When insurers, lawyers and claims management companies are quizzed about who is to blame for the apparent epidemic in whiplash accident claims, it is obvious who will emerge as the culprit.

Doctors, of course.

Who, conveniently, were not represented this week when MPs on the Transport Select Committee took evidence on the relationship between whiplash injury and motor insurance premiums. A rare point of agreement between successive panels of insurers and lawyers called as witnesses was that the quality of medical reporting could usefully be improved.

To most people CRM stands for ‘client relationship marketing’ and is a vitally important topic I have written about on a number of times. There is another lesser-known CRM, which stands for ‘cause-related marketing’, which is about connecting one organisation with a non-profit organisation or charity for the purposes of mutual benefit. That connection may be used to support a cause financially, in kind or by helping to raise awareness.