There are more ways to solicit donations, recruit volunteers and spread the word about your organization than ever before. While non-profit organizations are still holding walk-a-thons and bake sales—although the latter has been in decline, due to food allergies and liability issues—the emergence of social marketing and online networking means it’s far easier to reach much wider audiences.

Online fundraising tools like GlobalGiving and ChipIn make it easy for charities to solicit donations right on their websites. No custom programming needed! Facebook and Twitter allow non-profits to gain followers and friends to help publicize their events and needs in a flash. Facebook even helps with Causes, which allows fundraisers to ask for donations from their friends and contacts. It’s good for finding volunteers, too.

Dozens of other sites have popped up to help non-profits publicize their missions and raise money. But before you jump in the social marketing pool, the first thing to do is ask yourself a couple of questions on behalf of your NPO:

1. How Well do I Know my Organization?
2. How Well can I Communicate my Organization’s Brand?

Before you take advantage of the remarkable tools that now exist for marketing through social media (in other words, social marketing), make sure you’re ready. That means knowing your organization inside and out—and communicating the brand quickly and clearly.

Do you Know Yourself?
You may think no one knows your non-profit better than you. But can you put it into meaningful words? Can you express your best-fit client, your ultimate goal and your organization’s place in your community? What are the strengths of the organization, and where do you need help? What skills are you looking for in volunteers? Knowing your organization backwards and forwards makes it easier to make connections with people who can make a difference to your organization.

Communicating the Brand
Think in terms of what your organization does to change something that’s wrong in the world—that’s the brand. It’s what drives the organization, what makes it different from others—and what would be lost if it didn’t exist. Every person involved must speak about the brand in the same way in order for it to be most effective. A well-written tagline helps.

Once you know the organization and the brand, then set up a Twitter account, write blog posts, share them on Facebook and send targeted emails. Social marketing is all about educating your volunteers, fans, supporters and followers about what you’re doing and how they can help you affect change.

Now is a great time for recruiting top-quality volunteers. With the employment picture (unfortunately) remaining less than rosy, management-level talent is finding its way to more nonprofit organizations (NPOs) than ever before.

Whether you find yourself as a volunteer manager trying to tap into these new volunteers’ developed skills, or helping other volunteers develop their leadership skills, you’ll probably find a core leadership group can be quite an asset to your organization, with growth and sustainability not far behind.

How to Identify Potential Leaders
Analyzing volunteers as they work, as well as their skill set coming in, is the best way to determine if they’ll make a good leader. Make sure your volunteer application is set up to gather information like work experience, education level, areas of expertise, specific skills and areas of interest. Also, the application should give potential volunteers the opportunity to express themselves by asking open-ended questions. This way, you can judge communication skills.

What Qualities Do Leaders Possess?
Reliability: Volunteers who show up when they say they will, on time and ready to work their tasks, are potentially the dependable type of leader you want. Other volunteers will not follow a leader who they cannot depend on.

Natural Leadership: Watch your volunteers to see who exhibits natural leadership qualities. Teaching others, listening well, performing duties without much supervision, and a positive outlook are all traits that leaders possess.

Team Players: Leaders are seldom the loner type. They enjoy being around people, and others are naturally drawn to them. Often, leaders have groups that tend to gather around them at every event. If you have a volunteer like this, you’d better take advantage of their charisma and ability to attract more people to their cause!

After you Identify a Leader
Conduct an informal interview with all volunteers who posses the leadership skills you want. Ask how they see themselves contributing and growing with your organization. Identify the leadership qualities you see, and ask if they are willing to take on a leadership position. Have the new job description ready to clearly communicate expectations. You might be surprised to see how enthusiastic your new team leaders are!

Follow Up
Give your new leaders plenty of time to become accustomed to their advanced duties. Don’t pile on too much at once. And follow up often to see how they’re doing, what questions they have, and what assistance they need. If it’s not going as well as expected, cut back on their responsibilities and see how they handle a reduced workload.

When it comes to advancing volunteers to leadership positions, easy does it. You don’t want to scare anyone away, but rather bring them closer to help achieve your organizational goals.

Last week’s Volunteering in America report showed an increase of 1.6 million in volunteers serving in 2009 versus 2008. Managing all these volunteers—new and old—is the job of a volunteer manager or volunteer coordinator.

During the economic downturn, non profit organizations (NPOs) all over the U.S. have had no choice other than cutting staff to stay viable; many volunteer managers and volunteer coordinators have seen their positions eliminated.

Since volunteering is increasing, it makes sense that a position to recruit, train, and retain the right volunteers would be a high-priority position at most NPOs.

What does it take to be a successful volunteer manager?
Planning: Assessing the needs of the organization and the numbers and types of volunteer positions needed to meet those needs is key.

Goal Setting: Often, state and federal mandates must be met to receive funding. Setting goals for volunteers and comparing to actual outcomes is often the only way to keep funds coming in.

Defining Roles: Volunteers need to know why they are there, what is expected from them, and how they’ll know when they’ve been successful. Volunteer coordinators determine what work needs to be done, and ensure a safe, qualified volunteer is in each position.

Acting as liaison between staff and volunteers: This is a tricky and important task. Volunteer managers work with paid staff to encourage their support of volunteers, make sure communication is clear, and that toes aren’t stepped on.

Recruiting: Finding volunteers can be an endless job, depending on the size of the organization. Good volunteer coordinators always have their eyes and ears open for “new blood” to replace volunteers who quit, move, or want short-term commitments. Creative thinking is a big part of successful recruiting.

Volunteer Screening: It’s vital to have one knowledgeable person in place who can ensure the safety of clients, staff and other volunteers by screening volunteers’ backgrounds.

Placing: Matching the right volunteer to each position is vital to keeping him or her happy, productive, and retained.

Following Up: Constant check-in with individuals who’ve shown interest in volunteering but haven’t signed up, current volunteers, and former volunteers is a big part of successful volunteer management—and it takes time.

All of these factors point to the need in most NPOs for a dedicated volunteer manager or volunteer coordinator. Especially when times are tough, a volunteer manager saves an organization time and money by helping things run more smoothly with fewer paid staff.

The unemployment rate is still around 10% in the U.S. As more people lose motivation to look for work, they are turning to volunteerism to keep busy, update skills, or find new interests.

In fact, the demand for volunteer opportunities has inspired the HandsOn Network, the largest nonprofit volunteer network in the country, to participate in large job fairs. The job fairs are a partnership with Monster.com, the online job board.

As local job seekers tour the displays and learn about job openings, they are also introduced to non profit organizations that need volunteers. Job seekers can gain from volunteering in many ways, including:

• Networking opportunities: meeting new people can lead to job opportunities
• Showcasing their abilities: volunteer managers and nonprofit directors tend to notice the talent and skills of every volunteer—which is good thing, when you’re out of work
• Keeping skills current: it’s important to keep your mind sharp, your computer skills current, and your communication skills intact—and that’s hard to do when you’re home watching daytime television
• Learning new, marketable job skills: volunteering is a great way to try new tasks, software, or job skills—which can even lead to a job using them
• Having the satisfaction of putting their skills to good use in their community—feeling useful again is priceless

Out-of-work individuals don’t usually remain so forever; when they do find work, they often maintain their volunteer duties, as well as spread the word to their new co-workers about their experience. This is a great thing for nonprofit organizations; the more skilled volunteers that know about your mission and needs, the better.

And out-of-work volunteers often have more time, passion, and desire to have a purpose than employed volunteers. A mix of all kinds of volunteers—employed, retired, unemployed—is a great thing for any non profit organization!

If you’re strapped for volunteers, let your network know that you are looking. Now is a great time to gain the skills of the highly-educated, skilled workforce that is now out of work—but they won’t be forever. Whether you need help with fund-raising, marketing, grant writing or strategic planning—there is a wealth of talent in your community that you can tap into.