new website title:Pastor Jamal Bryant is speaking out against major Black Baptist congregations and the Church of God in Christ for allegedly receiving funds from Target while the retailer is facing a boycott he initiated.

Bryant, who leads New Birth Missionary Baptist Church in Stonecrest, Georgia, has accused several prominent Black faith organizations of accepting a $300,000 corporate gift that he believes undermines unity during an 18-week protest against Target’s rollback of its diversity policies, the Christian Post reported.

During his Sunday sermon, Bryant alleged that the National Baptist Convention, USA, Inc., the National Baptist Convention of America, the National Missionary Baptist Convention, and the Church of God in Christ divided a $300,000 check from Target, each receiving $75,000.

These organizations are among the oldest and largest in the country, collectively representing roughly 16 million members. Bryant claimed the donation was an effort by Target to sidestep the growing pressure from his “Target Fast” movement, which launched in response to the retailer’s shift away from earlier diversity and equity commitments.

In 2020, Target committed $2 billion over five years to invest in Black-owned businesses. As part of that commitment, Bryant said he was offered participation but declined. Instead, he launched a boycott that has gained national attention in Black communities and beyond.

Pastor accuses Target of bypassing grassroots voices

Bryant believes Target avoided grassroots leadership like his to work with higher-profile institutions more open to corporate partnerships. He warned the leaders of the four faith groups that their alleged cooperation could weaken broader demands for corporate accountability and racial equity.

Bryant said he contacted the president of the National Baptist Convention before his sermon. According to Bryant, he urged the leader to make a public stand, and was told that the board would need time to meet. Ultimately, Bryant proceeded with airing his grievances publicly during his Sunday service, saying he “had to say something.”

Target, in response, confirmed only that it has a partnership with the National Baptist Convention USA, not disclosing the amount or the nature of contributions. A spokesperson said the company is proud to support community initiatives, including education, entrepreneurship, and economic development.

Faith leaders defend partnership with Target

Boise Kimber, president of the National Baptist Convention USA, addressed the controversy during the organization’s national meeting in Montgomery, Alabama. He described the collaboration with Target as a shared mission to support African American communities and said they are working on a three-year plan to benefit those in need.

Kimber also responded to criticisms of authenticity, stating that their communication with Target was transparent and ongoing. He added that if he questioned Target’s intentions, he would “be the first one on the picket line.”

Pastor Bryant sharply rejected Kimber’s defense, arguing that Target was being deceptive in trying to manage how the public perceived the partnership. He claimed that Target was using musical artists, athletes, and other public figures to redirect attention away from the boycott’s goals.

Comparisons to historic civil rights actions

Referring to the cultural and spiritual weight of the Black church in American history, Bryant compared the current situation to events in 1961, when Dr. Martin Luther King Jr. left the National Baptist Convention to help create the Progressive Baptist Convention over issues of inaction on civil rights.

In his sermon, Bryant painted the reported $75,000 received by each denomination as an insult to the value of the African American community’s support. He emphasized that church leadership should not “sell out” for small checks, asserting that integrity is more valuable than monetary contributions.

The grassroots boycott led by Bryant encourages Target to recommit to diversity programs. His demands include $250 million in investment into Black banks, renewing franchise efforts tied to diversity, and setting up business education centers at 10 historically Black colleges and universities across the country.

Target grapples with decline in quarterly sales

Last month, Target CEO Brian Cornell acknowledged in an interview with The Wall Street Journal that the boycott has likely affected quarterly sales. While he could not determine exactly how much, he conceded that the protest had had an impact.

Target has publicly committed $100 million to Black-led community groups, pledged 5% of its profits to community investments, and provided scholarships to more than 30,000 workers. The company also funds numerous historically Black colleges and promotes Black-owned brands in its stores and online platforms.

Despite these initiatives, Bryant maintains that financial contributions do not excuse what he sees as a retreat from prior commitments. He warned that unless the company meets the boycott movement’s expectations, action will continue against not only Target, but also any company failing to respect the dignity of Black consumers.