Long before the NRA became known in the news media as "the gun lobby", they were promoting shooting competitions, hunting and firearms safety. Those were their initial purposes for being back in 1871, when the NRA was formed.
Denny, you and I know that, but the average John Q Public doesn't. The NRA has a way of taking the fun out of some types of matches. They pretty much ruined BPCR silhouette matches with rules designed to favor some manufacturers and discriminate against others.
I've been to the SHOT show and found it less than exciting.
Hopefully the NRA will get folks from fishing, archery, camping etc, to have hands on education, demonstrations, etc. I wrote a letter to Cabelas a few years ago suggesting a junior naturalist program in which kids can complete learning and test levels in various outdoor subjects and skills for which they would receive certificates, awards, discounts etc. Sort of a way to cover ecology and biology to wood lore, camping, fishing, hunting, archery and shooting. Never heard anything.
While the NRA's emphasis is firearms, it has enough contacts with other fields to start a wide educational kids program to draw them in.