Cthulhu Mythos: How does the cult recruit people, if at all?

In The Call of Cthulhu there is a worldwide cult that worships Cthulhu (and possibly other great old ones). I'm wondering how cult members actually make their way into the cult?

A few thoughts I had:

1. In The Call of Cthulhu, the main character, and many others worldwide, have strange dreams while Cthulhu is restless. He even carves the statue of Cthulhu in his sleep and does in fact stumble upon the cult worshiping him


2. In other non-Lovecraft fiction pertaining to Cthulhu, such as The King in Yellow, it seems to be implied that there is much literature, such as the Necronomicon, which The King in Yellow actually is, about Cthulhu and other dark secrets and these things are usually purposefully destroyed for the sanity of mankind, but some books make their way into people's lives


3. Part of Lovecraft's whole thing is that curiosity gets the better of people almost all the time and they learn things they should never learn.

So, while there are several cults in the mythos, I would prefer any evidence regarding the cult from The Call of Cthulhu and other Lovecraft stories. Do the cults recruit or do people find them by accident or by, as the title suggests, a calling?