Cool (and worthwhile) new subscription marketing ploy?

Whether it's primarily a circulation ploy or A Good Thing (they say it's both), I like the idea of US-based GOOD Magazine's fundraising drive / subscription offer: You gotta pay $20 for a subscription, but all of that money will go to the worthy cause you select.On the "Why are we doing this?" page, they point out that most magazines don't make money off paid circulation anyway, so why bother