They have to tread carefully. If they gave money to a HBCU, it might seem to some people like they were saying, “you belong at these schools not at ours”. They can mitigate that by doing several things to make amends, not just one thing (that will have the spotlight shone on it).
The first step of acknowledgement and apology is very important, and I’m very glad they’re throwing some research into it to try to find out as much as possible about the people they sold and their descendants.