Each year, the In Trust Center provides Resource Grants to support schools with matching funds for special projects. This story, by Karen Stiller, is part of a series highlighting initiatives made possible through these grants. Learn more about the Resource Grants program here.

Mission University is a New Name for a College with New Optimism and Energy

For weeks, Dr. Mark Milioni, president of Mission University in Springfield, Missouri, kept a swear jar on his office desk. But it wasn’t for profanity – it collected fines whenever someone mistakenly referred to the private Christian college by its previous name: Baptist Bible College.

After 74 years with the same name, Milioni and his team believed it was time for a change. The new name, Mission University, was officially announced to the public on January 25, 2024, but the idea began years before. Long before any public announcement, Milioni scribbled potential names in a notebook. Top of his private list: “Mission University.”

When the moment arrived to kick off a rebranding journey, Baptist Bible College (BBC) applied for an In Trust Center Resource Grant. The $15,000 grant provided funding for the initial sessions with a marketing and communications firm and the trademark lawyer who guided them through the process of securing “Mission University,” as the eventual new name for BBC.

“One of the things In Trust helped us to do was hire a brand consultant who works with Christian colleges,” explains Milioni. “They interviewed me and others, conducted focus groups, and evaluated a whole list of names. I didn’t tell them that Mission University had been on my mind for years (there were 10 or 12 names on the final list). They came back and said, ‘Mission University is the name. That’s phenomenal. You can market that.’”

Milioni smiles as he recalls the synchronicity of the process. “I let them arrive at it organically. Most of our main constituents were excited. They get it. Even some of the old-time alumni, who you’d think would be critical, were for us. And Mission University is a good name. It’s not like we chose something weird.”

The new name signaled a more welcoming posture, recognizing the realistic understanding of the power of a name to the many students from denominations other than Baptist who still wanted to study at the college. The name change also stemmed from the popularity of the college’s business program. Business graduates weren’t as comfortable having a degree from “Baptist Bible College” on their job applications.

“Business has become our largest degree,” explains Milioni. “We used to be almost entirely about ministry, but very few are choosing ministry as their vocation. It’s hard to leave here with a degree from Baptist Bible College and be taken seriously. We've also heard from missionaries going to different parts of the world who would have a hard time getting into countries with that name on their diploma.”

As exciting as the name change has been – with a new logo, fresh signage, and an introduction video –Milioni knows it's “not a silver bullet.” “Just because you change the pizza box, if you don’t change the pizza, you’re not doing anything. It has to permeate everything. Don’t do it just because it’s cool. Do the homework. Be patient – it's a long process. We secured the trademark and worked with the state, accreditation agencies, local businesses, and banks. It’s a huge undertaking. It’s a big step.”

Milioni is grateful for the support from In Trust. “It was a great encouragement and help," he says. "They're forward-thinking and pushing colleges to look forward and make strategic changes.”

There is a new energy, especially among students, says Milioni. “I sit at our athletic games and see the name ‘Mission’ on a jersey, and it’s a good feeling. People are excited.”