Just like we are trying to spread this Krsna consciousness movement all over the world because on account of love. Someway or other, we have come in contact with Krsna. We are understanding that these people are in maya, or in ignorance; they do not know how to become happy. So our little attempt is, “Let them become Krsna conscious.” This is out of love. Samah sarvesu bhutesu. Everyone is suffering for want of Krsna consciousness, therefore we are taking so much trouble. This is at least one side, that Krsna wants them to deliver, and if we work on behalf of Krsna, that is also love. We love Krsna.

From Srila Prabhupada’s lecture on Srimad-Bhagavatam 7.6.9 — June 25, 1976, New Vrindavan