Table 1.

Example of CMO statements

	If (context)	Then (outcome)	Because (mechanism)
1	If participants only need to commit to one contact with another person (i.e., sending one piece of mail to a person once)	then they may be more likely to participate	because there is no long-term commitment to growing a relationship/managing boundary with a contact
2	If participants can choose which exchanges throughout the year, they sign up to	then they may be more likely to participate	because it feels more like a free choice to participate, rather than a chore that must be completed
3	If participants only see images of highly creative/high value mail on social media	then they may not want to participate	because they do not feel they can meet that perceived high standard