A trio of Minnesotans who previously led reform efforts in the Twin Cities after George Floyd’s murder are now rallying shoppers upset with Target’s rollback of diversity, equity and inclusion efforts.

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

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.