As an example of how a publisher or even a retailer might get involved in their local community as part of the Thinking of You campaign, Calypso Cards teamed up with a local school in September 2018 and several publishers came together to donate 600 cards for the kids to send to a schoolmate who was hospitalized long-term.
Every student in the school sent a card as part of a class on empathy, and they also worked on addressing envelopes and how to lay out a letter. The PTA were happy to provide stamps in this case.
600 cards was a lot of cards to pull together, but this could be done on a smaller scale with a particular class or group of students. Retailers and publishers often have overstock of cards that would be suitable, and are happy to donate to a worthy cause.