"Why don't they use the millions of dollars in profits to help the poor - and increase their own chances of getting into heaven? "
Because that would be actually living their faith, rather than profiting from it.
"Why don't they use the millions of dollars in profits to help the poor - and increase their own chances of getting into heaven?"
That would be equating works with righteousness instead of faith alone being sufficient for righteousness. The simple answer is they don't believe that works increase their chances of getting into heaven. Faith is all that's needed.