Table 5.

Culture CMOs

Overarching CMO statement	Illustrative participant quotation
1. Women may be more likely to participate because the branding of the exchange feels more targeted towards women.	“It might be a bias towards women being more empathic or having like, social responsibility to participate in these types of events like, and that kind of like, community work.” P18
2. If exchanges are tied to a cultural event, then some people are less likely to participate, or at the very least this will not impact on likelihood of participation, because the tie to the event is not why people participate, and it may alienate people who do not celebrate these events.	“I’m assuming there’ll be some kind of Christmas one would that then turn people off from different nationalities and religions and things who don’t celebrate Christmas, and seeing it as something that then they feel uncomfortable being a part of?” P13
3. If people are familiar with letter writing/card writing as an activity or are familiar with similar community-focused support schemes, then they are more likely to participate because they are comfortable being involved and can envisage potential benefits.	“I think it’s people who participate are people who are comfortable just writing random cards to random people. You know, like there’s somebody who already likes to volunteer, there’s somebody who already likes to make a difference.” P4