Srila Bhaktivinoda Thakura says that just as Lord Caitanya first awakened faith in Jagai and Madhai and then initiated them, it is the duty of the Vaisnava preachers to first awaken faith in others and then to initiate them into the chanting of the holy name. How does all this fit in with the idea that the holy name should be freely distributed? Srila Bhaktivinoda Thakura explains that the Lord’s holy name can be given to anyone. Lord Caitanya Himself did not discriminate in His distribution of Krishna-nama. The holy name can be given to everyone and everyone can chant (think of the disciple who saw the washerwomen, fishermen, and boys chanting the holy name). But to receive nama, initiation, means that one must first follow a process that ultimately awakens one’s faith. And when it is time to accept nama, a follower may offer wealth, words, or intelligence to the spiritual master and the spiritual master may accept it for Gauranga’s service, but all the spiritual master is really seeking is essence: faith.
(LFD, Vol2, Faith—The Price for the Holy Name, Pg 94, 3rd paragraph)