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Could be that years of whining by the “alternative” community has taken its toll.

Beginning next year, Chick-fil-A will move away from its current philanthropic structure, Bisnow has learned. After donating to more than 300 charitable organizations this year, the Atlanta-based fast-food chain will instead focus on three initiatives with one accompanying charity each: education, homelessness and hunger.

“There’s no question we know that, as we go into new markets, we need to be clear about who we are,” Chick-fil-A President and Chief Operating Officer Tim Tassopoulos said in an interview with Bisnow. “There are lots of articles and newscasts about Chick-fil-A, and we thought we needed to be clear about our message.”

The new initiative will no longer include donating to organizations like the Salvation Army, the Fellowship of Christian Athletes and the Paul Anderson Youth Home, Chick-fil-A says, all of which sparked criticism in the past from the LGBT community due to the organizations’ stances on homosexuality.

Big Paul would not be pleased.