If we want to be considered "normal" by Nons (Antis are another thing), we have to consider ourselves normal, first.
My younger son is a real shooter, and wears his State Shoot shirts, and Club shirts to school openly. He's been doing it for years (he's in 8th grade). All the teachers and staff at his school know he shoots. Nobody cares (in a negative way), because he treats it like a soccer-playing passtime, or baseball, or whatever.
I had to "dress up" for Halloween - I put on my Trap vest, by NRA Instructor's shirt, and my funky hat with all my State Shoot pins - several people "got it".....a couple were freaked out, a bit. One said, "You're not voting for Warren, are you?"
We need to raise our profile, and can't rely on GOAL's huge staff
to do it for us. If your Club hosts a Scout troop, or has a youth team, or does a Women on Target or Basic Pistol course, get the local newspaper out there. Nons see most clubs as Dens of Mystery, and are worried that they're not welcome. If they are, let them know. Mostly gun people are good people (and in Mass, we have the Official Stamp of Approval that we're law abiding!), and should not hide.