Why the "Virginia" in VWU is Irreplaceable

We've argued that the Wesleyan tradition at Virginia Wesleyan is important. Equally important is the school's notoriety as a Virginia institution of higher learning.

In the competitive landscape of American higher education, a name is rarely just a label; it is a geographic coordinates system, a heritage marker, and a brand of authority. For nearly 60 years, Virginia Wesleyan University has carried the name of the Commonwealth as a badge of identity. As the institution approaches a crossroads—facing a transition to "Batten University" in July 2026—the conversation must address the massive strategic value of the "Virginia" prefix.

The name "Virginia" isn't just a location; it is a foundational pillar of the school’s regional and global identity. To remove it is to uproot the institution from the very soil that gives it life.

Why "Virginia" Matters: The Power of Regional Identity

The current name, Virginia Wesleyan University, firmly roots the school in the Commonwealth’s history and geography. Virginia is not just any state; it is the "Mother of States," a place synonymous with the founding of American democracy and the birth of the American liberal arts tradition.

By leading with "Virginia," the university immediately claims a share of that historical gravitas. It signals to students, parents, and donors that this institution is a steward of the region’s intellectual and cultural landscape. When a school is named after its state, it assumes the role of a "Public Square" institution—a place where the community gathers, where local issues are solved, and where the next generation of Virginia’s leaders is forged.

Removing "Virginia" from the masthead risks making the university feel like an island rather than an anchor. A "Batten University" could be anywhere; "Virginia Wesleyan" can only be here.

Geographic Authority: The Recruitment Value Proposition

From an operational standpoint, the "Virginia" prefix provides instant geographic authority, particularly for out-of-state and international recruitment.

• The Out-of-State Hook: For a high school senior in New Jersey or North Carolina, "Virginia" carries a connotation of quality. Virginia is home to some of the highest-ranked higher education systems in the country. By keeping the state name, VWU benefits from the "halo effect" of being associated with Virginia’s academic reputation.

  
  

• The International "Math": For international students, "Batten" is a surname with little recognition outside of specific philanthropic circles. However, "Virginia" is a global brand. Whether in Tokyo or London, people know Virginia. It provides an immediate sense of place and safety that a private family name simply cannot replicate.

  
  

• Search Engine Dominance: In an era of digital recruitment, "Virginia" is a high-intent keyword. Students searching for "Liberal Arts Colleges in Virginia" find the university because its identity matches their intent. A name change creates a "Force Multiplier" of confusion, requiring millions in marketing spend just to re-establish where the school is actually located.

  
  

Public Square vs. Private Legacy: The Identity Trade-off

The most significant risk in the transition to Batten University is the shift from a "Public Square" identity to a "Private Legacy" identity.

The Batten family’s generosity is unquestionable, and their impact on the institution is profound. However, the university’s mission has always been toward the public good. When an institution takes on a private family name, its perceived mission can narrow. It risks appearing less like a community asset and more like a private monument.

• Perceived Accessibility: "Virginia Wesleyan" feels open to the public, a shared resource for the Commonwealth. "Batten University" could feel exclusive, potentially alienating prospective students from diverse backgrounds who view "named" private schools as out of reach or catering to a specific elite.

  
  

• Obscure Identity: On the flip side, the Batten name doesn't mean much to young people. The newspaper legacy is gone. Today's incoming college students don't necessarily know what to associate that name with. Bryant and Stratton are "names" as well. What could Batten University bring to mind early on but confusion?

  
  

• Philanthropic Resilience: While the Batten family’s legacy is secure, institutional names that are tied to geography tend to be more resilient over centuries. Family fortunes and reputations can fluctuate, but the Commonwealth of Virginia is a permanent fixture.

  
  

Tradition is a Strategic Asset

The name "Virginia Wesleyan" is a foundational asset that should not be moved. While the desire to honor a transformational donor is a noble administrative goal, the most effective way to protect the university's future is to preserve its roots.

The name "Virginia" provides the school with an identity that is bigger than any one person or family. It connects the university to the 8.6 million residents of the Commonwealth and the millions more who recognize Virginia as a center of excellence. To save Virginia Wesleyan, we must save the "Virginia" in its name.

Tradition isn't just about looking backward; it’s about providing a stable foundation to move forward. Let the Batten name be honored on buildings, in scholarship funds, and on the names of colleges within the university—but let the institution itself remain a Wesleyan anchor for the Commonwealth of Virginia.