Target Corp. is ending a trademark giving program through which it has sent hundreds of millions of dollars to schools over nearly two decades.
The Minneapolis-based retailer began notifying schools on Monday that it will discontinue its “Take Charge of Education” program, through which the company donates 1 percent of Redcard holders’ purchase total to a school of their choice.
Over the last 18 years, Target has distributed more than $432 million to more than 100,000 schools across the U.S. through the initiative.
Target will terminate the program in May 2016 and shift its social responsibility focus from education to health and wellness, executives told the Star Tribune.
“When that program started, it was incredibly innovative,” said Laysha Ward, Target’s chief corporate social responsibility officer. “There was nothing else like it out there. We just want to continue to innovate.”

If you have a Target Red Card, after June of 2016 a portion of your purchases will NOT be donated to the school of your choice.  The 18 year program has been a tremendous financial benefit to the school that Target customers indicated at the school of their choice.  It is a shame that other red card holders did not choose a school.  Those the did choose a school probably  had children in that school.
Southwest has benefited tremendously over the years for the generous donation from the Target Corporation.  If you have a red card please make sure you indicate Southwest as your school of choice.  You can make that designation until January 1st.
Thank you to Target for the 18 years.  Regretfully, the change is going to be severely felt by many schools across the country.  If you have a red card please use it through June of next year.  Please designated Southwest as the school of choice.