In their hiring practices, they "legitimize" bigotry. Bigots aren't acceptable just because they do good deeds on the side. Paraphrased from
http://outrage.nabumedia.com/pressrelease.asp?ID=161 :
In an internal memo leaked to the WaPo, they stated that “the Salvation Army's role will be a surprise to many in the media". Because this might be in conflict with their public image, the memo stressed that it should not under any circumstances be leaked to the media. (The deal was that the SA would provide support for faith-based funding in exchange for Bush helping to gut anti-discrimination laws across the country.) Details:
http://tampabaycoalition.homestead.com/files/BushDropRuleOnDiscrimGays.htmIn 2001, SA scaled back homeless shelters, drug rehabilitation and meals for the aged, in San Francisco rather than comply with a city requirement that same-sex partners receive equal employee benefits in order for a charity to be eligible for city funding.
SA televangelist ‘Major’ Rodney Dawson, railed against the “desperate attempt” of liberal society to “shift the goalposts” and to “encourage personal freedom” which led to an abandonment of biblical principles. He attacked non-celibate gay and lesbian couples, as well as heterosexual couples who had sex before marriage, saying they formed a group that has “little in common with our concept of a loving and forgiving God.” He continued on to say that unless gay and lesbians “repented” they would face the wrath of a “merciless and ruthless God”.
Anyway, you may not be able to convince your parents not to shop there. But you could go subversive, let them know that target is not the only company that turned away SA. Get them to boycott Home Depot, Circuit City and Best Buy for the same reason.
You might even be able to get them to think about why only Target's been in the news about it. Maybe it's a hate campaign by Walmart to drive out their competition? Why else would Target be singled out, but not the others? They are the only ones in that group that compete directly against Walmart.