Advertising by companies offering services to wealthy donors is growing, Lucy Bernholz notes on her blog Philanthropy 2173.

She notes that The New York Times Magazine on Sunday came wrapped in a advertisement by U.S. Trust and Bank of America Private Wealth Management with the words: “You want to make a difference in the world. And we can make a difference in your ability to do so.”

Ad Week has an article on the “cover-wrap” advertisement, which is the first such ad for the Times magazine.

Last year, U.S. Trust created an advertising campaign emphasizing the changing demographics and interests of wealthy donors, says the article. The company has spent more than $30-million this year.