The term was popularized by Gary A. Tobin (1949-2009) of the Institute for Jewish & Community Research in San Francisco, who championed a more open religious approach to converts and prospects and established a number of initiatives towards that end.
His purpose was to "for a greater ethnic and racial diversity among Jews" and considered the conversion of more people to Judaism a "great mitzvah".
[3] In 1997, Conservative rabbi Harold Schulweis created a Keruv ('outreach') Center in Encino, California; "Turning potential converts away by telling them the Noahide Laws are good enough for them, whereas Judaism's treasures are to be saved for an elite few, is, Schulweis argues, promulgating a particularist notion of Judaism that is profoundly un-Jewish.
Traditionally, unofficial policy has focused on providing services and transmitting religious identity to other Jews, not seeking converts.
He likens it to throwing a lifeboat to those floating on the water (prospective converts) while disengaged Jewish youth, are drowning.