Are you hosting an event and looking to get sponsors on board? I've listed down a few pointers that have worked well for us at Google Developer Group New Delhi, including case studies and examples.

1. How to get Sponsors
Partners
+Raveesh Bhalla, GDG New Delhi

2. General guidelines specifically designed with
Google Developer Groups in mind
(should work for other groups as well)

3. Defining “sponsorship”
spon·sor (spŏn′sər) n.
One that finances a project or an event carried out by another person or
group, especially a business enterprise that pays for radio or television
programming in return for advertising time.

4. Redefining “sponsorship” as a partnership
spon·sor (spŏn′sər) n.
One that finances a project or an event carried out by another person or
group, especially a business enterprise that pays for radio or television
programming in return for advertising time.
A relationship between individuals or groups that is characterized by mutual
cooperation and responsibility, as for the achievement of a specified goal.

5. FACT: The “Google” in Google Developer
Group adds a lot of brand value
● As a result, there will always be people who are
interested in partnering with you
● This gives you an opportunity to be selective

6. Ensure you are providing good value to the
partner
● Understand what the entity expects to gain out of
the partnership, even if it means asking them a
direct question.
● Ensure that there is common ground.

7. If there isn’t one
SAY NO!
It’s far better than the potential issues you
could run into

8. Case Study: GDG {Y} DevFest 2013
● Partnered with Brand {Z}, who wanted a stall at
DevFest to sell their battery packs.
● Attendees consisted almost entirely of students
who did not have sufficient money with them.

9. Case Study: GDG {Y} DevFest 2013
● India’s a price sensitive market, nobody would buy
the battery pack if they could get one for cheaper,
irrespective of brand name.
● Result: {Z} didn’t sell any battery pack, got
annoyed, refused to pay promised sponsorship in
its entirety.

10. How this could have been avoided
● Simple Method: Require sponsorship amount
upfront.
● Good practice in general any way.

11. How this could have been avoided
● Alternative solution: don’t take money. Request
sponsors to pick up the bill for something directly
(such as venue, food or prizes).
● Backing out at the last moment would leave them
in a situation which would damage their brand
reputation with attendees.

12. Identifying the right partner
● Understand your event’s audience
○ What are their primary skillsets (languages, platforms)
○ How good are they at what they do (beginner to expert)
○ What kind of teams do they work in (indie, small, large)
○ Any common interests (sports, news, entrepreneurship, etc)

13. Identifying the right partner
● List down all companies you can think of who are
looking to work with that group of people
○ Don’t bother too much about location
○ Don’t bother too much about how large the company is
○ Don’t bother too much about what they’re willing to offer*
*as long as the partnership is beneficial to the attendees

14. Identifying the right partner
● Find contacts at these companies through your
network.
● No contact? Find the best way to reach out to the
concerned teams (typically Developer Relations)

15. Send them an E-Mail about the event
● Make the value proposition very clear
● Be direct about type of support you are looking for,
but be flexible
● The worst that can happen is the say “no”

16. Example E-Mail: New Delhi DevFest 2014
Hi Abhishek,
Google Developer Group New Delhi is organizing a Devfest
on the 21st and 22nd of September. This year, we are
hosting a hackathon as part of the event where we wanted
to give any company an opportunity to come forward and
help developers build products using their APIs.
I have attached a document giving further information
regarding Google Developer Groups, Devfests and our plans
for the Hackathon. In addition, some more information
regarding the hackathon is mentioned in the post-script.
Feel free to reach out to us regarding any queries, we'd love
to help out in any way that we can.
regards,
Raveesh Bhalla
Organizer, GDG New Delhi
+91-9711907427
Details of the event
Date: 21 and 22 September
Venue: Google Gurgaon, DLF Cyber City
Format of the Hackathon
The Devfest Hackathon is an open event where any company that
would like to see developers building products using their APIs
can do so. They are welcome to send members of their Developer
Advocate teams to attend the event to host a codelabs and also
for office hours (space will be provided by us). If an advocate
cannot attend the event, we recommend having them join the
event via a Google+ Hangout. All the event's logistics are taken
care of by us.
While it is not necessary, we recommend each company to sponsor
a prize or prizes for the best use of their API. The judging for the
prize will be at the discretion of the company, with the prize given
directly by the company to the winner, without any involvement of
Google or GDG New Delhi. Ideally, prizes should be in the form of
cash or gift vouchers to ensure it can be shared by members of the
winning team in an easy manner.

17. Hack: choose words to make it appear you
really, really care about them
“we'd love to help out in any
way that we can”

18. Good practice: Genuinely care about them

19. Tips for following up
● Make sure they get a response within 24-48 hours
● Understand their needs and constraints, and bend
as much as you can
● Don’t rely on an intermediary. Always converse
with the decision makers yourself.

20. Tips for following up
● Quickly gauge a company’s interest level. If they
aren’t that into you, they aren’t worth it.
● Keep them updated with the progress (confirmed
sponsors, registrations, etc) at least weekly.
● Share a folder with all your bills for increased
transparency.

21. At the event
● If they ask for a presentation slot, ask them what
they would like to talk about
● Feel free to offer one to them, but only if you
believe there would be genuine interest in the
crowd

22. Post Event: the crucial part
● Get their immediate feedback about whether or not
they were happy with the event
● Send them an E-Mail thanking them
● Ask them if they had any complaints

23. Post Event: the crucial part
● You’ve worked hard at convincing them the first
time
● Keep them in the loop about future events
● Offer them additional value in various ways at other
events

24. Hack: Offer Invitation Coupons for events
● In general, always create an RSVP form to show
the appearance of a “curated audience”
● Offer invitation coupons to all key events that you
are organizing to maintain the relationship
● Gives them a sense of special treatment

25. Cherry on the Hack: Choose your coupon
code text carefully
● We went with “partner”
● Purpose was to reinforce our relationship with
them, hoping this would help us in tying up with
them again in the future

26. TL;DR
● Partners, not sponsors
● Avoid cash if possible. Upfront if necessary.
● Be transparent & proactive in communication
● Understand their requirements & restrictions
● Design your E-Mails & choose your words carefully
● No one night stands!

27. Thanks!
Got suggestions? Let’s discuss on Google+ and I’ll
make the necessary edits from your feedback