The Hallmark Community Involvement Program aims to foster the well-being of communities where the company operates by supporting nonprofit organizations that align with its mission. The program focuses on initiatives that help children grow into healthy and productive adults, enhance the cultural life of communities, and support essential services and infrastructure for those in need. Hallmark provides financial support through both direct contributions and the Hallmark Corporate Foundation. Eligible applicants must be nonprofit organizations with 501(c)(3) status, operating in the Kansas City metropolitan area, Center (Texas), Lawrence (Kansas), Leavenworth (Kansas), Liberty (Missouri), and Metamora (Illinois).

The program does not support individuals, religious organizations (unless services are provided to the broader community), sports teams, youth clubs, social clubs, disease-specific fundraising organizations, or proposals related to deficits, endowments, travel, research, or scholarships. Funding is primarily intended for programmatic purposes rather than fundraising events, and Hallmark does not sponsor marketing or media-related proposals.