Mission-First Leadership: How Dr. Dondi Costin Anchors Liberty University in Faith

Mission-first leadership is more than a management philosophy—it’s a spiritual and strategic anchor that keeps institutions grounded in their purpose.

As colleges and universities navigate cultural shifts, operational challenges, and market competition, it’s easy to lose sight of the very mission that sets them apart.

When institutions remain rooted in their core purpose, they not only lead with integrity—they communicate with clarity. That clarity resonates deeply with students and families searching for alignment between their values and their educational experience.

This is where mission-fit marketing becomes essential. 

When a school’s enrollment strategy flows directly from its faith-driven purpose, the message is not only more authentic—it’s more compelling. Students aren’t just enrolling in a degree program; they’re joining a mission they believe in.

In this episode of The Higher Ed Marketer podcast’s Faith Leaders series, we sit down with Dr. Dondi Costin, president of Liberty University and a retired U.S. Air Force Major General, to explore what it means to be a “minder of the mission.”

With decades of experience balancing organizational goals and spiritual formation, Dr. Costin offers a powerful model of mission-first leadership—one that not only keeps institutions on course, but also builds systems and culture that transform lives.

A Leader Shaped by Mission and Military

Dr. Dondi Costin’s path to university leadership wasn’t typical. Before becoming president of Liberty University, he served as a Major General in the U.S. Air Force and the Chief of Chaplains, bringing a rare combination of strategic expertise and spiritual insight to his role.

That dual experience—merging military discipline with pastoral care—now informs his unique approach to Christian higher education leadership.

The very first leadership model I ever learned was as a teenage cadet at the U.S. Air Force Academy. You can imagine an X and Y axis—one for people, the other for mission. And the leader’s job is to balance both.

This model still guides his presidency today.

At Liberty University, mission-first leadership is not just a slogan; it’s a daily practice.

As the Liberty University president, Dr. Costin sees his primary responsibility as guarding the university’s spiritual and academic identity.

“If you treat people as cogs in your system or rungs on your career ladder, then you have a problem,” he says.

That perspective is shaped in part by his years as a chaplain, where he was constantly reminded that every individual has value.

From this foundation, his leadership style embodies the best of both spiritual leadership in higher ed and mission-focused strategy.

In a time when institutions are tempted to shift or soften their purpose, Dr. Costin’s example shows that strength comes from clarity—and from remaining faithful to your calling.

Building Spiritual Infrastructure on Purpose

At Liberty University, spiritual formation isn’t an add-on—it’s part of the architecture.

Dr. Costin refers to this intentional integration as spiritual infrastructure, a concept that ties together Liberty’s programs, people, and campus systems under a shared mission.

This approach ensures that their faith-based university mission is not merely aspirational—it’s woven into every element of the student experience.

While many universities focus first on what they do—handing out diplomas, creating programs, building facilities—Dr. Costin insists that effective leadership must begin with why.

“Our why is rooted in the Great Commission,” he explains. “We’re here to help students become more like Christ. Everything we do flows from that.”

This clarity of purpose strengthens Liberty’s mission-fit marketing. 

When a school can clearly communicate its reason for existing, it connects on a deeper level with students and families looking for transformation—not just a transcript.

That connection is evident in Liberty’s systems.

Weekly worship gatherings in the campus arena, small group discipleship in residence halls, and peer mentorship through community group leaders are all part of a coordinated strategy.

This is spiritual formation at scale—and it’s only possible through thoughtfully designed spiritual infrastructure.

There’s no way you could come to Liberty and not know for sure that our function is to help you grow to become more like Christ. It’s not something you bolt on at the end. It’s baked into the cake from the very beginning. That’s what we mean by spiritual infrastructure.

This type of intentional design reflects true mission-first leadership—where every system and initiative is aligned with the spiritual and educational goals of the institution.

That level of engagement—thousands attending optional services and forming discipleship communities—doesn’t happen by accident.

It’s engineered through planning, investment, and most importantly, people committed to the mission.

As Dr. Costin emphasizes, “We want students to know from the moment they arrive that this is a place where their spiritual growth is taken seriously.”

Staying on Mission When the Pressure Mounts

Staying true to your mission is easy when things are going well.

But Dr. Costin reminds us that the real test of mission-first leadership comes when external pressures demand compromise or quick wins.

Whether it’s political scrutiny, shifting cultural expectations, or enrollment targets, leaders in Christian higher education face a constant pull to adjust their message—or dilute their mission—to meet perceived needs.

Dr. Costin is clear: that’s a mistake.

When your values are clear, your decisions become easier.

That clarity doesn’t mean the decisions are less costly—but it does mean the institution stays faithful.

At Liberty, this shows up in the commitment to not just declare the mission, but to defend and demonstrate it across every touchpoint.

Every new hire, every policy, and every strategic plan goes through the lens of mission alignment.

That consistency not only builds trust internally but also strengthens the school’s enrollment marketing.

Prospective students and families can sense when a school knows exactly who it is—and isn’t trying to be something it’s not.

That kind of confidence is contagious.

It doesn’t just attract students—it forms them.

Mission Clarity that Transforms

Dr. Costin’s message for fellow leaders in higher education is both simple and urgent: Stay on mission.

In a world full of distractions and pressures, the most powerful thing an institution can do is remain crystal clear about why it exists and who it serves.

That kind of clarity not only directs operations and policies—it inspires people.

It energizes staff, attracts the right students, and fosters deep spiritual formation.

If [your institution] is Christian, it ought to be Christian. We don’t just exist to offer degrees—we exist to shape champions for Christ who will go out and transform the world.

That kind of vision requires more than good intentions.

It takes mission-first leadership that’s willing to sacrifice short-term applause for long-term impact.

And it’s a leadership style that other institutions—whether large or small—can learn from.

By building spiritual infrastructure, aligning hiring practices, and communicating a consistent message, Liberty University offers a replicable model of how to remain faithful, focused, and fruitful in a challenging higher ed landscape.

🎧 For even more insights from Dr. Dondi Costin, listen to the full episode – “Building Spiritual Infrastructure: Minder of the Mission” – on The Higher Ed Marketer podcast.

Lead with Purpose. Market with Clarity.

Mission-first leadership isn’t just about internal culture—it should shape your external communication, recruitment strategies, and brand identity.

That’s where Caylor Solutions comes in.

Through expert consulting in marketing strategy, branding, student recruitment processes, and practical AI application, we help Christian colleges and universities like yours bring their faith-based mission to life across every touchpoint.

Whether you need strategic direction from a Fractional CMO, creative energy through Ideation Retainers, or steady momentum with Monthly Coaching for your team, our services are built to align your marketing with your mission.

If you’re ready to lead with clarity and attract the right students, we’re ready to help you get there.

Let’s build a strategy that reflects your purpose—and produces real results. Contact us today!

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Featured image via Liberty.edu
Women talking image via Midjourney