The other tack that emerged, however, was to concede that Christian conservatives may need to change the tone if not the substance of their message in order to appeal to voters who are increasingly non-male, non-white and even non-Christian. The electorate today is increasingly Latino, and younger, and both those groups are turned off by anything that smacks of righteous moralizing.
“No party can win if it is seen as heartless,” said Mohler. “No party can win if it appeals only to white and older Americans. No party can win if it looks more like the way to the past than the way to the future.”
Indeed, exit polls indicated that evangelicals turned out more strongly for Romney (or against Obama) than they had for any other Republican in history – but that nearly 80 percent margin was still not enough in raw numbers to put the GOP ticket over the top.
“My message really today is we have more work to do to become more diverse, but the party has to start building bridges and practicing the politics of addition to bring more people in,” Ralph Reed, head of the Faith and Freedom Coalition, said at a morning-after briefing in Washington.