28-01-2025
Twin Cities Pride raises more than $50,000 in 24 hours after ending Target sponsorship
After Twin Cities Pride ousted Target from being a sponsor of its festival and parade, it was faced with a $50,000 fundraising shortfall. In less than 24 hours, the group raised enough to bridge the gap.
Last week, Target announced that it would back away from many of its diversity goals in a move that was seen as a response to pressure from the incoming Trump Administration.
A memo from the company asserts Target already planned to scrap the programs before President Donald Trump issued an executive order aimed at ending diversity, equity, and inclusion (DEI) initiatives in the federal government just days earlier.
Nonetheless, the company's move sparked Twin Cities Pride to disinvite the retailer as a sponsor of Minnesota's largest Pride event, which regularly attracts more than 500,000 people to downtown Minneapolis.
Twin Cities Pride then appealed to the public to help with a "Fill the Gap" campaign. It took less than 24 hours to replace the $50,000 it lost by dropping Target as a sponsor. The group has raised more than $70,000 as of 2 p.m. on Jan. 28.
"Your generosity fuels the heart of Twin Cities Pride and supports vital programming like the Rainbow Wardrobe, Artist in Residence, Rainbow Feast, and so much more," Twin Cities Pride wrote on social media. "From all of us at Twin Cities Pride—thank you for standing with us."
Target has been a supporter of LGBTQ+ events, including the support of Twin Cities Pride events, for nearly two decades. However, over the last two years, it has backed away from some of its initiatives. In 2023, it removed many Pride Month items from stores following online complaints and in-store protests from conservative activists. In 2024, it made the decision not to stock Pride items at all of its stores.
In addition to being removed from Twin Cities Pride, many activists have pushed for a boycott of Target. Others, like Ward 9 Minneapolis council member Jason Chavez, have urged shoppers to take their dollars to small and locally owned businesses and grocery stores.
Twin Cities Pride will host its annual festival and parade from June 28–29 at Loring Park in Minneapolis.
Target did not respond to a request for comment.
