about pioneers and Brigham Young.  Those kinds of facts don't have much impact in turning people to Christ.  A picture of a beautiful building (temple) doesn't do much on its own either.  You represent Christ and his church by genuinely being good.  The light needs to shine. 

Speaking from an outside of Utah perspective, people for the most part look up to and respect others with values.  When an institution (like BYU) is associated with values and a moral code, people respect that.  People are influenced even more when they personally know members of the Church who are true followers of Christ.