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Qwerty is right. Lubavitch were the first in Kiruv. The attitude of the Litvish Yeshiva world at the time was that “Perhaps my learning achieves more than getting extra people to keep Shabbos”. They changed their minds later, but they approved of it only for those who, for one reason or another, could not continue with full-time learning.
However, the Kiruv by Lubavitch is motivated by their belief that Moshiach will come only when Chabad has spread throughout the Jewish world. To that end, they would expend the same resources to convert an otherwise frum person to Lubavitch, as to make a non observant Jew keep Shabbos. Moreover, once a Baal Teshva decides to be frum but not Chabad, the Lubavitch Kiruv people terminate their interest in him.