*In a fiery sermon, Pastor Jamal Bryant, leader of New Birth Missionary Baptist Church near Atlanta, publicly criticized the National Baptist Convention for accepting a $300,000 donation from Target.
The retailer, which recently scaled back its Diversity, Equity, and Inclusion (DEI) initiatives, has faced backlash from Black activists and clergy, including Bryant, who spearheaded a boycott that concluded on Easter 2025. As The Independent reports, the pastor accused the convention of “selling out” by taking the funds, alleging Target was attempting to regain favor with Black consumers without addressing their concerns.
“You thought you were going to go around me and go to the National Baptist Convention and sell out for $300,000?” Bryant declared during his Sunday sermon. “Are you crazy to think that we gonna’ sell out for chump change? You must not know who we are!” He revealed he contacted Rev. Boise Kimber, president of the National Baptist Convention, urging the organization to join the boycott and reject the donation.
Kimber defended the decision, emphasizing a “three-year plan” with Target to benefit Black communities. “With the federal government making deep cuts in education, health care, and other essential services, we know the Black Church will be called upon to stand in the gap,” he said. “Target’s generous donation will help us provide scholarships, support senior citizens, and invest in entrepreneurship programs that uplift our people and the future.”
Target, based in Minneapolis, where George Floyd’s 2020 killing ignited global protests, had pledged $2 billion to support Black-owned businesses by December 2025. However, the company’s January 24 decision to abandon this commitment and its DEI programs sparked outrage.
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“After the murder of George Floyd, they made a $2 billion commitment to invest in Black businesses,” Bryant told Let It Be Known News. “When they pulled out of the DEI agreement in January, they also canceled that $2 billion commitment.”
The 40-day “FAST” boycott, from March 3 to April 19, aligned with Lent and drew over 150,000 participants, exceeding its 100,000-person goal. Data from Placer.ai reported a 6.2% average drop in Target’s foot traffic over eight weeks, alongside a reduced stock value and a cut to the CEO’s salary.
Bryant’s demands include reinstating DEI initiatives, honoring the $2 billion pledge, depositing $250 million in Black-owned banks, and partnering with HBCU business programs.
“Target is working hard to divide our community rather than stand on the principles of dignity and decency,” he stated on Instagram, vowing to continue the fight until Target meets these demands.
Target responded by expressing pride in its partnership with the church to support education and economic development.
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