Usually entrepreneurs need funding to develop their companies and improve their ideas. That's why they collect money for purposes connected to that, i.e. marketing, PR, promotion, new employees, new devices, new equipment, international expansion etc.
There are various non-financial reasons why companies are choosing loan-based crowdfunding. The most frequent one is the association with additional marketing exposure: building brand awareness and reaching out to the audience that can be very easily transformed into additional customers or brand ambassadors. Furthermore, companies may get an interest from external Business Angels and Venture Capital firms, which browse through the FundedByMe website.