(Click to enlarge photo of Srila Prabhupada distributing the mercy.)
"A Vaiṣṇava is para-duḥkha-duḥkhī. A Vaiṣṇava has personally no distress. Anywhere he can sit down and chant Hare Kṛṣṇa, read Śrīmad-Bhāgavatam. And where is his difficulty? Tvad-vīrya-gāyana-mahāmṛta-magna-cittaḥ. He has no. But why he takes so much distress? Now, because tato vimukha-cetasaḥ. Śoce tato vimukha-cetasaḥ. Prahlāda Mahārāja says, 'I am aggrieved for the rascals who are not devotees.' Tato vimukha-cetasaḥ. Vimukha means they are not interested in Kṛṣṇa consciousness.
So a Vaiṣṇava is disturbed, perturbed, how these rascals are suffering so much in material condition. So how to teach them Kṛṣṇa consciousness, how to make them happy, this is Vaiṣṇava's concern. Vaiṣṇava concern, personal, there is no concern. Vaiṣṇava is not satisfied that 'Because I have no problem, I can chant anywhere and enjoy.' No. Still, Vaiṣṇava takes the risk. As Prahlāda Mahārāja said, that 'I do not wish to go alone to Vaikuṇṭha or anywhere, my Lord, unless I can deliver all these rascals.' This is Vaiṣṇava. He knew that all the... Vimukha-cetasaḥ, these materialistic persons, they are engaged in planning for material happiness. They are working so hard, becoming baffled without any benefit.
So māyā-sukhāya bharam ud... (SB 7.9.43): many, many plans, many, many skyscraper buildings, roads and motorcars. What is the real purpose? The purpose is they want to be happy. But that is not possible. Therefore they are vimūḍhān, rascals. They are going in the wrong way. How to divert their attention to Kṛṣṇa consciousness, then they will be happy."
(Srila Prabhupada Lecture, Vrindavan, October 6, 1976)