AAQ:
“(I believe Chabad is not using this word and is able to do the job somehow)”
Yep. Look at these stories from Chabad.org
“Take the case of the rabbi who wrote to the Rebbe boasting that he was involved in outreach. He used the Hebrew term kiruv rechokim, which translates as “bringing close those who are distant.” The poor rabbi must have really regretted that letter. The Rebbe wrote back indignantly:
You call them “distant”?! What gives you the right to say that you are close and they are far? You must approach each one of them as though you are the King’s servant sent with a message to His most precious child!
Others who spoke with the Rebbe on the subject have similarly groped and fallen. One Chabad supporter told the Rebbe about a Shabbaton he had sponsored for over forty couples who “had no Jewish background.”
“No what?” the Rebbe responded, as though in shock.
“No Jewish background,” was the hesitant response.
“Tell them that they have a background! Their background is that they are children of Abraham, Isaac and Jacob!” the Rebbe replied.”