I think this video says more than I ever could.

I think most organizations (non-profits too!) realize that it’s not an option to sit on the sidelines. But too many organizations are being convinced to throw money at anything because they need a presence.

My encouragement would be to make sure that your product or web info:

is accessible in multiple channels
has the ability for you to monitor your message
factors in worst case scenarios
allows for immediate engagement

It’s not an exhaustive list but with that in mind you can make smart, informed decisions on your campaign.