Not to mention the tax write off that they'll get for donating such a large sum of money. It's definitely a win-win for EA since they were able to market their Origin platform in the deal.
Pretty ethical marketing too. Giving away a bunch of games to encourage donations to charity is better than pulling games from Steam and releasing games as Origin exclusive like they have done in the past.
http://blog.humblebundle.com/post/58256397346/introducing-th...