Tell a non-believing friend that Jesus loves them and has a wonderful plan for their life.
Don't bring up the things of God when talking with a non-believing friend because it might offend them.
Warn the non-believer of God's judgement and hell and then show them the way to eternal life.
I think it is more loving to accept people and not shove my religion down their throats.
I'm not a Christian, I think I'm a good person, and I don't think a loving God would send anyone to hell.