Great philanthropic souls travel on the Earth on behalf of the Supreme Personality of Godhead to show compassion to the fallen souls who are averse to the sense of subordination to the Lord.
Love of God is awakened by the association of pure devotees of the Lord.
Only those who are pure devotees, those who follow the regulative principles of religious life as prescribed in the scriptures, are able to engage themselves in karma-yoga and then jnana-yoga and thereafter, by pure meditation, can understand pure consciousness. When God consciousness is developed, one can take advantage of the association of pure devotees. Syan mahat-sevaya viprahpunya-tirtha-nisevanat: one is able to associate with the Lord even during the existence of this life.
If one is in good association he can develop the mode of goodness and if in bad association he may develop the mode of darkness or ignorance.