Cleopatra and Nathaniel Pendleton, parents of Hadiya Pendleton, a 15-year-old girl shot and killed in Chicago in 2013, are part of a group of survivors traveling to Indianapolis this weekend for the NRA convention with Bloomberg-backed Everytown for Gun Safety.

Ten days after Michael Bloomberg announced a $50 million investment in gun control and proclaimed the National Rifle Association should be afraid of him, the Bloomberg-backed Everytown for Gun Safety group is taking the fight directly to NRA — picking up a chunk of the tab for hundreds of activists and gun violence survivors to attend the annual NRA convention in Indianapolis.

The group said that more than 100 mothers and 20 survivors of gun violence will arrive in Indianapolis on Friday. Everytown is covering the cost of the mothers' hotels in Indianapolis, and paying the travel and lodging expenses for a group of 20 survivors to be in Indianapolis this weekend, an Everytown spokesperson told BuzzFeed.

Everytown would not disclose how much it was spending on the weekend, but said funds are from a combination of group's money and fundraising efforts leading up to the convention.

A fundraising email from Shannon Watts, Moms Demand Action for Gun Sense in America founder and Indianapolis resident, read: "The NRA is coming to my hometown of Indianapolis for their annual convention this weekend. And, frankly, I'm furious."

Close to 80,000 people are expected in Indianapolis to attend the annual NRA convention, which is being billed as "nine acres of guns under one roof."

"Everyone thinks our strength comes from money. It doesn't," NRA spokesman Andrew Arulanandam told USA Today Thursday. Our strength is truly in our membership. We have a savvy and loyal voting bloc, and they show up election after election after election."

"What we don't have is billions of dollars," he said.

According to the latest public figures, the NRA amassed more than $250 million in revenue in 2012.