This full-featured site promotes women’s activities and recognizes top lady shooters.

Millennials Create Unique Challenges for Match Directors
Dennis Santiago is a seasoned match director with decades of experience running NRA matches. He said that finding a formula for the new Millennials Match “gatherings” has been a challenge: “Designing a competitive course of fire for the new MRA Millennials discipline is not as easy as you would think. Millennials have short attention spans and it is difficult to draw them away from their digital devices. You have to come up with range commands that can attract their attention. We are thinking of sending commands via Twitter, or possibly streaming match instructions over TikTok.”

Dennis also noted that a shooting competition with “optional scoring” is something new and different for the NRA. “The concept of recording and reporting scores was hotly debated. Ultimately we decided to make scoring optional. We concluded that mandatory scoring would probably discourage participation by Millennials. To a generation that has been rewarded for simply showing up, we wanted to create a ‘safe space’ and a non-threatening environment for this new class of competitor.”