In an op-ed this week, conservative columnist Jennifer Rubin called on the National Organization for Marriage (NOM) to end its campaign against gay marriage.

“Like a candidate losing every primary, you wonder how long the National Organization for Marriage (NOM) can hold on,” Rubin wrote in Right Turn, her The Washington Post blog.

“What exactly does NOM do as voters in state after state decide to expand marriage to gay couples? There aren't enough states for a constitutional amendment. It's no longer a matter of judicial activism, but a sea change in public opinion that is propelling the legal shift. How many contests does NOM lose before it – or its donors – figures out the argument is not going to carry the day?”

For its part, NOM continues to describe the inevitability of gay nuptials as a myth and push for a constitutional amendment.

In an interview with USA Today in March, NOM President Brian Brown predicted a recently approved marriage bill in Illinois would fail. He said that the bill's slow progress – it took nearly a year and several attempts to clear both chambers – “shows you that this myth that somehow same-sex marriage is inevitable is just a myth.”

“The irony is that there is something very important NOM could be doing, without even changing its name,” Rubin said.

“Campaign for marriage, not against gay marriage. Root out marriage penalties in the tax code. Enlist religious and secular groups to tout marriage and inform people about its physical, psychological and economic benefits. Promote private marriage counseling. If MADD can change attitudes on drunk driving, the environmental movement can make recycling delinquents into social pariahs and a conservative talk show host and Democratic senator can set out to raise awareness of adoption, NOM can certainly lead a cultural movement to promote marriage.”

(Related: Gay marriage foe NOM ended 2012 with $1 million deficit.)