Cumulus Media launches “Project Shine” a cross-platform charitable initiative that serves as a nationwide call for local volunteerism through partner VolunteerMatch. “Project Shine” will be promoted across the company’s 422 radio stations and websites in 87 markets and through its Westwood One network. Promos feature Collective Soul, who re-recorded their hit “Shine” exclusively for the campaign.

The initiative encourages listeners to visit station websites to find local volunteer opportunities through VolunteerMatch’s search engine and database.

“Project Shine serves as a conduit for human connection. We make it easy for good people to connect with great causes through VolunteerMatch,” Cumulus Executive VP, Content & Audience Brian Philips said in a release. “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 said Collective Soul’s 1993 rock hit “Shine” was the inspiration for the project. The new version of the song “brings fresh light to a nation in need,” he says.

“VolunteerMatch is a program that connects all of us to work together and make a positive impact for the greater good,” Collective Soul front-man Ed Roland remarked. “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.”

VolunteerMatch serves more than 130,000 participating non-profits, 150 million network partners and 1.3 million annual website visitors. The group says there are currently 3.2 million volunteers needed by non-profit organizations on VolunteerMatch. Over 700,000 of those openings are for virtual volunteers, and many are postings for safely-distanced activities.

“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,” Laura Plato, Chief Solutions Officer added. “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.”