Giving back during COVID-19

How Wunderkind clients are helping their communities through this uncertain time

It’s been inspiring to observe how brands have responded to COVID-19 and what they are doing to connect people and provide relief for local communities and all of those affected.

We’d like to highlight a campaign from our client partner Fender, who is on a mission to connect people around the world through music. Sarah Koenig, Customer Success Manager at Wunderkind, says, “When Fender reached out about this campaign, it was clear from the start that their goal was to connect musicians and strengthen the bond with their community through the power of music and guitar. They’ve got the platform to bring people together and they’re 100% committed to that goal.”

They offered 3 months of free lessons for the first 100,000 people who signed up. On their site it read: “We’re all going to be spending more time inside – so we might as well make some noise.”

They ended up exceeding expectations, to say the least. The user base of Fender Play has grown fivefold during the pandemic, from more than 150,000 people in March to nearly one million to date (approx. 930,000).

In times of uncertainty, it’s encouraging to see how Fender has taken action to provide a digital tool to connect us in different time zones and WFH spots through the power of music and play.

  • Kendra Scott: donating 50% of all proceeds from the Everlyne Bracelet to Feeding America’s COVID-19 Response Fund, a foundation established to assist food banks across the country.
  • Zadig & Voltaire: donating 20% of online sales from their new collection to the Paris Hospital Foundations.
  • Kenneth Cole Productions: donating 20% of net sales to the COVID-19 Solidarity Response Fund.
  • Addison Bay & Carbon38: running free regular workout, yoga and meditation sessions via Instagram Live.
  • Comcast: offering free Xfinity WiFi, confirming its commitment to low-income families.
  • Altice: offering households with K-12 and/or college students free broadband service up to 60 days.
  • Corkcicle: giving customers the opportunity to select their local store at checkout, and all the proceeds will go to these local retailers to support them during this time (#SUPPORTLOCAL).
  • Autodesk: offering free trial programs and introducing extended contract payment terms for the next few months. In addition, the Autodesk Foundation is donating $600,000 to Response Funds—increasing their donation matching gift program for all employees.

Would you like to highlight your campaign on this blog? Want to collaborate? Reach out to and we’ll get in touch.


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Julia Whatley

Julia Whatley is on the Client Marketing team at Wunderkind. With a background in sales, she’s enthusiastic about creating partnerships with clients as compelling references that generate marketing-attributed sales. Julia spends her free time doing things outdoors—from hiking to paddle-boarding and always starts her day with a matcha green tea.