Table 3.

Pathways to involvement CMOs

Overarching CMO statement	Illustrative participant quotation
1. If people hear about the scheme through word of mouth or through a connection on social media then they are more likely to participate because the scheme is endorsed by somebody who is trusted.	“I wasn’t really worried at all. I think as well because my mum was taking part in it, my mum’s friend has, I’ve got my friends to take part in it as well, so, and we’ve all had good experiences from it.” P15
2. If people value participating in KbP then they may increase participation because they tell friends/family/colleagues or post on social media about their positive experience and encourage others to get involved.	“When I receive things, I do take a picture of it and post it on Twitter and Instagram, which I do because I want to encourage others to participate and I want to share something lovely that’s happened to me.” P2
3. If there are nationwide negative events or circumstances, people are more likely to participate because they seek positivity and community to counteract the negative experiences.	“It just felt like a really nice way to share some positivity at what was quite a challenging time. I’m not sure if it was – a year earlier whether I’d sort of scanned over it but, you know, having gone into lockdown and stuff it just felt very – yes, that human connection felt very needed.” P12
4. If people sign up because they want to spread kindness then they may benefit from participation regardless of whether they receive a card because they value helping others over receiving something themselves.	“I definitely noticed I think my pleasure came more from sending it than receiving it… The reason that I did it was about creating that feeling for someone, and I think that’s probably still where my focus is, and I guess I’m more in the mindset that if I get something back that makes me feel positive in that same way, that’s a bonus.” P13