While Target created a firestorm in 2010 for donating to a conservative group backing an anti-gay, and unsuccessful, Republican gubernatorial candidate in Minnesota, the retailer now is selling t-shirts to benefit the Family Equality Council, a group representing LGBT families.

Tony Perkins of the Family Research Council said “if they’re looking to resonate with Americans, they ought to try defending marriage”:

Target’s slogan is “expect more.” And when it comes to their politics, Americans do. Hello, I’m Tony Perkins of the Family Research Council in Washington, D.C. One of America’s biggest companies isn’t just named Target–it’s becoming one. Starting May 20, the mega-chain’s introducing a new line of same-sex “marriage” merchandise that says, “Love is love.” Target promises to donate 100% of the profits to a national homosexual group–but they don’t specify which one. Retail analyst Britt Beemer says that Target’s strategy isn’t “very smart,” especially in conservative states, where it does the biggest business. “Anytime a retailer gets away from doing what they should be doing by being involved in a social cause, [they] lose.” The company said it wanted to “resonate beyond fashion.” But if they’re looking to resonate with Americans, they ought to try defending marriage. According to voters, the country’s still very opposed to redefining it. Let Target know that its agenda isn’t your style. Log on to target.com, scroll down, and click “Contact Us.”

Naturally, the American Family Association is also fuming, and the organization’s president Tim Wildmon released an action alert and letter blasting the company: