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.

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 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,