Sponsors' online application forms
Participants of the Sponsorship Insights group at LinkedIn discussed the merits of events submitting sponsorship applications online using forms required by the companies being solicited.
Some company representatives (usually those sponsoring large, media-driven events) favored the forms because it forced all applicants to submit identical applications, making it easier for companies to decide which events to sponsor.
Some also claimed receiving too many proposals to be able to review each one adequately. (At an IEG seminar, an executive of a Fortune 500 company said he didn't have time to read all the submitted proposals, so he just threw most of them away).
Most event organizers criticized used of these forms, complaining that it tried to make all events appear the same and made it more difficult for each to explain its unique attributes.
Most discussants did agree that customized sponsorship proposals were the most likely to be successful.
Bottom line? Whenever possible, submit customized proposals, especially for small events. If your only option is to submit an online proposal using a company template, do so if you think your event is closely aligned with the aims of the sponsor.
Otherwise, you may just be wasting your time.