Plus 3 strikes me as bogus. Rather than spending a bunch of time uploading content to their site, I could just volunteer! I'm planning to attend the Silicon Valley Bike Exchange on Saturday. Fixing a tricycle is more heart-warming.
I don't think +3 is trying to supplant traditional forms of giving. They're just trying to create a sports nerd (athletic data gathering) social network with a hook - charity. It may fail, 9 out of 10 startups do, or it may just be a stepping stone to something else. You're right, to make a serious difference, we need to get our hands dirty.
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