From The Truth About Guns:

The goal, they say, is for firearms owners to reclaim the narrative. If gun owners are going to be against government regulation and interference with their Second Amendment rights, they need to be for something…for taking positive steps to increase the safety and responsibility of gun owners as a group.
They say CGRR’s goal is to promote non-legislative, non-prohibitionist, non-regulatory, non-confiscatory solutions to promote responsible gun ownership and practices. Actions designed to make real differences in gun safety, saving lives and preventing tragedies.