The NRA charter says they are to serve U.S. citizens. In practice they serve the gun companies that contribute to them. Consequently, the NRA loves attention from overseas governments and the resulting additional overseas sales. All this helps replace lost revenue from membership lose and image problems in the U.S.
As gun culture has spread, advocates in countries as far-flung as Australia, Brazil, and Russia have looked to the NRA as their standard-bearer. It’s hard to see how this serves the group’s official mission as “a membership association that represents only individual citizens” of the U.S. But it’s easy to understand how it might serve global gun merchants.