Twin Cities Pride has decided to exclude Target from its annual festival and parade after the retailer’s decision to scale back diversity initiatives. For years, Target has been a visible — and generous — supporter of Pride events in Minneapolis and around the country,

Twin Cities Pride executive director Andi Otto says the nonprofit made the decision because Target is not standing up “against those who are fighting against us.”

Twin Cities Pride, a Minnesota-based LGBTQ+ organization, is excluding Target from its annual parade after the retailer rolled back its DEI programs. NBC News’ Joe Fryer spoke with Twin Cities Pride executive director Andi Otto about the decision to kick out the long-time sponsor.

Twin Cities Pride raised more than $50,000 to fill a gap in fundraising after booting Target from the list of festival sponsors. The Minneapolis retailer sparked an outcry from the public following an announcement that they would retreat from their diversity goals amid pressure from conservative activists.

Executive director Andi Otto says they reached their $50,000 goal in less than 24 hours. This follows the decision to remove Target from the Twin Cities Pride festival this year because of the company’s announcement to end DEI efforts.

Twin Cities Pride officials have reacted to Target’s recent pull-back on its diversity programs, announcing that the Minneapolis-based retailer would be allowed no role in the organization’s festival or parade.

After announcing the organization would part ways with a sponsorship from Target, Twin Cities Pride announced it had surpassed its fundraising goal to recoup the $50,000 the company had provided - in less than 24 hours after starting its crowdfunding campaign.

Twin Cities Pride decided to cut ties with Target as a sponsor, which meant losing $50,000 of funding for the year.

Twin Cities Pride won’t be hurting for funds this year, despite telling corporate partner Target they were not welcome in any festival activities this year.