Because they can't win if they don't cheat

The National Rifle Association appears to have illegally coordinated its political advertising with Republican candidates in at least three recent high-profile US Senate races, according to Federal Communications Commission records. In Senate races in Missouri and Montana in 2018 and North Carolina in 2016, the gun group’s advertising blitzes on behalf of GOP candidates Josh Hawley, Matt Rosendale, and Richard Burr were authorized by the very same media consultant that the candidates themselves used—an apparent violation of laws designed to prevent independent groups from synchronizing their efforts with political campaigns.

[...]

In at least 10 instances across the Missouri, Montana, and North Carolina races, FCC records show that ad purchases for both the NRA and the Senate campaigns were authorized by National Media chief financial officer Jon Ferrell.

  Mother Jones

With Russian money, right?

In December, the Trace and Mother Jones reported on a similar pattern of coordination between the NRA and Donald Trump’s 2016 presidential campaign. In that case, Trump and the NRA hired affiliates of the same company—National Media Research, Planning and Placement—to direct their ad spending. Employees of that firm, operating under different corporate identities, placed ads for both Trump and the NRA on television stations across the country, with the apparent goal of reinforcing each other’s message.

[...]

The NRA’s use of National Media and its affiliates to coordinate with the Trump and Hawley campaigns is currently the focus of two complaints before the FEC by the Campaign Legal Center and the Giffords Law Center to Prevent Gun Violence. Although federal law prohibits such coordination, it’s rarely enforced as a practical matter. The FEC, which oversees elections, has been deadlocked along partisan lines for a decade.

...but hey, do what you want...you will anyway.