That's basically a standard affiliate program, not something that Dell or HCI specifically set up.  We could do the same thing - set up an NRA section, link to all these various stores and donate any commission on sales to the NRA.  

Let me clarify.  Dell participates in an affiliate program run by Linkshare.com.  People can sign up with an affiliate account and place links to Dell.  Any purchases made through that link will generate a commission back to the affiliate account holder.

Looking at the links that site is using, there is no way to tell which organization's page was used to click-through to Dell.  What's likely happening is that whoever set up that page is pocketing the money or splitting it between the organizations.  Dell is NOT sending donations to HCI.  To say they are would be like me saying you support HCI if you paid someone to do some work for you and they donated some of that money to HCI without you knowing about it.  Or that a company supported HCI if their employees donated to them.

Besides, it's highly unlikely that there's ANY money being generated by those links.  I did a search on Google and it did not find any web sites linking to their page.  

I don't know if Michael Dell is anti-gun or not, but trying to say that the Dell company donates to HCI because of a link on a webpage is absurd.