There is no loving the lost, truly loving them, without the sharing of the Gospel. What good are our kind words, and generous deeds towards those en route to hell if we neglect to tell them of the way of escape from God's wrathful, eternal punishment of their sin? What love have we shown the lost if we educate, and house, and make them physically well, but let them die an enemy of God, doomed to eternal darkness and separation from Him? None, really. None at all.
Christians have been slowly herded away from the sharing of the Gospel under the banner of "relevancy" and "loving the lost into the kingdom." There are stupid sayings floating around like, "Preach the Gospel and if necessary use words," that seem to justify Christians remaining silent about the message of salvation. But the Gospel is impossible to communicate without words! Read Romans 10:14-17! Using words to preach the Gospel is absolutely necessary! Those words, though, carry hard truths, truths that condemn the sinner and his wicked deeds, truths that humble and threaten the proud and rebellious evildoer, truths that often rouse the anger and hatred of the unrighteous. Consequently, many Christians, having accepted the modern business-model approach to reaching the lost, seek to package the Gospel in as inoffensive and attractive a wrapping as possible. They bend over backward to avoid anything that might cause the sinner to feel uncomfortable. Certainly, you can't merchandise the Gospel if it makes people feel convicted and threatened! God's wrathful judgment of the wicked has to go. Such an aggressive truth won't encourage a positive feeling in the lost. You can't sell to consumers that you've offended! So, talk of sin, and guilt, and punishment must be removed from conversations with the lost. The Gospel has to be totally reworked. Repentance, and submission, and confession of sin must be replaced by more positive, consumer-focused messages like, "Your best life now!" and, "God loves you just the way you are!" and, "Heaven is yours if you'll just believe!" Above all, one must never offend a sinner with the truth that their destined for hell.
To truly love the lost, however, a believer must be reconciled to the offensiveness of the Gospel. The wicked living in darkness will hate the light of it (John 3:20). The lost, perishing in their unbelief and sin, will consider the preaching of the cross a lot of foolishness (1 Corinthians 1:18). And those who preach the Gospel must inevitably come under persecution by a world of sinners deaf and blind to the saving work of Christ (John 15:19-21). The more Christians try to mitigate against these things in the preaching of the Gospel, in loving the lost, the more they obscure the light they are to be in the World and the more they make the sinner comfortable in his lostness and sin. There is no true, godly love in such mitigation.