Wilfred B. Doner Scholarship Fund

The Wilfred B. Doner Scholarship Fund supports an annual scholarship for undergraduate students with a specialized focus on advertising in the School of Journalism and Mass Communications.

FAFSA required prior to awarding decisions. Preference in selection will be given to journalism students on the strategic communications track who have a specific interest in advertising.

About the process: Students do not apply for individual scholarships with the School of Journalism and Mass Communication. Students fill out one application and the scholarship committee matches students to awards. Scholarships are awarded based on financial need, academics, study area and involvement. Visit our website for more information about our undergraduate scholarship program and accessing our application.

Who is eligible to apply?
Declared School of Journalism and Mass Communication majors
Seniors graduating in the spring or summer terms

Who is not eligible to apply?
Seniors graduating in December of the current term

Donor Information
Wilfred Doner was a 1935 alumnus from the UW-Madison. He founded W.B. Doner & Company, a Detroit-based advertising agency, in 1937. The firm began with two employees and is now one of the largest independent advertising agencies in the U.S., boasting such clients as Mazda Motor Corporation, for which it created the “Zoom Zoom” campaign, and Blockbuster. During Donor’s lifetime, the agency handled accounts for a variety of products, including Vlassic pickles, Klondike bars, and Timex. This fund was established by his six children in honor of his 75th birthday.

School of Journalism and Mass Communication