The Barna Group works to provide insight about faith and culture, and this article suggests a need to help Christians develop relationships that will lead to opportunities for discussions about faith matters. There are helpful links to other articles related to this topic.
"Honesty, Care & Understanding—What People of No Faith Hope to Find in Conversations with Christians
Relationships between Christians and people of no faith are fairly common—and they often involve talking about Jesus. In fact, 65 percent of people of no faith personally know someone who follows Jesus, and 45 percent say such a peer has talked with them about their Christian faith."