In short, unless an organization wants to risk getting sued, it is important to comply with the ADA (American with Disabilities Act).
The retailer Target http://www.target.com lost a law suit filed by the Federation of the Blind in 2006. This marks the first case that a law suit successfully use the ADA to sue and win a case.
A prior law suit that Maguire filed again http://www.olympics.com in 1999 was also successful.
What is that telling you? If large organizations (for-profit and non-profit) are getting sued, so can smaller corporations and smaller non-profit organizations.
The key is captured by the ADA statement. “The ADA requires State and local governments and places of public accommodation to furnish appropriate auxiliary aids and services where necessary to ensure effective communication with individuals with disabilities, unless doing so would result in a fundamental alteration to the program or service or in an undue burden.”
The key point that led to the success of the Target case was the mentioning of public accommodation. The Target web site was considered a place of public accommodation. The precedence has now been set to consider any merchant web site to be “a place of public accommodation”.