Community Involvement Program

Hallmark’s Community Involvement Program is a philanthropic initiative driven by the company’s core belief that the health and vibrancy of local communities are integral to the well-being of its business and workforce. Through this program, Hallmark aims to support organizations that help build communities where children can grow into productive and caring individuals, where the arts and cultural experiences enrich lives, where basic institutions and services are strong—especially for those in need—and where community service is a shared value among citizens. Funding under the Community Involvement Program is made available through both Hallmark Cards and the Hallmark Corporate Foundation, a dedicated foundation funded solely by Hallmark. Although the Foundation has some legal limitations on the use of its funds, both entities are aligned in mission and use the same online application portal. This consolidated approach reflects the shared values of Hallmark's philanthropic arms and facilitates a streamlined submission process for applicants. The program has a limited geographic scope, focusing its resources exclusively on communities where Hallmark has major operating facilities. These locations include the Kansas City metropolitan area, Center (Texas), Lawrence (Kansas), Leavenworth (Kansas), Liberty (Missouri), and Metamora (Illinois). Organizations operating outside of these regions are not eligible to apply, and this geographic limitation ensures that the program's impact remains focused and tangible in areas directly connected to Hallmark's business operations and employees. To be considered for funding, applicants must be nonprofit organizations with 501(c)(3) tax-exempt status. Certain types of organizations and funding uses are explicitly ineligible, including individuals, fraternal and international organizations, athletic groups, school clubs and classrooms, social clubs, and disease-specific organizations primarily focused on national fundraising. Religious organizations may be eligible only if their programs clearly serve the broader community and maintain financial separation from religious purposes. Additionally, recipient organizations must adhere to non-discriminatory practices across employment and services. The funding is generally intended for programmatic support rather than fundraising event sponsorships or marketing-driven collaborations. Hallmark does not provide support for past deficits, endowments, travel or conference expenses, scholarly or medical research, or scholarships. Proposals for film, radio, or television programs are also ineligible. In-kind donations from Hallmark’s retail arm are typically not available. Hallmark prioritizes direct support to mission-aligned programming that creates meaningful community impact rather than initiatives where brand promotion is the primary goal. Applications are submitted online through the company's designated platform. While the guidelines provide detailed eligibility and restriction information, specific evaluation criteria or deadlines are not publicly disclosed, nor are contacts or timelines for award notification and performance periods. The absence of these details suggests a rolling submission or internally managed review calendar. Potential applicants should review the guidelines thoroughly and consider reaching out via Hallmark’s general contact resources for additional clarification prior to submission.