Joined: Mar 2005
Posts: 15663
I hope too many folks aren't under the impression that this was simply a donation to the Keystone. I'd tend to want to look at this kind of expense through ROI glasses.
Looking at it as $250,000/year towards naming rights and other aspects of the deal...
success or failure will come down to what return would one expect to see Westoba (and their online Maxa arm) net yearly through the investment. How much of increased membership, mortgage business, loan business, etc might come about from the exposure they're buying? Then you need to look at how much tax they pay and consider that I assume that amount would come down when the advertising expense is factored in (someone with more of an accounting background and understanding of the Credit Union model may want to speak more to that part of it).
Others might still be able to chip in with ideas on how to gauge benefits of the investment, but at the end of the day the only way to truly measure it might end up being to look at the bottom line at the end of the year and subsequent years.... something they make public through Annual Reports. We're talking more than a year away but If I think of it I will try to follow up at that time unless someone else beats me to it!