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

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

The retailer has been the subject of boycott calls since an internal memo revealed a rollback of its DEI programs.

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