Equality Florida has taken aim at another advocacy organization: the National Rifle Association.

Equality Florida has signed on with and is promoting the No NRA Money initiative, an attempt to get voters and politicians to stop supporting the NRA and its goals. On the website, NoNRAmoney.org, voters are asked to oppose any candidate who takes NRA money or has a favorable rating from them. Elected officials are asked to pledge not to take NRA campaign donations, tout their NRA ranking, and pursue “common sense gun laws.”

Last week, Equality Florida CEO Nadine Smith was on MSNBC’s “AM Joy” to promote No NRA Money. “Very simply, we are aiming to break the stranglehold that the NRA has on blocking rational gun policy. We know what to do to stop these mass shootings. We know what to do because we’ve done it before in this country. We banned assault weapons [from 1994 to 2004].” She went on to say that the students from Stoneman Douglas and others in favor of better gun control laws understand “politicians have abandoned us and we demand better.”

The renewed opposition to the NRA, whether it be No NRA Money, or some other groups or individuals, has already claimed some victories – Hertz, Delta, and United Airlines are some of the companies that have announced they are ending their businesses relationships with the NRA.

But the NRA isn’t likely to ignore the NO NRA Money initiative.

According to an article by Newsweek after the Las Vegas shooting in October of last year, donations to the NRA increase after mass shootings.

“Take the Sandy Hook Elementary School shooting in December 2012, in which 20 children and six adults were killed. In the months that followed, the NRA raised what was then a record $2.7 million for its political action committee. That represented a 350 percent increase over the same period the previous year.”