Everyone here has good recommendations (though I, too, am not a fan of Ravenwolf), but I feel like adding a couple of my own.
Gor a book on generic Neopaganism (i.e., not just Wicca) I find that Exploring the Pagan Path (multiple authors, New Page Books) isn't too bad. I've heard Drawing Down the Moon by Margot Adler is also great for learning about many different Pagan paths, but haven't picked it up yet, so can't really say from experience.
Re: Cunningham, for a non-Wiccan, non-seeker, I would personally recommend The Truth About Witchcraft Today. It's concise, doesn't take unwanted liberties with history, and is specifically geared towards friends and family of Wiccans--not people who want to convert and need to know about getting or making Awesome Rital Gear and finding fellow worshipers.