Sturm, Ruger is donating millions to the NRA

Is Barack Obama the best gun salesman in history?
Is Barack Obama the best gun salesman in history?

Sturm, Ruger launched a new fundraising campaign that could double its multi-million dollar donation to the National Rifle Association.

Sturm, Ruger (RGR)unveiled, earlier this month, a $5 million match campaign for the NRA Institute for Legislative Action.

This is on the heels of another Ruger campaign, called the 2 million gun challenge, that already raised $4 million for the NRA-ILA.

The NRA-ILA is a political arm of the NRA, led by executive director Chris Cox. The organization just paid $3 million for ads attacking Hillary Clinton in her presidential race against Donald Trump.

Trump controversially suggested on Tuesday "the Second Amendment people" might be able to stop her from appointing justices to the Supreme Court who would potentially abolish the second amendment.

Related: Ruger CEO worried about Hillary Clinton as president

Ruger said it will match donations to the NRA-ILA until right before the presidential election, to a maximum of $5 million. "All donations will benefit the IRA-ILA's efforts to protect the Second Amendment in the upcoming November elections," said Ruger.

The New Hampshire gun company said the match campaign was "inspired" by the success of its 2 million gun challenge, where it matched gun purchases with $4 million in donations to the NRA-ILA. Ruger extended this program last month, recasting it as the 2.5 million gun challenge.

sturm ruger nra meeting
Gun advocates at the NRA meeting in May crowded the exhibit booth for Ruger, which has donated millions to the NRA-ILA.

Ruger unveiled its newest effort, the $5 million match campaign, on Aug. 1. That was just a couple days before CEO Michael Fifer told CNNMoney he was worried about the possibility of Clinton winning the White House.

"For the very first time ever, we have the nominee of a major political party, one with a very reasonable likelihood of winning the presidency, overtly stating the Supreme Court got it wrong ... and actively campaigning against the lawful commerce in arms," Fifer said in an earnings call on Aug. 3.

Fifer was referring to the District of Columbia v. Heller ruling of 2008 that upheld the Second Amendment right to keep guns in the nation's capital in a 5-4 vote.

Clinton's gun control policy seeks to broaden background checks, restrict "military-style assault weapons" and to hold the gun dealers and manufacturers accountable for gun violence. She wants to repeal a law protecting the gun industry from lawsuits related to misuse of guns.

The NRA-ILA lobbied for this law, the Protection of Lawful Commerce in Arms Act, which passed Congress in 2005.

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