Well, I’ll tell you how it was when I was LDS, not too many years ago. They have this committee that meets on Sundays, called the Ward Council. The Ward Council is made up of the bishopric and leaders of the various organizations of the ward, one of which is the Ward Mission Leader. He reports on the weekly activities of the full-time missionaries in the ward, plus whatever member activities regarding missionary work are happening.
When a new “investigator” comes into play, the Ward Council will evaluate them. For instance, they will discuss their age, occupation, single, married, family, likes, dislikes, whatever information is pertinent and then discuss people in the ward who are good matches. That person, or people, will be assigned to become the new investigator’s friend. In addition, the bishop will likely tell everyone on the ward council that it is their duty to reach out to the new investigator and make them feel welcome when they see them at church.
I’m not saying that Mormons are only friendly because they are assigned to be friendly. I’m sure there are those who would do it on their own accord, but being a friend is often a “project”.
I became a project immediately after I announced my resignation from the Church on Facebook. I immediately received all kinds of attention from people in the ward who suddenly wanted to become my friend . . . hahahaha. I knew then that I had become the bishop’s latest project.