The group’s decision is a response to the retailer’s plans to roll back diversity and inclusion initiatives, Executive Director Andi Otto said Sunday.

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 uninvited Target from sponsoring its annual event after the company backed away from many of its DEI initiatives.

Twin Cities Pride raised more than $60,000 to fill a gap in fundraising after booting Target from the list of festival sponsors. The Minneapolis retailer sparked public outcry with an announcement that it would retreat from its 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.