It's very simple, people who don't accept god don't believe in god. Logical thinking, science, and free will tells us that somethings are not always true just because millions of people say it's true. The real problem is: Why do people who believe in god refuse to accept those who don't?
That isn't saying that believers don't have friends who aren't believers but to say that those who don't accept your views are damned to hell is unfair. Most people who don't accept god or don't believe in god also don't believe in hell. Hell is part of a religion where heaven exists and hell is its counterpart. So to say that someone's soul is going hell is to force your religious views on that person. For a soul to go to heaven or hell the person would have to believe that both exist thus admitting to the belief in god.
I don't accept the concept of god for myself, therefore my soul can neither go to heaven nor hell because my belief is that they don't exist. You can hope my soul will go to hell for not believing but unless I believe my soul will simply no longer exist once my heart has stopped and I have been declared dead.
Just so people don't get the wrong the idea, I accept others beliefs and acknowledge that each is entitled to have their own opinion. I hope everyone has something to believe in or to drive them to wake up in the mornings.