Evangelization, known as da'wah, is an essential principle in Islam. The Qur'an, properly interpreted, rejects coercive “proselytization” and considers faith to be a matter of personal conviction. Da'wah should never be used to pressure non-Muslims to convert but should be undertaken as a friendly outreach to bring understanding and goodwill. Four principles define the relationship between Muslims and non-Muslims. In today's pluralistic societies, Muslims should seek common ground with people of other faiths. Free religious exchange must acknowledge the freedom of all individuals to change their religious affiliations.
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Louay M. Safi (2011) studied this question.