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.

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

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, 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.

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

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Twin Cities Pride is blocking one of its long-time partners from festival activities this summer. Less than a week after ending their diversity efforts, Target has been told that it won’t have a presence at the Twin Cities Pride festival and parade.