Table 2.
Access to scheme CMOs
| Overarching CMO statement | Illustrative participant quotation |
|---|---|
| 1. If people can choose which/how many of the several exchanges each year they participate in, and they only need to commit to producing one card each time, then they are more likely to participate in an exchange, because doing so feels manageable and flexible enough for them to fit into their lives when/if they can. | “I have no capacity for a pen pal, that doesn’t interest me. I like the idea of sort of love bombing someone from a distance and then to possibly getting my card in return, that’s enough for me.” P17 |
| 2. If there is a broad theme to the exchange then people may be more likely to participate because it gives people a framework for what to create and something they can emotionally connect with. | “I try and work around the theme in terms of decorating the card to go alongside it. If I can’t do that then I’ll try and put something inside to reflect it that way.” P19 |
| 3. If people see diverse kinds of post on social media, rather than only high value or highly creative posts, then they may be more likely to participate, because they do not think they need certain skills or need to meet a certain standard to participate. | “Some of them are just beyond amazing - these people really go to quite lengths to make these cards. So that can be pretty intimidating, because then I’m like, oh my God I don’t have time, I can’t paint like that, just I can’t do that. But then I just have to say, well what I send out is what I send out and I hope that it makes a difference.” P4 |
| 4. If people only have to provide a first name and address for the exchange, then they may be more likely to participate because the anonymity of this feels reassuring and limits potential negative outcomes. | “Nowadays people are worried about their details and stuff, but this was like it’s good that it’s anonymous and that the person you’re sending the card to is different from the person that you’re receiving it from…. Yes, so I didn’t have to give away my personal details.” P9 |
| 5. If the online platform/website that facilitates exchanges is user-friendly then people are more likely to participate because it is a quick and straightforward process for people to sign up, and guidance on the website answers any questions they have. | “A few little ground rules were useful so there was a sense of expectation to fit into that was really not very narrow or restrictive, but it just set those sort of parameters that was quite helpful and reassuring.” P7 |