I'm more liberal arts- than business-minded, so when I saw this mailer for Make-A-Wish, I thought they were trying to say that they treat children with life-threatening illness as though they are French kings, which isn't necessarily a good thing. Turns out the acronym ROI stands for "Return on Investment," which, in this case, means smiles!
Anecdote: In high school, a girl who I didn't yet know had leukemia asked me which I'd rather have: a $1,000 shopping spree, or a week in Hawaii. "Hawaii. Definitely, definitely Hawaii," I said. (I hadn't seen "Rain Man" yet, so that wasn't supposed to be a reference.) A while later, she told me that she'd been offered to "Make-A-Wish" and had chosen to go to Hawaii, and that she was glad she had gone there and believed she had made the right choice. I'm still very relieved she thought so. As far as I know, she survived her illness.
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