Yes it's not violence, but it's not speech either. Donating money is performing material harm. That might be an unfortunate reality, but it's undeniable. It's a different thing from just saying something.

Also, you can absolutely be fired for just saying something and that's been the case forever. As a CEO, you are essentially marketing your company. Marketing it poorly and losing customers can, and will, get you fired - in every company, ever.