Cumulus Unveils Project Shines: Nationwide Appeal to Volunteerism

CUMULUS MEDIA today announces the launch of PROJECT SHINE, a cross-platform charitable initiative, serving as a nationwide call to local volunteerism through partner VolunteerMatch, the world’s largest volunteer engagement network. PROJECT SHINE will be promoted on the company’s 422 radio stations and websites across 87 U.S. markets and through CUMULUS MEDIA’s Westwood One, the largest audio network in the U.S., with creative promos framed by a new version of iconic rock band Collective Soul’s hit “Shine”, re-recorded exclusively for PROJECT SHINE. 

PROJECT SHINE encourages Cumulus’ hundreds of millions of listeners to visit local station websites to instantly connect with VolunteerMatch’s powerful search engine and database and find local volunteer opportunities. The campaign was produced by Cumulus, with support from production company Benztown and McVay Media.

PROJECT SHINE is an evergreen campaign that will inspire local acts of service and human connection in a world that has seen its share of challenges. VolunteerMatch serves over 130,000 participating nonprofits, 150 network partners, and 1.3 million annual website visitors. There are currently 3.2 million volunteers needed by non-profits organizations on VolunteerMatch -- with over 700,000 of those openings for virtual volunteers, and many postings for safely-distanced activities.

Brian Philips

Brian Philips, EVP, Content & Audience, CUMULUS MEDIA, said: “PROJECT SHINE serves as a conduit for human connection. We make it easy for good people to connect with great causes through VolunteerMatch. In every town, in every corner of America, some darkness subsides, and a new ray of light appears. Through service, we help ourselves and the whole world is better for it.”

Philips noted: “We thank our friend Ed Roland and Collective Soul, whose timeless song “Shine” was the inspiration for this project. Ed’s exciting new version elevates PROJECT SHINE and brings fresh light to a nation in need.”

Ed Roland, Founder and Lead Vocalist, Collective Soul, commented: “When I was 12 years old, my father told me that one day, there will be no city lines, no county lines, no state lines, or even country lines – there will only be humankind. VolunteerMatch is a program that connects all of us to work together and make a positive impact for the greater good. I want to thank Brian Philips and everyone at Cumulus for allowing us to be a part of PROJECT SHINE. Together we can make a difference.“

Laura Plato, Chief Solutions Officer, VolunteerMatch, remarked: “VolunteerMatch is honored to join forces with CUMULUS MEDIA to help everyone find a way to lend a hand in their local community -- and virtually across America – through PROJECT SHINE. We’re huge believers in the power of both volunteer service and music to uplift, inspire, and heal. And we’re excited to see volunteers unite in support of our nation’s nonprofits.”

Visit: https://www.cumulusmedia.com/shine/ to connect to a nonprofit you love through PROJECT SHINE and to hear Collective Soul’s new version of “Shine”.