Our team was blown away by the support shown for our finalist over the course of this campaign. It was absolutely overwhelming. With that being said…it was too close to pick only one winner so we chose two. Congratulations to The Ronald McDonald House & 4Thirteen.

Ronald McDonald House Charities – Southern Appalachian

While we don’t administer medical care, we keep children and families close to the critical care they need – and to each other. Our programs are designed with the community in mind. They provide essential care like places of respite for parents, space for children to be children, and communities of support for all family members dealing with a child’s medical crisis.

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4thirTEEN is a faith-based ministry of Summit Leadership for teens, led by teens – building a foundation of faith, fortitude, family, and fun to encourage a successful transition into adulthood. We provide  comprehensive and innovative programs that address social, entertainment, recreational, mentorship, creativity, and career and future advancement for ages 13-21. Derived from Philippians 4:13, not only can we do all things… but we see our teens doing all things!

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Huschka House Transitional Living

Huschka House provides homeless young adults in Northeast Tennessee with a safe living environment, affordable housing, and supportive services in order to ensure lifelong stability and success. Our goal is to assist young adults who are homeless or at risk of becoming homeless and help them get back on their feet.

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Oct 3-14

Closed: Voting Period

The voting period for our finalists will run from October 3rd-14th. Using the power of social media, the three/five finalists will begin a public campaign vying for support through online voting that takes place on our website. 

Individuals can vote once per day using an email address during this time period. 

Oct 17

Winner is announced!

The organization with the most votes on October 14th at midnight will win the custom brand video produced by Cumberland Marketing.

Mark October 17th on your calendar for the big reveal!

What is the What
Matters Campaign?

This contest is for nonprofit organizations looking for a dynamic way to carry their mission to the masses through a custom brand video. If you are registered as a 501c3, 501c4, or 501c6 in East TN, Southwest VA, Northwest NC within a 1.5 hour radius of Kingsport, TN, we want to hear from you!

What is the prize?

The winning nonprofit organization will receive a brand identity video produced by the Cumberland Marketing video team, valued at $20,000. This will include a brand workshop to help our team fully understand the organization’s unique story and to ensure we are well-equipped to tell it. 


We are a full-service marketing agency located in Kingsport, TN. We elevate brands and impact people through authentic communication. Our services include campaign strategy, video production, graphic design, branding, photography, social media management, and website design… just to name a few.

We operate on this foundation: our clients’ work matters. We are thrilled to pair our passions with the purpose to tell their stories creatively.


Cumberland Marketing has a strong desire to partner with organizations that are making significant impact. We recognize the many nonprofits that are changing lives throughout our region and want to do our part to support those organizations. What they are doing matters, and we will use our talents to shine a light on their efforts.

Through the “What Matters” Campaign, we can spotlight nonprofits and leaders who are creating real impact by producing a brand video to effectively communicate their mission.

We are so excited to watch our community come together for this campaign. Show your support by encouraging nonprofits to enter this contest and voting online during the contest period. Good luck to all!


Stephanie Myers



Lauren Glass