For every goal scored at a main continental tournament (like Euro 2012, Copa America etc) the organization has to donate a big substantial amount to a charity. There is plenty of money to spend, and let's be honest all players already earn so much. There are some initiatives, but very invisible for the fans. For example http://www.cafefootball.eu/ A donation can also be in the form of building a playground in social less flourishing neighbourhoods.
Football is such a big greedy business where it is all about money, money, money. Some efforts exists, but nothing is really visible for the fans.