I really wish other bigger retailers would start doing the same thing, but this is a start I guess.
It looks like OpticsPlanet is donating a portion of each purchase to a charity that supports military vets and their families and their educational futures. This is something that is very close...
Found a pretty good charity partnership on an outdoor site that sends packages to those serving overseas for the holidays with each purchase. I know many people who were in the military and I'm sure would have loved to receive something like this:
Found a pretty good post about best in class outdoor gear and scopes etc, as picked by a bunch of industry and shooting experts. I found it useful, not the real expensive stuff as I'm slightly poor, but just checking it out was cool: