But several observers are urging caution, saying that Invisible Children has manipulated facts in the past and advised viewers to watch the documentary with that in mind.
Others warned that calling for military campaigns against Kony would only bring more harm to the LRA's victims.
A student blog called "Visible Children" linked to a photograph of Invisible Children's founders -- Bobby Bailey, Laren Poole, and Jason Russell -- posing with hardcore weaponry with members of the Sudan People's Liberation Army (SPLA), who have battled the LRA.
"The group is in favor of direct military intervention, and their money supports the Ugandan government's army and various other military forces," the Visible Children blog post said. "Both the Ugandan army and Sudan People's Liberation Army are riddled with accusations of rape and looting, but Invisible Children defends them."
Bloggers debated the merit of arming one group to fight another and questioned why only about 30% of Invisible Children's budget was used to help children in Uganda.
"We're an unorthodox organization," Russell told CNN. "We work outside of the traditional box of what you think about charity and nonprofit."
He said a third of fund-raising dollars were spent on the film, another third on film-related advocacy and the rest on a mission to end the war and rehabilitate war-affected children.
"So that's our model," he said. "That's who we are. We're not World Vision. We are not these other organizations that do amazing work on the ground. If you want to fund a cow or you want to help someone in a village in that component, you can do that. That's a third of what we do."
On its website, Invisible Children said it spent 80.46% on programs in 2011; 16.24% on administration and management costs; and 3.22% on direct fundraising.
"KONY 2012" skyrocketed to popularity on YouTube propelled by thousands of posts on Twitter and Facebook, especially by celebrities.
Invisible Children sent Twitter messages about the documentary to 20 celebrities, including Bono, Angelina Jolie, Jay Z, Ryan Seacrest and Rihanna. Many of the tweets about the film appear to be from fans who follow those celebrities.
Invisible Children spokeswoman Noelle Jouglet told CNN that any money generated from the film will go to Invisible Children, which builds schools in Uganda. Money will also go to support a high-frequency radio station that Invisible Children operates, which broadcasts anti-LRA messages to fighters urging them to defect. CNN is unable to immediately verify this information or any of Invisible Children's activities in the Congo.
"The celebrity strategy is simply, you have a voice," Russell said. "Some people have a larger voice than others. We're not obsessed with celebrities. We're not celebrities ourselves. We're human beings. That is what this is about."
Over the past decade, Invisible Children has been one of the most influential advocacy groups, putting pressure on the George W. Bush and Obama administrations, imploring the U.S. government to take a side in the fight between the LRA and the Ugandan government, according to a November 11 article in Foreign Affairs, a publication by the nonpartisan Council on Foreign Relations.
It said Invisible Children and other advocacy groups "have manipulated facts for strategic purposes, exaggerating the scale of LRA abductions and murders and emphasizing the LRA's use of innocent children as soldiers."
"They rarely refer to the Ugandan atrocities or those of Sudan's People's Liberation Army, such as attacks against civilians or looting of civilian homes and businesses, or the complicated regional politics fueling the conflict."
Invisible Children addressed the criticisms on its website, saying it simplified a complex crisis.
"KONY 2012 portrays, in no uncertain terms, the image of a madman who manipulates children spiritually for his own tactical gains," it said.
"In our quest to garner wide public support of nuanced policy, Invisible Children has sought to explain the conflict in an easily understandable format, focusing on the core attributes of LRA leadership that infringe upon the most basic of human rights. In a 30-minute film, however, many nuances of the 26-year conflict are admittedly lost or overlooked. The film is a first entry point to this conflict for many."