They will quite simply go to hell for their lack of belief in Christ as the only true way. Good people by society's standards will also go to hell if they do not believe that. We have all known good, kind people, who did not believe this, and Christ stated quite clearly, "The only way to the Father is through me," Therefor, unfortunately, they are not in the Kingdom of Heaven; and there are only two options. Many non-christians do innumerable great deeds, but this will not grant them salvation. Sorry, deeds do not matter!
You know -- LOL! -- we are not saying anything that different. My point is that God still hates sin -- deeds still matter to Him. If belief were all that mattered then He sure went to a lot of unnecessary suffering to redeem our condemned souls. PAYMENT had to be made for our sins. Christ did not abolish the law and it's just sentence -- He fulfilled its requirement. Paid in Full!!!! Only for those who receive it (that's where we agree). Those who reject Him still stand condemned for their sins -- a just condemnation, for all have sinned.