I got my "law degree" from watching TV, so take this with a grain of salt, but when you apologize you are admitting fault, which could be legally binding if a lawsuit is brought upon you.

So if he were to apologize, Red Cross could then potentially sue over a down tick in donations due to the join campaign, etc.

Again, not a lawyer, have no real interest in law, but this has played out on TV shows a few times.

This could be partially true. CA, MA, and a few other states have laws protecting against this kind of liability, but it's still probably a best practice against major liability.

https://en.wikipedia.org/wiki/Non-apology_apology

You’re not wrong, and even when it isn’t about admitting fault/responsibility outright, you don’t want your apology read out in court, or worse, the video of you apologizing played.

I am also not a lawyer, but for my sins all of my first-order relatives are.