The column below reflects the views of the author, and these opinions are neither endorsed nor supported by WisOpinion.com.
In every corner of our city – whether it’s a child reading their first book, a veteran receiving critical support, or a family being served a warm meal – there are real, daily needs that too often go unmet. From education to health care, from economic opportunity to youth mentorship, these challenges demand not just acknowledgement, but action. And when it comes to investing in the well-being of Milwaukee, it takes all of us.
At Target, our team members are not just employees, they’re part of their community. We live here. Our kids go to school here. We volunteer in these neighborhoods. And we believe we have a role to play in building a stronger Milwaukee for everyone.
One way we do that is through Target Circle: a program that empowers our store guests to vote on where Target gives in the community. When guests shop, they earn votes. Those votes are then used to support local nonprofits and community initiatives that align with the values and priorities of the people who live here. The giving comes from Target, but the direction is community-driven.
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During the recent Target Circle Week, it was a moment to double down on our shared commitment to Milwaukee.
In Milwaukee alone, Target has contributed nearly $250,000 in guest-directed giving locally across areas like education, health, civil rights, human services, and youth-programs since 2020. That includes more than $86,000 supporting essential human services, over $32,000 focused on nutrition, and nearly $38,000 invested directly in youth programming – helping to close opportunity gaps and create pathways for the next generation of leaders.
In addition, our team has donated over 8 million pounds of food – valued at more than $15 million – since 2020. And just last year alone, we provided more than $43,000 in gift cards to meet urgent needs in neighborhoods across the city.
We’re also proud to invest in local organizations through targeted grants focused on education, economic opportunity, and community development. These funds support after-school programs, school partnerships, urban gardens, and much more – all efforts rooted right here in Milwaukee.
But dollars only tell part of the story. What inspires our team most is seeing each other roll up our sleeves and volunteering our time – whether by delivering much-needed goods directly to those in need, stocking shelves at local food pantries, or supporting family shelters. These efforts aren’t done for recognition – they’re done because Milwaukee is our home, and we care deeply about the people in it.
This is not a story of one organization fixing everything, it’s a story about the power of partnership – between local nonprofits, corporate citizens, and most importantly, the community itself. The needs are great, and they’re persistent: children deserve access to quality education and nutritious food; families need support through difficult times; veterans and seniors deserve our respect and care. The good news is, we’re not powerless to make a difference.
We know the needs in Milwaukee are complex, as with any major city. That’s why we’re not looking for quick fixes – we’re committed to consistent, meaningful partnership. We listen to local voices, we work alongside grassroots leaders, and we try to meet people where they are. We also know that when our guests engage with programs like Target Circle, they’re not just shopping – they’re shaping the future of their own neighborhoods.
Programs like Target Circle remind us that solutions don’t always need to be complex. Sometimes, they just need to be intentional. When companies listen, when customers engage, and when employees volunteer, incredible things can happen. It starts with understanding our community’s needs. It continues with platforms that let us act. And it grows when we each play a role in building something better.
So as Target Circle Week comes to a close, I invite our Milwaukee neighbors to take part in this community giving effort. This program is about service – all year long. Use your voice to direct support where it matters most. Every vote cast helps bring vital resources to organizations doing the hard work – day in and day out across our city.
– Jonathan Tajnai is district senior director, Target.
